Process Makes Personalisation

If we could sum up the secret to great travel content in one piece of advice, it would be this: process makes personalisation. 

Of course, you need on-brand photography, video and other assets, but it’s not this which trips up most travel brands. If your content isn’t quite landing with customers like it should, chances are the problem isn’t having enough content – in fact, most brands say one of their top issues is dealing with too much content, according to Canto’s State of Digital Content 2026 report.

Instead, travel brands struggle to put in place efficient processes for managing their content. And it’s this which leads to generic proposals, a one-size-fits-all approach to channels, and days’ worth of time wasted each year hunting in folders.

So, the problem isn’t volume or quality: it’s findability. Assets are scattered across multiple storage systems, local servers and devices, so people can’t find what they need, when they need it. It isn’t only marketers who are affected – the problem goes business-wide to sales people, partners, advisers, travel operators, PR agencies and journalists. Also, many travel brands find themselves in hot water on image permissions and rights because (guess what?) they haven’t got the right processes in place.

The most effective way to embed these processes into your travel brand is through a digital asset management (DAM) solution. This easy-to-use browser-based software is used by the world’s leading travel brands, giving them an intelligent, instantly searchable library of all their digital content. 

But instead of telling you more about it, we’ll let luxury brand Jacada Travel show you their journey.

Case Study: Jacada Travel

It’s a big world out there, and Jacada Travel sends clients to 70 countries across all seven continents. Built on personalisation, the brand has earned an enviable reputation for curating bespoke itineraries for clients. And that personalisation extends to the content accompanying every proposal, with tailored imagery and video immersing each traveller in their destination before they leave home.

But with up to 2,500 new images and videos arriving every month into Jacada’s central marketing team, the brand was struggling to keep up with volume and deliver tailored content. As Jacada’s Marketing Director puts it: "We have endless banks of images that anyone on our content team might need to use – for the website, email, social. It’s a huge operation."

By introducing a DAM platform in the form of Canto, Jacada benefitted overnight from AI-powered organising and tagging features – these slashed the average time taken to find the right content from more than 10 clicks to just three.

When it came to personalisation, Jacada’s team had access to one easily searchable library of around 97,000 assets. Instead of hunting in folders, they were able to search using natural language – meaning it takes less than one minute to build a personalised content package for each customer. That’s personalisation at speed, signalling to the potential customer that this is a brand that cares about them and has its house in order.

Being able to rapidly build campaigns from a full visual asset library also powered Jacada’s direct marketing. By segmenting their newsletters by audience interest, Jacada saw email click-through rates rise 22% year on year.

And finally, for those all-important partners, PRs and journalists, Jacada used Canto’s Portals function to curate spaces so each audience could access exactly what they need (and nothing that they don’t).

Set Up for Success

With travellers expecting so much from their experiences, make sure your brand is set up for success by using software that powers your team’s creativity and efficiency. It really is possible to create long-lasting customer relationships, built on personalised content, through the power of a DAM platform. Which destination your brand travels to next is totally up to you. 

Canto is the intelligent content hub for modern brands – one platform with endless possibilities. Download Canto’s guide to DAM for travel and hospitality.