MARKETING IN:
TRAVEL & HOSPITALITY
Marketing in travel and hospitality is fast-paced, digital-first, and tightly linked to commercial performance.
This sector includes guest-facing businesses such as hotels, restaurants, and visitor attractions, as well as operational travel companies including tour operators, airlines, booking platforms, and destination marketers.
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Whether public-facing or behind the scenes, these businesses rely on marketing to influence traveller behaviour, drive bookings, and shape perception.
Success depends on a strong understanding of the full customer journey, from search to confirmation, and the ability to balance creativity with performance across multiple digital touchpoints.
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Marketing in tourism and hospitality
TRAVEL AND HOSPITALITY
Industry Insights
KEY DYNAMICS
Revenue is tied directly to consumer action
Most travel and hospitality businesses rely on bookings, occupancy, conversion rates, or per-head spend. Marketing is expected to influence these outcomes through channels such as SEO, paid media, CRM, and conversion optimisation. Performance is measurable, often in real time, and closely tied to trading goals.
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Business models vary across the sector
Hospitality businesses may operate direct-to-consumer through owned sites or apps, or via third-party platforms and OTAs. Travel firms might use dynamic pricing, tiered packages, affiliate partnerships, or B2B distribution through agents and resellers. Loyalty schemes, upsells, and cross-sells are often used to extend customer value.
Short lead times and seasonality shape planning
Many businesses operate on short sales cycles with strong peaks and troughs. Campaigns must be responsive and often include flash sales, tactical offers, or targeted content based on availability and trend forecasting. Public holidays, school terms, and regional events all influence timing and tone.
Destination marketing brings added complexity
In tourism, success is not just about promoting the product, but the place. Destination marketers work to influence perceptions of entire regions or countries, often in partnership with airlines, local attractions, or public sector bodies. This requires coordination, storytelling, and long-term brand positioning that goes beyond immediate sales.
SECTOR CONTEXT
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The sector is fast-moving, highly visual, and emotionally driven. Travel is aspirational and often deeply personal, so tone of voice and brand identity carry real weight.
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Mobile-first marketing is essential. Most consumers browse and book on their phones, and poor UX or clunky journeys can cause immediate drop-off.
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Content is used to inspire, reassure, and convert. Reviews, imagery, and user-generated content influence purchasing decisions, particularly in leisure travel.
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Experience is a key differentiator. From luxury to budget, travellers expect clarity, convenience, and some sense of personal connection.
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Trends such as sustainability, solo travel, remote working, and ‘experience over product’ have shaped how offers are framed and promoted.
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Influencer marketing, partnerships, and social proof play a visible role, particularly for lifestyle-led or niche travel brands. Results depend on audience fit and clear alignment with business goals.
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While leisure travel leans on emotion, corporate travel is more service-led and practical. Marketing in this space prioritises reliability, clarity, and ease of management for businesses and bookers alike.
MARKETING JOBS IN TRAVEL AND HOSPITALITY
A snapshot of the kinds of marketing roles shaping this sector. Not exhaustive, but a sense of what’s typical.
Product Marketing
Bridging the gap between product, sales, and the market. Own messaging, positioning, feature launches, and often competitor intelligence.
Growth Marketing
Uses experimentation and data to drive acquisition, conversion, and often retention. Always testing.
Content Marketing
Create articles, guides, videos, and thought leadership to attract, nurture, and convert leads — and support product education.
Lifecycle CRM / Email Marketing
Own the post-signup or lead nurturing journey, onboarding, re-engagement, upsell, and renewal flows.
Brand Marketing & Comms
Shaping the perception of the business, sometimes includes PR, creative, design, tone of voice, and leadership visibility.
Demand Generation
Demand Generation, Create demand through targeted campaigns — working closely with Sales to generate qualified leads. ABM (account-based marketing)
Community & Advocacy Marketing (emerging)
Build trust and engagement via customer success stories, reviews, and customer-led content.
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