Trainline — Jen Kaarlo | Solo Female Travel Journalist + Reinvention After 40 Writer

A record number of US tourists travelled the UK by rail in 2022, with train ticket sales up 16% from pre-pandemic levels.

To tap into this blossoming trend, we created The Travel Journal, an editorial platform tailored to American travellers visiting Trainline’s priority rail markets in the UK, France, Italy, and Spain.

Trainline’s The Travel Journal

To educate travellers as they planned their European getaways and attract them into our booking funnel, we created SEO-optimised content around TV and film locations, sporting events, cultural and seasonal moments, and tactical train information.

We began this editorial initiative with 15 articles over the first seven months, then scaled to 70–100 articles per month until the end of February 2024.

Within the year, we achieved more than 1.5M US and 6M global impressions.

The Parent Trap Filming Locations: See the London House and More by Train

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See France’s Lavender Fields Bloom During Provence’s Prettiest Season

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House of Gucci Movie Locations in Italy and How To Visit Them by Train

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Not only did we future-proof our content for the launch of Google’s Search Generative Experience (AI), with more than 50% of our leading articles in top positions, we secured thousands of featured snippets and "people also ask" search results.

On Featured Snippets

Achieving Top Positions

It's not just about plugging keywords into a story, but creating a comprehensive editorial strategy that ties all content together.

While executing this strategy, we secured premium positions, often beating out more established media outlets such as Time Out, IMDB, The Telegraph, Entertainment Tonight, and HELLO!

Additionally, our article on the NBA Paris games also beat out their official website.