I have been researching travellers for 25 plus years. And one of the key themes and findings on attracting high-value travellers—who are mostly over 50 because they are rich not only in money but also in time—is that they will put in hundreds of hours of research into their travel planning.

What I am seeing is travel brands, big and small, and solopreneurs putting all of their effort, money, and marketing dollars into attracting clicks and visitors to their website.

Often, millions of dollars are being spent by cruise companies and touring companies on television advertising, print, and digital marketing.

Many are successful in attracting high-value travellers to their website but fall short when it comes to keeping them interested enough to stay on the website to find out enough information to get them to book.

Kind of the most important part isnt it?

So, the hard work when it comes to marketing begins. Your job at that point is to create trust, reputation, and authority in the eyes of the traveller.

You may have attracted them to your website, but if they get to your website and there is no valuable or engaging information, they'll bounce off and go straight to your competitors.

Once they head down that Google rabbit hole, you have lost them forever.

A recent Google study found that 52% of travellers alter their destination, flight, or accommodation choices during their planning process.

This means that even if an ad, marketing campaign, or initial inspiration captures their attention, over half of travellers will change their minds as they go deeper into their research.

If your brand isn’t providing the right content at the right time, they will move on to a competitor.

This is why content marketing is paramount. It allows travellers to get a feel for your brand and trust your brand. It gives you the chance and the opportunity to tell them that you are the best choice for them and help them diminish the risk associated with booking with you.

The Changing Landscape of Travel Marketing

Our research shows that high-value travellers spend hundreds of hours each year, researching travel. Modern travellers are more connected, informed, and selective than ever.

The top three influences on their travel decisions are:

1. Google searches and general Googling

2. Referrals from friends and family

3. Emails they receive from travel companies

4. Blogs, articles, stories

Additionally, high-value travellers actively source reviews on Google, TripAdvisor, and similar platforms before making decisions.

Despite the investment in advertising and website traffic, many travel brands fail at converting these visitors into customers. The key to winning high-value travellers lies in providing rich, valuable content that answers their questions, builds confidence, and establishes your brand as a trustworthy choice.

The Pitfalls of Generic AI-Generated Content

With the proliferation of ChatGPT-generated content in the travel industry, content is all starting to sound the same.

There is no original thought.

Large language models, including ChatGPT, draw from the same pool of information, meaning much of what is produced lacks uniqueness and deep insight.

This is why primary, original research is critical.

Understanding what travellers truly want to hear and incorporating real-world research and data ensures your content is relevant, authoritative, and valuable.

This is what I focus on 100%—ensuring every piece of content is backed by genuine insights and not just repackaged information from widely available sources.

AI is a powerful tool, but it must be used wisely.

Most marketers, digital agencies, or even business owners use ChatGPT straight out of the box.

This is a dangerous approach that risks making your brand sound like everyone else.

I have developed an AI-assisted process that integrates my 25 years of traveller research into every piece of content we create.

This ensures originality, relevance, and engagement—so that when travellers read it, they stay on your site and find it genuinely useful.

Do not create content for content’s sake. Content must serve a clear purpose: to inform, inspire, and convert.

Why Content Marketing is Essential for Attracting High-Value Travellers

1. Establishing Authority and Trust
   High-value travellers want assurance that they’re investing in top-tier experiences. Well-crafted blog posts, destination guides, and insider insights showcase a brand’s expertise and build credibility, making travellers more likely to choose a premium service.

2. Personalisation and Targeting
   Through strategic content marketing, brands can tailor their messaging to appeal to different segments within the high-value traveller demographic. Whether it's adventure seekers, wellness travellers, or luxury connoisseurs, personalised content ensures higher engagement and conversion rates.

3. Enhancing Visibility Through SEO
   High-quality content optimised for humans before search engines ensures that travel brands get to the travellers in searches related to your travel services, exclusive destinations, boutique hotels, and unique experiences.

4. Encouraging Referral Business and Reviews
   High-value travellers trust personal recommendations and online reviews. Encouraging satisfied customers to leave positive reviews on Google and TripAdvisor strengthens a brand’s reputation. Additionally, creating referral programs for happy clients can drive significant new business.

5. Authentic YouTube Content
   Travellers want to see real, unfiltered experiences rather than highly polished marketing videos. Genuine YouTube content, featuring real travellers sharing their experiences, resonates far more than scripted advertising and helps establish trust.

Best Content Marketing Strategies for Travel Brands

1. High-Quality Blog Content
   Engaging, informative blog posts about destinations, unique experiences, and travel tips position brands as industry leaders and drive organic traffic. Content should address common traveller concerns and provide detailed, actionable information.

2. Email Marketing & Personalised Campaigns
   Targeted, well-crafted emails remain one of the top influences on high-value travellers. Personalised itineraries, exclusive offers, and curated travel inspirations nurture relationships and keep brands top-of-mind.

3. Encouraging and Showcasing Reviews
   Proactively gathering and displaying customer reviews on websites and third-party platforms builds credibility. Sharing testimonials and success stories reinforces trust and reassures potential travellers.

4. Leveraging Referral Business
   Satisfied travellers can be your biggest advocates. Encouraging past clients to refer friends and family through incentives or simple outreach helps generate high-quality leads.

5. Authentic YouTube Travel Content
   Rather than highly produced, promotional videos, real and unscripted YouTube content—such as travellers sharing experiences, behind-the-scenes insights, or vlogs—creates a sense of trust and relatability.

For travel businesses aiming to attract high-value clients, the focus must shift from mere website traffic to meaningful engagement.

High-quality content—blog articles, email campaigns, reviews, referrals, and authentic video—ensures that travellers feel confident in choosing your brand.

Building trust, credibility, and authority is what turns interest into bookings.

If your website fails to offer useful, engaging content, potential travellers will quickly move on to a competitor. The brands that prioritise well-researched and customer-focused content will stand out in a competitive market and ultimately convert more high-value travellers into loyal customers.

Ensure Your Content Leads to Bookings

If you’re ready to create research-backed content that speaks directly to high-value travellers and ensures your brand stands out, let’s talk. I specialise in putting the voice of your customer at the centre of every piece of content, ensuring engagement and trust that leads to more bookings.

Get in touch today and discover how tailored, data-driven content can double your bookings.

[email protected]