With the digital age, everything has changed — including the travel industry. Venelize de Lange from media update unpacks how PR pros can use digital hacks, data and storytelling to elevate travel campaigns in a post-pandemic world.
Are all your friends suddenly travelling the world, jumping from one continent to the next? Well, the recent pandemic has a little something to do with the sudden urge to see the world.
During the pandemic, the travel industry took one of the hardest hits — but it was also the fastest to adapt in the aftermath. As borders opened, so did opportunities for travel brands to reconnect with audiences. Yet, this connection doesn't look the same as it did in the past: now it's digital-first, data-driven and storytelling-rich.
For PR professionals working the travelling circuit, that means:
1.Using Data as a Foundation
One of the most effective PR hacks is leveraging data to make campaigns newsworthy. Journalists are more likely to cover a story if it is backed by credible insights: from search trends to customer surveys.
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2.Focusing on Strong Storytelling
Digital PR success comes from building stronger connections, especially after a global crisis. Audiences want more than glossy images — they want stories that feel real. PRs can craft narratives around local communities, unique experiences, or sustainable practices to build trust and engagement.
3.Thinking Beyond Traditional Media
Digital PR expands visibility well passed a press release. Work on securing backlinks from high-authority travel websites, while influencer collaborations are your in with niche audiences. These strategies amplify reach and strengthen a brand's digital footprint.
4.Prioritising Creativity and Adaptability
The strongest travel campaigns today are those that adapt quickly to shifting consumer expectations. PR professionals need to think creatively — whether that is through interactive content, influencer collaborations, or unique campaign angles.
Here, originality is key: a fresh approach not only captures attention, but gives journalists a reason to cover your story.
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With more than 80% of global travellers researching their trips online, digital PR is truly the backbone of any successful travel publicity. By using these four hacks, PR pros can maintain campaigns that really take flight.
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*Image courtesy of Canva
**Information sourced from Agility PR and Minty