Travelr Content Strategy

Save money on flights. 
a close up of a clock

Core Goals


  1. Grow customer base organically through deals and compelling content. 
  2. Establish brand as the standard travel-saving website. 
  3. Become an industry leader in creating fun, informative travel.

Key Performance Indicators (KPIs)


  1. Grow LinkedIn, Twitter, and Facebook following by 25% per month.
  2. Increase new blog views by 33% per month.
  3. Gain 500 new opt-ins for Travlr newsletter per month. 
  4. Reach 100 social shares per daily deal

Target Audience


  1. Ben the Businessman: Ben is your typical business class traveler. This traveler needs to be comfortable and doesn't mind paying for it...but saving money always looks good in the company's books.  
  2. Eloise the Explorer: Always looking for the next place to go, Eloise has travel destinations on the backlog for years to come and has a number of travel discount sites on her browser's bookmarks tab.
  3. Sally the Saver: This young traveler is all about the savings. Hostels are her go-to accommodation and she always chooses economy flights. 

Keywords


  1. Travel
  2. Flights
  3. Hotels
  4. Exploration
  5. Budget Vacation
  6. Travel Deals
  7. World Traveler

Content Type


  1. Vacation inspiration photos
  2. Travel tips (posts and articles)
  3. City guides: where to stay, eat, and what to do
  4. Top 10 destination guides (to go during Summer Vacay, to visit during the winter, to watch the solar eclipse, etc.)
  5. Shared content from customers using #TravlrTuesday, #TravlrSavings
  6. Graphics and videos highlighting product features and benefits
  7. Guest Posts from travel influencers 

Frequency Calendar

We'll be sharing on social at least twice a day. The blog will be updated twice a month with high-quality articles 
about traveling, from go-to destinations to budget travel tips.  

  January


Winter Warmup


  • Social:

    • Daily Flight Deals 

    • Winter Wonderland travel inspiration pics

    • #WinterWarmup Shared posts from the community

    • Winter Travel Tips (what to pack, where to go, off-season tourist deals)

  • Blog Topics:

    • Testimonial: How Travlr Saved Eloise hundreds of dollars on her trip to London

    • Top 10 Winter Destinations 

  February


Romantic Gateways


  • Social:
    • Daily Hotel Deals - especially promoting romantic options 
    • Romantic getaway photo inspiration 
    • #TravlrFor2 Shared posts from the couple of travelers.
  • Blog Topics:
    • City-Guide: Paris in Love
    • Top 10 Romantic Getaways

  April


Blooming Vacation


  • Social:
    • Daily all-inclusive Deals (Flight + Hotel)
    • Travel Inspiration featuring spring blooms
    • #TravlrTuesday Shared posts from the community 
  • Blog topics:
    • City Guide: Amsterdam (highlight visiting during Tulip season)
    • Top 10 Places To See the Spring Blooms Around the World

  May


Exotic Destinations


  • Social:
    • Daily Specials - all-inclusive deals to exotic locations
    • Exotic destination inspiration 
    • #WheresYourNexTrip: Campaign to promote a free exotic destination giveaway. 
  • Blog Topics:
    • The World's Most Exotic Vacation Locations
    • Travel Guide: The Fiji Islands

  June


Summer Vacay Prep


  • Social:
    • Daily Specials - Summer flight deals to the most popular vacation spots
    • Summer vacation inspiration 
    • #FunInTheSun: Shared posts from the community's summer trips
  • Blog Topics:
    • Top 10 Summer Travel Tips: How to Stay Safe and Save in the Most Popular Summer Spots
    • City Guide: Maui, Hawaii

  March


All About Travelr


  • Social:
    • #TravlrSavings campaign to highlight users and their savings
    • Daily tips on traveling on a budget
    • Highlight product features and benefits
  • Blog Topics:
    • Feature Article: How Travlr Disrupted the Vacation Booking Industry 
    • The Ultimate Guide to Traveling on a Budget
a large airplane flying high up in the air
a person sitting on a chair
a large air plane flying in the sky
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Content Mood Board

a person wearing a costume
a person standing on a sidewalk
Business Travel is the main target.
Weekly posts about safe travel.
Destination Aspiration

Publishing Procedures


Make sure all content follows these bullet points before being published:

  • Social posts should be under 250 characters, keeping the tone fun and informative.
  • All social and blog posts should end with a call-to-action (i.e. Book your trip!)
  • Blogs should include a direct and compelling title which should match the URL. 
  • Assign Alt Text to any images inserted in posts for optimized SEO.
  • Optimize social share language and images accordingly.
  • Write a compelling meta description and title.
  • Attach related keywords mentioned in the section above.

Distribution Channels


Our customers are eager to explore the world and are always searching online for ways to save money while doing that. Let's make it easier for them!

  • Social Media: Facebook, Twitter, LinkedIn
  • Travelr Blog
  • Weekly Travelr Newsletters
  • Traditional PR
  • Influencers (high-clout 'Eloise the Explorers')

Trends & Analytics


Looking at our monthly trends, we can make changes to improve our content: 

  • We reached 185 newsletter opt-ins during December.
  • Our daily deals averaged 40 social shares per post.
  • The blog views increased by 38% last month.
  • Facebook followers grew by 30%, Twitter followers grew by 18% and LinkedIn followers grew by 9% .

Optimizations & Action Items


We can always improve! Here are some things we should optimize:

  • Target specific groups on whichever channels they might be using (for example, if Bob the Businessman is mainly on LinkedIn, promote business class deals there. If Eloise the Explorer loves to Tweet, promote more destination inspiration on that channel.) 
  • Create more interactive graphics (i.e. gifs, memes)
  • Play with call-to-action language to fit specific target audience on each channel.

 

About Travelr

Flight and Hotel pricing is complicated, and travelers often don't have the information they need to get the best deals on flights. Travelr provides insightful, data-driven research to help travelers make smarter decisions about how, when, and where they should travel. At Travelr, we use data sets that gather billions of flight and hotel prices to help travelers find the right destination for their budget.


Credits

Photo by Ketut Subiyanto
Photo by JESHOOTS.COM
Photo by Bambi Corro
Photo by Vino Li
Photo by Benjamin Suter
Photo by Daniel Norris
Photo by ismail mohamed - SoviLe
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