How Travel Marketers Leverage Branded Podcasts

In a post-COVID-19 world, travel has changed the minds of many. It can come with added stress, uncertainty, and confusion. But on the other side, consumers are more excited now than ever to get back to exploring the world. 

COVID-19 forced companies to adapt to new trends and consumer behaviors. Regaining customer trust and loyalty is a key goal for marketers within the travel industry, something that’s not always the easiest to achieve. That’s why now is the time for teams to take advantage of the power of branded podcasts. 

Branded podcasts represent a great opportunity for travel marketers to broadcast their brand values, differentiate themselves from their competitors, and improve public perception. 

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How travel marketers can use branded podcasts to their advantage

To regain the trust of consumers, travel brands need to show that their values and mission are aligned with those of the people they are targeting. Through branded podcasts, travel brands can provide transparency into how decisions are made at their brand, and what they are doing to make sure travel is as easy, safe, and pain-free as possible. They’re also a way to get consumers excited to travel again, by featuring exciting travel experiences and stories. 

As travel picks up, ensuring that the public is aware of what your brand personality, story, and values are will be a key draw when they make their travel choices. 

Branded podcasts take advantage of the popularity of podcasts and their ability to target hard-to-reach audiences. Some of the most notable benefits that travel marketers can achieve from branded podcasts include: 

• Boost trust and transparency
• Increasing brand awareness 
• Differentiation from competitors
• Build brand personality
• Build excitement and motivation 

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Strategies for travel companies to create successful branded podcasts

To create a successful branded podcast, travel companies must focus on providing high-quality, informative content that resonates with their target audience. 

Some strategies and tactics to consider include:

• Identifying a clear theme or topic for the podcast
• Creating a consistent publishing schedule to maintain listener engagement
• Inviting guest speakers or industry experts to share insights and expertise
• Incorporating storytelling techniques to create an emotional connection with listeners
• Using the podcast to highlight unique experiences or destinations
• Promoting the podcast across various channels, including social media, email newsletters, and the company website

FAQs about branded podcasts

Q: Why are branded podcasts a crucial part of a robust marketing strategy?

A: As of 2022, 62% of Americans have listened to a podcast in their lifetime, a number that only continues to grow. Podcasting gives brands access to audiences they cannot get in front of through traditional marketing channels for an extended period of time. Podcasts between the 21-30 minute mark are the top-rated branded podcasts. 

Q: Why should my travel brand invest in a branded podcast?

A: Branded podcasts can be a highly effective way to connect with your target audience, build brand awareness, and differentiate your brand from competitors. They offer a unique opportunity to engage listeners with long-form content that can be educational, entertaining or both.

Q: Who should my travel brand target with a branded podcast?

A: Your branded podcast should be tailored to your target audience, whether that's current or potential customers, industry partners, or other stakeholders. Consider your target audience's demographics, interests, and pain points when developing your podcast concept.

Q: How can my travel brand measure the success of a branded podcast?

A: Key metrics for a branded podcast include unique listeners, consumption rates, downloads, audience demographics, and engagement (e.g. social media shares, comments, and reviews). You can also survey your target audience to gather qualitative feedback on the podcast's impact.

If you’re producing a B2B podcast, CoHost’s B2B Analytics tell you what other companies are listening to your podcast along with their size, industry, revenue, and location. 

Q: What are some best practices for creating a successful branded podcast?

A: Some key best practices for creating a successful branded podcast include defining a clear concept and audience, telling compelling stories, being consistent in publishing frequency and format, promoting the podcast across multiple channels, and engaging with listeners through Q&A sessions, interviews, or other interactive features.

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Case Study: Expedia, Powering Travel

Quill and Expedia Group partnered to create Powering Travel, an interview-based show focusing on the hospitality and travel industries.

Powering Travel welcomes hospitality industry leaders to share how they’re building, innovating, and evolving their travel businesses for the future. Hosted by Brandon Ehrhardt, Senior Director of Partner Programs, and Sally Smith, Senior Director of Market Management at Expedia Group, they’ll explore the latest trends, reveal best-kept hospitality secrets and try to predict where the industry is headed next.

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How travel companies can get started with branded podcasts

By collaborating with high-quality podcast agencies like Quill, travel companies can produce powerful, influential shows that redefine their brand presence. Quill's expertise in developing, launching, and growing branded podcasts offers a game-changing edge to your travel business.

Elevate your travel company's marketing strategy by tapping into the potential of branded podcasts. Connect with our team of seasoned podcast professionals to discover how immersive audio experiences can revolutionize the way you engage with your audience.