The Thinking Traveller

Imagine better conversions from your content

We launched a new content strategy which saw a 169% increase in traffic YoY, a 313% increase in average time on site and more than £200k worth of free coverage.

Services provided:
Content Marketing

Project Background

The Thinking Traveller (TTT) is a high-end villa rental company that offers accommodation across the Mediterranean. They were struggling with their blog content, which was low performing with no focus, generating low organic traffic and very few conversions. They tasked us with revising their content strategy to target a key audience, the ‘ultra-high earners’, which they knew very little about.

Our Strategy

We used GWI to interrogate their audience, using a set of parameters including income and travelling habits. We focused on psychographics to find out what made them tick and found that they were very socially responsible and big on supporting local businesses. We also undertook keyword research and dived into Instagram data to find out what our audience were searching for.

Using this information, we followed a ‘hero-hub-hygience’ model to create a content calendar designed to engaged our audience, drive traffic and attract coverage from relevant publications to increase their brand awareness and online visibility.

Search-led (Hygiene) – TTT had concierges which were brimming with information about the best backstreet restaurants and high-end activities to do in each area. We leveraged this to create highly informational blog content that only a true local would know to target terms our audience were searching for.

Data-led (Hub) – We identified experiences, requirements and questions about areas that our audience were searching for the most. We used free Instagram and search data to create link-worthy content to attract coverage from relevant publications and increase brand awareness.

Insight-led (Hero) – Armed with the insight around sustainability and social responsibility, we launched an awareness day called ‘The Thoughtful Traveller’ to encourage tourists to leave reviews for businesses abroad that were affected by the pandemic. Read more on this hero piece.

Results & Stats

+300%

increase in organic visibility

+169%

increase in traffic YoY

+313%

increase in average time on site

>£200k

worth of free coverage

350

Membership requests and >100 new reviews for small businesses that we can attribute to The Thoughtful Traveller Day

We exceeded TTT’s expectations by interrogating their audience and using these insights together with free available data in an innovative and clever way. This creative interpretation of data is what truly solved their problem and delivered these impressive results.

Dale Bray

Head of Digital Marketing

“I think because Passion spent so long and put so much time and effort into understanding the business, the tone of voice, and our position in the market, they’ve provided a unique ability to marry a numbers-focused strategy with a content plan. It’s very much in tune with what we want, and it’s the kind of flavor we would expect – I personally haven’t experienced that with another organic search agency.”