It’s expected that most people will take a vacation and then post pictures and videos of their trip on social. This makes marketing for travel professionals easy, right? Even in an industry overwhelmed with user-generated-content, there are challenges. How do you get folks to your travel destination when cost and time often get in the way?

Sprout All Star, Keri Jaehnig, has spent years working in the travel industry and has won several state tourism awards for her social media campaigns and marketing efforts. This week, she joined #SproutChat and shared her insights for making the content your travel brand produces stand out and getting visitors in the door.

Create Content That Elicits Emotion

Whether you’re creating content for a hotel, attraction or destination you need to tap into the feelings that people get when they consider or visit your travel option. Storytelling and showcasing a natural, authentic scenery and experience can go a long way. One enticing photo is all that it takes to persuade someone to book a trip. If you don’t have the resources in-house, ask for permission on Instagram to use geotagged posts or hire a freelancer.

It’s All About the Blog

If you have the budget and resources to create long-form content consistently, you should definitely have a blog. If you don’t have your own blog, research industry adjacent blogs that you can contribute to in order to gain exposure. If you aren’t comfortable with self promotion, offer complimentary tickets or comped stay to influencers in exchange for an unbiased piece of content.

Ask for Visitor Reviews

One of the best validations you can have are reviews from visitors. Most people won’t write reviews on their own, so asking is necessary. Try to get in touch a few days after your guests return home and ask for their feedback. Whether they’re raving or ranting, honest insight will always help. Be sure to respond to as many reviews as you can and always say “thank you.”

Take Note from these Awesome Travel Brands

Get some inspiration as you create content.

Join us next week for #SproutChat where we’ll discuss getting UGC content from your colleagues–a helpful tactic to fill in your content calendar. In the meantime, join our Facebook community to connect with other marketers and discuss anything social media marketing related.