Creative Cage Match: Travel Edition

The weather is getting warmer, the days are getting longer … and vacation is on my mind. Luckily, I have a trip planned for June to trek off to the Adirondacks, but that leaves plenty of summer days to do more traveling. And my inbox agrees.

Travel DogeThere’s a reason that pro-wrestling is so popular — and it’s not just the juicy drama and bespangled costumes. People love a good fight, and have for millennia, dating back to the gladiators of Rome and beyond.

So, once a month I’m going to select two marketers and toss them into a Creative Cage Match. I’ll be looking at everything ranging from email to direct mail, website to mobile site. It’ll be a mix of objective and subjective, and each time a marketer will walk out of the ring triumphantly.

The weather is getting warmer, the days are getting longer … and vacation is on my mind. Luckily, I have a trip planned for June to trek off to the Adirondacks, but that leaves plenty of summer days to do more traveling. And my inbox agrees.

In this corner, weighing in at 16 years old and chock-full of user generated content by way of customer reviews, we have TripAdvisor. The site is home to robust travel forums, Best of 2016 lists and a selection of apps. TripAdvisor claims to have more than 60 million members and over 170 million reviews. That’s a lot of vacations.

Across the ring we have 8-year-old travel and hospitality juggernaut Airbnb, disrupting the industry in ways that delight travelers — and home owners — worldwide. The startup site allows hosts to list their properties for rent and provides travelers with the opportunity to rent lodgings and “live like a local.” Airbnb has more than 1.5 million listings in 34,000 cities in 190 countries. Talk about options!

Email vs. Email

First, let’s look at TripAdvisor, which hooked me with this subject line: “And the new #1 island in the world is …” Ooh yes please. I want to know this.

Tripadvisoremail_topTripadvisoremail_bottomAs you can see, this email is PACKED. Let’s unpack it:

  • The tease for the No. 1 island (including a bunch of clues on the form of images and review snippets).
  • Call to action to book a hotel in TripAdvisor.
  • Locations for the 25 best beaches in the world.
  • Airfare rates for a selection of cities — some I’ve been to — from my local airport, PHL.
  • A bunch of special offers for hotels and resorts.
  • The call to action “Where’s this?” (Sadly the link wasn’t working for me)
  • And one more call to action about finding and booking a hotel on TripAdvisor.

It’s a little overwhelming, but if you want to cruise through the email and click on the content that is most interesting to you, it’s easy because everything is neatly compartmentalized.

(Oh, and that No. 1 island? It’s Maui … some place I have yet to go!)

So from gorgeous images to teasing text and plenty of content, TripAdvisor’s email gives you something to spend a little time on. Now let’s look at Airbnb.

Author: Melissa Ward

Melissa Ward is the managing editor for Target Marketing, and she has opinions! More importantly, she's a nerd for great copy and design, a disciple of authenticity, and really loves it when marketers get it right.

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