Travel Content Creation

China is teaching Western brands the secret to travel content: show your audience, don’t tell them. In China, they’re booking trips directly from the videos they watch. When people are planning their next venture, they don’t open a search engine. They open Little Red Book, Xiaohongshu. If you haven’t heard of it, it’s a social platform that’s a cross between Instagram, Pinterest, and Amazon, and is one of the most influential apps in China when it comes to consumer travel behavior. Audiences scroll, save and imagine themselves in the places they’re discovering. It’s a completely emotional, visual and experience-led journey. Brands are building their content like creators, not institutions. And it’s why platforms like Xiaohongshu are reshaping how the next generation of travellers make decisions, long before they ever look at a booking site. Meanwhile, in the West, a lot of brands are still publishing like it's 2013, focusing on static ads, stock content and campaigns built around conversions, not culture. They’re leading with messaging, rarely focusing on experience and using platforms to sell when really they should be using them to give audiences an insight into the world they experience when they travel. But what I’ve learned is that travel content isn’t about volume anymore. It’s about resonance. Travellers, and especially younger travellers, are looking for identity and relatability. They want to feel seen and want content that isn’t an ad. And that’s what China’s travel content is getting right. It shows rather than tells. Western travel brands need to stop seeing TikTok and Reels as purely distribution channels and treat them as inspiration-booking engines instead. That’s how the next generation is planning to travel and it’s the only long-term way you’re going to get them to book with you.

The travel industry is leaving serious money and impact on the table. Hotels, airlines, and tourism boards still lean heavily on traditional editorial coverage when it comes to media or FAM trips. Journalism will always matter (I’m a freelance journalist myself), but the data is undeniable: most travelers are booking trips because of what they see on social media. I have worked in this space from every angle: ✈️ as a journalist telling destination stories 📸 as a content creator with a loyal, engaged audience 🌏 and as the founder of a travel community that physically brings travelers to destinations, directly impacting tourism dollars From where I stand, one thing is clear. Creators and community founders are not just a “nice-to-have” in your marketing mix. They are one of the most powerful, conversion-driving tools a destination can have. Yet somehow, we are still being asked to work for free. The same brands who will spend tens of thousands on a glossy print ad will hesitate to invest in the people actually driving bookings. Here is why that mindset needs to change: Recently, I worked with a tourism board as an influencer on a media trip and at the same time, I hosted a private trip there. While on the FAM, I brought 5 paying travelers booked in 24 hours, two weeks before departure. Those travelers posted content too, even though they are not influencers. The tourism board was shocked at both the speed of sales and the ripple effect of organic content created by everyday people. Next month, I am hosting a trip to Bali. Seventy Americans are flying across the world for this experience. That is over $300,000 in tourism dollars generated from one trip. That is 70 travelers capturing moments, telling their own stories, and inspiring their own networks. That is 70 sources of user-generated content, plus my own, plus the long-tail impact when their friends and followers start planning their own Bali trips. This is not hypothetical ROI….It’s real and measurable right now. Travel brands, this is your sign. Stop asking creators to work for free. Start seeing the value of influencer and community-led travel, and pay accordingly. The future is not just about one campaign or article posted once. It is about the social ripple effect that drives bookings, loyalty, and lasting brand love. If you want travelers to choose you, you need to meet them where they are already planning and booking. Right now, that is on social media and in communities they trust. #travel #tourism #hospitality #communitybuilding #creatoreconomy #hotels #airlines #tourismboards #journalism

TikTok just rolled out a feature that could disrupt the whole hospitality industry. Meet TikTok Go: The first major step toward social platforms becoming full-fledged booking engines. We've been saying it for years, social media has become the primary discovery engine for modern travelers. 81% of travelers use social for travel inspiration. Gen Z and millennials aren't starting on Booking.com or Expedia - they're scrolling through Instagram and TikTok, getting inspired by content. But until now, there's been massive friction in the discovery-to-booking journey. A potential guest discovers your property on social media, gets excited, wants to book, but then has to click through your profile, find your website, navigate to booking pages, and enter dates. At each step, you lose potential guests. But TikTok Go changes this completely. Here's how it works: Eligible creators can partner with hotels to create content and earn commissions when that content drives bookings. Users can now book hotels directly inside TikTok through a Booking.com integration. Each participating hotel gets a dedicated landing page showing prices, amenities, reviews, nearby attractions, and related TikTok videos. This is a fundamental shift creating several massive advantages: 1. Seamless Discovery-to-Booking: Guests inspired by your content can book immediately, eliminating the friction that kills most social media conversions. 2. Potentially Better Attribution: For the first time, we could have clear tracking from social content to actual bookings, solving the attribution blindspots that have plagued social media ROI calculations. 3. Creator Economy Leverage: You can tap into established creator audiences without building your own following from scratch. The program is already active in Indonesia and Japan, now rolling out across the U.S., with plans to expand beyond hotels into food, wellness, and other local services. We're witnessing social media platforms taking their first major step toward overtaking OTAs. The exact mechanics will evolve, but the change has been set in motion. Every major shift in hospitality creates a brief window where early adopters capture outsized returns. Websites in the 90s. Mobile booking in the 2010s. Social commerce in the 2020s. The hotels building serious social media followings today will be best positioned when these booking features become standard across all platforms. While most properties post occasional content and hope for the best, smart operators are treating social media as their primary guest acquisition engine. TikTok Go is just the beginning. What are your thoughts?

While the travel industry races to dominate Instagram and TikTok, many sustainable travel brands, especially those who are unbranded, local or community-driven are missing out on a quieter but incredibly powerful platform: 𝐏𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭. Unlike traditional social media, Pinterest isn’t designed for likes or virality. It’s a visual search engine where users go to plan their lives, not scroll through them. And that’s precisely why it’s one of the most aligned platforms for sustainable tourism. Pinterest is where people search for how they want to travel, not who they want to travel with. And here’s where it gets interesting: as of now, 96% of all searches on Pinterest are unbranded. That means users are typing in things like “eco retreats in Latin America”, “cultural trips for women”, or “offbeat travel experiences” not company names. This creates a rare opportunity for grassroots, regenerative, and offbeat tour operators to be discovered without needing global recognition or massive ad budgets. 𝟏. 𝐏𝐢𝐧𝐭𝐞𝐫𝐞𝐬𝐭 𝐖𝐨𝐫𝐤𝐬 𝐟𝐨𝐫 𝐭𝐡𝐞 𝐔𝐧𝐛𝐫𝐚𝐧𝐝𝐞𝐝 In a space where big OTAs (online travel agencies) dominate Google and social algorithms, Pinterest flips the script. The fact that almost every search is unbranded makes it the perfect discovery tool for small, community-rooted experiences from a women-led trek in Morocco to a seaweed-foraging tour in Chile. If your brand centers around values instead of volume, Pinterest is your space. 𝟐. 𝐈𝐭 𝐑𝐞𝐚𝐜𝐡𝐞𝐬 𝐭𝐡𝐞 𝐑𝐢𝐠𝐡𝐭 𝐀𝐠𝐞 𝐆𝐫𝐨𝐮𝐩 𝐟𝐨𝐫 𝐒𝐮𝐬𝐭𝐚𝐢𝐧𝐚𝐛𝐥𝐞 𝐓𝐫𝐚𝐯𝐞𝐥 Pinterest’s core users are women aged 25-44, many of whom are sustainability-conscious, wellness-driven, and in a phase of life where they’re actively planning meaningful travel solo retreats, family holidays, cultural immersions or low-impact honeymoons. These women are not just dreaming, they’re deciding. This demographic is increasingly steering tourism demand toward slower, greener, and more inclusive experiences. 𝟑. 𝐘𝐨𝐮𝐫 𝐂𝐨𝐧𝐭𝐞𝐧𝐭 𝐒𝐭𝐚𝐲𝐬 𝐕𝐢𝐬𝐢𝐛𝐥𝐞 𝐟𝐨𝐫 𝐘𝐞𝐚𝐫𝐬 One of Pinterest’s biggest advantages is how content remains evergreen. A post today about “regenerative farming stays in Portugal” can resurface six months or even six years later and still drive traffic. This is vastly different from platforms where visibility dies within hours. Plus, Pinterest doesn’t rely on followers. It's driven by visual design and keyword search, meaning anyone can get visibility with the right content strategy. If you're a sustainable travel brand or tour operator especially one focused on authenticity, culture, and community. Pinterest could be your most impactful channel. The conscious traveler is already out there, searching. Pinterest is where many of them begin that journey.

Have you ever heard of a comment timing strategy? Most people scroll past that phrase because they think comments are just random thoughts under a post. Wrong. Timing is everything, and in hospitality it is one of the most underrated ways to get ahead of your competition. Think about how much money hotels, resorts, cruise lines, and destinations spend to capture attention. Millions on ads and branding and distribution. Yet most ignore the most human place on social media, the comments. Social is not only what you post. It is where you show up, how you show up, and when you show up. That is where comment timing changes the game. Here is the tactic. Identify the heavy hitters your guests already follow. Industry leaders. Travel publishers. Destination boards. Local creators. When they post, be early. Add a smart insight while the conversation is fresh. Early comments rank higher. Higher rank means more eyeballs. That is free distribution, free awareness, and free credibility. Examples: A travel magazine posts luxury trends. You go first with a point about the shift from material to experiential luxury and how you deliver it. A cruise executive shares a sustainability update. You add what your line has implemented and one metric you track. A destination account highlights your city. You contribute insider context about neighborhoods and shoulder season ideas. You are not just commenting. You are shaping the story in public, where demand is created. Advantages: You earn authority without ad spend. You reach audiences you did not pay to acquire. You meet potential guests while they are in discovery mode. You build relationships with creators because you consistently add value on their turf. While competitors post another room shot, you are visible where attention already lives. Team playbook: Build a short list of priority accounts. Turn on notifications. Assign a rotating owner for fast responses. Keep five ready insights per topic so you can comment with speed. Use plain language. Do not pitch first. Lead with value, proof, or a useful question. Return later and reply to replies so your comment keeps rising. Measurement: Track qualified profile visits and inbound inquiries after each sprint. Track how often your comment sits in the top three. Track creator relationships won. Track direct bookings that mention the thread. If the numbers move, scale the effort. If not, refine the targets and the angle. Most in hospitality still treat social like one way broadcasting. The winners treat it like a live networking event where sharp timing gets you the mic. Comment timing moves you from chasing attention to owning attention. It is simple. It is fast. It compounds. Attention is the supply chain of hospitality. If you cannot capture it, you cannot convert it. Use comment timing to take back control and put your brand ahead. --- If you like the way I look at the world of hospitality, let's chat: scott@mrscotteddy.com

🌍 Destination Marketing: Key Strategies for Success In a world where travelers seek more than just a vacation, they crave experiences, stories, and emotions. Effective destination marketing has never been more essential. Having worked in tourism for over 22 years, I’ve learned that promoting a destination goes beyond showcasing its beauty, it’s about creating connections and delivering value. Here are a few strategies that make a real difference: 1️⃣ Know Your Audience: Tailor your campaigns to the needs and preferences of your target market. For example, when promoting Tunisia in China, we highlight cultural experiences and unique adventures that resonate with Chinese travelers. 2️⃣ Leverage Local Partnerships: Collaborate with tour operators, influencers, and media to amplify your reach. Their insights and networks help create authentic and engaging content. 3️⃣ Create Compelling Storytelling: A destination’s history, traditions, and people make it special. Share stories that evoke emotions and inspire travelers to explore beyond the usual tourist spots. 4️⃣ Invest in Digital Presence: From Xiaohongshu to Weibo, having a strong online presence on the right platforms ensures your message reaches your audience where they are. 5️⃣ Build a Strong Circle of Influencers: Engaging Key Opinion Leaders who align with your brand can significantly boost visibility and credibility. Their authentic content can inspire potential travelers and create a sense of trust. 6️⃣ Develop Good Lobbying with the Public & Private Sectors: Success in destination marketing requires collaboration with government entities and private stakeholders. Strategic partnerships ensure long-term growth and sustainability. 7️⃣ Maintain Presence in Key Tourism Fairs & Roadshows: Participating in international tourism fairs like COTTM & ITB, as well as organizing roadshows, allows direct engagement with industry leaders, travel agencies, and media. These platforms help showcase destinations, strengthen partnerships, and attract investment. 8️⃣ Invite Stars & Celebrities: High-profile personalities have the power to attract massive attention to a destination. Inviting well-known figures to visit, experience, and share their journey generates excitement and boosts visibility. 9️⃣ Organize Media & Fam Trips: Hosting journalists, bloggers, and travel agents for firsthand experiences of the destination ensures authentic storytelling, leading to stronger brand awareness and increased bookings. 🔟 Focus on Experience, Not Just Attractions: Today’s travelers seek immersive and unique experiences. Promoting local crafts, gastronomy, and cultural encounters creates the moments that make memories. 1️⃣1️⃣ Measure and Adapt: Use data and feedback to evaluate your campaigns. Stay flexible and adjust strategies based on market trends and traveler expectations. 💡 What strategies have worked best for you in destination marketing? Let’s share insights! #destinationmarketing #strategy

The Future of Search Isn’t About Clicks, It’s About Signals We’re witnessing a fundamental shift in how travelers discover, evaluate, and trust brands online. Here are five powerful truths shaping today’s search landscape and what hotel marketers must do to stay ahead: 1. Search is no longer about driving traffic, it’s about being discovered AI tools, voice assistants, and social platforms now answer traveler questions directly, often before they ever visit your site. ➡️ What to do: Focus on visibility across multiple platforms. Your website is just one touchpoint, build a presence on TikTok, Instagram, YouTube Shorts, and review sites where AI and travelers look first. 2. Trust is built through digital signals, not just rankings AI prioritizes brands it sees consistently engaged across channels with useful, credible content. ➡️ What to do: Publish short-form videos showcasing your property, respond to traveler reviews, share local tips on LinkedIn, and post behind-the-scenes content. Show you’re active, authentic, and guest-focused. 3. Social platforms are now search engines Travelers are skipping Google and searching TikTok or Instagram for real experiences, quick insights, and visual storytelling. ➡️ What to do: Make your hotel discoverable with visually compelling, searchable posts. Use hashtags strategically, answer common questions in video format, and turn guest experiences into content. 4. AI rewards brands with original thinking Unique insights, coined terms, and frameworks stand out in a sea of generic content. ➡️ What to do: Define your brand’s unique angle, whether it’s “eco-luxury near the city” or “quiet retreats for remote workers.” Create content that positions your hotel as a thought leader in your niche. 5. Local presence is critical in AI-driven recommendations AI relies on signals like Google Business listings, local content, and customer reviews to recommend nearby options. ➡️ What to do: Optimize your GMB profile. Post updates, answer FAQs, upload videos, and actively request and respond to reviews. Build content around nearby attractions and seasonal events. Hotel marketers: the era of clicks is over. You win today by showing up where travelers search, even if they never land on your site. Own your niche. Be present across platforms. Make your brand impossible to overlook. If you’re not sure how to position your hotel in this next era of discovery, I’m here to help, whether as an advisor during your pivot or to instill the AI mindset across your entire team. Let’s make sure you’re not just keeping up but setting the pace.

What makes travel content convert? New global research reveals the psychology behind what moves travelers from scrolling to booking, and it’s not what you might expect. Here are the insights travel marketers need to know: 🎥 Video drives action: 3x more bookings than static images. Long-form video evokes the strongest emotional response. 🤳 Authenticity wins: first-person, UGC, and influencer content build more trust than polished brand assets. ⏱️ Scene pacing matters: 2–9 second cuts are optimal for attention retention. 🧠 AI is embraced, but travelers still want human input. Real images transformed into immersive video hit the sweet spot. 👥 Generational differences are real: younger travelers lean into short-form and social; older audiences respond better to brand-led messaging and travel sites. 🧳 Traveler archetypes vary: content preferences shift based on platform, tone, and comfort with AI. This research isn’t just about travel, it’s about how emotion, format, and tech converge to drive decisions. If you're building campaigns, shaping brand strategy, or optimizing content for conversion, these insights are your roadmap. 📖 Read the full study here. https://lnkd.in/gNAixSVE #TravelMarketing #TravelContent

Instagram expands its reach with Google by Mauricio Prieto of Travel Tech Essentialist… “Google officially began indexing public Instagram content from professional (business and creator) accounts on July 10, and this could mark a new era for travel marketing. SEO might be losing steam with AI search and zero-click results, but Google’s Instagram integration suggests a hybrid future where social media amplifies discoverability. Travel is all about visual inspiration, with 40% of Gen Z travelers prioritizing “Instagrammable” destinations. This demands a new skill: optimizing Instagram content with keyword-rich captions to compete in Google’s algorithm. SEO is evolving into a social-visual hybrid. @hotel, founded by Konrad Waliszewski, is uniquely positioned for this shift. With over 85 million followers across 100+ Instagram and TikTok accounts, it commands the largest travel audience on social media. Now, as Google indexes Instagram, @Hotel’s visually rich destination guides and hotel deals won’t just inspire in-app—they’ll also surface in search results, transforming social content into a powerful SEO asset and seamlessly connecting social engagement with search-driven bookings.”

What is Good Advertising in Tourism? In a world where travelers are bombarded with choices, good advertising in tourism is no longer about shouting the loudest—it’s about speaking directly to the heart of the traveler. So, what defines “good” advertising in tourism? It’s a blend of emotional storytelling, cultural authenticity, and strategic use of digital tools that together inspire people not just to travel, but to connect with a place. 1. Tells a Story, Not Just a Slogan Great tourism ads go beyond promotional language. They tell a story. Whether it’s a video showing a solo traveler finding peace in the mountains of Italy, or a photo campaign of locals sharing their favorite city spots—storytelling builds a personal connection. 2. Focuses on Experiences, Not Just Destinations Modern tourists seek meaningful experiences, not just beautiful places. Good ads show what travelers can feel, not just what they can see. For example, “swim in crystal-clear waters” is better than “visit X beach.” 3. Authenticity Wins Travelers are quick to spot clichés. Good tourism advertising reflects real culture, real people, and real experiences. It respects local traditions while inviting others to appreciate them. 4. Uses Visuals Powerfully A stunning image or a 15-second video can do what paragraphs can’t—spark wanderlust. High-quality, culturally-rich visuals are the heartbeat of effective tourism campaigns. 5. Embraces Digital Platforms and Personalization From Instagram reels to personalized Google Ads, digital tools allow destinations and travel brands to connect with the right audience at the right time. Good advertising uses data to make ads relevant and personal. 6. Promotes Sustainability and Responsibility Tourism today must be responsible. The best campaigns highlight eco-friendly practices, community-based tourism, and efforts to preserve cultural heritage. This not only builds trust—it builds long-term loyalty. Good advertising in tourism is about inspiration, honesty, and connection. It’s about creating a vision of travel that is desirable, meaningful, and sustainable. As professionals in the tourism industry, let’s not just sell destinations—let’s tell their stories in ways that travelers will remember and respect.