All signs point to travellers seeking more experiential travel, and effectively marketing experiential options available to them could mean the difference between a booking and just an enquiry.

Wetu suggests that one of the ways to take full advantage of the experiential travel market is through immersive and innovative content marketing. Paul De Waal, CEO of Wetu, says content needs to be emotive, engaging and inspiring. “Those walking safaris, self-drive or cycling trips, adventure activities and immersive day tours, interactions with local communities and voluntourism options on offer, all need to be properly showcased with the traveller in mind,” says De Waal.

Videos and virtual tours allow the traveller to form part of the picture. De Waal adds that interactive content empowers the traveller’s decision-making as no static image on paper can.

Wetu allows its clients to capitalise on this trend by stocking up on visually rich imagery in iBrochures. Tour operators and suppliers are encouraged to load, refresh and update their best product content ahead of WTM and Indaba 2017 in readiness for an expectant trade.