- Travel is a topic people want to hear about
- Many of the best stories are travel stories
- Travel is an emotional purchase, and human voices trigger emotions
- Why not be the source of your customers’ aspiration and anticipation?
Wow you’re lucky if you’re a travel brand. You sell something people love and want. But are you talking to them about it?
YOU’RE BLESSED WITH A TOPIC IN DEMAND
Maybe you’ve heard. The podcast medium has been inarguably embraced by the public across all demographics, just as the audio medium has done for a century.
In poker, you’d make fun of someone who walks away from the game leaving a winning hand on the table. But that’s what many travel brands are doing when it comes to remaining silent and leaving the podcast marketing channel closed…even as they’re blessed with a topic their customers want to hear and talk about.
When the task is painting vivid aspirational travel stories, nothing impacts the decision to travel more than hearing others talk about their trips and everything the world has to offer. How often does travel come up in conversations you have at social occasions? Probably a lot. Pay attention to that desire people have to hear travel stories then ask yourself, “Isn’t it a little bit of a no-brainer for us to have a travel brand podcast?”
WHY A TRAVEL BRAND PODCAST
As promised in the title, here are just five reasons you should consider your own travel brand podcast:
1: To Foster Deeper Connections
Storytelling has driven the success of podcasting in general. But stories are particularly powerful and compelling in travel.
When a brand brings these audio “escapes” to listeners, that travel brand gets full credit for providing a fun and enticing experience even before travel is booked. And it will be the first brand thought of when it comes time to book.
You know better than anybody that travel is an emotional purchase. And there is nothing more effective at activating emotional responses than human voices talking about travel experiences and opportunities.
Example: A boutique hotel in Paris could produce episodes centered on romantic getaways, recounting real love stories that took place on their grounds. And by the way, these stories can be real or fictional, as long as they take place in or near your brand.
2: To Capitalize on Niche Markets
One of the superpowers of podcasts, which would definitely apply to a travel brand podcast, is that shows are targeted to niche audiences.
You aren’t trying to publish the most-listened-to podcast on the internet. You’re creating a show that’s uniquely suited to the kind of traveler you’re trying to attract? Eco-travel? Multi-generational travel? Luxury travel? Culinary travel? The niche audience you want to build is right there for the taking. But if you don’t have a show for them…crickets.
As opposed to mass-marketed content marketing tactics, content aimed at niches traditionally get more engagement. There’s a huge difference between people thinking “this show is for everybody,” and “this show is for me.”
Example: A sustainable travel agency could host a podcast featuring episodes on off-the-beaten-path destinations that promote conservation and responsible tourism. Each episode could feature interviews with locals and environmental experts, offering unique insights into the destination.
3: To Build Trust (and Squeeze Out the Competition)
Podcasts offer a unique opportunity for travel and hospitality brands to position themselves as industry experts.
By offering valuable tips, insights, and expert interviews that your brand is uniquely suited to provide, your travel brand podcast establishes you as the go-to resource for travel ideas and advice. That’s bad news for your competitors, especially if they’re ignoring the podcast marketing channel and not talking.
Write all the blogs you want. Post all the pictures you want. Humans connect with other humans. So if you’ve fixed it so they can literally hear you at regular, reliable intervals, you’ve got a trust-builder that cannot be matched by any other medium.
Example: A global travel booking platform could run a podcast featuring travel industry leaders discussing everything from travel trends to the future of digital bookings. This positions the platform as not just a service provider, but as the authority on global travel.
4: To Enhance the Customer Experience
Podcasts can serve as an extension of a customer’s travel journey.
Whether it’s providing destination guides, insider tips, or offering insights on local culture, a travel brand podcast can enhance the travel experience before, during, and after the trip. You aren’t just someone who sold them something, you’re their media travel partner.
That’s an entirely higher level of engagement that adds value, enriches the customer’s experience with your brand, and deepens the customer relationship.
Example: A cruise line could launch a podcast series offering destination previews, onboard activity highlights, and interviews with crew members and previous passengers. Listening to these episodes builds pre-trip anticipation and excitement, which is very much a part of the travel experience.
5: To Leverage the Existing Popularity of the Travel Podcast Genre
Some brands and industries have a bit of an uphill climb getting people interested in what they talk about on their podcasts. But not you. The travel podcast genre has seen significant growth, driven by a rising appetite for travel inspiration, escapism, and the desire to have experiences rather than acquire “stuff.”
According to recent data, travel-related podcasts consistently rank among the most popular in the lifestyle and culture categories. Travelers are hungry for content that transports them to new destinations and helps them plan future trips, making this a prime opportunity for brands to engage with this already interested and dedicated audience.
In other words, it’s a layup. But even a shot that easy can’t be made if you aren’t on the court.
Example: A national tourism board could create a podcast featuring local influencers and experts who share insights into hidden gems and cultural landmarks. This could serve as both a promotional tool and a resource for listeners planning their next visit.
DON’T WALK AWAY WHEN YOU’RE HOLDING ALL THE CARDS
In a world where content is king, podcasts offer travel and hospitality brands an intimate and immersive way to connect with their audiences.
By fostering emotional connections, catering to niche markets, building trust, enhancing the customer journey, and tapping into the growing popularity of travel podcasts, travel brands can not only boost their marketing efforts but also deepen customer relationships and further empower their loyalty programs.
Launching a travel brand podcast is a long-term investment (but talk to me because sometimes the assumptions about what it costs aren’t accurate) that pays off by creating consistent brand touch points, lasting impressions on listeners, and inspiration for the customers’ next adventure.
It’s Not Difficult With the Right People
I’ll work one on one with you in an a la carte manner to determine how much or little assist you need to get your brand podcast up and running or to revive an existing one.
Mike Stiles