In the digital age, a brand can no longer rely on a well written press release to sell a destination. The consumer landscape has changed drastically in the world of travel and customers are becoming more and more travel savvy with the help of the internet.

A well-worded pitch selling in breathtaking views or an electric nightlife just isn’t going to cut the mustard.  It is now all online to experience at the press of a button, with 360 degree virtual tours of luxurious hotels where you can practically test out the king size bed via your laptop, to video blogs of crazy students bungee jumping from stomach-churning heights.

So how does the travel PR industry compete with all these new-fangled travel blogs and review websites offering first-hand insight? Quite simply, by embracing them. In order to get closer to their target audiences, brands need to engage travel and lifestyle bloggers and forums. Their opinions are valued by consumers all over the world. From mum’s sharing family travel tips via expatwoman.com to young nomads recommending quick and easy hostels on twenty-somethingtravel.com, the influence of such sites is reaching new heights.

Engaging with these bloggers is now essential for gaining consumer trust. And it makes sense: After all, who would you trust more – a multi-million dollar brand trying to sell flights and hotels or the independent traveler who has first-hand experience?

Many travel brands are also taking it head on with their own social media initiatives, where forums have the power to build a community centered on the brand. Emirates airline for example engages travelers through its Facebook page and encourages discussions on better service. The page is regularly updated with news on new routes and aircraft, but also features interesting snippets of everyday life from the SkyCargo team and YouTube clips of traditional music from around the globe.

Whether it is industry insight, developments in destination offerings, or simply a new hidden gem of a restaurant tucked away in the Nepalese jungle, if you are able to provide a regular stream of solid, insightful, and informative content, you’re already halfway there.

– Louisa Norman, Account Executive at Hill+Knowlton Strategies Dubai

Advertisements