While consumers do turn to the internet for much of their information about travel destinations, printed guides remain relevant in the digital age.
For example, a Destination Analysts study has found that more than 50% of U.S. travelers consult printed materials before making travel decisions.
That said, you still need to find a way to help your publication (and destination) stand out from the pack. Here are three tips for doing just that.
Embrace Magazine-Style Writing
While newspapers have been losing readers, magazine readership has held strong, with the total number of magazine readers in the U.S. remaining above 220 million every year between 2016 and 2020. And when it comes to travel, research by the University of Massachusetts Amherst demonstrates that travel magazines play a key role in informing consumers about a destination and enticing them to visit.
So instead of using the front section of your book to simply list attractions, why not embrace magazine-style features instead? These long-form articles could offer ideas for walking tours through trendy neighborhoods, provide an in-depth look at a local landmark’s history or introduce visitors to below-the-radar bars and venues that most tourists won’t get to see.
Put Local Faces on Your Content
Add Q&As with local business owners, sports team favorites or media personalities to your editorial lineup. What are their favorite things to do and see in the region? If the popularity of social media influencers proves anything, it’s that consumers love getting advice from real people. The inclusion of local business owners in Q&As can also help gain buy-in for the publication from this pool of potential advertisers.
Offer Opportunities for Advertorial
Obviously, you need advertising to finance the production of a print guide. But why not grow those ad dollars with an opportunity to have businesses tell their own story via paid content? Create a template for advertorial pages that supports your brand and bridges the gap between the magazine features in the front and the accommodations listings in the back. If you have the resources, you could even offer to help write the advertorial copy. (Or you could let TMCC do it for you…)
Need help with producing your visitor guide? TMCC can help! We provide turnkey services ranging from editorial writing to graphic design and advertising sales. Start the conversation by getting in touch at newbusiness@todaymediacustom.com.
