Content Marketing in Travel Has Moved From Niche to Mainstream

Earlier this month we launched the latest report in our Skift Research Reports service, The State of Content Marketing in Travel 2017.

Below is an excerpt from our Skift Research Report. Get the full report here to stay ahead of this trend.

Content creation by travel brands evolved from a niche strategy into one of the industry’s most popular marketing approaches. Executives in the industry long knew that content had a powerful emotional pull for consumers, thanks to the industry’s built-in vocabulary of tropical beaches, exotic bazaars, and luxurious resorts.

But what’s changed in recent years is that marketers are putting significant budgets into creating and promoting high-quality content. One recent forecast by PQ Media estimated that marketers worldwide would spend well over $200 billion on content marketing in 2017, with an expected annual growth rate in spending of 15 percent or more.

Worldwide spending on content marketing has been growing at double digit rates. (source)

It’s not just that marketers say they’re spending more on content marketing efforts. More executives from consumer-focused companies also say they’re incorporating the discipline more deeply into their marketing mix. According to another study by the Content Marketing Institute, 86 percent of business-to-consumer (B2C) marketers said they were currently using content marketing, offering yet another sign of its growing ubiquity.

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This is the latest in a series of twice-monthly reports aimed at analyzing the fault lines of disruption in travel. These reports are intended for the busy travel industry decision maker. Tap into the opinions and insights of our seasoned network of staffers and contributors. Over 100 hours of desk research, data collection, and/or analysis goes into each report.

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