A well-known hotel chain shows how to use the “I want to leave” moments, i.e. the dreams of potential customers for themselves and ideally combine SEO with content marketing. As one of the world’s leading travel companies, the company recognizes that travel-loving users today see advertising as a necessity. They particularly appreciate entertaining and inspiring content that radiates authenticity. To attract customers with the “I want to leave” moments in a structured way, the hotel chain appointed a VP of Content Creation. This department, created specifically for content marketing, creates multimedia content that introduces users to the travel company’s offerings in an entertaining and inspiring way.
Part of this content represents an online magazine. Here, interested users can read up on a wide variety of travel topics. The hotel chain also relies on documentary-style videos showcasing cities around the world. These are produced by the company itself and in collaboration with well-known YouTubers.
These YouTube videos enjoy great popularity.This is partly due to the entertainment character of the video, but mainly because the choice of destination in the video is not accidental.
For their short films, the company chooses places that, according to Google data, are among the most searched destinations and at the same time only a few videos exist about them. This allows them to market their travel company in a unique and fun way, despite the huge competition, and turns an “I want to go” moment into an “I want to go right there” moment.