Travel Advisor Tips for Using Social Media to its Full Potential

For some, the idea of building a social media presence can be intimidating and even daunting, from navigating various platforms to timing posts to maximize engagement. It’s not enough to post here and there, to be successful, businesses need a social media strategy that can help you learn more about your customer base, drive customers to your website, and expand your client base.

Fellow travel advisors who are social media savvy have shared their best practices for using social media to its full potential.

1. Be authentic
“Social media is such an essential part of showing our voice. In order to effectively maximize it, you have to be genuine and real. It’s also very helpful to use real travel photos instead of stock photos. Show pictures while you’re traveling and tell a story, but more importantly, have clients post and tag you in it. Make it fun!”

– Kim Goldstein, president/travel consultant of Journeys Inc.

2. Keep an eye on what’s trending
“Social Media is how just about all generations are getting their ‘news” these days. You must be on at least 2-3 social media sites to keep your name out there. Engage with your audience as much as possible. Videos are the hottest trend right now and when I post a video or do a live on Facebook or Instagram, especially when I am in destination, I get a big response. Going to destination in 2021 and showing travelers live on social media how safe it is and what a great time you are having has had a huge impact on my bookings in the past few weeks.” 

– Terri Jobe, owner of Blue Water Travel

3. Diversify content
“Be relevant and show your (or businesses) personality. The hard sell or too many offers turns people off, rotate offers between lifestyle/destination/interest/activity posts. Then when you do post an offer people will tend to believe it is really something special and not just another offer.”

– Tom Karnes, president, and owner of La Macchia Travel Agency

4. Get inspired
“Stay upbeat, stay positive and keep politics off your social media. People are attracted to people who are positive. We are in a day in age where it becoming harder and harder to find people like this. We are all drawn to people who make us feel good. Don’t shy away from giving compliments, brag about your successes in the industry, and congratulate others. It’s infectious.”

– Lia Vincent, owner of Vincent Vacations & All Inclusive Weddings

5. Build relationships
“You may not be actively selling as much travel as you were a year ago, but you are selling YOU. You are establishing the like, trust, and know factor of sales through your social media in the meantime. So focus on who YOU are and what value you add so that when clients are ready to book, they’ve already established that they want to work with you.”

– Lori Wilson, travel advisor for JCo Travel

6. Decide which platforms are right for you
“With Social Media, you can’t be everything to everyone. Pick a platform that you like!  This is key. If you enjoy the platform your reach will grow.”

– Travis Paquin, co-owner of 417 Travel

7. Stay consistent
“For maximizing social media, I would say utilizing it on a consistent basis. Whether it’s a post a day or a story and a post a week, get on there and be active.  Respond to every comment and show that you are engaging with potential clients. With Facebook especially, I would say ‘be human.’  When posting or responding, show your human side. Do not respond like a robot. Show your personality and let people know who you are. People do business with people they like.  And if someone resonates with you, they are more likely to reach out for assistance.”

– Kerri Brewster, owner of Escapes Unlimited & Bride Tribe Travel

8. Focus on your messaging
“What I tell our team is to be real on social media. You aren’t selling hotels or products, you are selling experiences and yourself. The more relatable (and funny) you are, the more engagement you will receive! Don’t appear disingenuous when you are trying to push something, in particular, come right out with it.”

– Janelle Grissinger, president of JCo Travel