As travel confidence in on the rise, travel companies are spreading their wings and flocking to new and underserved destinations in an effort to diversify revenue streams and set themselves apart from the competition.
Only recently, easyJet opened a new route to Iceland’s ‘capital of the north’ Akureyri, while BA flew to Agadir, and at London Southend Airport, flights to Bourgas are back in play.
While the most intrepid explorers will always jump at the chance to explore new places, the right PR strategy can help lesser-known destinations gain visibility and attract a more diverse range of traveller, enabling airlines and travel companies to stand out and meet the rising appetite for these unique and less-crowded destinations.
Data-driven targeting and personalised offers
Good use of data sits at the heart of any successful PR campaign. When it comes to showcasing overlooked places, airlines and travel companies can use data to identify which types of travellers gravitate towards new destinations, crafting specific campaigns or messaging to target these groups – whether that’s by age, location, personality, or spending power.
Geo-targeted ads can also help promote the destination in regions or countries with higher interest in exploring unique or undiscovered places, or where connections to said destination have better availability.
Meanwhile, airlines can offer exclusive deals for early bookers when new travel routes are opened. Loyalty program members can also receive personalised itineraries or tailored experiences that promote the destination.
User-generated content and influencer partnerships
Airlines and travel companies can raise awareness around an overlooked destination by encouraging visitors to create shareable moments on social media through hashtag campaigns or even competitions/giveaways, opening engagement to a wider audience.
Influencers represent another key weapon in an airline’s content marketing arsenal, with any endorsement generating priceless credibility. By teaming up with the right influencer (i.e. those who specialise in ‘off-the-beaten-path’ destinations), airlines tap into an audience looking for unique experiences.
Read here for more detailed guidance on establishing successful influencer partnerships.
Immersive content and storytelling
By highlighting the local culture and heritage of overlooked destinations, airlines will inspire wanderlust and capture a traveller’s imagination. A good PR campaign brings cultural richness to life through virtual reality tours or immersive video content, such as telling the stories of local people via social media.
Fear of the unknown often deters many people from booking trips to unfamiliar destinations. Custom travel guides tailored to the specific destination – containing recommendations and cultural do’s and don’ts – can help put travellers at ease.
Sustainable ecotourism
Rising environmental awareness and an increased focus on social responsibility means people are more mindful than ever when it comes to their carbon footprint, prompting them to seek more ethical and eco-friendly ways to explore the world. In fact, research shows over 80% of global travellers want to adopt more sustainable travel incentives.
To promote underserved destinations, airlines and travel companies should focus on how visiting these areas contributes towards the preservation of local tradition and culture, while also mitigating the impact of over-tourism in more popular spots.
As people’s values shift to prioritise more eco-friendly travel, there’s also a growing desire for more authentic and rewarding experiences that shift away from mass-market tourism. With this in mind, airlines and travel companies can encourage travellers to take part in local conservation initiatives or community development projects, promoting the destination as a place where travellers can actually make a positive environmental and social impact.
Helping undiscovered destinations thrive
Expanding into new and underserved travel destinations gives airlines and travel companies the chance to gain that all-important early market advantage, while also aligning with the shifting preferences and behaviours of the modern traveller.
That’s why a good PR strategy is central to airlines and travel companies capitalising on these new (and significant) revenue opportunities. Using the power of data, partnerships, and immersive content, promoting new destinations will play a key role in stoking the industry’s growth during 2024 and beyond.
