Travel Marketing - what to expect in ‘24
PART 1: DIGITAL
What will be the major tidal currents determining travel marketing’s journey in 2024? How will the eddies of this ever-changing industry, and the external variables it has to navigate, chart its course? After several years of stormy seas (thanks pandemic!) and the painstaking rebuild since, will the profession enter smoother waters where it can look to the far horizon and plot carefully constructed – and differentiating – brand narratives? Or will those captaining their brand continue to tack frantically from one short-term tactical point on the map to another, without ever really reaching the desired destination?
In this and a second article, the Llamas give their thoughts on what they expect to be the key developments in travel marketing in 2024. Part 1 focuses on digital marketing.
SEO – Mags Sikora, Digital Llama
For travel brands operating in the online space, particularly online travel agencies, 2024 will be about more than just adhering to technical SEO practices. It will be about creating content that resonates with the travel aspirations and needs of their audience. By focusing on author authority and ‘helpful’ content, OTAs will not only improve their SEO performance but also build stronger connections with travellers, ultimately shaping a more authentic and engaging online travel experience.
Authentic and expertise-driven content
In 2024, Google's increased focus on author authority (in the form of their Expertise, Experience, Authority, Trust – EEAT – guidelines) will deepen the challenge travel marketers have of balancing the use of Artificial Intelligence (AI) for personalisation with the need to create helpful content that aligns with the EEAT criteria. AI offers powerful tools for tailoring travel recommendations to individual preferences, enhancing the user experience and driving engagement, but content crafted by creators who have actual experience and expertise in the travel domain will be algorithmically prioritised over that created, for example, via generative AI. This could include seasoned travellers, travel journalists, or local experts who can bring authentic insights into destination guides, travel tips, and reviews.
Brand owners will need to think carefully about how they harness the undoubted technological prowess of AI, and its budget-saving potential, in a way which means they continue to serve users with content that is genuinely useful and satisfying, crafted by knowledgeable experts. Doing so will ensure they deliver personalised experiences and maintain the authenticity and helpfulness that are crucial for long-term SEO success and user trust.
Emphasis on helpfulness and user experience
Google's algorithms also increasingly favour content that is not only high-quality and derived from genuine experience, but also genuinely useful and satisfying for users. Travel websites should focus on creating informative, engaging, and helpful content that meets the specific needs and queries of travellers – in the form of destination guides, travel tips, and personalised trip planning advice.
Voice search optimisation
As voice search (meaning, speaking to a digital device or assistant – like Siri or Alexa – and requesting information, rather than typing into a search window) grows in 2024, travel brand owners should be thinking about how they optimise their online platforms and content for conversational, travel-related queries.
CONTENT AND SOCIAL MEDIA – Marta Safin, Social Media Llama
With AI being the hot topic of 2023, travel marketers need to take stock of what we’ve learned.
The potential of AI to streamline marketing - for example, by generating captions and creating assets - is well documented. But so too are its drawbacks. It can stretch creative boundaries, especially in the context of promoting travel and picturesque destinations - meaning content has to be carefully scrutinised and thoroughly fact-checked. Is that dazzling hotel featured in the content real, or the product of AI-generated fantasy? Has the crowed of tourists flocking to the latest Insta-friendly location been removed to enhance its allure? Our judgement and human ‘sanity check’ remain essential for maintaining the integrity and authenticity of the travel industry's marketing efforts.
Video content
The dominance of video content on social media platforms will deepen in 2024, and major players like Meta and TikTok will continue to heavily invest in enhancing their video capabilities. The significance of this shift is evident in the staggering user numbers: Reels, Meta's short-form video feature, boasts an impressive 2.35 billion monthly active users, while TikTok has exceeded 1 billion monthly active users. As these platforms evolve and introduce new features to enhance the video-watching experience, it is likely that user engagement with video content will only intensify.
For travel brands specifically, the implications are significant. To effectively reach and resonate with their target audience, these brands must adapt to the prevailing trend by prioritising the creation of original and high-quality video content that tells compelling stories, provides immersive experiences, and evokes the emotions associated with travel. In essence, the future success of travel brands on social media hinges on their ability to leverage the power of video storytelling to connect with their audience in meaningful ways.
Influencer marketing and content creation
Influencer Marketing will continue to grow in credibility as a viable channel for travel brands in 2024. The richness, variety and subjectivity of subject matters makes it ideal for successful travel marketing – and the right Influencer or content creator can capture and share their genuine experiences through the lens of their unique perspectives to a devoted following. Right now, only a few brands are using this opportunity to establish a deeper connection with their audience and diversify their content to its fullest. We only see this as a channel which will continue to mature and gain in…well…influence in 2024.
But here are the key watch outs to create a compelling campaign in 2024. Firstly, don't rush it – successful campaigns take time to prepare. Be well targeted- the Influencer needs to have a strong connection to the customer you’re targeting. Ensure your values and those of the Influencer are aligned and build a relationship with them that ensures the content that is to be created is aligned to your brand values, and is engaging and interesting. Also, respect what each stakeholder brings to the relationship – you’re the expert on your brand and customer, they are the expert on what engages their audience. So trust them when they counsel against repurposing your ad creative running on other channels, and be prepared to allow them to use their creativity and tell your brand story in a different way.
Equally important are boundaries – set clear expectations with the Influencer, and for your business stakeholders. This type of activity tends to be top of funnel and geared towards raising brand or product awareness, rather than direct response – so sales may not be instant!
And finally – make sure you’re ticking all the compliance boxes.
