Travel content is blowing up on social media. Whether it’s
stunning shots, real-time updates or travel tips, there’s no shortage of ways
for travel pros to connect with customers, partners and suppliers to boost
their profile and profits. 

But where do you begin? What travel topics are trending and
grabbing attention right now? How can you tap into these trends to amp up your
digital, marketing and revenue game? Consider some of these ideas:

Sustainable, eco-conscious travel is here to stay, with
eco-friendly accommodations, sustainable practices and community-supportive
experiences leading the way. Balancing content about reducing your carbon
footprint and promoting sustainable activities is key. This includes cultural
immersion experiences like agritourism and voluntourism, which are gaining
popularity and engagement. Ethical travel continues to evolve, drawing
increasing interest from travelers. 

Not a million miles from sustainable travel, food tourism is
inspiring the use of ingredients and support of producers in different ways.
Users are sharing their experiences at unique restaurants and local markets,
making food a central part of their travel adventures, while also ensuring they
are keeping it local as much as possible, to once again support local
communities and qualify a more sustainable approach to travel. In fact, eating
and drinking locally is one of the most sought-after activities across social
media platforms. 

Travelers are now actively seeking affordable alternatives to
popular destinations, known as “destination dupes.” Many influencers
are choosing to highlight less-visited, but equally beautiful places that offer
a similar experience to their more famous counterparts, such as visiting Paros
instead of Santorini, to give just one example.

More recently dubbed the “White Lotus” effect as HBO, Netflix and
other networks are proving themselves not only as entertainment agents but also
as travel agents, inspiring viewers to travel to the destinations of its more
popular television programs as popular culture once again bears influence. Travel
operators would be well advised to keep an eye on the major network
commissioning and transmission schedules to plan for the next must-visit they
might be able to capitalize on.

For thrill-seekers, social media is a popular and vibrant hub for
finding exciting activities such as skydiving, scuba diving and other extreme
sports — a trend that looks set to continue to grow in terms of content and
engagement as more experiences and destinations launch to market. 

Social media content types

Knowing the trends that appeal is, however, only half the
puzzle. To make a social media strategy commercially effective, you also need
to know what social media tools and what types of content are proving most
effective for travel operators now and which look to set the standard for the
year ahead. 

Be sure that the following are all part of your social media
strategy:

User-generated content (UGC) – As the saying goes, “People buy
from people they know, like and trust.” This is certainly true for
social media. Guests sharing their experiences on social media platforms builds
authentic, relatable content. This can be encouraged by running contests or
offering incentives for the content that best
boost participation. Likewise reposting and highlighting user generated content
on your own social media channels can build trust, showcase real experiences
and build a loyal community around your brand that in turn can build higher
engagement and, crucially, repeat customers. 

Short-form video content – Short, engaging videos have seen a
marked increase in popularity, and this shows no signs of abating. Customers
scrolling through feeds have an unprecedented volume of content to navigate and
choose from whether that is a destination showcase, how-to or behind-the-scenes
glimpse. Keep it punchy, inspiring and memorable if it is going to cut through.
There has been a marked shift recently toward the desire to consume shorter
form, vertical content, which only looks set to continue in the future. 

Live streaming – Staying on the subject of videos, live streams
offer real-time interaction and an authentic, credible glimpse into a travel
experience. This can be executed via live tours of popular destinations,
hotels or experiences to engage viewers and answer their questions in
real time or via live Q&A sessions with travel experts or as part of an
influencer collaboration to discuss itineraries, tips and showcase current
promotions. 

Personalization – In an age when guests are managing more and more
of their travel plans from the palm of their hand and expect a more
personalized service and experience, guest data is key. Data from social media
interactions can offer insight into customer preferences and enable operators
to tailor content and offers accordingly. Likewise, interactive content such as
polls, quizzes and surveys can also gather insight to build better qualified
and more personalized recommendations.