The 4 Keys to Creating Exceptional Travel Content in 2016 [Infographic]

475 blog 44399 The 4 Keys to Creating Exceptional Travel Content in 2016
Developing highly engaging content has become absolutely essential for travel brands.

Why? Because online information and tools increasingly drive every major trip decision, from where travelers go, to how they book, and which businesses they visit while on the road.


To better understand this shift, check out the new infographic, The 4 Keys to Creating Exceptional Travel Content in 2016, which was developed by MDG. It highlights key insights from a set of recent independent research reports.

Some of the areas covered include:

Digital content is where the journey begins

Travelers increasingly turn to online channels to find inspiration on where to go and to compare different destinations.

  • 65% of leisure travelers begin researching online before deciding where to travel to
  • 72% of travelers research destinations online
  • 66% of travelers research their holiday primarily online

For marketers looking to influence consumers early in the travel planning process, creating compelling digital content—especially pieces that incorporate peer ratings/reviews—is crucial.

Travelers considering trips want lots of content

Today’s traveler is a voracious consumer of content, turning to many different sources when weighing trip options.

  • Travelers visit 38 different websites, on average, in the 45 days before booking

Given that travelers now turn to so many different online sites to research, it’s essential for brands to provide a large volume of valuable information targeted at this middle-funnel stage.

Travelers consume content all the way through booking

Few consumers simply decide on their itineraries and then book travel without further research. Rather, most continue to compare prices and offerings across verticals—including hotel, air, car, and experiences—all the way up to purchase (and beyond).

  • 77% of consumers compare prices on meta-search sites like Kayak before booking
  • 74% visit OTAs such as Expedia
  • 74% look at deals-based websites like Travelzoo
  • 62% read online travel guides and content sites
  • 42% verify on review websites like TripAdvisor

The modern traveler is digitally savvy and hungry for online information. Brands can’t assume that their offerings will be chosen solely based on loyalty.

475 The 4 Keys to Creating Exceptional Travel Content in 2016 Infographic

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MDG, a full-service advertising agency with offices in Boca Raton and New York, NY, is one of Florida’s top hospitality marketing companies and branding firms. MDG’s core capabilities include advertising, branding, logo design, creative, infographic development, digital marketing, creative media planning and buying, radio and TV advertising, website design and development, email marketing, mobile marketing, content marketing, social media marketing, and SEO. To stay on top of the latest trends in travel marketing and advertising, contact MDG today at 561-338-7797 or visit