In a packed session at World Travel Market (WTM) London, Dan Christian, host of the popular Travel Trends podcast, unveiled five emerging digital marketing trends reshaping the travel industry.
With insights gathered over 100 podcast episodes, Christian emphasized how these trends are setting the stage for a transformative 2024 in travel marketing.
Social Media Becomes the New SEO
Christian explained that social media is now an essential tool for search, urging travel companies to “optimize for social media just like SEO.” He cited insights from Konrad Waliszewski, founder of @Hotel, who advised that many travelers are increasingly using social platforms to search for travel information. Companies like @Hotel have embraced this shift, registering multiple social handles for major city and hotel combinations, ensuring travelers find them effortlessly.
As platforms like TikTok and Instagram become integral to travelers’ search processes, brands are recognizing the need to make their content discoverable on these channels. With travel inspiration often starting on social feeds, optimizing for social search is more important than ever.
AI-Powered Hyper-Personalization
While AI is often associated with customer service bots, a new wave of AI applications is emerging in travel. Christian revealed that less than 15% of tour operators currently use AI, and most use it primarily for customer service. However, the upcoming trend is hyper-personalization, where AI analyzes search and booking data to create tailored travel experiences.
This trend is gaining traction, with companies like Mindtrip providing AI-based itinerary personalization, allowing travel brands to gain a competitive advantage. Christian noted that personalized travel experiences will likely become the industry standard in the coming years as companies strive to make every trip unique to each traveler’s preferences.
Podcasts Go Mainstream
Podcasts have become a powerful tool for engaging audiences, with engagement rates much higher than traditional media. Christian explained that while average media engagement sits at around 3%, podcasts can achieve up to 30%, making them a high-impact marketing tool. He advised travel companies to consider creating their own podcast or partnering with an existing one to share authentic stories and build connections with listeners.
With the power of storytelling, travel brands can leverage podcasts to communicate brand values, share travel insights, and inspire listeners to act. Podcasts offer an intimate format, where travelers can “hear someone’s voice” and feel connected, whether they’re learning about a destination or hearing a traveler’s journey.
Short-Form Video Takes Over
Short-form video has firmly established itself as a key format in travel marketing. Christian pointed out that many travel companies still lack a compelling video strategy, which he sees as a major missed opportunity. Travelers are looking for instant information, wanting to see a destination and book quickly. With the popularity of platforms like TikTok and Instagram Reels, Christian emphasized that short-form video has shifted from merely inspiring viewers to driving immediate action.
Videos of around 15 to 30 seconds allow brands to captivate audiences, giving them a taste of the experience and the convenience to book on the spot. As travelers rely more on quick, engaging visual content, this format is becoming essential for staying relevant and competitive.
Purpose-Driven Marketing Gains Ground
The idea that “people don’t buy what you do; they buy why you do it” has become a cornerstone of purpose-driven marketing. Christian highlighted the work of B Corp tour operator Intrepid, known for its ethical marketing. While sustainability and ethical considerations may not always be the primary reason travelers book, they often become the reason travelers return to a brand. Purpose-driven marketing aligns with the values of increasingly conscientious travelers who appreciate brands that prioritize ethical and sustainable practices.
Christian stressed that travel brands should communicate their purpose clearly and authentically to build long-term loyalty. By promoting initiatives like eco-friendly travel and community support, brands can create meaningful connections with travelers who value more than just the journey.
