Technology has allowed travel companies and destinations around the world to expand their reach and increase their brand awareness to travellers across the globe. For global travel brands, the need to create a content strategy that will work across multiple markets is a huge challenge. For many brands, the solution to this has been to rely on universal emotional needs and finding the right themes that will translate between cultures and languages.

Technology has been one of the key drivers in supporting the growth of the travel market, optimising the ability to speak to multiple people in their own language, on their preferred platform and in a format that is highly accessible.

Millennials paving the way

With Millennials quickly taking up the majority of the workforce, they have also extended their new found-affluence to influencing the travel market. Millennials are notoriously more interested in developing their knowledge of other cultures and travel has quickly become a key staple of their identity.

Millennials are also influencing the way in which products and services are marketed, due to their digital native backgrounds and desire to be served with relevant content, they have pushed brands to provide tailored marketing materials in their preferred format.

Isolating senior travellers

However, travel marketers should be conscious of solely focusing on Millennial requirements, with the risk of isolating their senior traveller market. With reports suggesting that the senior traveller market is one of the worlds fastest growing markets, travel agencies now need to distinguish how their strategies will target both the younger and older generations equally.

Travel marketers should consider their product position in order to determine if they should focus on one demographic and tailored their marketing materials and offerings in line with their requirements, wants and needs, or try to appeal to the masses. This doesn’t necessarily involve changing the service or product offerings but rather positioning them more effectively to appear more relevant within their market and ensuring that they showcase the locations, activities and packages that have proven to be most popular with the chosen group.

International appeal through user-generated content

An international appeal is a necessity to succeed in the global market, therefore travel providers should establish a way to communicate with people of all cultures and languages within their content. One of the key ways that travel marketers are looking to create globally appealing and relevant marketing materials is through the use of images and emotionally driven visuals, with a big emphasis placed on user-generated content.

Utilising music and imagery that can be adapted to appeal to a range of people from various demographics can be an economical methodology for attracting global travellers whilst also ensuring that messaging is not incorrectly translated or perceived. When integrated with user-generated content and social media, images can drive interest, ‘life-envy’ and inspire other travellers to seek out a similar experience.


AI allows travel businesses to implement automated systems that streamline the processes and make the customer experience overall more reliable. A chatbot can be utilised to provide international support to a multitude of people who speak a variety of different languages. With a reduced desire to interact with real people, an increased use of SMS and chatbots during research and booking process can improve the customer experience and reduce costs.

Green marketing

Finally, the pressure placed on global brands to be more eco-friendly and conscious of their practices is higher than ever. More travellers are looking to derive meaning from their travel needs and staying in accommodation that actively supports the local people and environment. Travel and accommodation providers need to be explicitly clear in demonstrating the ways in which they support the environment, local people, their workers and reduce carbon emissions. These activities not only need to be publicised but they should also be consistent and sincere.