Mastering Storytelling and Inspiring Clients in the Age of Social Discovery
In today’s travel landscape, social media is all about storytelling that inspires, educates, and connects with the right clients. For travel advisors, this means using Instagram reels, Facebook posts, TikTok clips, and even LinkedIn updates to share authentic narratives that showcase their expertise and highlight the transformative power of travel.
We asked a few standout travel advisors how they’re using social platforms to capture attention, build trust, and ultimately convert followers into loyal clients. Here’s what they had to say.
Travel Advisors As Storytellers
When social media became an indispensable part of daily life, it had a profound impact on the travel industry. Travel advisors who once focused mainly on planning and booking trips for their clients must now also be storytellers who inspire and motivate their clients through photos and videos bundled into captivating stories shared consistently on social.
“I believe our role goes far beyond just booking trips—we’re really story architects for our clients,” says Katie Brown, travel advisor, Travelmation. “…When I think about helping clients create ‘story-worthy’ moments, I’m not necessarily thinking about what will look good on their social media—though that might be a bonus. I’m focused on creating the stories and experiences they actually need in their lives. Maybe it’s that perfect quiet sunset dinner where they can finally talk without distractions, or the adventure that pushes them out of their comfort zone in just the right way.
“The shareable moments often happen naturally when we’ve created the right experience for their specific needs and desires. It’s about crafting travel that becomes part of their personal story, not just their Instagram feed.”
Resonating With Your Audience
To maximize the power of social, the question that every travel advisor should be asking is, “What can I share that will resonate with my audience?”
Here are practical examples of posts that advisors have successfully leveraged into bookings and future business.
Jasmine Gooch, owner of Luxe Travel By Jasmine, an affiliate of Travel Planners International, describes her approach: “Clients really enjoy seeing you out and about, especially when you’re traveling. When they see you experiencing a destination firsthand, it often inspires them to say, ‘I want to go there, too!’—whether it’s from a story, reel, or post.
“Clients also love seeing great deals that make them feel like they’re getting real value for their money. I make it a point to find deals for well-known destinations and create travel packages based on those specific offers. My most viral post came from a time I was researching a vacation for a friend and came across an amazing deal. I decided to share it on TikTok, and it ended up generating a lot of engagement—including multiple inquiries and bookings.”
Summer Bowers, Travel Advisor, CCC, a Cruise Planners® Independent Franchise Owner, gives an example of her winning strategy: “One of the most effective pieces of content I’ve shared came from my multiple stays at a resort in the Bahamas, where I’ve attended sales academies, taken personal trips, and even completed my scuba diving certification. I created posts and stories from my experiences there, highlighting not just the resort itself, but also the details that make a trip feel elevated.
“For example, I shared photos comparing the experience of booking a club-level stay versus butler service—like arriving in a private Rolls Royce instead of taking the shuttle. That kind of first-hand content really resonated with my audience. Clients could see themselves in the experience, and those visuals, paired with my personal stories, have directly led to multiple bookings. Many have told me they wouldn’t have thought to upgrade without seeing the photos or hearing how those extras made my own stays more memorable.”
Brown says she finds that two types of posts consistently perform well and generate real inquiries. “The first is when I share honest, straightforward information—specifically, my favorite resorts and, surprisingly, places I wouldn’t recommend. The ‘where I wouldn’t go’ posts really grab attention because people appreciate that honesty and transparency. I always offer this information for free, like sending out guides to my favorite destinations. I know some agents are hesitant to give away too much free content, but I’ve found it actually demonstrates our expertise and builds trust with potential clients.
“The second type that really resonates is storytelling posts. Instead of just posting ‘Yay, I booked this honeymoon at this resort,’ I tell the full story about my clients—why this particular trip was so important to them, what they were looking for, how we made it happen. These posts help people see that travel is so much more than just a vacation; it’s about creating meaningful experiences and memories.
“Both approaches work because they show our human side and our expertise simultaneously. People connect with the stories, and they trust the honest recommendations. That combination of authenticity and knowledge is what converts followers into actual bookings.”
Content That Works
Next, we asked our advisor panel what types of content—such as videos, reels, live Q&As, destination spotlights, behind-the-scenes moments—drive the most engagement for them.
“Videos, reels, and destination spotlights consistently generate the most engagement for me,” says Gooch. “I’ve also noticed that even simple reels—like a shot of an ocean view from a balcony with on-screen text such as ‘This could be your view for [XYZ price]’—perform surprisingly well and really resonate with viewers.”
For Bowers,Instagram Stories are the top drivers. “I post daily, sharing a mix of my personal life, motherhood, travels, and even the little wins and challenges along the way. This allows my audience to connect with me as a real person, not just someone selling travel. They know I’m knowledgeable about destinations and that I run a strong business, but they also see the behind-the-scenes moments—like the effort I put into planning trips and advocating for clients. That authenticity builds trust, and my audience knows I’m genuinely invested in their vacations and happiness. I have daily chats through my DMs with everything from recipes to where they’re thinking about traveling next!
“Beyond Stories, I also share reels and static posts on Instagram, along with daily updates on my Facebook when I’m traveling. These give me multiple touchpoints to inspire my audience and stay top of mind.”
Brown says that Reels generate the most leads and engagement for her “but what really makes them effective is when I share my everyday life and real stories. I’m passionate about the fact that our clients want to buy from us as human beings, so I make sure to share my real life authentically.
“I talk about the good, the bad, and even the ugly moments. I’ll show the outfits I’m actually wearing, share what’s really going on in my day—the unfiltered stuff. I think being genuine and engaging with your audience by showing who you are as a person is just as important as sharing travel information, maybe even more so…The travel expertise is important, but the human connection is what actually converts followers into clients.”
What To Do About Ever-Changing Trends and Niches
One thing advisors can count on within the realm of social media is that change is a’comin’. Platforms rise and fall, and trends morph and evolve. For instance, some advisors swear by TikTok, noting how its meteoric rise in recent years has made it their platform of choice for connecting with clients. Others are staying true to Facebook and Instagram, as that’s where their clients spend their online social time.
Furthermore, trends like ‘set-jetting’—a travel trend where people visit real-life locations featured in movies, TV shows, or other media to experience the settings and worlds of their favorite productions firsthand—also seem to appear out of nowhere and can even dominate certain travel sectors, at least for a hot minute.
But while staying on top of trends in the travel industry is absolutely crucial, it is also key to be strategic about which trends to embrace.
“While it’s important to know what’s hot—like the set-jetting phenomenon from TikTok—you have to figure out what aligns with your expertise and what you can sell effectively,” advises Brown. “I believe strongly in niching down in travel. That might mean specializing in luxury travel, or maybe focusing on Europe if that’s your passion and expertise. For me personally, I try not to chase every single trend because many of them are fleeting—here today, gone in ten minutes…At the end of the day, our clients come to us for a reason—they want expertise, not to feel overwhelmed by every new trend. Sometimes they need us to cut through the noise and guide them toward experiences that truly fit their needs. That’s where our value as travel professionals really shines.”
Storytelling Beyond Social
Yes, social has become the king of marketing for many travel advisors. But other tactics still hold a critical place in the marketing mix.
Beyond social, Brown also uses email marketing to help tell the story and sell the destination. She applies the same authenticity principles as with social outreach, noting that her emails are never just cold sales blasts but every single email tells a story and has a personal touch. She also treats her subscribers like friends, not just potential customers. When she writes an email about a client’s honeymoon experience, she’s not just promoting that destination—she’s sharing why it mattered to them, what made it special, and how she made it happen. She says that storytelling approach keeps people engaged and reminds them why they want to work with her specifically.
For Gooch, once clients reach out through social media, she connects more personally with them via email or text. She said she likes to share photos from her own experiences at the destinations they’re interested in, and that personal touch frequently helps her build trust and successfully close the sale.
Bowers uses a tried-and-true marketing tactic along with her social media efforts. She hosts cruise nights and informational evenings. She reports that these events have generated some of her biggest group bookings. They give her the chance to share her personal experience about both the destination and the brand; provide attendees with marketing materials they can take home (and hand out to others); and answer the kinds of questions they wouldn’t easily find online. The events create more personal, interactive ways to inspire travelers and build confidence in booking.
Best Advice
Travel advisors who want to use social media more effectively to position themselves as experts in their chosen market would do well to heed this recommendation: “My best advice is simple: just show up,” says Bowers. “Show up as you are…messy, raw, unedited. Clients want to see that you’re real, not just a ‘bot’ travel agent posting generic content. We’re more than agents these days; we’re true advisors, and our role is to guide and inspire. The more you share…your knowledge, your experiences, even your behind-the-scenes moments…the more top of mind you become with clients. Consistency is key. When they constantly see you showing up with authenticity and expertise, you naturally position yourself as the go-to advisor in your niche.”
Takeaway
For travel advisors, social media success comes down to more than likes or followers—it’s about crafting stories that spark curiosity and position you as the expert of choice. By blending personal passion with client-focused narratives, advisors can create content that not only inspires but also converts. The key is consistency, authenticity, and a clear focus on unique experiences. In a competitive digital space, the advisors who tell the most compelling stories are the ones turning online engagement into real-world bookings.
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