Massive Global Market: Your International Content Strategy

How nice would it be to relax and enjoy an amazing and massive flow of travel customers from across the globe, wowed by your brand and content, fully trusting that booking with you is a great decision sure to satisfy?

Sometimes a wider audience is the solution to great business. After all, travel is international today and it’s the future.

Travelers with similar unique tastes, views, and desires are in every country – they just speak different languages.  But if you’re targeting typical demographics or traveler types with your content and advertisements, (e.g., baby boomers in the US or California or New York) you might be butting heads with the leading OTAs, tour marketplaces and top travel agencies.

Instead, your strategy can reach those people sprinkled across the world, from the US to Austria to Singapore to Brazil, who might discover your agency, marketplace and website and prefer it. Because we all love finding something special for our own values and style. The rules of trust, confidence and credibility still apply, but once over that, these dispersed customers might really love your brand and trips/tours/advisors. They can’t find it anywhere else!

Consider the quirky travel brands such as Atlas Obscura and Black Tomato, which seem to succeed with a smattering of customers from each state and country.

Rifle Targeting: What if You Miss?

As covered in a previous post, rifle strategies, even geographic ones are risky. For sure, you’re in a high-competition segment with minimal brand differentiation, which leads to price-based trips/tours. Not good. The opposite is a shotgun strategy reaching a wider base, of those who can appreciate your unique travel brand and experiences. If your content marketing/advertising campaigns are powered up and optimized for international reach, your reached audience could be massive.

Note: this doesn’t preclude making targeted plays for high-volume keyword phrases and topics either, if you have a professional-level SEO provider. Talent and creativity give you a decided edge.

Hotels.com Wide Funnel: 60 to 80 million Monthly Visitors Worldwide

They say travel is down and search is dying. Hotels.com is seeing the downtrend, however their global funnel keeps producing.

Let’s look at Hotels.com success.

Hotels.com is a leading online travel agency (OTA) owned by the Expedia Group. The iconic hotel eBrand enjoys a significant international audience reach.  In fact, only 30% of its customers are in the United States. The rest are sprinkled all over the globe. Could we say their marketing is more of a shotgun strategy, where they just get the brand exposed via television or online ads in 200+ countries, and let sales happen?

Branded general ad campaigns plus big-budget spend gets results. The typical profile of a hotels.com customer might be value-conscious, mobile user, Gen Z, and Millennial parents).  With the US so slow, they’re targeting Europe, Asia Pacific, and Latin America. An OTA’s strategy is simple: get wide reach to everyone and anyone, and let the brand do its work to generate bookings. If it can work for them, it will work for your travel/tour company.

Let’s look at Hotel.com’s numbers to show you that such audiences actually exist.

1. Geographic Reach

• Operates in over 200 countries and territories with localized websites in more than 35 languages.
• Strong markets include the U.S., U.K., Germany, Australia, Japan, and China, with growing traction in emerging markets like India and Brazil.

2. Website Traffic (Estimated)

• 60–80 million monthly visitors worldwide (SimilarWeb & SEMrush estimates).
• Top traffic sources:
  • U.S. (~25–30% of visits)
  • U.K. (~10–15%)
  • Germany, France, Australia, Canada, Japan (each ~5–10%).

3. Mobile & App Usage

• Over 50% of bookings are made via mobile devices.
• The Hotels.com app has been downloaded tens of millions of times (iOS + Android).

You might already have these unique international travelers who for unknown reasons, found your website, and seem to have this affinity for everything you present to them. So “designed to be well found” might actually be an important part of your mix.

Assuming you can fulfill the “seller of travel” laws which countries/states impose, you only need to build reach to them online. Without a doubt, SEO, PPC, social media ads, and content marketing are the best channels to accomplish this.

Content Marketing Strategy for International Audiences

It’s a challenge. We need to reach this dispersed audience with the right message who speak different languages (although many travelers speak English). Fortunately, our SEO strategy can power up unique language-based sections on our website. Multiple social media sites can create comfortable engagement for each country’s market.

Besides blogs and trip listing pages in foreign languages, we can develop unique variations of our branded visual content pieces for each language. We can have a graphic designer do this manually or use AI tools to automate the creation. You’ll likely need an interpreter to ensure correct meanings in languages that your advisors/agents understand. Target a few basic languages/countries you feel confident of, perhaps those that are underserved?

Let’s try out a plan to go international.

A 6-Point International Content Marketing Strategy

1. Destination-Specific, Origin-Tailored Niche Content & Localized SEO

Strategy: Create and craft content that speaks to travelers from specific origins (e.g., Asian travelers, European travelers) about visiting particular international destinations (e.g., USA, Brazil). This requires deep understanding of their travel motivations, common concerns, and search queries when planning international trips.

Social Channel Focus: Blog posts, long-form articles, and localized landing pages on your website, optimized for search engines. Consider travel forums and community groups popular in the origin countries.

SEO Channel Focus: Keyword research tools (like Ahrefs, SEMrush) for language-specific and origin-specific queries related to outbound travel. Focus on long-tail keywords that address common questions.

Examples:

• For Asian Travelers (e.g., China, South Korea, Japan) visiting the US:
  • Content Idea: “How to Plan Your First Trip to the US: A Guide for Asian Travelers” (targeting concerns about visas, cultural differences, language barriers).
  • SEO Keywords (in relevant languages): “美國簽證申請攻略” (US visa application guide – Traditional Chinese), “미국 서부 여행 일정 추천” (US West Coast itinerary recommendations – Korean), “アメリカ東海岸の旅計画” (East Coast US travel planning – Japanese).
  • Your Agency Angle: Highlight how your agency simplifies visa processes, provides cultural adaptation tips, or offers guided tours with multilingual support.
• For European Travelers (e.g., Germany, UK, France) visiting Brazil:
  • Content Idea: “Unveiling Brazil’s Hidden Gems: An Adventure Guide for European Explorers” (addressing safety, sustainability, and unique experiences beyond the typical).
  • SEO Keywords (in relevant languages): “Brasil Abenteuerurlaub sicher” (Brazil adventure holiday safe – German), “Sustainable travel Brazil from UK,” “Voyage durable Brésil depuis l’Europe.”
  • Your Agency Angle: Emphasize your agency’s expertise in curating eco-friendly tours, off-the-beaten-path itineraries, or safety protocols for international travel.
• For Australian Travelers visiting Mexico:
  • Content Idea: “Beyond the Beaches: An Australian’s Guide to Authentic Mexican Culture & Adventure” (appealing to their sense of adventure and cultural immersion).
  • SEO Keywords: “Mexico cultural tours from Australia,” “Adventure travel Mexico for Australians,” “Ancient ruins Mexico travel guide.”
  • Your Agency Angle: Showcase unique cultural workshops, archaeological site tours with expert guides, or responsible tourism initiatives.

2. Visually Stunning Aspirational Storytelling & Video Marketing

Strategy: Use high-quality visuals to transport potential travelers from their home countries to their dream international destinations. Focus on the emotional payoff of such a journey, highlighting unique experiences your agency crafts, and addressing any anxieties through visual reassurance.

Social Channel Focus: Instagram (Reels, Stories, Posts), TikTok, YouTube, Facebook (Videos, 360 photos).

SEO Channel Focus: Optimizing video titles, descriptions, and tags on YouTube for origin-specific queries; embedding videos on blog posts with relevant alt text and descriptions. Use original photography, local attraction and event articles, linking to your YouTube and Instagram videos.

Examples:

• For Asian Travelers visiting the US:
  • A TikTok series titled “Your First US Road Trip: What to Expect & How We Help,” showing diverse Asian travelers comfortably navigating different US landscapes, with captions highlighting your agency’s support (e.g., “Navigating highways made easy!”).
  • A YouTube travelogue featuring an Asian family enjoying a theme park, followed by a serene national park visit in the US, emphasizing diverse experiences.
• For European Travelers visiting Brazil:
  • Cinematic Instagram Reels showcasing the vibrant culture and natural beauty of Brazil, with a focus on sustainable travel practices and genuine local interactions, inspiring a sense of discovery.
  • A 360-degree video on your website of a Brazilian rainforest lodge, giving a sense of immersion and safety.
• For Australian Travelers visiting Mexico:
  • Stunning photos and short videos of ancient Mayan ruins in Mexico, bustling markets, and pristine cenotes, framed from an adventurous yet accessible perspective, appealing to their love for exploration.
  • A “day in the life” video of a culinary tour in Oaxaca, showing the preparation of authentic dishes and interactions with local chefs.

3. Influencer & Micro-Influencer Collaborations (Origin & Destination Based)

Strategy: Partner with travel influencers and micro-influencers who are either: a) from your target origin countries and have traveled extensively abroad, or b) based in the destination countries but have a strong understanding of inbound tourism from your target origins. Their authentic experiences and recommendations build trust.

Social Channel Focus: Instagram, TikTok, YouTube, WeChat (for Chinese audience), Naver Blog (for Korean audience), local blogging platforms.

SEO Channel Focus: Have travel micro-influencers linking back to your website from their platforms (high-quality backlinks improve domain authority).

Examples:

• For Asian Travelers visiting the US:
  • Collaborate with a popular travel vlogger from South Korea who has previously visited the US and can share practical tips and highlight how your agency makes the journey seamless.
  • Partner with a Chinese influencer living in the US to create content about “must-do” experiences in major US cities, showcasing how your tours cater to Chinese preferences.
• For European Travelers visiting Brazil:
  • Engage a German adventure travel blogger who recently explored Brazil (perhaps with your agency’s help) to write a detailed review and share their authentic experiences.
  • Work with a UK-based sustainable travel advocate to promote your eco-friendly tours in the Amazon or Pantanal.
• For Australian Travelers visiting Mexico:
  • Partner with an Australian couple or family travel blogger who has visited Mexico and can share their insights on family-friendly activities or unique cultural immersion.
  • Collaborate with a Mexican-based travel guide or content creator who caters to English-speaking visitors, showcasing the authentic side of Mexico.

4. User-Generated Content (UGC) & Pre-Travel Community Building

Strategy: Encourage travelers who have returned from trips booked through your agency to share their stories and photos. Crucially, also foster communities for prospective travelers from specific origins, allowing them to ask questions and share anxieties before their trip, with your agency providing expert answers.

Social Channel Focus: Dedicated Facebook Groups (e.g., “Asian Travelers to the USA Club”), WeChat groups, Instagram challenges, and tour experience forums.

SEO Channel Focus: User reviews and testimonials on your website and third-party review sites. FAQs and community discussions on your site can also attract long-tail search queries.

Examples:

• For Asian Travelers visiting the US:
  • Create a dedicated WeChat group for Chinese travelers planning a trip to the US, where your agency can share tips, answer visa questions, and facilitate peer-to-peer discussions.
  • Run an Instagram contest: “#MyUSAdventure” where Asian travelers who’ve visited the US share their favorite moments, with a focus on seamless experiences.
• For European Travelers visiting Brazil:
  • Launch a Facebook Group: “Brazil Bound from Europe: Tips & Tales,” where past clients share their experiences and prospective travelers can ask questions about safety, culture, and logistics.
  • Collect testimonials from German or French clients highlighting how your agency addressed their specific concerns about traveling to Brazil.
• For Australian Travelers visiting Mexico:
  • Host a weekly “Ask Me Anything” (AMA) session on Instagram Live with an expert who knows Mexico and can address common Australian traveler queries (e.g., “Is Mexico safe for solo female travelers?”).
  • Encourage photo reviews on your website from Australian clients, specifically mentioning aspects like ease of booking, local support, and unique experiences.

5. Interactive Planning Tools & Pre-Departure Resources

Strategy: Provide interactive tools and comprehensive resources that address the specific planning needs and anxieties of outbound travelers. This builds authority and positions your agency as a go-to expert.

Social Channel Focus: Sharing links to these tools on social media, using polls and quizzes to guide users to relevant resources.

SEO Channel Focus: Creating highly informative, structured content (e.g., checklists, FAQs, detailed guides) focused for specific planning-related search queries including in those foreign languages.

Examples:

• For Asian Travelers visiting the US:
  • An interactive “US Visa Application Checklist & Timeline” quiz on your website that guides users through the process step-by-step.
  • Downloadable “US Customs & Etiquette Guide for First-Time Visitors” in multiple Asian languages.
  • A live webinar series on “Navigating US Public Transport” or “Tipping Culture in America.”
• For European Travelers visiting Brazil:
  • A customizable “Build Your Brazil Itinerary” tool on your website, allowing them to select interests and receive tailored suggestions.
  • A comprehensive “Health & Safety in Brazil” guide, addressing concerns about vaccinations, local precautions, and emergency contacts.
  • A Facebook Live session: “Packing Essentials for Your Brazilian Adventure.”
• For Australian Travelers visiting Mexico:
  • An interactive map showcasing “Must-Visit Archaeological Sites in Mexico,” with details on accessibility and historical significance.
  • A downloadable “Mexican Spanish Phrasebook for Travelers” focusing on essential phrases for ordering food, asking for directions, and engaging culturally.
  • A YouTube series on “Navigating Local Markets in Mexico: A Food Lover’s Guide.”

6. Multilingual & Geo-Targeted Website Optimization for Outbound Audiences

Strategy: Ensure your website and all content are technically optimized not just for the destination, but specifically for the origin countries and their languages. This means optimizing for how they search for international travel.

Social Channel Focus: Ensuring your social media profiles and ads are targeted to the correct geographic locations (origin countries) and language preferences.

SEO Channel Focus: Hreflang tags, localized keyword research for outbound travel, native language content creation (not just translation), setting up Google Search Console for different geo-targets, building local links within the origin countries (e.g., from travel blogs in Germany, popular forums in China).

Examples:

• Global: Implement hreflang tags on your website correctly to signal to search engines that a page is targeting a specific language and region (e.g., a page in Korean for South Koreans interested in the US).
• For Asian Travelers (General):
  • Have dedicated sections of your website in Simplified Chinese, Traditional Chinese, Korean, and Japanese, written by native speakers, addressing outbound travel specifically.
  • Target search terms like “미국 여행 패키지” (US travel package – Korean), “日本からハワイ旅行” (Travel to Hawaii from Japan).
• For European Travelers (General):
  • Ensure your website has robust German, French, and Spanish versions.
  • Optimize for keywords like “Brasilien Rundreise Angebote ab Deutschland” (Brazil round trip offers from Germany), “Voyages au Brésil depuis la France.”
• For Australian Travelers:
  • Ensure your English content uses Australian spelling and phrasing.
  • Build links from popular Australian travel websites, forums, and blogs that cater to outbound travel from Australia.
  • Optimize for terms like “Mexico travel packages Australia,” “USA tours from Sydney.”

To close this topic, the idea really is to go wide with your funnel to tap prospects in many countries that you can service. A combined SEO and PPC strategy ensures you reach that audience, build awareness, and perhaps have your content cited in International travel websites.  Think Big!

And whatever your business model or product and advisor service offered, you won’t have to compete head to head for the generic travel audience with the OTAs. Going unique and nichey in reach can open a large supply of customers globally.

See more tips on how to optimize trip listings, improve your travel marketing or astart your own AI travel agency.  The travel business is flush with opportunities to explore, ahead of a promising 5 year outlook for the travel market.