Why Travel Brands Don’t Always Need More Content
Travel brands are producing more content than ever; new images, videos and social content. And yet, very little of it actually gets used. In fact over 70% of hotels face inefficiencies in distributing digital content. The instinctive response is to create more: more assets, more campaigns and more “what’s new.”
But content isn’t failing because there isn’t enough of it. It’s failing because most of it never becomes fully utilised.
The Real Problem Isn’t Volume, It’s Visibility
Most travel brands already have strong content. The issue is that it’s scattered, buried, take days to arrive or are shared inconsistently. Assets live in shared drives, email threads, and file-sharing links that expire or get forgotten. Travel designers don’t know what’s current, what’s relevant, and ultimately what’s worth their time. So they default to what’s easiest, or what they already know.
When content isn’t visible, it might as well not exist.
Adding more to the pile doesn’t solve that problem. It makes it worse.
More Content Increases Friction, Not Value
Every additional asset adds cognitive load:
What should be shared?
What’s still relevant?
What’s already been seen?
What actually performs?
Without clarity, content becomes noise. And when content feels noisy, people disengage; not because they don’t care, but because deciding takes too much effort.
The brands that perform best aren’t the ones producing the most. They’re the ones that make it easiest to access, understand how it can be used and are able to see how it performs.
What Travel Brands Actually Need
Travel brands don’t need more content. They need:
Clear curation: fewer assets, presented with intent
Context: why this content matters and how it can be used
Consistency: a reliable way content is shared and discovered, in a way that protects brand standards
Feedback loops: visibility into what’s actually being used and how it is performing
When brands focus on visibility, structure, and intent, engagement follows naturally - without needing to create more.
The Takeaway
If your content isn’t being used, the answer isn’t to produce more of it. The answer is to make what you already have easier to discover, easier to understand, and easier to work with.
Want to Understand How Your Travel Content Performs?
Use PIXI’s simple Travel Content Health Score - a diagnostic measure that highlights hidden gaps, missed revenue, and the opportunities PIXI can unlock to elevate your story and drive real ROI. Alternatively you can book a demo with our team to find out more.