Turning research into bookings: Why travel brands need a content strategy

The path from dreaming about your perfect holiday to actually booking one is longer than most marketeers realise. Modern travellers view an astounding 141 pages of travel content before making a booking decision, with this number rising to over 250 pages for American travellers according to Expedia.

The (long) patch to purchase

The average trip consideration window spans 71 days, with 33 days spent in the inspiration phase and 38 days dedicated to research and planning. For UK travellers, the post-purchase window extends even further, reaching 99 days between booking and travel.

Travellers typically view around 2.5 pages of content daily during initial planning stages. However, this dramatically increases to 25 pageviews on the actual booking day. This escalating pattern of content consumption demonstrates the critical need for comprehensive content at every stage of the journey.

Creating content for each stage 

Three-quarters of travellers utilise search engines,websites and social media for their travel research. These multiple touch points highlight the necessity for travel brands to maintain a strong presence across various platforms from owned, to earned and paid.

Think of your content strategy as a perfectly packed suitcase - everything needs its place. In those initial stages of travel planning, potential customers exist in a space of pure possibility. These early represent a critical window for travel brands to establish their presence and expertise.

During this awareness phase, content must strike a delicate balance between inspiration and authority. Your audience isn’t yet concerned with the minutiae of planning; they’re exploring possibilities, discovering destinations, and allowing themselves to be captivated by potential adventures.This is where sophisticated, evocative content plays a pivotal role.‍

Awareness Stage Content

• Inspiring destination articles

• Educational travel content

• Social media posts

• Short-form videos

• Newsletters

During the consideration phase, travellers shift from casual browsing to focused research, dedicating significant time to evaluating specific destinations and experiences. This crucial period demands content that delivers substantial, practical value while maintaining an authoritative yet approachable tone.

At this stage, prospective travellers seek validation for their choices through detailed, well-researched content. They require comprehensive destination guides, seasonal travel insights, and expert recommendations that address specific concerns and questions. The content should seamlessly blend practical information with the expertise expected from a premium travel brand.

Successful consideration-phase content must demonstrate deep destination knowledge while anticipating common planning challenges. This might include nuanced pieces comparing different regions within a destination,detailed explorations of local customs and cultural experiences, or sophisticated analysis of when to visit specific locations.  

This is also the phase where social proof becomes paramount.Carefully curated customer experiences, expert testimonials, and detailed case studies serve to reinforce trust and demonstrate real-world value.

Consideration Stage Content 

• Case studies

• In-depth travel guides

• Customer success stories

• Interactive content

• Detailed itineraries

Converting browsers to bookers

By the time someone’s ready to book, they’ve likely bumped into your brand multiple times through different pieces of content. Each blog post, video, email, orguide builds familiarity and trust. It’s like dating - you wouldn’t propose on the first date, and customers won’t book on their first visit.

Your content strategy isn’t just about filling space on your website. It’s about being present at every twist and turn of your customer’s decision-making journey, from their first Google search or article page read,to the moment they click ‘book now’.

Remember, in travel, we’re not selling products - we’re selling dreams. And dreams need nurturing through carefully crafted content that speaks to both the heart and head of your potential bookers.

Contact us today to learn more about how Effective Media can support your trave lbrand.