Why you need to create destination and travel content and how to do it
For marketing purposes
Users search for inspiration online. They will search for a specific location to visit and then in turn decide which place to stay to enjoy their time. It is the behavioural process of online purchase, destination comes first and the place to stay/eat comes second.
Working with your tourism office and creating content about your destination is a good idea and is an effective way to get traffic from those interested and actively searching online. Owning your location is about embracing what your location has to offer, whether it’s your neighborhood, your city or your country. For this reason, the stronger your location is the stronger your position will be.
In this scenario it’s important to find the right angle for the audience you are seeking to reach. If you’re appealing to younger travellers, it makes sense to be fun and use humour and also focus on exciting experiences. If your target audience is older then an emphasis on history, nature, and family experiences would be better suited.
The idea here is to communicate directly with the audience and form a bond of trust. That way, you can grow your brand and boost traffic.
For SEO purposes
As mentioned before, users search for destinations and then the places to stay. This means that your content should be optimised in the right way. Here are three easy tips to do so:
1/ Write a high-quality copy that describes the destination and brand in great detail. These descriptions are going to be reused across different platforms and content.
2/ Anchor your copy in keywords that are relevant to the brand or property in question. For example if you are selling eco-tourism retreats in Spain, you might come up with “sunny holidays in Alicante” or “holidays that help the environment” and different versions of these keywords.
3/ Use the questions asked by search engine users as a basis for your subheading to get a good chance of being featured in Google’s snippets function.
4/ Create an FAQ page including keywords and use them in your content and platforms. Google has been seeking to boost content that provides answer-based content and basing descriptions around the answers consumers want is often a good way to go.
For Social media purposes
Good destination content and descriptions aren’t just for your website or blog. They can be used to flow across social media too.
Social media is about content and it also works like search - users discover new places and brands through their friends, the brands they follow, the places they like.
Social media shares and mentions promote your brand and have great SEO benefits. They help to make your content more visible, more findable and ultimately boost interest and response.