Modern travellers long for unique, authentic experiences. They love travel brands that don't treat them like "tourists", but know how to be personal and engaging.
Traditional travel content marketing can be a very effective tool to make people dream about a destination. However, it doesn't generate any urgency to book that trip right now.
Guided Tours and Activities are a great upsell once a trip is booked, but hardly anyone books a trip to Florence just to go on a Vespa tour.