‍The Swiss national tourist office was optimising their content for a new campaign and considering using different types of travel blogs – for example specific places or general views – and different bloggers.

The team wanted insights on which blogger types work best for women who regularly book package holidays.

• To what extent does each blog post appeal? Why?
• What qualities does the audience appreciate in a specific travel blogger?
• What other types of travel blogs appeal and why?

The team decided on a blogger profile and template style for future posts, increasing visits to the channel (and hopefully to Switzerland).

A key outcome from the research was that the blogger’s background is as important as the content of the blog – readers want to be able to identify with the person. To help build a personal connection with the reader, actions included:

• Build credibility around the blogger. Explain more about the blogger’s professional or travel life  and why they are “Swiss experts” who give tips one can trust.
• Align the blogger with the purpose of the blog. Use locals for cultural expertise and longer trips. Use travel experts to present the highlights.
• Make it feel personal. The greater the personal click – sharing personal insights and stories – the more readers will follow the blog.