Pros and cons of 5 lead-generators for travel brands

Need to reach new customers? Check out these tried and tested methods of lead generation.

Tailor-made guidebooks


Whether you’re selling travel insurance, car hire or flights, free guidebooks can be a great hook. Even in this digital world, people still love to read a guidebook. In fact, guidebook sales increased by 5% last year.


  • Creating your own guidebook allows ample space for you to put in ads and calls to action for your business, while providing useful, relevant content to your target market.

  • Very appealing to consumers, who will often hold on to them for years.

  • Showcases you as an expert in a particular destination or topic area.


  • Destination-specific guidebooks can have a niche audience, only appealing to those who are thinking of travelling to that destination soon. Multi-destination listicles or advice-driven guidebooks will have broader appeal.

  • If the content is poor or incorrect, it can reflect badly on your brand, so requires insightful writers and thorough fact-checkers.

  • Printing and posting can are expensive.


eBooks, PDF downloads, white paper

Photo by  Frank Holleman

Call them whatever you like, they’re all essentially the same – longer reads that impart information. And the way they work for lead-gen is that you create one, shout about it on your own website, social media and, if needed, through advertising.

These can be very effective, with research for The Content Preferences Survey by Uberflip indicating that 63% of people are willing to give their email address in exchange for an eBook, and 76% for a white paper - but it’s worth bearing in mind that these stats relate to business-to-business lead-gen. However, anecdotally, this type of content can be very effective in both categories – if you create the type of high-quality targeted eBooks, PDFs and white papers that your audience are willing to part with their email address for.

Create a compelling subject matter targeted at your audience, and you’ll soon have many more names added to your marketing database.


  • Targeted at people who are interested in whatever your company specialises in, whether its travel insurance or safaris.

  • Non-salesy method of showcasing your expertise directly to a highly invested audience.

  • Provides real value to customers, who may well maintain it and use it as reference material in future.

  • Highly shareable.


  • Distribution either requires a pricey ad or social media campaign, or is a slow burn as you add email addresses organically over an extended period of time.



Photo by  Emily Morter

Photo by Emily Morter

Which item from your luggage would you most hate to lose? Which destinations are you hoping to visit next year? What’s your biggest travel gripe? How much currency do you usually take in your carry-on?

People love polls, and creating them is a great way to achieve multiple goals – gathering emails for your newsletter database, gaining insight that can help with your business strategy, and providing statistics that make great press releases.

In order to be effective, you need a focused plan, a well-written survey – short is always best – and a reputable delivery system. After all, finding out that 100 university students from Lyon take just €10 in their luggage is pretty useless if your target market is British people aged 55+.


  • Highly engaging

  • Can help you add an air of fun to brands that might not normally convey that, such as travel insurance and currency

  • Multiple uses if well written and properly managed.


  • Unless you have a huge social media following that consists of your targeted audience, you’ll probably need to employ a survey company to distribute it for you to reach the right audience.


Competitions and prize draws

Photo by  Nhia Moua

Photo by Nhia Moua

You’ll see them in every newspaper, magazine and major website – competitions and prize draws to win a trip. These are massively popular, drawing entries from tens of thousands of people. While these are most effective when placed in newspapers or newsstand magazines, you can run these successfully on social media, too. For all entries, you simply provide a tick box to ask if they want to be added to your mailing list.


  • You can quickly get many email addresses added to your database.


  • Can be expensive. If you’re offering accommodation or holidays, most competitions will require you to include flights, which can add significantly to the cost.

  • A significant percentage of leads will be people who enter multiple competitions, with no real interest in your product.





Typically, these are educational real-time videos. People sign up to join, and must log on when the webinar is happening. This encourages interaction, with the viewers asking questions or making comments.


  • As with eBooks, the market is very targeted. People would only set time aside for a webinar if they were very interested in what you have to offer.

  • When done well, these provide real value and stay in the minds of your target customers.


  • Best for business-to-business marketing, rather than business-to-consumer.

  • If you’re trying to get people to buy travel currency or a holiday, they’re unlikely to want to set aside time for a webinar on the topic.

  • As with eBooks, you’ll also need to advertise it, so distribution can be costly.

If you need help creating content that brings in new customers, give us a call on +44 (0)20 3532 4121 or email