Guides and Templates

Travel industry example marketing plan

Ensure your business has a formal marketing plan to structure your future marketing activities

How will this example plan help me and my business?

The travel industry is built on promoting not only attractive destinations, but also meaningful experiences. When browsing, customers delicately balance their expected budget with the idea of the 'dream holiday' they've been waiting for. With holidays frequently booked months in advance, your company needs to plan on-site and off-site communications to entice commitment to a product they won't experience until much later.

This example digital marketing plan has been created as both an example for you to learn from and a template to edit with your brand's targets and strategies. It considers a hypothetical travel company, Year Out Travel, and how they should improve their marketing efforts to young people looking for gap year travel.

Who is this plan for?

This example plan has been created to show marketers in the travel industry how to structure a digital marketing plan. It has been written so that marketers at every level can understand the actions required and how they fit into an overall strategy.

KPIs in this plan have been marked with Xs so that you can fill in your own company’s targets when you adapt it.

How is the plan structured?

This plan has been written for Year Out Travel, an example travel company that provides overseas gap year travel. It is structured into the following sections:

  • Summary of integrated digital strategy (including company background and internal analysis)
  • Opportunities currently available in digital marketing (the company’s current performance and key issues/under-utilized channels)
  • Strategy to achieve objectives
  • Actions to implement digital strategy

Resource Details

  • Author: Sarah Cowman
  • Format: Example marketing plan (Word document)

About the author

Sarah Cowman

Sarah Cowman, Managing Director at The Yorkshire Marketing Agency, is an award-winning Chartered Marketer. Sarah holds over 10 years’ experience in implementing results-driven marketing and communications strategies, plans, and campaigns.

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