Travel Agents: Content and Social Media Advertising Guide

Travel agents bring joy to a lot of people because they help people enjoy their holidays. Therefore, you work in an industry where many people are happy to see your output, and they want to hear from you. This isn’t the case for every industry, so you should take advantage of this by sharing content online.

Travel content is a significant component of social media platforms like Facebook and Instagram, so your travel agency needs to be on these platforms. Through creating your content, and encouraging user-generated content, you can create interest and demand for what you offer.

What is the point of content?
If you are a travel agent, content is critical for you. You may have one specific reason why you create content, but there are many reasons why content is essential for your business, including:

• To stop people scrolling and pay attention to what you have to say
• To increase awareness of your travel agency and what you offer
• To showcase your credentials, expertise and experience
• To drive traffic to your site, to your premises or to give you a phone call
• To make people book a holiday
• To make people remember they previously booked with you and had a great time – helping them recommend you to others or book again

Knowing the reason, you create content or the outcome you wish to enjoy after people have consumed the content, help you create content.

What types of content can a travel agent use?
You’ll find that there are many different types of content you can offer, and it is best to combine them. By using a range of content formats, you create a more comprehensive identity of who you are and what you offer. By maintaining a consistent output, you develop awareness and boost your brand and reputation, making it more likely people will choose you when they book their next holiday.

Written content
Even though video content and images are likely to be your primary considerations when creating content, there will always be scope for written content. If you need to pass on information, guidelines, advice, travel routes or anything which cannot be easily described in a single image, you should provide written content.

Written content such as blogs help you make comparisons between the holidays you offer, or you can detail what type of holiday would be the best for a holidaymaker. The benefit of written content is that it lets you put across many points while providing as much information as possible.

It may be best to begin your content focus with written content, providing the overview of what you want to say on a topic, and then use other content forms to embellish the written content, or break the written content down into more manageable elements.

An example of this would be creating a blog piece about a hotel. The blog would describe the hotel, the rooms, the staff, the entertainment options, what attractions were nearby, how easy it was to get to, and all other aspects that are worth mentioning about the hotel.

This piece would act as your primary source of information for the hotel. Of course, a lengthy written article about a hotel could become dull if you don’t break it up, so you would add images and video content to explain some points or bring the written word to life.

However, the written elements would also provide the catalyst for creating visual content. If you list the breakfast times and what is available, it makes sense to share images or video clips of breakfast being served. The more visual elements would then be shared on social media, linking back to the site with more details, or helping their purpose.

The travel industry has long relied on images to attract attention and promote holidays. You could argue the much-overused phrase about a “picture being worth a thousand words” is very much at home in the travel industry. You can describe pristine hotel rooms, sandy beaches where your feet sink in and stunning vistas that go on for as far as the eye can see, but one high-quality image has more of an impact.

Photographs of your hotels, your resorts, your team, the leading travel destinations and holidaymakers enjoying themselves are a vital component of how travel agents connect with customers and promote holidays.

Video content
Video content follows the same principles as images, but to a higher degree. A video clip of a hotel pool on a hot day or people looking on in amazement at a local tourist attraction will sell your holidays more than any written description.

If you are looking for video content ideas, consider:
• Video interviews with holidaymakers talking about their trip
• Video interviews with your employees or hotel staff
• Video footage of the views from a hotel room

Audio may not be the most pressing format for a travel agent to create content, but podcasts are extremely popular these days, and shouldn’t be discounted. If you and your team have a lot of great stories from your time in the industry, or you have a gifted storyteller in your organisation, a podcast may be of tremendous value.

The reason podcasts work so well is because they fit neatly in people’s lives. People don’t always have time to watch video content or read articles, but audio content such as podcasts are ideal for many moments in the day.

If your audience spends time on the daily commute, going for walks, working out in the gym, carrying out mundane tasks at home or they prefer to turn off visual stimulants and enjoy an audio experience, audio content may be for you.

As a travel agent, your most significant connection points are visual. Images and video clips of your resorts and holidaymakers enjoying themselves are the ways you will have the most impact, but sometimes offering something different helps you engage your audience.

If you think you have the content that will work well in an audio format, consider this content method.

By using these different content types, you can reach more people and showcase your services effectively.

If content is so great, do I need social media advertising?
While content is hugely important, it isn’t going to help you engage all of your audience. Social media algorithms make it difficult to find and cultivate an audience through organic posts. Organic posts are valuable because they are shared and bring some users towards you, but they aren’t as effective as they used to be.

Social media advertising allows you to target a specific audience. This creates a more cost-effective marketing strategy, hopefully allowing you to reduce expenditure while still retaining a notable return.

What is the best way to use social media advertising?
For cheap consumer products and impulse buys, one advert or post is often enough. However, a holiday is special, and often a significant financial commitment. Therefore, holidaymakers are likely to carry out more research before they book a holiday.

People want to find out more about a resort, a hotel, the travel plans and the travel agent they book from. One advert is unlikely to provide everything a person needs to know, so it be would be wrong to expect people to book a holiday after one advert. If you are a travel agent arranging last-minute trips, with a strict time-deadline and an impulse element to the deal, you may achieve success with a single advert, but most firms need to develop a relationship.

At Agent Travel, we have developed strategies that ensure your travel agency builds a relationship while proving your value and worth. Through a combination of content, social media posts and targeted social media advertising, we help you build a relationship with prospective holidaymakers.

Our strategy takes travellers from beginning to booking, and beyond. If you would like to learn more about how Agent Travel helps your travel agency generate bookings and please customers, please get in touch.

Do you need help with your social media and content?

We are happy to provide a FREE social media trial.

Also our experienced team of travel writers can write 500 word articles with images and upload to website for only £25 + vat per article!

Contact us today to see how we can help your business grow.

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