As lockdowns gradually start to lift, country by country, people’s thoughts are tentatively turning towards travel.
“As infections start to go down and more people get vaccinated, we are hopeful that close to Easter will be a crucial turning point for domestic travel with travel abroad following that in the months ahead,” says CEO of Trivago, Axel Hefer.
But our collective behaviour, across all aspects of our lives, has been impacted by the pandemic. It’s unlikely that we’ll return to the “old normal” overnight, if at all. And so marketers in the travel industry are considering new ways of communicating with their audience.
According to the CEO of Anxiety UK, “After you’ve been inside for a long time, it can feel very strange to go outside and people could perhaps lose confidence in things they haven’t done in a while”.
There may be reluctance for a little while, for example, for travellers to visit physical premises – whether that’s travel agencies or Tourist Information offices – to access information. And so digital publications, including flipbooks, can be an excellent option for delivering content virtually.
There is another factor to consider, though: the device that the reader is using. By their nature, the audience for publications like travel guides and attraction listings are typically consuming content on-the-go. Responsive publications – that auto-reshape their pages so that they’re easy to navigate, whatever the device – perform this function brilliantly.
You can compare the same travel guide created on 3D Issue’s two digital publishing platforms, here:
According to Claire Doherty, product director at the Travel Department, “There is an increased appetite for holidays to remote locations – or at least locations far from the maddening crowds attracted to European hotspots. We are seeing a lot of interest in walking holidays to locations such as Lake Garda in northern Italy over trips to the iconic sites like Venice, where crowds are traditionally drawn.”
Coverage could be poor, in tourist locations that are off the beaten track, and so digital publications that load quickly are essential.
Google makes no secret of the fact that they prioritise content that’s been optimised for tablets and smartphones. And so the challenge for marketers is to create satisfying content experiences that have been designed for accessibility across all devices. That’s where simple-to-use, responsive content creation platforms come in. Like 3D Issue’s all-new Experios.
Experios has tons of templates to choose from and a simple-to-use drag-and-drop editor. No coding or design skills are required to make engaging and professional-looking publications. Each page element automatically adjusts to fit the screen on the reader’s device. And the user experience of the content feels dynamic with the familiar “feel” of swiping to navigate.
We’d love to demonstrate how easy Experios is to use.
Drop us a line, today, to book a demo.