6 ways travel agencies can build up their brand
It’s no secret to travel agents that social media is increasingly important in attracting and retaining customers.
But in some cases, agents have been slow to add social media to their list of marketing tools.
Travel Market Report sourced six hot tips for agents who want to use social media to build on their brand, score new business and keep clients loyal and engaged.
Taking their cues from the experts at Travel MarketPlace in Canada recently, TMR has compiled the best ways to give your agency or independent business the boost it needs.
Post original content
There’s nothing wrong with reposting an industry-relevant article (especially if it’s from your trusty pal, Travel Weekly) but according to social media consultant and lecturer at Western University, Keith Tomasek, original is best.
“Focus on original material, because that’ll keep your readers coming back,” said Tomasek, per TMR.
But remember: don’t waffle. It’ll be more popular if it’s snappy, catchy and easy to read. TMR’s rule of thumb is three pictures or less, and about 20 lines of text.
Be relatable
Per TMR, being relatable and showing your human side makes it easier for social media consumers to consider your services.
“Stick your face out there once and a while so people recognise you. You can be humorous and playful, it makes you more relatable,” Tomasek said.
Per TMR, Ron Cates, co-founder of Constant Contact, also offered up similar advice during his session, citing a Harvard study that said consumers spend 67 per cent more money with you if they like and know you.
“Be real, be transparent, be authentic about what you’re selling,” he said.
Use #hashtags
To get your agency brand out to a wider audience, take advantage of hashtags, said TMR, especially because it’ll get your brand in front of users in their dream stage as well as the planning and booking stages.
Natalie Taylor, a content and social media producer, advised agents to use specific hashtags and tag other outlets as a way to boost followers and potentially gain new clients.
Post a picture from a destination you sell using the hashtag #SunsetSunday, for example, writes TMR.
Taylor also recommended using no more than three hashtags on Twitter, while for Instagram, it’s best to add more hashtags in the comments below the pic, not in the caption.
“Don’t clutter your posts with hashtags, pick the ones that are most important,” said Taylor.
Get across multiple channels
Per TMR, Cates wasn’t shy talking about the changing media and marketing landscape, where consumers use multiple channels to communicate and share our experiences.
His recommendations included using several – if not all – forms of social media instead of just emails, to reach existing and new clients.
And it’s surprisingly easy to do, given most people will only follow you on one or two outlets, meaning you can repurpose the same content across your channels.
Per TMR, Cates also suggested that if you’re creating a longer post on a blog or Facebook, just take an excerpt and post it on Twitter.
Email and social media work incredibly well together, Cates said, while highlighting that email is still growing and has the highest return on investment.
Per TMR, Cates emphasised that with people checking their emails multiple times throughout any given day, email marketing is a way to monetise what you’re putting on social media.
Stay relevant
It might sound like a hard thing to master, but keeping on top of social media and being front of mind for consumers when booking or planning travel is essential for big business and brand building.
Schedule posts throughout the week, writes TMR, and focus more time where your audience is. So if your clients are 45+, Facebook and LinkedIn will be more powerful than say, Instagram. That said, don’t neglect these channels if you want to attract new clients.
Focus on video
Video is exploding, Cates said per TMR, and it gets up to eight times the engagement that pictures do. While video might sound a bit scary for agents, travel lends itself to visuals that can easily be recorded on an iPhone.
“People buy through visuals,” Taylor said.
Try recording a short video on your next famil and post it on Instagram or Facebook. You can also do live streams on both channels, meaning you could do live tours of a hotel site inspection to entice and upsell to any clients watching at home.
Latest News
IPW 2024: 960,000 Aussies took the trek to the Land of the Free last year
Travel Weekly is on the ground at the IPW launch in Los Angeles, and goes in search of those states that want us to grace their shores. Chris Thompson, the president and CEO of Brand USA opened the U.S. Travel Association’s IPW 2024, with a bullish estimation of the year ahead and to a packed […]
Nauru Airlines offers new direct flights from Brisbane to Palau on ‘Paradise Express’
Nauru Airlines is offering new direct six-hour flights from Brisbane to Palau on the ‘Palau Paradise Express’ to the 300-island archipelago, with launch fares from $999 return. Nauru Airlines will commence direct flights between Brisbane and Palau from 21 May 2024, opening the new non-stop air route to this archipelago nation of more than 300 […]
Etihad Airways boosts connectivity with five interline partnerships
Etihad high fives itself with interline partnerships with a handful of new airlines, including Rex.
Discover the Enchantment of India- A Tale of Timeless Cities
Whether you're game enough to test out the street food or not, we recon India should be top of your list.
Qantas cops $100m penalty with passengers to get $20m back over cancelled flights
Qantas cops a $100m civil penalty, passengers to get back $20m over cancelled flights to resolve ACCC court battle.
Search underway for missing cruiser of Sydney Heads
Carnival Cruise Lines have confirmed a search is underway for a passenger who went overboard P&O Cruises Pacific Adventure about 20 kilometres off Sydney Heads this morning. Pacific Adventure was due to dock at Sydney Harbour at 6am this morning but is now searching the waters after a man went overboard around 4:15am. One passenger told 2GB […]
Wendy Wu Tours ‘Wonderlust Sale’ offers the wonders of the world for less
Wendy Wu Tours opens the month of May with some very special deals across its most sought-after destinations. From Japan, China and South Korea to Southeast Asia, Central Asia and across India and Latin America, the ‘Wonderlust Sale’ sees all destinations on sale. The ‘Wonderlust Sale’ is an offer too good to resist with incredible […]
Booking.com launches AI Trip Planner in Australia and New Zealand
Booking.com has announced its AI Trip Planner (Beta) is now available for travellers in Australia and New Zealand, the first markets to launch in Asia Pacific. Until now, AI Trip Planner was only available for US and UK travellers after it was launched in the Booking.com app in June last year. Built using Booking.com’s existing […]
Voyages celebrates 40 years at Uluru with two new immersive experiences
No plans for celebrating your 40th this year? Here's a hot tip from us.
SkyDeck: The inflight entertainment you could never have imagined
Forget those external cameras you can live stream while in the air... With SkyDeck you can check it out for yourself.
Second Boeing whistleblower dies of ‘mystery infection’
Joshua Dean died from a fast-growing mystery infection on Tuesday.
Aussie winners of American Airlines ‘Sell Your Way to the USA’ announced
Show me the money! For the winners, Sell Your Way to the USA was worth getting involved in.
ANZCRO celebrates 30th with special edition of iconic New Zealand Book
Choice bro! ANZCRO celebrates its 30th with a special edition of its iconic New Zealand Book. Chur!
Room to move at Cairns Harbourside Hotel with ‘spacious’ new family package
Moody teens can eat two-minute noodles while younger brothers and sisters get to eat free with mum and dad. Win, win!
A&K unveils lavish around the world wildlife adventure in private jet
The kind of holiday that if you need to ask the cost, you probably can't afford it.
Flight Centre and Reforest hit one million trees target early
Nice one Flight Centre, we think you've earned an early Friday knockoff.
New cruise options spearhead stacked APT 2025 program
Just in case you thought you were running out of cruise itineraries, APT's here with a fresh batch.
Travel Weekly announces a new team to helm Australia’s No.1 travel trade title
Some shameless self-promotion from us, but we thought you needed to know who's bringing you the news.
IHG reveals plans for Brisbane’s first Kimpton in 2028
Just another reason to book that trip to Brisvegas. But don't jump the gun, it's not open until 2028.
Cruiseabout’s first store in five years opens in Perth
Perth gets a break from being behind the rest of the country with the addition of the first Cruiseabout store.
ATAS complaints process acknowledges non-economic loss
A High Court case win over 'disappointment and distress' on a cruise gone wrong prompts ATIA complaints change.
Cunard previews new Queen Anne
Yep, this one does exactly what it says on the tin.
Bunnik Tours unveils latest expansion to Iceland
Just as the Icelandic vikings did many years ago, Bunnik is expanding into new territories.
Australia’s first glamping retreat turns 25
25th anniversary gifts usually come in silver. Ours comes in the way of a news story.
Embrace the journey: Traversing the world with the Shokz OpenRun
If you’ve been on the wrong side of a final call in the airport, or missed the stop on rail journey, it might be time to invest in a pair of Shokz OpenRun headphones. Originally marketed as headphones for fitness fanatics, runners or cyclists with a keen to steer clear of a prang with a car, […]
Tourism Western Australia MD Carolyn Turnbull departs
Turnbull hints her new role will see her staying in the tourism and hospitality industry and who can blame her?
DriveAway launches Brit-Euro Blitz campaign
If agents can put the foot down quick enough and get involved, there are some great prizes to be won.
Fly and Stay Free with the Great Southern
Unlike those dodgy scam phone calls you're getting more and more of, there's no strings attached to this deal.
Sober travel and TikTok guide Australian Gen Z trips
Can you call it a sober holiday if you enjoy a few glasses of red on the flight? We think yes.
Travel DAZE Exec Agenda REVEALED: top execs to speak on airline competition
As the industry reels from Bonza's implosion, it is more important than ever to ask the big questions.
TTC: Deals are driving up demand for September trips
The latest market research from TTC Tour Brands shows interest in international leisure travel remains high for 2024, with 77 per cent of Australians over 18 still planning trips this year. Notably, 28 per cent of those travellers are eyeing September for their journeys. Europe continues to be the most popular destination, with 68 per […]
Skroo says Rex will need deep pockets to fill lost Bonza slots
The door is open for Rex, and anyone else who wants to launch a regional Aussie airline...
Sno’n’Ski Holidays unveils 2025 mega famil to Colorado!
Let the games begin - this is certainly not a famil that you will want to miss!
Walk Japan launches Kyoto: Mountains to the sea walking tour
There are two types of people, one who enjoys walking on holiday and another who enjoys sipping Mojitos by the pool.
Which destination had a 48% boost in bookings following 10 MILLION TikTok views?
Here's a clue: it's not Malabar Beach.
Asher Telford appointed General Manager of SeaLink Whitsundays
Telford has plenty of reasons to smile after SeaLink doubles down and makes him GM after buying his tourism operation.