Learning from the masters: best content marketing examples for the travel industry

Recently, I conducted research on updated blogs, fresh visual resources, and podcasts that I find truly relevant and inspiring for promoting a travel-related site -a bit adventurous one.

What makes these contents particularly effective?

They are:

tailored to specific audiences
highly informative and entertaining
highly shareable, also thanks to amazing pictures
genuine and engaging, due to the original perspective provided by real travelers

Let’s take a look.

*Image credits: [Isaac Yuen] via Unsplash*

Anywhere We Roam: practical and highly inspiring

Anywhere We Roam, managed by Mark and Paul, passionate and adventurous travelers, was honored as Blogger of the Year at the British Guild of Travel Writers in 2022.
The blog has received numerous awards over the years and covers various categories, including “curious,” “city breaks,” “hiking,” “adventures,” “scenery,” “road trips,” “UK breaks,” and “wildlife”.
Navigation by countries is also available, offering nearly global coverage.

Fig. 1. Anywhere We Roam (2023). From the “Places” section, homepages dedicated to Morocco (on the left) and Iceland (on the right). [Web pages]. “Anywhere We Roam” excels in content organization and site navigation. Each country-specific section is subdivided into key subsections like “City Guide,” “Off the Beaten Track,” and “Travel Advice”, etc. Exploring a destination through these guided routes is effortless and enjoyable, enhancing the overall user experience.

Anywhere We Roam stands out for its impressive quality of pictures, travel reports, and guides. These resources are authentic and engaging, featuring a highly practical approach. They are accompanied by maps and are consistently updated, thanks to the collaborative efforts of numerous followers. Last but not least, the blog boasts a rich section of suggestions on accommodations, flights, transport, activities, insurance, health, money, and visas.
Informative, inspiring, and visually captivating, it’s a true delight for the eyes.

Fig. 2. Anywhere We Roam (2023). From the “Explore” section, main homepage (on the left) and homepage dedicated to “Road trips” (on the right). [Web pages]. While all the selected blogs feature exceptional photos, “Anywhere We Roam” deserves special mention for its full-scale use of breathtakingly scenic pictures. These images captivate visitors, instantly immersing them in the enchanting atmospheres of the destinations covered.

Atlas & Boots: the blog for adventurous outdoor lovers

Atlas & Boots is the UK’s most popular outdoor travel blog, read by over 150,000 people a month.
It offers an extensive collection of articles, spanning across 100 countries and all 7 continents, continuously updating its content. These texts are complemented by stunning images and video testimonials from the founders – a passionate couple of travelers with a love for writing and photography – and their guests, infusing authenticity into every piece.
Kia and Peter have embraced a code of conduct to ensure their travels are as sustainable and enjoyable as possible. For instance, they have opted to avoid traveling by car and have reduced the number of flights they take.
Their content and style are especially appealing to adventure travel enthusiasts, trekkers, and mountaineers: they have dedicated two entire sections of their site to these activities.

Fig. 3 & 4. Atlas & Boots (September 14, 2023). On the left, “The travel that changed me: Annie Worsley“ [Web page]. On the right, a portrait of Annie Worsley [Photograph]. Annie Worsley, a physical geographer, shares the transformative journey that reshaped her life. The authenticity of the testimonials and travel stories stands out as one of the strengths of “Atlas & Boots”.

Fig. 5 & 6. Atlas & Boots (July 19, 2023). On the left, “Star Wars film locations: how to find the force in Tunisia“ [Web page]. On the right, “Loved By All: The Story of Apa Sherpa” [Online image]. Another engaging feature of “Atlas & Boots” is its wide selection of reading suggestions and film recommendations for outdoor enthusiasts, along with film locations for cinema lovers.

Fig. 7 & 8. Atlas & Boots (October 11, 2023). On the left, The “Remote work” section [Web page]. On the right, “Ranked: countries with the cheapest internet in the world 2023” [Online image]. The “Remote Work” section is especially relevant as it provides dedicated content for those who can work remotely, offering practical advice. This aligns with the growing trend among outdoor enthusiasts, a significant part of the blog’s target audience.

Notes from the Road: a genuine travel diary, like it used to be

Independent, visual, personal: that’s how Erik Gauger defines his vision for what travel blogging should be. Indeed, its website is not focused on hotels and reviews, but on people, different cultures and lifestyles, and the charm of far destinations.
As usual, the visual element plays a crucial role in storytelling. The author goes beyond capturing beautiful travel pictures; instead, he shares his experiences akin to a travel diary, in line with the blog’s chosen name. Additionally, the blog features exquisite watercolor illustrations showcasing fauna, flora, people, monuments, and landscapes, along with precise maps of the visited places. Another delightful aspect lies in the “Doors and Windows” section, showcasing the author’s unique and fresh perspective.
Erik demonstrates a keen sensitivity to environmental issues and offers practical suggestions based on his extensive experience, including tips on packing luggage and food.

Fig. 9 &10. Notes from the Road (2023). On the left, “Moleskine” section [Web page]. On the right, Classical guitar player at Placita de la Seu, Barcelona [Watercolor]. The creator of “Notes from the Road” is an exceptional watercolorist. Reading his blog offers a distinctive experience, allowing readers to explore the places he has visited through his magnificent illustrations. This visual storytelling evokes the charm of old travel diaries, enhancing the narrative’s personal and authentic touch. Moreover, these illustrations make the content highly shareable among users.

Fig. 11 & 12. Notes from the Road (2023). On the left, “Organization” section [Web page]. On the right, Traveling with watercolors [Photography]. “Travel Organization Ideas” serves as an incredible source of inspiration for backpackers continually seeking innovative ways to efficiently organize their luggage. Leveraging the author’s passion for illustration, these posts also resonate with travelers who enjoy bringing their drawing materials along to capture the places they visit, since he offers guidance on transporting these creative tools.

Roads & Kingdoms: mindful travels to uncover local cultures

As stated in the “About” section, Roads & Kingdoms “is dedicated to a simple idea: the more you know, the better you travel”. Its crew include many local journalists and storytelling is particularly accurate since their professional experience and a deep knowledge of the area.
The blog is divided into three categories: travel, food and politics. Exploring dimensions such as cuisine and the political history of travel destinations leads to a deeper understanding of places, people’s identities, and local cultures. Indeed, as mentioned, Roads & Kingdoms advocates for a more conscious approach to travel experiences.
In addition to hosting thrilling travel diaries enriched by stunning photos, the website features a podcast that explores various itineraries with the same philosophy as the blog.
On top of that, it boasts video productions that earned a Primetime Emmy award in 2018 and numerous other accolades.

Fig. 13. Roads & Kingdoms (2023). From the “Politics” section, “A Black Panther guide to Algiers” (on the left) and the main homepage (on the right) [Web pages]. One of the most relevant features of “Roads & Kingdoms” is its in-depth exploration of historical, political and social events in the countries it covers. These insights, uncommon in most travel blogs, are made possible due to the authors’ extensive journalistic skills and experience. This addresses the demand for in-depth analysis among a specific audience of travelers.

Fig. 14. Roads & Kingdoms (2023). From the “Food” section, “Spain: a love story told in 10 dishes” (on the left) and the main homepage (on the right) [Web pages]. Another important section is the one that explores local culture through cuisine: articles such as “Spain: a love story told in 10 dishes” are real immersions in the flavours, aromas and stories of the place, with the testimony of the authors that unfolds both through personal narratives and exceptional photographs, maintaining an authentic storytelling approach despite the professional quality.

Fig. 15. Roads & Kingdoms (2023). From the Podcast section, “Eme Alfonso on old and new challenges for Cuban musicians” (on the left) and the main homepage (on the right) [Web pages]. Finally, the remarkable podcast, titled “The Trip: Drinking with Exceptional People Around the World” stands as another highlight of “Roads & Kingdoms”. The brilliant concept here is the choice of a common theme -opening a bottle with a travel companion- which, in many cultures, symbolizes a moment of conviviality and exchange. This approach immerses the listener in an atmosphere of complicity and familiarity with the unique individuals interviewed from all corners of the world.

Originally published on Medium, November 15, 2023

REFERENCES

Fig. 1. Anywhere We Roam (2023). From the “Places” section, homepages dedicated to Morocco (on the left) and Iceland (on the right). [Web pages]. Respectively, available at: https://anywhereweroam.com/places/morocco/ and https://anywhereweroam.com/places/iceland/
[Accessed October 9, 2023]

Fig. 2. Anywhere We Roam (2023). From the “Explore” section, main homepage (on the left) and homepage dedicated to “Road trips” (on the right). [Web pages]. Respectively, available at: https://anywhereweroam.com/explore/ and https://anywhereweroam.com/explore/road-trips/
[Accessed October 9, 2023]

Fig. 3. Jay Armstrong (September 14, 2023). A portrait of Annie Worsley. [Photograph]. Atlas & Boots. Available at: https://www.atlasandboots.com/travel-blog/annie-worsley-travel-that-changed-me/
[Accessed October 10, 2023]

Fig. 4. Atlas & Boots (September 14, 2023). The travel that changed me: Annie Worsley. [Web page]. Available at: https://www.atlasandboots.com/travel-blog/annie-worsley-travel-that-changed-me/
[Accessed October 10, 2023]

Fig. 5. Atlas & Boots (March 25, 2020). Loved By All: The Story of Apa Sherpa. [Online image]. Available at: https://www.atlasandboots.com/travel-blog/outdoor-films-to-watch-online-for-free/
[Accessed October 10, 2023]

Fig. 6. Atlas & Boots (July 19, 2023). Star Wars film locations: how to find the force in Tunisia. [Web page]. Available at: https://www.atlasandboots.com/travel-blog/star-wars-film-locations-tunisia/
[Accessed October 10, 2023]

Fig. 7. Atlas & Boots (October 11, 2023). Ranked: countries with the cheapest internet in the world 2023. [Online image]. Available at: https://www.atlasandboots.com/remote-work/countries-with-the-cheapest-internet-world/
[Accessed October 10, 2023]

Fig. 8. Atlas & Boots (2023). The “Remote work” section. [Web page]. Available at: https://www.atlasandboots.com/remote-work/
[Accessed October 10, 2023]

Fig. 9. Erik Gauger (2023). Classical guitar player at Placita de la Seu, Barcelona. Sketched with ultramarine Winsor & Newton ink. [Watercolor]. Available at: https://www.notesfromtheroad.com/europa/barcelona-journal.html#moleskine
[Accessed October 11, 2023]

Fig. 10. Notes from the Road (2023). “Moleskine” section. [Web page]. Available at: https://www.notesfromtheroad.com/roam/moleskine.html
[Accessed October 11, 2023]

Fig. 11. Erik Gauger (2023). Traveling with watercolors. [Photography]. Notes from the Road. Available at: https://www.notesfromtheroad.com/roam/watercolor-colors-palette.html
[Accessed October 11, 2023]

Fig. 12. Notes from the Road (2023). “Organization” section. [Web page]. Available at: https://www.notesfromtheroad.com/roam/organize.html
[Accessed October 11, 2023]

Fig. 13. Roads & Kingdoms (2023). From the “Politics” section, “A Black Panther guide to Algiers” (on the left) and the main homepage (on the right). [Web pages]. Respectively, available at: https://roadsandkingdoms.com/2013/a-guide-to-algiers/ and https://roadsandkingdoms.com/category/politics/
[Accessed October 12, 2023]

Fig. 14. Roads & Kingdoms (2023). From the “Food” section, “Spain: a love story told in 10 dishes” (on the left) and the main homepage (on the right). [Web pages]. Respectively, available at: https://roadsandkingdoms.com/travel-guide/barcelona/10-dishes/ and https://roadsandkingdoms.com/category/food/
[Accessed October 12, 2023]

Fig. 15. Roads & Kingdoms (2023). From the Podcast section, “Eme Alfonso on old and new challenges for Cuban musicians” (on the left) and the main homepage (on the right). [Web pages]. Respectively, available at: https://roadsandkingdoms.com/2020/eme-alfonso-cuba/ and https://roadsandkingdoms.com/the-trip-podcast/
[Accessed October 12, 2023]