Travel marketers must go Native


Buzzword alarm! OK, so a “Native Advert” is loosely defined as where the marketing message is part of the content. And it’s a very important and growing aspect of travel marketing.

In these days of hectic volumes of marketing messages that travellers have to absorb, marketers should always find ways to get their message across in more relaxed environments, in the backwaters of media consumption, where the traveller dwells longer and really absorbs the message. One way to do that is to imbed your message within content that is useful to travellers.

And, #IMHO, the best place to convey useful info to travellers is within blog posts. These blogs could be your own, or those owned by media brands – look for blogs that have high volumes of readers relevant to your travel business.

Here’s an article with a similar message.

Happy blogging. Oh, and here are some tips for blogging from one of my earlier posts.


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Simon Espley

Simon Espley is an African of the digital tribe. He has travelled extensively in Africa – walking, driving, boating, cycling, horse riding and flying his way in pursuit of wilderness and elusive birds. Simon is a chartered accountant and successful businessman in the space. He is CEO of Africa Geographic Holdings and a director of bigFIG Digital Media. The views expressed in his posts are his own and not necessarily those of these entities. Connect with him on LinkedIn and follow him on Twitter.


    I would have to disagree Simon. Disguising marketing messages in content is a form of advertorial, and this should be marked up as advertising and not offered up to readers as plain content. We must be very careful with what messages have a commercial intent. Where I do agree is that marketers should produce content so valuable that large niche bloggers can not resist picking up the content.

    • Simon Espley

      It’s an interesting debate (how to tag commercial posts), and one raging in the media industry at the moment. What’s very clear is that this is a rising trend and opportunity – hence my post. Digital media is a fast moving industry and marketers need to take advantage of rising trends, or lose out. Thanks

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