2024 Year in Review: A Year of Custom Travel Content For Top Travel Brands

BY MARK CHESNUT

While my consumer-facing work — news articles, hotel reviews, Instagram content; all that fun stuff — may be the most publicly visible aspect of my work, it’s far from all I do. More than half of my time is dedicated to creating branded content and copywriting for travel industry clients. It’s the kind of work that often happens behind the scenes. But it makes a big impact, and it’s worth reviewing at the end of a productive year.

This year has been a whirlwind of exciting client projects, in fact, with exciting creative challenges and collaborations with some of the most inspiring brands and suppliers in travel and tourism.

This year, I’ve had the privilege of working on a wide variety of projects for several market-leading organizations (curious to see who? Check the list below).

Let’s dive into some of the highlights from my year and the kinds of work that have defined 2024. If you happen to work with a travel or tourism industry supplier, it just might spark some fresh ideas for your own 2025 content strategy.

One of the most rewarding aspects of my work is its diversity. Every client is different, and so is every project. I may be working on branded content for two airlines, for example, but each carrier has its own unique content goals and needs. It’s my job to recognize those differences and help my clients achieve their goals.

That’s what makes it exciting.

My client work spans a broad spectrum of formats and audiences, including:

• Travel Newsletter Copy: I craft compelling, click-worthy newsletter content that keeps travelers and industry professionals engaged and informed. From destination spotlights to special offers, it’s always a thrill to see open rates climb and readers take action.

• Press Releases: I collaborate with brands to tell their stories in ways that catch the media’s attention. Whether it’s the launch of a new property, a milestone anniversary or a newsworthy partnership announcement, I work to ensure my clients’ messages resonate loud and clear.

• Branded Thought Leadership Articles: I help clients establish themselves as leaders in the industry by producing insightful articles that combine expert analysis with compelling storytelling. Thought leadership pieces have become an essential tool for many of my clients to stand out in a crowded market.

• Corporate Website Copy: I strive to create website content that’s as polished and professional as it is engaging and on-brand. Whether it’s a homepage that makes a stellar first impression or product pages that convert visitors into customers, I’ve tackled it all.

• English Translations for the Travel Industry: Providing clear, culturally appropriate English translations for brochures and corporate sites is one of my favorite challenges. I help international clients find their voice in U.S. English, so it aligns with the tone in their primary language while also resonating naturally and professionally with native English speakers.

• Corporate Q&As: By conducting and drafting insightful Q&A pieces that spotlight travel industry executives, products and services, I help clients to humanize their brand and connect with audiences on a deeper level. My on-going series of branded Q&As here on DepartureLevel.com, for example, provides a powerful platform to reach new audiences while also providing sponsors with content that they can also use on their own platforms.

• Internal Destination Sales Guides and Training Materials: I’ve equipped travel agents, tour operators and other suppliers with the tools they need to sell destinations effectively. From in-depth sales guides to training materials that simplify complex concepts, I’ve helped my clients set their teams up for success.

• Travel Industry AI Content, Consulting and Training: Let’s face it. If you’re not implementing AI in your content strategy, you’re behind the times. One of the most exciting new areas of my work this year has been helping travel and tourism industry clients harness the power of AI. And in the new year, I’ll unveil a portfolio of new AI travel content services, including training sessions, customized guides and templates, and managing AI content. It’s all about smarter, faster content creation.

In the travel industry, one size never fits all. Every year, my work is tailored to reach a variety of audiences, including general consumers, frequent flyers, travel agents and meeting planners.

Each audience requires a fine-tuned approach, and I enjoy the challenge of crafting content that speaks directly to their needs and motivations. For consumers and frequent flyers, it’s about sparking inspiration and making dreams feel attainable. For travel agents, it’s about providing the tools and information they need to succeed. For meeting planners, it’s about showcasing venues and destinations that deliver on both practicality and wow factor.

My work in various media outlets and with various clients attest to my ability to bring results with these diverse markets.

As we all cast our gaze toward the shiny new year, I’m excited about what’s to come. This year has laid a strong foundation for even bigger and better things. I’ll be debuting new services specifically designed to help travel industry clients maximize the benefits of AI. From AI content creation and management to advanced AI consulting and personalized content strategies that blend human creativity with AI efficiency, the possibilities are exciting. I’m also committed to staying at the forefront of industry trends, ensuring that my clients benefit from the latest tools, insights and innovations.

In addition, I’ll continue to expand my portfolio of consumer-facing content and explore new opportunities to tell the kinds of stories that make people fall in love with travel all over again. Whether it’s crafting a newsletter, developing training materials or helping a brand find its voice, I can’t wait to see where 2025 takes us.

If you’re a travel industry professional looking for a partner to help you elevate your content — whether it’s through engaging copywriting, bespoke content solutions or strategic AI integration — I’d love to hear from you. Let’s make 2025 a year to remember!

None of my custom content work would be possible without the incredible clients I’ve had the privilege to work with. I’m deeply appreciative of the trust they’ve placed in me to bring their visions to life. Whether it’s an ongoing project with a longtime partner or a fresh partnership, each project is a chance to grow and explore exciting new possibilities. It’s incredibly fulfilling to see how my work helps clients achieve their goals, whether it’s increased engagement, stronger sales or a more polished brand presence.

Here is a list of some of the industry-leading clients with whom I've had the pleasure to work over the past year: 

• Air Canada

• Arizona Office of Tourism

• Arriva Hospitality Group/Sensira

• Atlas Ocean Voyages

• Avalon Waterways

• Explore Minnesota Tourism

• GayCities

• Globus Family of brands

• Illinois Office of Tourism

• IMEX Group

• Kayak

• Lufthansa

• Madison Avenue Inc.

• Meadowlands Live! Convention and Visitors Bureau

• MeetNKY/Northern Kentucky CVB

• Monaco Tourist & Convention Authority

• Northstar Travel Media

• Ocean City MD

• Out in Colombia

• Puerto Vallarta Tourism Board

• Turespaña

• Visit Atlantic City

• Visit Orlando

ABOUT MARK CHESNUT

Mark Chesnut is a New York City-based journalist, editor, travel industry consultant and public speaker with more than 30 years of experience. The winner of the 2019 NLGJA Excellence in Travel Writing Award, Mark is the author of the book Prepare for Departure. Follow him on Instagram!