Travel Marketing Trends 2024

To preface this article, marketing doesn't change. The goal is always to provoke an emotion within people that causes them to seek your solution. For travel, those emotions are often lust and envy.

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What does change over time is the medium, the way we coax these emotions to the surface. So without further ado, here's what's working for us this year and how to use them yourself.

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Amateur-style, authentic videos

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‍Gone are the days of websites and social profiles performing only with polished, professionally produced travel videos. Instead, travellers are increasingly drawn to short, authentic videos that provide a glimpse into real experiences.

From quick room tours to candid moments captured during tours and activities, amateur-style videos offer a raw and unfiltered look at destinations, hotels, and tours, resonating with audiences seeking genuine and relatable content.

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User-generated social content

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‍With the proliferation of social media platforms, user-generated content has become a powerful tool for travel marketers. Travelers are sharing their adventures, experiences, and recommendations on platforms like Instagram, Facebook, and Twitter, influencing the travel decisions of their peers.

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By leveraging user-generated content, travel brands can harness the authenticity and credibility of real travellers to showcase destinations, hotels, and tours in a more compelling and persuasive way.

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Rise of short videos like Reels

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‍The popularity of short-form video content has skyrocketed in recent years, fuelled in part by the success of platforms like TikTok and Instagram Reels. Travel marketers are embracing this trend by creating engaging short videos that capture attention and inspire wanderlust in just a few seconds.

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Whether it's showcasing breathtaking landscapes, highlighting unique cultural experiences, or sharing insider travel tips, short videos offer a dynamic and immersive way to engage with audiences on social media.

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Importance of good reviews and engagement on Reddit

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‍While platforms like TripAdvisor and Yelp have long been go-to destinations for travel reviews, Reddit is emerging as a valuable resource for authentic and unbiased travel recommendations. Travelers turn to Reddit communities and forums to seek advice, share experiences, and exchange tips and insights with fellow enthusiasts.

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For travel marketers, maintaining a positive presence on Reddit and engaging with the community can help build brand credibility, foster trust, and generate positive word-of-mouth referrals.

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Decline in effectiveness of Google search ads

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For years, Google Search ads have been a cornerstone of travel marketing strategies, allowing businesses to reach potential customers at the moment they express intent. However, rising costs and diminishing returns are prompting businesses to rethink their reliance on this channel.

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As competition intensifies and ad costs soar, many travel brands are finding it increasingly challenging to maintain profitability and justify their advertising spend.

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Marginal decline in hotel business profitability from aggregator websites

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The rise of aggregator websites like Expedia, Booking.com, and Airbnb has revolutionized the way travellers search, compare, and book accommodations. While these platforms offer unparalleled convenience and choice for consumers, they have also exerted downward pressure on hotel business margins.

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With aggregator commissions eating into profits and driving price competition, many hoteliers are grappling with shrinking margins and the need to find new ways to differentiate their offerings and attract direct bookings.

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Decoy websites that spoof your property

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Another concerning trend plaguing the travel industry is the proliferation of decoy websites that spoof real properties to deceive travelers and extract inflated prices. These deceptive practices not only harm consumers but also erode trust in the online booking ecosystem. Travel businesses must remain vigilant and take proactive measures to combat fraud and protect their reputation.

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We've had to deal with dozens for clients in the past two years, and they are a royal pain in the ass to work around.

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Rise of YouTube and TikTok for travel research

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As consumers increasingly turn to social media for travel inspiration and research, platforms like YouTube and TikTok are emerging as powerful tools for travel marketers. From destination guides and hotel reviews to immersive travel vlogs and behind-the-scenes footage, these platforms offer a dynamic and engaging way to showcase travel experiences and connect with audiences on a deeper level.

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Savvy brands are leveraging the visual storytelling capabilities of YouTube and the short-form, viral nature of TikTok to engage with travelers and influence their travel decisions.

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AI is not the answer for tourism social media

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This will be a controversial one, but we firmly believe that AI-content has no place in the travel industry for marketing. Why? Because AI can't replicate actual, real destinations or the feelings that come with visiting them. Plus, people have become good already at spotting AI-generated content. The technology isn't yet there, and it makes your profile seem inauthentic.

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In short, be authentic, leverage the power of warm introductions and sell your own unique story. Show that you're human, real and spectacular.

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If you do that, you'll see bookings improve from any online platform.