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Research: Evolving Content Strategies for Travel Brands

For travel brands, competing in an increasingly experience-driven economy is quite a challenge. Marketers must engage travelers with authentic, personalized content to increase bookings and maintain their interest over a complex consideration cycle. To do so, many have turned to user-generated, or “earned” content as a way to stand out.

Olapic, in collaboration with WBR, surveyed travel marketing leaders from a variety of brands to learn what types of efforts are showing results and where there are opportunities for improvement. In the report, marketers can expect to learn:

  • Which strategies are helping brands stand out from increasing competition?
  • What channels are most impactful as part of the broader marketing mix?
  • How impactful is user-generated content on traveler engagement and bookings?
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