The travel industry moves fast. One minute, it’s all about minimalist treehouses and cinematic drone shots; the next, it’s AI-powered trip planners and immersive soundscapes. As travellers evolve, so should your content strategy. The good news? Travel content marketing is still one of the most powerful tools in your kit—especially if you know how to wield it.
The winning travel brands are the ones that know how to tell a great story, spark a little wanderlust, and convert scrolls into bookings. Here’s how to do it—with style, substance, and a sprinkling of strategy.
1. What is Content Marketing for the Travel Industry?
Content marketing in the travel industry isn’t just about pushing beautiful landscapes and dreamy getaways—it’s about tapping into the heart of travel: the experience. Travel content marketing connects with audiences on an emotional level, crafting stories that inspire and invite potential travellers to imagine themselves in those same awe-inspiring moments.
User-Generated Content: The Exodus Travels Approach
When we talk about creating authentic content that speaks to your audience, Exodus Travels is an excellent example. Their approach to travel content marketing is all about inspiring storytelling—and the best part? They’ve turned their followers into co-creators.
Exodus encourages travellers to tag their Instagram page, giving them the chance to be featured on their feed. It’s a strategy that plays on the idea of social proof. When you see a real person enjoying an adventure, it’s far more relatable and impactful than a staged photo. It gives potential customers a sneak peek into the actual experience—unfiltered and real.
For customers, this kind of interaction is gold. Being featured by a well-known travel brand makes them feel important, like their journey is valued. But let’s not forget the major win for Exodus itself. First, it’s user-generated content (aka free content!) created by actual customers with no production costs. Second, it builds credibility and trust because real stories resonate. And third, it offers a raw, authentic perspective on travel that no glossy brochure or marketing gimmick can replicate.
It’s not the hard sell—it’s the story. And stories are what drive emotions, create connections, and ultimately convert followers into customers.
2. Key Strategies for Travel Content Marketing
The golden rule? Stop marketing travel like a transaction. Instead, create content that feels like a journey that starts with curiosity and ends with action.
At the heart of a strong travel content marketing strategy is storytelling. Not just beautiful imagery or catchy captions but layered, meaningful narratives that bring destinations and experiences to life. Travel is personal, and your content should reflect that.
User-generated content continues to shine—authentic, relatable, and trust-boosting. People want to see real experiences from real travellers. It makes your brand feel more human, more trustworthy, and far more memorable.
SEO Optimisation for Travel Content
Sure, it’s not the most glamorous subject—but SEO is the backbone of travel content marketing. And in travel, getting found matters just as much as looking fabulous once you are.
Travel-specific keywords are still crucial. But in 2025, localised and intent-driven search terms are leading the pack. It’s no longer just “things to do in Bali” but “hidden beaches near Uluwatu for couples.” Hyper-relevance is key.
Multimedia content—photos, videos, maps, even audio—is also impacting rankings more than ever. Google wants more than words. So give it the full visual itinerary.
Leveraging Social Media
Social media remains a heavyweight in travel content marketing. But it’s evolving—fast.
Instead of perfectly polished feeds, audiences are flocking to raw, real, and interactive content. Reels, TikToks, Stories, and behind-the-scenes clips are not just nice-to-haves. They’re how you build connections.
Instagram and TikTok are still the darlings of visual storytelling, but don’t sleep on Pinterest for travel planning, or Threads for community-driven insights. And yes, even LinkedIn can be your ally—especially for B2B travel services.
Most importantly, engage. Reply to comments. Repost guest content. Start conversations. It’s not just about reach—it’s about relationships.
Collaborating with Influencers
Influencer marketing in travel has come a long way since the days of passport photos and perfectly staged sunsets. In 2025, it’s all about trust, relevance, and genuine connection.
The best travel influencers don’t just promote—they inspire. From micro creators to global adventurers, finding someone who fits your brand like a well-packed suitcase is key. Think shared values, aligned aesthetics, and an audience that’s actually listening.
Long-term partnerships are where the magic happens. Instead of a one-off sponsored post, work with creators over time to build something meaningful—whether it’s a destination series, a co-branded itinerary, or behind-the-scenes travel tips that make your brand unforgettable.
Influencer Spotlight: Kyra Mae on TikTok
If you haven’t stumbled across Kyra-Mae yet, here’s your cue to open TikTok and get inspired. Her audience is wildly engaged, and not just because she films from jaw-dropping locations—it’s the way she tells stories, shares honest insights, and makes adventure feel accessible. Her content doesn’t just entertain—it motivates people to book trips and chase similar experiences.
That’s the power of excellent travel content marketing in action.
Now, imagine teaming up with a creator like Kyra to promote your travel brand. You’re not just tapping into a follower count—you’re becoming part of a movement. Her audience already trusts her. They’re emotionally invested.
But a word of warning: don’t try to shoehorn your brand into someone else’s narrative. Influencers aren’t blank canvases—they’re creators with distinct voices. If a brand collaboration feels forced or inauthentic, audiences will pick up on it in seconds. And that’s how campaigns flop.
Let influencers do what they do best—while you focus on building a partnership that feels genuine, inspiring, and natural. It’s a win for everyone—especially your potential customers.
Video Content and Virtual Tours
Video is still ruling the content kingdom. And with attention spans getting shorter, you’ve got about five seconds to grab someone’s curiosity and hold on tight.
Travel brands are getting creative—using video not just for glossy montages but for immersive, narrative-driven experiences. Virtual tours are on the rise too, giving people the chance to explore a resort, a city street, or a jungle trek from the comfort of their sofa.
Whether it’s a 60-second highlights reel or a day-in-the-life on location, video brings destinations to life in a way that static content simply can’t.
3. How Do Travel Content Creators Get Paid?
Good question—and one that every travel brand working with creators should understand.
Most travel creators earn through a blend of brand partnerships, affiliate marketing, and premium content. That could mean anything from sponsored blog posts and social campaigns to earning commission on bookings or even launching their own digital guides and paid subscriptions.
The most successful partnerships are built on trust, transparency, and long-term thinking. If you’re working with creators, treat them like collaborators—not just content machines.
4. Digital Marketing Trends in Travel
The future of travel content marketing is equal parts human and high-tech. From AI-powered recommendations to AR-guided city tours, brands are blending creativity with cutting-edge tools to craft smarter, more personalised experiences.
Personalised Travel Experiences
Thanks to AI and data-led insights, content can now be hyper-personalised. Think custom travel itineraries, tailored social ads, and dynamic website content that adapts to each visitor.
When content feels personal, engagement goes up. Nobody wants generic; they want something “made for me.”
Sustainable Content That Inspires
Sustainability isn’t a trend—it’s a necessity. And audiences expect brands to lead the way.
This doesn’t mean slapping a “green” label on your homepage. It means telling real stories about local communities, promoting eco-conscious experiences, and encouraging mindful travel habits.
In 2025, sustainable content isn’t just ethical—it’s effective.
5. What is Travel Content, Really?
Travel content is more than a few pretty photos and an itinerary. It’s anything that tells the story of place, people, and experience. That might be a blog, a vlog, a podcast, or an Instagram carousel.
Blog posts still matter—especially when they’re packed with insider tips, engaging copy, and SEO know-how. Vlogs and video content offer an emotional hit that static images can’t match. And podcasts? They’re giving travel a new voice, literally, offering deep dives, interviews, and immersive audio journeys that stay with listeners long after the episode ends.
Great travel content is authentic. It’s engaging. And most of all, it’s human.
Final Boarding Call
Travel content marketing isn’t just about being seen—it’s about being remembered. The best strategies blend emotional storytelling with data-driven insight, tech innovation, and timeless narratives.
So whether you’re a luxury tour operator, an adventure travel startup, or a tourism board looking to reignite post-pandemic wanderlust, remember this: the brands that win will be the ones that don’t just sell destinations. They’ll sell the feeling of getting there.
And that? That’s worth marketing well.
Recommended read: 2025’s Ultimate Guide to Digital Marketing for Travel
