8 Ways to Promote Your Travel Business to the Media

How do you get out the message to the media about the value and services that your travel agency provides? That’s a topic most agents are focused on these days as they battle the perception that travel is mostly booked online directly with suppliers or through large third-party websites.

At the grassroots level, you can make a difference by effectively communicating with local media—daily or local newspapers, regional magazines, even local cable TV outlets. And one of the ways you can do this is quite traditional: a good press release.

Notice I don’t say news release, because the media outlets in your area determine what’s actually news. But there’s an art to writing a good press release, at least one that effectively communicates your message.

I’ve written periodically about how to write a press release over the years (and I usually get more reaction from PR firms than travel agencies). But here are a few more pointers that can help you promote your value as a travel agent in a press release and beyond.

1. Target the right media: I often get press releases from PR firms and companies that have no idea what I cover and who my audience is. You need to find the right journalists who will be receptive to your message. A good place to start is to survey newspapers, magazines, community newsletters, and even cable stations in your area. Find out who the editors and producers are, what stories they are interested in, and what they actually cover.

2. Develop a relationship: Try to meet or at least have a phone conversation with the most relevant editors or producers. It’s a tough task, because journalists are just as busy as you are. But if you prove to them you can be a great source on travel, they’ll end up calling you all the time when they need a comment, an interview, or background on a travel-related story. Someone once said even the best journalists only really have 10 good sources—so be one of the 10!

3. Promote your expertise: It may be you have a particular speciality (family, honeymoons, gay and lesbian) or a specific destination (Africa, Caribbean, South America, Europe, Asia). It’s even better if you have a speciality or expertise that’s “in the news,” such as Cuba, Myanmar, or river cruising. Your goal should be to become the expert in a particular area of travel. And you may find that if you’re recognized in one area, the media will also ask you about travel in general when they need your help.

4. Tell a good story: Perhaps you’ve recently helped clients book a very unusual trip or “rescued” them from a bad travel situation. Or maybe you are an expert in providing your customers with the best airline, cruise, hotel or tour experience possible, so you can explain just how you do that in a way that can help other travelers. Make sure you have some great anecdotes ready as examples of just what great travel agents can do for their clients.

5. Highlight trends: Communicate what the trends are in your area of travel expertise, as well as provide some examples of great places to stay and special offers. Also provide some background on why you decided to specialize in a particular area of travel, where you have traveled yourself, and any training you’ve had to position yourself as an expert.

6. Keep it short: When writing a press release, try to do it in as few words as possible. You certainly should limit yourself to one page (or one screen) or less. Just like you, members of the media are inundated with information. So try to write short, impactful releases that catch their attention, or at least make them remember you.

7. Cut the hype: I can’t tell you how many press releases I get that are just full of adjectives and modifiers in nearly every sentence. This is not a creative writing exercise. It’s great to provide good descriptions of what you do, the places you book and the services you provide, but don’t embellish too much.

8. Offer more resources: You don’t need to provide the media with everything in one shot. Instead, make sure you provide links or access to other resources that you can provide, such as photos, videos, surveys, your own social media outlets, and more. Make yourself the gateway for the media to more information on your particular travel expertise and specialty.

You won’t be able to do all of this overnight. It’s a process that requires regular attention, planning, and networking. But if you do it right, you just might find yourself to be the “go-to” source on travel for your local media outlets.