Delivering ROI in Travel.


Sagittarius recently conducted a research piece in partnership with Sitecore and Travolution looking at the most crucial boardroom questions facing brands in the travel industry. Most importantly, we wanted to be able to answer these questions and help said decision makers understand the wider travel technology landscape and where digital sales opportunities may be found.

One of the most interesting topics explored was around digital transformation and the industry’s ‘shift to social’ where we asked brands their thoughts on how seriously their business was taking it and in which areas.

Interestingly, of the 150 that were invited to take part in the research, 19% of respondents said Facebook was the best route to market for ROI putting it at the top spot with Google creeping behind at 17%. This is even more interesting when you consider that brands tend to invest more in Search PPC over Social, maybe this will help brands acknowledge that a multi-channel digital strategy is required if they want to reach their target market. However, the idea that social is playing a heavier part in delivering the best performance for brands is further strengthened with 29% of brands citing it as the area where their company is most embracing digital transformation/ change.

It’s also very encouraging to also see that 78% of those surveyed believe their senior team have Digital Transformation on the board-level agenda. This data tells us there’s a huge appetite for Digital Transformation in the industry with the only setback being the percentage of IT budgets being spent on new projects; brands need to focus on driving buy-in for these projects from the c-suite if they want to deliver better customer experiences.

The travel industry has always been reliant on technology, with booking and reservation systems needing to seamlessly integrate with websites and payment gateways, usually at the forefront of the latest innovative techniques for delivering customer experience, however, the results also show us that this technology is a significant cost of running a successful travel business and budgets need to work hard to deliver ROI.

We are encouraged about the future of travel and transport in the digital space and would encourage brands to continue to embrace new technology and cost-effective, cloud-based software solutions if they want to stay ahead of the game and agile enough to adapt in an ever-changing landscape.

Want to learn more about the challenges facing travel brands over the next 12-24 months? Download our full white-paper for free here.

Whatever your business, be it a regional or global brand, the content you produce plays a vital role in your success. You know that… hence you’re reading this.

A well formulated and executed content strategy not only drives more traffic, at the core, it defines what your business is and helps build a strong connection between you and your audiences.

So let's quickly look at why developing a coherent content strategy is important and how setting clear goals and understanding your audience will elevate your online performance. 

What is a Content Strategy?

It's basic right? Content is at the core of how you define the way your business presents itself and an effective strategy should look to ensure that tone of voice, messaging and the core values are surfaced across all channels, from service or product pages on your website, to blog posts, through social media updates blah blah blah.

But let's keep it simple - your content strategy should be a clear roadmap that connects your marketing activities to your business goals. Align to your customer’s wants and needs and engage them at every interaction point and boom, you're in business. 

Who are my Audience?

You likely start all your projects with this chalked on the wall because your business knows “exactly” who its customers are right? Sounds obvious but we often find its not been done forensically enough (not based on data), is too old (more than 12 months ago - forget it) or its a spin off from some brand work that was legitimately aspirational but doesn’t face the reality of who you your business is actually engaging today.

So start (or circle back) with audience research, building out those personas to understand their ambitions, their lifestyle, their pain points or concerns, and crucially their wants and needs - in your context. 

Do I need to tailor content?

As part of your research find out where your audiences spend their time online and how they interact with content: Some may spend time thoroughly researching a product or service, whereas other audiences may want their content to be quick, snappy or easily digestible in the form of a video, infographic or short blog posts.


Ultimately, the key is to produce a strategy that creates the type of content your customers want to see:

  • What are the problems that your product or service will help them solve?

  • Who are they most influenced by?

  • What voices influence their behaviour?

  • What type of content do they consume?

  • Where do they consume content and engage with brands?

Different Content, Different Objectives

 All content is not born equal: When producing your strategy, it is important that the objectives for each individual piece are defined, that these fulfil your marketing objectives and tie to the overarching goals for your business.

There are various content frameworks that exist to aid content development in this way, but one that is popular and effective is Google’s hero, hub and hygiene method: It provides a framework on developing content to achieve different goals and gives guidance on the effort needed to create each type of content.

Hero Content

Hero content is essentially campaign content, it is big splash ideas designed to appeal to a large audience with the aim of telling your brand’s story at scale. 

Ways of measuring hero include the amount of PR mentions or links from authoritative domains plus social interactions and mentions of your brand across all channels. 

Considering the scale of hero campaigns, this content is not regularly produced and is reserved for peak promotional times where it’s important for a business to stand out from their competitors.

Hub Content

Hub content is the stuff that keeps your audience engaged, it expands on the themes of product or service level content, educates users and helps create a connection between themselves and your brand.

Hygiene Content

Hygiene content is the bread and butter of any website, it is the BAU content for products and services, it is SEO focused and targets important keywords at a product, service or guide level.

How do I manage all this?

Content development is only one part of the ongoing work needed when working with an effective content strategy. We call it “feeding the beast” because it really is the fuel in your brand vehicle and once you start you really can’t stop (if it’s delivering results) but that’s where performance measurement comes in.

Your greatest gift in managing the outputs from your hero/hub/hygiene style efforts is to understand If your content is working. To truly deliver results your business must first understand the objectives and goals of each piece of content to effectively measure its success. That as a guiding light from day 1 will let you slow down, speed up, stop or start new content briefs and projects.

Remember - content strategies are not set in stone. They are living breathing things and should adapt and pivot as insights become available and your brand naturally evolves.

If ever you want to chat content and explore new initiatives we’re always here to help.

want to speak to one of our experts?

Naomi Harper
Head of Marketing & Communications
Naomi is the agency's Head of Marketing & Communications with a strong background in Public Relations, events, Marketing and Brand campaigns.

Naomi joined Sagittarius in January 2021 to deliver exceptional external brand experiences, engaging internal communications and to assist with the driving of sales and the developing of relationships with key strategic suppliers.


Naomi Harper

26 Jun 2019 - 5 minute read
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