For businesses, any online interaction with their target audience is a constant battle for attention. The allure of flashy photos on Instagram, the constant barrage of tasty morsels of text on Twitter and the fast-paced TikTok videos are a tough challenge to beat. Destination content to the rescue!
Travellers want to be entertained
Ideally, their dose of online fun would come in the form of infotainment. Combine the information they need to make a decision about their upcoming travels with something glitzy that would prevent them from clicking away.
By providing this satisfying combination, airlines get the much needed attention of their target audience. But how exactly is this accomplished?
Consider destination content, which archives multiple goals. The added value starts at the time when travellers are leisurely browsing the web in search of some inspiration for their next vacation trip. Air-carriers can help passengers make the best choices and improve their overall experience.
Attract New Customers
Airlines use a wide range of tactics to attract passengers. Some boast about their award-winning customer service, some talk about the benefits of their loyalty schemes, and others bank on being the cheapest.
The Irish low-coster Ryanair is known for target cost-sensitive leisure travellers. To enhance this idea, Ryanair leverages its blog to promote select destinations as recommended budget routes, rather than only highlighting the low sticker price of the services. This powerful content marketing approach is easiest with a ready-to-use database of destination content. All the travel tips and guides attract potential passengers and inspire them to travel with Ryanair.
Most airlines these days offer some sort of travel content. Curating a large database of destinations and keeping everything up to date is a major task. Why do it in-house? Leave this tedious job to the professionals. ArrivalGuides has been on the market since 1990, working closely not only with distribution partners like airlines and OTA’s, but also with tourism boards who know exactly how to make their destination appealing.
Inspire Wanderlust
ArrivalGuides travel content database allows airline passengers to learn about destinations and inspire them throughout the entire customer journey.
Up-to-date guides with high-quality images, engaging and compact text, and even videos, can be easily integrated into any website or app through our API. ArrivalGuides white label content is seamlessly becomes a part of any webpage. You can crop images to fit your design concept and select points of interest based on topics that are relevant to your target audience. Our content includes mapping and geo information, so it can be easily integrated into dynamic mapping solutions.
For a more turnkey solution, widgets are available, too. The Content Max widget displays one specific destination at a time.
The more comprehensive Inspire widget gives users access to the entire catalogues of over 620 destinations.
Air Cairo has had the ArrivalGuides widget solution up and running since 2016, giving their passengers easy access to all the relevant information about their destination pre-travel and during the trip. They also make use of co-branded PDF destination guides that can be downloaded. All destination guides are packed with useful tips on attraction sites, shopping areas, culture, and essential information, simplifying travellers’ journeys with bookable products and tickets.
For a more turnkey solution, widgets are available, too. The Content Max widget displays one specific destination at a time. The more comprehensive Inspire widget gives users access to the entire catalogues of over 620 destinations.
Air Cairo has had the ArrivalGuides widget solution up and running since 2016, giving their passengers easy access to all the relevant information about their destination pre-travel and during the trip. They also make use of co-branded PDF destination guides that can be downloaded. All destination guides are packed with useful tips on attraction sites, shopping areas, culture, and essential information, simplifying travellers’ journeys with bookable products and tickets.
Make That Sale
The Irish airline Aer Lingus has seamlessly integrated our extensive content library with the booking form on their website, increasing the possibility for conversion. By displaying hundreds of destinations and thousands of points of interest in different categories, such as Do & See or Dining, they enable travellers to plan and book their trip – all in one place.
According to ArrivalGuides’ own research, if information about the destination is available on the booking site — 29% of customers will actually book their trip faster.
By filling their website with relevant and high-quality content, airlines give travellers more reason to stay on their website and complete their travel booking, or perhaps even add an exciting layover.
A Happy Customer is a Repeat Customer
Travelport has found that 78% of customers want location-specific content when visiting their destination. It is the perfect opportunity to better your relationship with your customers and increase customer loyalty.
In a survey about destination content conducted by ArrivalGuides, 37% of travellers said they would return to the same website where they booked their trip if the site has destination content. Unbiased travel guides increase trust and encourage return visits and transactions. A well-crafted Top 10 list might even make its way into the bookmarks bar!
Printable travel guides are an excellent addition to confirmation emails. It is the cherry on top that shows the traveller that you care not only about getting them to their destination, but also that you want them to have a great time upon arrival.
Bookable Content is King
Consider a platform like inDest that drives in-destination revenue for travel companies and helps overwhelmed travellers plan their trip on the fly. They effectively leverage artificial intelligence and the fact that, even on vacation, people are glued to their mobile devices. Not everyone has their trip planned in minute detail ahead of time, so providing the more impulsive and spontaneous travellers with timely information is paramount.
All that is required is the passenger’s phone number, plus where and when they are going. Leave it to the software to come up with the best tailor-made in-destination products and services to the right traveller at the right time.
Get in Touch!
Hundreds of the world’s leading travel brands have implemented destination content solutions to deliver results, drive customer loyalty and put them front and centre in the travel space. ArrivalGuides content managers are well versed in the latest content marketing trends and create immersive and inspiring travel content.
Book a meeting to learn more.
