promotion in travel agency

As an independent travel agency, there’s so much you have to do in a day. But one of the most important things on the list is to promote the services you offer.

The travel industry is about building loyal customer connections, and especially now that travelers are looking for COVID safe experiences, trustworthiness is big.  You need to present yourself as the most cost-effective and most reliable option out there, in a way that garners the most attention.

These days the most modern and effective way to promote your travel agency is to market it online. While putting up flyers in your neighborhood might help, the only real way to exponentially increase your reach and scale your brand is with digital marketing.

If the marketing aspect of your business seems overwhelming, don’t worry. We’re here to help! We’ve compiled our favorite strategies for promoting your travel agency online. Read on to find out what they are. 

Pro tip:   These are promotional strategies for maximising the reach of your message, after you have completed your foundational business planning, like having created a brand identity, identified your target market, and established a product line. If these strategies aren’t bringing in results, consider whether it is the marketing, or the business planning which needs adjustment.

5 Strategies for Promoting Your Travel Agency

Stay active on social media.

A significant social media presence is a fantastic way to effectively get the word out about your services.

However it’s important to run research into which social media platforms your target market are using before you invest time, energy, and even advertising money into campaigns. 

After-all, there’s no point promoting your message to an audience who isn’t likely to need or want your services.

Once you’ve identified where your target market hang out online, here are some tried and tested tips for a few of the most common social media platforms:

Facebook Strategies

• Create an event page on Facebook whenever you have new trips coming up. This makes it easier for people to see details and decide if they want to go.
• Make a Facebook group of dedicated travellers. Use this space to interact with the community, and get ideas for trips people want. 

Case Study:   Check the   Solo Female Travelers   group on Facebook for a great example of how online communities can be used to boost tour bookings. The tour website for the Facebook group is here.

• Post polls and ask questions to see what your community is interested in, using your established social media platforms as a market research opportunity.
• Share articles, news, and insights from travel magazines and big publications on your page. This will establish your authority on the subject, and increase clicks to your page.
• Share incredible photographs from various destinations to boost engagement.
• Boost posts about new deals and upcoming trips.
• Run ads on facebook. Divide your client list into segments and use Facebook’s ad targeting options to find your ideal customer. 

Instagram Strategies

• Share short and snappy infographics as posts. These could include topics such as travel essentials, what to pack for a beach vacation, why a certain country is a great tourist destination, etc. 
• Announce new deals as posts and stories. If you don’t have a big budget, use an online poster maker like PosterMyWall to make a customizable digital poster. Here you’ll find plenty of poster template options to make a professional looking poster. 
• Make sure your captions are exciting enough to grab people’s attention. Try to use emojis to give off a fun, playful vibe.
• Post high-quality photographs to entice people. Avoid stock photos.
• Add a personal touch by introducing your team and posting about any company trips you’ve taken.
• Add relevent hashtags to all your posts based on your industry standard.
• Go live and answer questions, share travel tips, or interview frequent travellers.

You can also advertise on sites like Twitter, Pinterest, YouTube, Snapchat, and Tiktok. However, it can be overwhelming to be on every platform at once, so stick to the platforms you have identified are used by your audience.

Email Marketing / Newsletters

We might be living in an age where we’re inundated with spam from Nigerian princes, long lost ‘relatives’, and news that you’ve won the Polish lottery, but despite all of this, email is the channel of communication that most consumers prefer.

Unsolicited email – no.

That’ll land you in the same folder as Nigerian royalty. But if you build an email list where people have willingly signed up, and are interested in your brand and product, email is what people actually want.

A newsletter will allow you to share any new deals or promotions you may have, and give you a direct line of communication to your customers.  Here are some ways to gather customer emails successfully:

• Add a pop-up on your website asking people to sign up for the newsletter
• Facebook Groups are a powerful way to grow your email list quickly – check this  Group Leads review  for a tool which automates the collection of email addresses from every new person joining your group.
• Gate some of your blog content and make it available only to people who sign up
• Offer free downloadables on your website to those who sign up.

Once you have the emails, you can use a site like Mail Chimp  or Mailerlite to send your email marketing. The most important thing to remember is to m ake sure your newsletter adds value for the customer.

After all, if it’s not interesting enough, people will unsubscribe. Add testimonials from customers who have travelled with you. Get frequent travellers to share their experiences and guide first-time travellers. 

Establish Authority Through Blog Posts

Blog posts and articles not only allow you to establish your authority on the destinations you specialise in,  they also allow you to tap into opportnities for content marketing, and being found through search engines by new clients. 

Learning how to rank in search engines and making your blog posts SEO friendly  may provide an untapped potential for new traffic to your website, and you can write about anything your travelers may need to know.

Ideas for content could include travel essentials and tips for the destination, packing lists like this one for Iceland , or best books or movies to inspire in the lead up to a trip.

Take inspiration from Trip Advisor’s travel blog . They write engaging blog posts in house, and they also get pro travellers to write tips and strategies from their own experiences. So you know the information you’re getting is solid. 

Engaging Video Content

According to Animoto , 46% of customers watch more video ads on social media than TV. That means that if you create promotional video content, you will see a significant spike in online engagement. 

People are always looking for “instagrammable” moments when they’re on vacation. They want pretty sights that they can capture with their cameras. They want luxurious hotels and incredible sight seeing locations.

Video gives you the opportunity to show this to them directly. An interesting idea would be to use a Go-Pro to document a day in Bali, for instance. Give people a taste of what their vacation could look like. 

Here are some more video content ideas you could consider:

• Introduce your company and your team – get personal and let your customers get to know you
• Post Zoom discussions with clients – get their feedback, make trip itineraries with them, and keep them in the loop for a better customer experience
• Make a weekly travel vlog – hosted by different travellers each week, share fun and exciting new destinations and travel insights with your customers
• Make how-to videos, and share tips and tricks on all things travel e.g. how to pack light, what places to go, etc.
• Collect questions beforehand and do a good old Q&A
• Ask clients to record testimonials and reviews about your agency, and post them to social media

Case Study:   Take the example of Booking.com . They use IGTV on Instagram to share gorgeous videos of unbelievable travel destinations. Watching those videos makes you want to pack up and go on a vacation immediately. They also use video to share travel tips and advice.

Feel free to repurpose your videos and turn them into content for TikTok, where you’ll have a shot at reaching a lot more people (though remember to ensure your audience is using the platform before investing time).

If the idea of making a video seems a little daunting to you, worry not! Video making sites like Biteable allow you to make seamless, professional looking videos in minutes. 

Referral Programs

Rather than spending money on costly advertising, use the magic of referrals to promote your business. Word of mouth can go a long way so take advantage of that.

Ask satisfied customers to share information about your travel agency within their network – friends, family, neighbors, colleagues, etc. Incentivise them by offering them a small discount on their next vacation with you.

Not only will this strategy bring in new customers, it will also increase the likelihood of existing customers coming back to you because of the discount. 

Amarillo Travel Network is an agency from Texas that relies solely on referrals for its marketing. And it works incredibly well for them because they’re able to reach relevant people in less time. 

The key takeaway here is to understand the importance of social media and email, and to use both to promote your agency.

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Megan is an Australian Journalist and award-winning travel writer who has been blogging since 2007. Her husband Mike is the American naturalist and wildlife photographer behind  Waking Up Wild ; an online magazine dedicated to opening your eyes to the wonders of the wild & natural world.

Having visited 100+ countries across all seven continents, Megan’s travels focus on cultural immersion, authentic discovery and incredible journeys. She has a strong passion for ecotourism, and aims to promote responsible travel experiences.

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Marketing for Travel Agency: A Complete Guide

Marketing is an important part of running a business because it helps find and keep customers. It includes everything that has to do with getting people to buy or use a product or service, from making the product and advertising it to selling it and helping customers.

Marketing is especially important for a travel agency that depends a lot on how happy its customers are. A good marketing plan will help the agency get the word out about its services and get to know potential customers.

It can also help them stay in touch with their current clients through email campaigns and social media platforms, among other ways. By taking care of these connections, the travel agency can earn the trust of its customers.

This guide will give you an overview of the most important parts of a travel agency’s marketing plan, like knowing your target market, making a unique value proposition, building your brand, and using digital marketing tools.

Understanding Your Target Marketing for Travel agency

When it comes to digital marketing, understanding your target market is key. Knowing your customer base can help you craft ads and content that speaks to their interests. A great way to understand a target market is by breaking it into three segments: demographics, psychographics, and behavioral:

1. Demographics:

Demographics are the physical traits of the audience, like their age, gender, race, location , etc. Once you have this information, you can create marketing plans that are geared toward these groups.

For example, if your travel agency specializes in luxury vacations, you might want to target people with higher incomes because they are more likely to be able to pay for expensive trips. .

2. Psychographics:

Psychographics can help travel agencies give customers more personalized experiences by giving them a better idea of what they want and what they need. Knowing what people like to do when they travel, where they want to go, how much money they have to spend , etc., can give you valuable information about how to reach these potential customers and give them exactly what they want.

3. Behavioral Segments:

Customers are split into groups based on how they act toward certain products or services. This could include things like how often you buy something, how loyal you are, how much you use it, and how you prefer to talk to people. Since there are so many different kinds of travelers, travel agencies need to use behavioral segmentation to figure out which ones will make them the most money and how to serve their specific needs in the best way.

Here is an example of how you can incorporate your understanding of the market:

Imagine you own a business that specializes in luxury adventures for wealthy people in their late 30s to early 50s who want to try new things. Make sure your message gets to the right people by taking the time to find out who they are and what they want.

To start reaching out to wealthy adventure seekers in this age range, you should first learn more about them. What do they most value? Are there some things or experiences that you’d rather do or try than others? It’s also important to find out where these potential customers hang out online and offline, who they talk to, and what topics interest them.

Once you know what this group of people is interested in, you can make your marketing strategy more effective by making content that meets their needs.

Creating a Unique Value Proposition

A travel agency’s marketing plan needs a unique value proposition (UVP) in order to be successful. It’s a promise or statement that tells customers what they’ll get if they choose your agency. A well-written unique selling proposition (USP) makes you stand out from the competition and shows potential customers why your services are better than those of your competitors.

For travel agencies, a unique value proposition (UVP) should focus on how their services are different from those of competitors in terms of ease of use, price, customer service, or anything else that makes them stand out. For example, some agencies might focus on making packages and help more tailored to each client than others. Some may have prices that are lower than average because they have access to deals and discounts.

How to Make a Unique Value Proposition:

1. Find out who your target audience is and find out what they want and need when they book trips or vacations.

2. Think about what’s unique about your services that might interest them, like discounts for early bookings or customer service in more than one language.

3. Once you have a good idea of how to make your travel agency stand out, write a clear and concise message that captures its essence.

Here’s an example of how to come up with a unique selling point:

Imagine that your travel agency offers high-end, personalized trips with local guides and unique cultural activities. This offer gives travelers an experience they won’t forget that can’t be found anywhere else. It also lets you stand out and market your services in fun and interesting ways.

When making a unique selling proposition (USP) for your agency, it’s important to focus on the little things that make these trips stand out. This could be done by highlighting the activities that are available at each destination or by showing testimonials from past clients who had amazing trips with your agency.

Developing a Marketing Mix

Next, having the right mix of product, price, place and promotion is essential. By utilizing this mix of elements, you can have a successful marketing strategy that will bring in more customers.

1. Product:

Product refers to the type of services offered by your travel agency. You must make sure that they are relevant and valuable to your potential customers .

Price can also be an important element in your marketing plan for the travel agency. It’s important for you to determine what pricing strategies best suit your company’s goals and objectives before developing a final price point.

For a travel agency, place can include both online and offline sales outlets , such as tour operators, wholesalers, OTAs (Online Travel Agencies), mobile apps, websites and retail stores. To maximize reach potential your customers should be able to book flights and tours conveniently across all these platforms.

4. Promotion:

Promotion is also key when creating a successful marketing strategy for any business, especially travel agencies. Promotion should focus on driving visibility through multiple channels like search engines, email campaigns, social media campaigns and influencer marketing.

Here is an example of how you develop a marketing mix:

Imagine that your travel agency offers package tours at high prices. This is a great option for people who want to travel without a lot of stress. Travel agents and online booking sites sell these packages, which makes it easy to find the best place to go on vacation.

To make sure your customers have the best possible experience, you focus on promotional events and targeted advertising. This lets customers take advantage of discounts offered by the travel agency and learn more about the different places they can go, all while getting a great deal.

Building Your Brand

Branding helps customers trust and stick with a company, which leads to higher profits. Branding also helps your travel agency stand out from the competition and attract more customers.

A strong brand has a unique logo, slogan, and message that stays the same across all platforms. Your logo should be simple and easy to remember, and your slogan should say what makes your travel agency unique. Also, it’s important to always use the same colors and fonts so that customers can recognize your business whether they’re looking at it online or in print.

Here are the steps to take when building your brand and making sure it stands out among competitors:

• First, you need to figure out who your target market is . You can do this by looking at demographics and making personas.
• Next, come up with a mission statement that will guide all of your marketing efforts. This should explain why your travel agency exists and what makes it different from other businesses in the same field. Then comes the visual branding, which includes logos, colors, fonts, and other design elements that are used consistently across all platforms, such as the website, social media channels, etc. So, customers know them right away, without any confusion or doubt.

Here is an example of how you build your brand:

As a travel agency, you create a consistent visual identity and message that speaks to potential customers. This can be done by using customer reviews and partnerships with high-end hotels and resorts to show customers that when they book through your agency, they will get good products and services.

Visuals like logos, colors, fonts, shapes, images, etc. that stay the same over time help your business have a look that customers can recognize and trust. In a similar way, you create consistent messaging so that customers know what to expect from you each time they contact your business. This could be done through marketing materials like brochures or websites, but also through social media platforms or email campaigns.

Utilizing Digital Marketing

Digital marketing is important for any travel agency that wants to be successful because it helps raise the agency’s profile and get more leads and sales. When travel agencies use digital marketing, they can reach a wider audience, promote their services more effectively, and learn more about how customers act.

Digital marketing is the process of promoting and selling products or services through digital channels like search engines, websites, social media platforms, email campaigns, mobile apps, etc.

Digital marketing has many benefits for travel agencies, such as raising brand awareness and making it easier to target ads and campaigns based on customer information. Personalized offers have increased customer engagement and loyalty. Being able to keep track of analytics in real time to help make better decisions and a lot more.

Various types of digital marketing can be used to promote a travel agency’s services and products. Some of these include:

1.   Search engine optimization (SEO): SEO involves creating content that uses targeted keywords to show up higher in search engine results pages (SERPs). 

2. Social media: Social media platforms such as Facebook, Twitter, Instagram, and LinkedIn offer great opportunities for travel agencies to engage with potential customers.

3. Content Creation: Creating interesting and engaging content, such as blogs or videos on travel-related topics, can help raise awareness about your services and generate interest among potential customers.

Here is an example of how you utilize digital marketing:

As a travel agency, you use the most up-to-date digital marketing tools to connect with and talk to potential customers. Social media, email marketing, and search engine optimization are all used to tell people about the best parts of a destination and the unique things to do there.

For social media, you can post high-quality images on Instagram or Twitter. By sharing interesting content, like photos, videos, or reviews of the places you’re promoting, you can get more followers and show what makes those places special.

For email marketing, you send out newsletters with information about deals and discounts so that people can find out about any new offers.

Measuring and Analyzing Your Marketing Efforts

Lastly, a travel agency that does well needs to measure and analyze its marketing efforts. Getting to know how customers interact with your brand will tell you a lot about how well your strategies are working. By measuring and analyzing key metrics, you can find places to improve to get customers more involved, increase sales, and make sure your business is a success.

To stay competitive, travel agencies need to keep track of key metrics that measure how well their marketing is working. Important signs of how well your campaigns are doing are website traffic , cost per acquisition (CPA) or cost per click (CPC), social media trends , e mail open rates , and user retention.

There are many tools that can help accurately measure how well marketing works. Google Analytics is a great tool, and most people use it to find out about their websites. This tool gives you a detailed look at who visits your site, what they look at, how long they stay on each page, and more. This lets you see how well different campaigns have worked to bring people to your site and get them interested in certain pages or products.

Example: A travel agency uses Google Analytics and customer feedback surveys to track website traffic, conversions, and customer satisfaction, and they change their marketing strategy based on what they learn.

Here is an example of how you measure and analyze your marketing efforts:

The power of data is being used by your travel agency. You are using Google Analytics and customer feedback surveys to learn important things about how customers use your website, what conversions they are making, and how happy they are. By looking at this information, your travel agencies can change how they market to better meet the needs of their customers.

Marketing isn’t hard for a travel agency, but it’s important for success. Understanding the market, making a unique value proposition, creating a marketing mix, building a strong brand, using digital marketing, and measuring and analyzing your marketing efforts are all important parts of a good strategy.

To get the most out of your digital marketing, you need to stay on top of trends and use tried-and-true methods. Travel agencies can reach the people they want to reach and get more customers with the right plan. Take the time to go through each step, and don’t be afraid to get started!

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Travel Agency Marketing (11 Proven strategies & Tips)

Travel Agency marketing is something that I’m passionate about, and I’m pretty good at it too. It’s also how I really started in marketing in 2009, working on my mom’s niche travel agencies.

In this guide, I’m going to explain some tactics I use. I hope you can implement some of the ideas below.

Have a Unique Selling Proposition (USP)

• Find what works

Links and PR

Social media, social advertising.

• Set up a website
• List yourself in all the local directories

Customer Relationship Software

Word of mouth, search engine marketing.

It wasn’t easy to start; I had to learn quite a lot and didn’t have someone to really help me, and the internet was very different back then. But I practised, learned, and tested. I grew to love it. It’s kinda why Travel Tractions Marketing was born 🙂

This guide details how I helped my mom to market her sites 10 years ago and what I do to market my own and client sites today.

My mom had one main business called Webtours, and then she decided to make niche websites for each service offering.

I thought this very silly at the time, but little did I know this was one of the smartest things we did.

It enabled me to learn much quicker than normal (because she had 3+ sites – I could test, try and dabble).

Not only did it allow me to test, but the agency position was also so niche; it gave access to different markets and appeared as a “specialist”.

Becoming or positioning herself as the “specialist” was a no-brainer and her niche agencies grew so much faster (in traffic and clients) than the general brand.

In this article, you will get:

• The best way to stand out
• Travel marketing ideas
• A travel marketing plan
• Travel agency ad examples

And leave a marketing ninja, not really. But you will be wiser. 😉

Marketing for Travel Agents Tips

Know where you differentiate and sell that. This could be customer service, affordability, quality, or speed. Anything that sets you even more apart.

I know it seems like laser focus, but sometimes that’s key. Especially with data-based digital marketing today. If you can zero down on your perfect customer, your cost of Return On Marketing Investment is much lower.

Find What Works

Different things worked for different businesses. Bridal conferences worked well for honeymooners while ranking for school holiday specials worked for the beach holiday agency website. Ranking for “all-inclusive ski holidays” worked great for selling Club Med ski holidays.

When you find out what channel, gap or method of marketing works for you, double down on it! But don’t give up on the other channels – consistency is key.

When she first started her business, it was general travel, but when she specialised, things really took off. Being known as an expert and having more experience/knowledge sets you apart from most of the competition.

Travel Agency Advertising Ideas

There are many methods to market your travel agency. below you will find the ones that actually worked.

Search Engine traffic accounts for 68% of the traffic , and COVID has drastically changed how consumers spend money online. So if you are not investing more than 50% of your marketing budget into SEO, you are doing yourself a disservice.

SEO does involve many different aspects that assist other channels

Creating long-tail content is KEY to surviving in the travel industry!

Google your area and “hotel” or “tour” it’s probably taken up by one of the big 5 behemoth sites like Viator, GetYourGuide, Booking, Agoda, Trip Advisor or some other monster…. You might find your site/page somewhere on the bottom or maybe on the next page, but no one will know because no one goes to the second page of Google.

By creating content that is more long tail and niche, like “best family resorts in Europe for a ski holiday”, you’ll find a lot of blogs and sites that you compete with, and beat.

My calculations for an average ski holiday for an average family (4 people) costs start at 10k USD. Sell one holiday from this piece of content, and you’ve paid for it 3 times over. The best part? It stays on top of Google until someone outranks you. Another win, you can use this content for social over and over again.

Content is king. Even 10 years ago, when backlinks were the bee’s knees in SEO, I got the majority of my wins/leads, if not all, by great content.

Invest in SEO. Ok, I’m biased here, but I wasn’t taught SEO in my marketing degree, but it isn’t rocket science to figure out where most of our enquiries and new customers were coming from. That’s why I specialised.

Links (other websites linking to your website) is one of the top 3 ranking factors. A few years ago, it was undoubtedly the number one ranking factor.

Links serve two purposes:

#1 They help you get higher in Search Engines.

#2 If you get a link in a good publication to the right audience, you could get referral traffic and maybe a booking.

So do what you can to acquire publicity, exposure and links as much as you can.

It’s important to build credibility, especially in the travel market, so building a brand and appearing to be a trustable business is key here. If you don’t, you will lose many customers.

Putting money behind average campaigns is how I see most business owners lose faith in online marketing.

Use your social media to remind and be top of mind.

Set up your social media so that you are continuously in your PROSPECTIVE clients’ faces as often as you can. It is important that you spend money only on people who have shown interest in your business.

My view (and many others since Apple gave less targeting data to Facebook ) is that social is a branding tool more than anything else, and only when you drill down into your customer insights and have amazing targeting.  During the Cambridge Analytica scandal they also limited some targeting (like targeting people who recently got engaged with honeymoon ads).

But if you can get in front of your potential clients at the right time, this is gold. But branding, attention, and social proof has the ability to convert customers and keep you top of mind.

Touchpoints and a well-created email funnel is one of the most powerful items in your arsenal.

A monthly newsletter goes a long way but keeping in touch with your customers is key to this. Again, consistency wins here.

Travel Agent Marketing Plan

This is how I had to market a website in 2020+ It includes small steps on creating different avenues for getting customers and then tracking them and managing your leads effectively.

Set Up a Website

This can be done on almost any platform, and I will always recommend for hundreds of reasons I won’t list here. If you are going to spend money on a website, you might as well make it SEO friendly and hire a professional before you make it live. I see sooooo many businesses make this mistake, so please get an external SEO to check out your development agencies website.

List Yourself in All the Local Directories

Once you have a website or somewhere to direct your potential customers, you need to start listing with all the directories in your local area and online. To be honest, you won’t get many leads from here, if any, but if you could rank in your area, it would be the easiest route to go from the start.

Attend Conferences

It’s important to build connections. I know in the 2020s, even passed COVID days, trade shows and conferences are a great way to make connections and learn about new developments in the industry,

Often the main pages of the website are not targeting long tail keywords. Your blog is where you get to write about the “best family resorts in Europe for a ski holiday” and many, many, many other opportunities. This also feeds into your social media and media strategy if done correctly.

I think this is really a place where businesses can excel. Make sure that you are pixeling all users (tracking who they are) that come to your site and marketing to them effectively.

If you have a CRM system, you will know their past consumer history and will appear more as a friend than some stranger off the street. Also, if tied in with email is gold in the holiday season.

How to Promote Your Travel Agency

There are various ways to promote your agency, and some work better than others. You can often ask your clients how they found you and then double down on that channel. All I know is that customer service and delivering what you promised is the best way to promote yourself, but below are some of the best ways that can be amplified.

Word of mouth or friends’ referrals is still the best way to get new customers – this is INCREDIBLY difficult when you are just starting out. So let any and everyone know what you are starting.

Have great service, I’m in the online game, but word of mouth is still one of the best ways to ensure your agency has some longevity increase your marketing falls flat.

Send an email to your friends. Nothing like a personalised email to a friend letting them know what offers you could have and if they would be interested. Try capturing emails on your website, an email list is an extremely powerful thing.

Don’t just start it and then invite all your friends to like the page – if you do this often enough; it’s one way to reduce your Facebook friends without unfriending anyone.

Write about offers and news, and try to write about evergreen topics with SEO in mind.

Make specials for particular times of year like school holidays, Christmas, New Year, and Easter. Promote those holiday times the most and try to have a special running.

There are two disciplines here: SEO (Search Engine Optimization) advertising, often called organic, or PPC (Pay Per Click) advertising, often called paid ads.

It is imperative that when someone is searching for you, your business, or the problem your business solves, they find you! If not perhaps the most important thing.

SEO is more long-term. It’s an investment to be placed higher in Google or search engines naturally – think about it as buying a house (website) on Google pages; it takes a lot of time but is there for a very, very long time if done correctly.

I hope these ideas and plans help you with your marketing, and if you ever fall a little flat or are struggling to get real traction, give us a try . It’s what I’ve done for a decade, and we’d love to save you time.

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Ten Promotion Ideas for Your Travel Agency

Running a travel agency is about turning your clients’ dreams into reality. To excel in this competitive industry, you must master the art of promotion. This article will explore ten innovative and effective ways to promote your travel agency and inspire wanderlust in your customers.

Read ahead to learn some amazing tips to boost your travel agency’s success.

1. Make visually appealing posters 

When it comes to travel, visuals are everything. Utilize stunning imagery and videos to showcase the destinations you offer. High-quality, professional photos and videos can differentiate between clicks and conversions. To further enhance your promotional efforts, consider incorporating a skilled video editor into your team to craft captivating promotional videos that bring the beauty and excitement of your travel destinations to life, ensuring an immersive and unforgettable experience for your audience. Incorporate  travel posters into your website, brochures, and social media to create an instant connection with potential travelers. These posters can convey the essence and beauty of your travel destinations, making them dream-worthy.

2. Execute social media campaigns brilliantly 

Social media is your travel agency’s best friend. Craft captivating campaigns that inspire wanderlust. Share user-generated content and travel tips, and highlight your unique experiences. Hold photo contests or encourage clients to share their travel stories with dedicated hashtags to create a community around your brand. Instagram and Pinterest are particularly effective for showcasing travel destinations. Use travel posters to create visually consistent and stunning content that stops users mid-scroll.

3. Supercharge your marketing by user-generated content

Encourage your customers to share their travel photos and stories. This authentic content acts as social proof and encourages potential travelers to choose your agency. Sharing user-generated content shows that you appreciate your customers and their travel experiences. Create campaigns that ask clients to use your custom hashtags when sharing their travel photos, and you can feature these on your social media pages.

4. Unlock the potential of email marketing for sustainable growth

Beyond the typical promotional emails, consider creating a travel newsletter. Share destination highlights, travel stories, and expert tips. Use engaging visuals to make your emails irresistible. Don’t forget to include special offers and discounts to entice your subscribers. Create email campaigns that make your subscribers feel like they are receiving a travel magazine rich with vivid visuals and engaging travel stories.

5. Share unforgettable moments at travel webinars

Educate your audience and build trust by hosting travel webinars. Cover a range of topics, from travel safety to destination guides. Interact with your audience in real time, answering their questions and addressing concerns. Promote these webinars on your website, social media, and email marketing to attract a wider audience. Use travel posters to create visually appealing promotional materials for your webinars, or you can also gather and add all your travel memories photos and create a slideshow video using a  slideshow maker , showing the audience your travel experience with these videos.

6. Amplify your business through synergetic influencers collaboration

Partner with travel influencers who align with your brand values. They can visit destinations you offer and provide firsthand accounts of the experience. Their followers are an engaged audience eager for travel inspiration. Collaborate with influencers to create exciting and visually appealing content. Influencers can visit your travel destinations and use these posters to build anticipation among their followers.

7. Elevate excitement with interactive challenges 

Organize interactive contests on your website and social media. Encourage participation by offering exciting travel-related prizes. For instance, have a photography contest where travelers can submit their best vacation photos or a travel essay contest. Such activities engage your audience, boost brand visibility, and create a sense of community. Use travel posters in your contest materials to set the mood and entice participants.

8. Destination showcases is passport to travel business success

Regularly spotlight specific destinations through blog posts, videos, and social media content. Share interesting facts, local stories, and insider tips about these places. Highlight the unique travel experiences your agency can provide. These destination showcases educate your audience and build anticipation for these trips.

9. Unlock special perks for dedicated customers 

Reward your loyal customers with a travel loyalty program. Offer discounts, exclusive travel experiences, or early access to special packages. Engage these customers in creating user-generated content by sharing their travel stories, which you can feature on your platforms. Send personalized emails to your loyal customers featuring exclusive offers, which can be visually enhanced with your designed travel posters.

 10. Captivate and convert by visual advertising campaigns

Invest in online advertising campaigns that focus on the visual appeal of travel. Use Google Ads and Facebook Ads to target your desired audience, and utilize catchy content in your ad creatives to make an immediate impact. Visual ads are more likely to capture attention and convey the essence of the travel experiences you offer. Create ad campaigns that highlight your unique selling propositions and effectively, briefly, and engagingly tell your brand story.

Promoting your travel agency is about creating an emotional connection with potential travelers. You can inspire wanderlust and drive bookings by captivating visuals, engaging social media campaigns, and innovative ideas like webinars and loyalty programs.

With these creative approaches in place, your travel agency is poised to attract and retain a loyal customer base that’s eager to explore the world with your guidance. Visual marketing and storytelling are essential components of your overall promotional strategy, and when executed effectively, they can significantly enhance your brand’s visibility and appeal. 

With these strategies, you’ll become the go-to agency for wanderlust seekers.

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9 Effective Ways to Market Your Travel Agency

Written by: KHM Staff on December 14, 2017

Marketing your business to your clients is an important part of being a travel agent. Managing your social media accounts, website, CRM, blogs, and emails, plus staying on top of new travel deals and booking your clients–there’s always so much to do!

Are your efforts bringing in the business that you hoped for? When looking at your marketing plan for the year, consider adding one or more of these ideas into the mix.

Practice your 30-second commercial.

Often called an “elevator speech,” this is your opportunity to explain your business in a succinct message. Whether you’re walking into the grocery store or attending your child’s school function, you’re bound to bump into someone you know. Having your 30-second commercial  prepared is essential to marketing your travel agency stumbling over the words to explain it each time. Attending Boot Camp at our corporate office will help you perfect your pitch.

Create a monthly email newsletter.

Developing a short email sent from myTravelCRM or Mailchimp is an easy, efficient way to keep in contact with your clients. Your newsletter content should focus on the current travel season. Whether it’s engagement season, summer break, or time to deck the halls, email your clients on a consistent basis to give them travel ideas and tips for all occasions! KHM Travel Agents can utilize email templates in myTravelCRM for more content ideas.

Add variety to your social media posts.

Inspire your followers with content based on new travel deals, industry news, packing tips, destination highlights, and holiday posts! Add life to your with these suggestions:

• Consider setting up a theme for each day to help with consistency.  For example, Travel Tip Tuesday. 
• Share eye-catching photos from your own travel or from supplier websites and include short, attention-grabbing captions .
• Subscribe to emails from travel publications like Travel + Leisure and Travel Weekly to share their news articles to your pages.
• Subscribe to travel agent supplier Facebook pages for shareable contact posted regularly.  
• Look on Pinterest for packing must-haves to share on your pages!
• Search suppliers’ YouTube channels and share interesting, informational videos to your page. Be sure you are using supplier content and not the content of other travel agents. 
• KHM Travel Group Agents can read  Agent Access Weekly emails to learn about the newest travel deals. Post about the latest sales by pairing your content with appropriate graphics or supplier resources !

Scheduling posts is a great way to make sure you are consistent. 

Set up a booth at a local trade show or fair.

Find the perfect trade show by checking your local chamber of commerce, event center schedule, fairgrounds, or even call your nearest mall to set up a table or booth during a specific time. Broadcasting your business to potential clientele is the best way to amp up your leads list. KHM Travel Group has tips to prepare our agents to work a tradeshow .

Start a referral program.

Marketing by word of mouth requires minimum effort and is low-cost! Boost your sales by asking your clients to refer a friend to your travel business or to simply keep you in mind when someone mentions travel. Add an extra incentive with a referral program. Gift cards are a great way to reward clients for referrals.

Do a giveaway.

Giving out items with your travel agency’s information creates wide, visual exposure for your business. Think of low-cost giveaways that your clientele would enjoy and possibly use while traveling. We suggest visiting 4imprint to brainstorm ideas.

Advertise locally.

From bulletin ads to newspapers to pizza boxes, there are advertising opportunities everywhere. Putting your business name, logo, and contact information out publicly lets others know that your services are available and can boost your public relations image . Since some ideas will be more of an investment than others. Start small by putting an ad in the local school directory or your church bulletin and see if the response meets your expectations. 

Send direct mail to your clients.

Every day your clients come home to a mailbox full of bills, newspapers, and the occasional note from grandma. Add a little variety and a personal touch to your client communications by sending them something from their favorite travel agent! For special occasions like birthdays, holidays, anniversaries, or congratulations for a life event, consider hand-writing a card or letter.

Don’t forget to put a “travel” spin on your message.  For example, in an anniversary card add, “During these special times, couples often plan an anniversary trip, renewal of their vows, or just a romantic getaway as a celebration of their love. [YourAgencyName] will plan the perfect time for you and your spouse, so you can focus on each other. If I can be of any assistance to you, please contact me.”

The Engagement program through Travel Leaders Network is another great resource for low cost, professional looking, direct mail marketing.   

Plan a travel night.

By hosting a travel night, clients can learn more about a specific destination, tour or cruise. If you choose, you can even offer an exclusive booking incentive. Host this night in your home, event space, or restaurant depending on the number of attendees. Supplier BDMs are great resources to tap into when planning a travel night.

Keeping in contact with your clients is crucial to developing your business. When developing your marketing plan, keep an eye out for creative ideas that will attract your target audience. Be consistent with your timing, your message, and use the tools available to you through your host agency.   

Are you looking to be a successful travel agent ? KHM Travel Group’s travel agents have access to support for their independent business. Download our free guide by completing the form to the right or by calling 1-888-611-1220.

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20 Powerful Marketing Ideas For Your Travel Agency

• Post author By varun
• Post date October 10, 2022

Discover 20 best powerful and proven travel agency advertising ideas to scale your travel business and provide it with the necessary boost

When it comes to running a travel agency, becoming the best in today’s market is no easy thing. Apart from a solid business plan, various other things must work effectively. One such thing is your agency’s marketing. While successful advertising for travel agency can take your business to new heights, any small wrong step can also lead to its downfall. However, worry not, as there are several creative travel agency advertising ideas that can keep your business going. 

Today’s market is indeed quite competitive and always changing in nature. But such travel agency advertising ideas can ensure that you always stay on top of every upcoming challenge. Through this article, we are going to cover such travel agency marketing ideas for your travel agency. 

20 Powerful Travel Agency Advertising Ideas

1. understanding the market and target audience.

As a travel agency owner, it’s important for you to have an image in your head of the dream audience. Moreover, questions like ‘who is my audience,’ ‘what’s their favourite destination,’ and ‘what’s their preference while booking tickets’ should be clear from the first day. Exploring answers to such questions will not only define your market but also sharpen the image of your perfect travel and target audience. 

2. Monthly Emails and Creative Newsletters

A small yet creative newsletter for your audience can be one of the best travel agency advertising ideas for your business. Such monthly or weekly emails can keep your audience engaged with your content and are the best way of communicating with customers regularly. Through such emails, your travel agency can easily pitch about upcoming trips, special discount offers, frequent giveaways, etc. 

3. Diversifying Your Social Media Posts

Social media platforms such as Instagram and Facebook aren’t the new marketing tools for any business. However, by publishing your content in different formats, your travel agency can truly leverage the full potential of social media platforms. Apart from posting consistently, make sure to post eye-catching short videos on platforms like Instagram, Pinterest, and YouTube. Sharing common itineraries and trip guides on social media is one of the most famous travel agency advertising ideas.

4. Immerse Your Business in YouTube

Travel vlogs are some of the most popular and searched content on YouTube’s platform. And as a travel agency, your business can easily capitalise on such opportunities by posting regular travel vlogs. The platform’s endless potential isn’t hidden from anyone. Through its data, travel agencies can easily find their audience’s favourite destinations or emerging trip plans and convert this information into potential sales. Moreover, YouTube is one of the best platforms for advertising for travel agencies.  

5. Local Advertisement and Business SEO

Indeed, the recent digitalisation has made 90% of the audience go on the Internet, but traditional marketing is still one of the most creative travel agency advertising ideas . From putting on those giant billboards to publishing your latest discount offers on pizza boxes or pamphlets, all such ideas can easily boost your sales revenues. In addition, such traditional marketing campaigns can also help improve your travel agency’s public relations image. 

6. Budget-Oriented Pricings

As a traveller, the first and most important thing is to find the right pricing plan for the upcoming trip. Hence, for any travel agency, it becomes crucial to compete with other travel agencies by pricing standards. Although such adaptations aren’t possible for luxury or business-class segments, offering budget-friendly pricing plans for ordinary trips can become one of the most successful travel agency advertising ideas.

7. Keeping an Eye on Competitors

While focusing on advertising for a travel agency, it’s equally crucial to keep monitoring your competitors’ progress as well. For instance, if one of your competitor travel agencies is performing quite well in the market, check what’s making their services so popular. Moreover, while comparing with others, you can easily run a SWOT analysis as well that can determine the strength, weaknesses, opportunities, and threats to your travel agency. 

8. Partnering with Local Established Businesses

Business partnerships are among the most common yet powerful travel agency advertising ideas . Let’s suppose a ‘Trek to the Himalayas’ is one of your agency’s best-selling tour packages. In such cases, partnering with local restaurants, cafes, or lounges that fall en route can offer sustainable growth to your business. Moreover, through such partnerships, both parties can easily promote each other and help increase each other’s revenues. 

9. Optimising Your Website and Its Content

Other important travel agency advertising ideas include regularly optimising your website and its existing content. An attractive web layout with easy navigation and eye-catching features can easily grab your audience’s attention. Moreover, it’s always necessary for any business to update its content regularly and ensure it doesn’t involve any copyright infringement. Remember, every photo or video posted on your travel website should relate to your visitor’s past or upcoming journey experience. 

10. Investing in Content Marketing

Having some content on your website and distributing your website’s content smartly are two different things. While working on your travel agency advertising ideas , it’s necessary first to create a blueprint of your content marketing strategy. For instance, make sure each and every published blog targets a specific set of audiences from the sales funnel. Moreover, while it’s good to have your content carry that spark, make sure it does not sound overly promotional. 

11. Keeping Up With SEO

While a smart content strategy can keep your website’s SEO going, there are a few more aspects to it that might require extra attention. Besides getting backlinks or finding keywords, the standards of search engines also include many technical aspects. Moreover, platforms like Google Search Console, Google Analytics, etc., can easily determine your technical SEO performance.

In addition, such platforms can also detect errors, wrong page redirections, irrelevant meta tags, etc. SEO might not seem like a big step that adds to your company but it really is one of most favoured travel agency advertising ideas that people often highly consider.

Recommended Read: Guided Steps on How to Create a Travel Website

12. Customer Service Through Social Media

Customer retention is the key to success for any travel agency or other business. Additionally, customer services are also one of the best travel agency advertising ideas. Further, it’s common for travel agencies to receive some negative feedback on such platforms. However, as a travel agency, it’s important for you to have a customer executive or PR specialist who can instantly deal with such feedback. The faster a resolution is given from your end, the better your public relations image becomes. At the same time, you can also use positive comments to promote your services. 

13. Educate Your Audience Through Hacks and Guides

It’s pretty obvious that most of your audience members are going to be travel enthusiasts. Even many other people who aren’t your followers/subscribers are always searching for general travel hacks or guides. Hence, creating detailed guides and standard itineraries or sharing common travel hacks can easily attract more traffic. Such travel agency advertising ideas can help your customer engagement and connect your business to new potential customers.

14. Equal Importance to Web Advertisements for Your Travel Agency Advertising Ideas

Apart from advertising your services on different social media platforms, don’t forget to utilise web adverts as well. With an intelligently written and well-placed Google Search Ad, your travel agency can start attracting the right audience in no time. In fact, among all travel agency advertising ideas , web advertisements are perhaps the most successful ways to promote your business.

15. Destination-Based Promotions is Among Strategic Travel Agency Advertising Ideas

When working on travel agency advertising ideas , it’s pretty natural for a travel agency to focus more on its services. However, remember that your audience wants to learn more about their next destination rather than your services. Hence, ensure that your advertisements aren’t only promoting your services but also the destination itinerary, its hidden gems, cafeterias, possible activities, etc. 

16. Cover Extra Mile For Your Customers

When an organisation pushes off its limits for customer care, it ultimately improves its public relations image greatly. Such travel agency advertising ideas can include plugging extra services like car rentals, spa or massage facilities, and additional places to visit when the customer is already onboard. 

17. Exclusive Deals, Discount Offers & Loyalty Programs

To take care of your existing or loyal customers, you can start offering exclusive deals or discount codes as part of your travel agency advertising ideas . Moreover, you can also add time limits or other specific conditions that force your customers to take action as early as possible. Apart from this, you can also offer additional perks or benefits to some of your oldest customers for becoming members of your agency’s loyalty program. 

18. Dedicated Landing Pages for Target Deals 

Another of the amazing travel agency advertising ideas is to create a dedicated landing page for your destination deals and offers. Further, while writing content for them, focus on the keywords that people use to find these deals. Doing so will help the robots to find your page easily and rank your content higher. Additionally, on the page, you can also add product ratings, a booking interface, calendars, and more. 

19. Partner with Metasearch Engine

Next in the list of travel agency advertising ideas is partnering with a metasearch engine. Finding a metasearch engine as your partner is going to be a significant step toward getting your services more visible. Metasearch partners such as TripAdvisor, Trivago, Kayak, and more are going to help your agency stand out from the rest. It creates a strong distribution channel, specifically if what you offer is more focused on price differentiation. Typically metasearch helps people to find numerous deals with the same niche that they can compare just on one page. 

20. Start a Referral Program

Lastly, marketing by word of mouth is also among the most successful travel agency advertising ideas because that demands less effort and is cost-friendly. You can boost their sales by asking your clients to refer to their friends about your travel business or simply mention you when there’s a talk about travel. Additionally, offer an incentive along with your referral program. For instance, you can add a gift voucher for every successful referral. 

Your audience is continuously seeking the latest and most relevant news about the destinations that fascinate them. So, the more you deliver targeted content to them, the more they will look for your guidance. Check out Pathfndr to learn how to further expand your online travel business. 

Recommended Read:

• How Do Travel Agents Get Paid?
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How easyJet holidays managed the Covid-19 crisis with automated refunds

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10 Promotion Strategies for the Travel and Tourism Industry that Actually Work

Almost every industry is (still!) going through tough times since the pandemic outbreak back in 2020. Some of them, though, have been affected by coronavirus far more than the others – and the travel industry is definitely one of them. Canceled trips, canceled flights, confused guests and hosts alike, countless restrictions, and the overall uncertainty of what’s coming next – all this have brought the industry to the brink of collapse.

Thankfully, most travel and tourism businesses decided to fight against the odds, and work their way through the pandemic. As of summer 2022, there are signs of coming back to (normal) life. Nobody knows, though, what autumn will bring and convincing consumers to plan their trips is far more difficult now than it ever was. That’s why clever marketing and promotion strategies seem to be the keys for the industry to get back on its feet.

Marketing for the travel and tourism industries in 2022

The pandemic isn’t the only problem the travel and tourism industry has faced lately. The economy (for example in Europe) forces people to think twice before going on costly vacations abroad. The competition is stiff as ever, and there’s still a need to maintain a healthy balance between costs and earnings. There’s no point in pumping thousands of dollars into marketing strategies if they won’t bring enough ROI. That’s why it’s crucial to select the next promotion strategy for your business carefully.

Here are some notable travel marketing trends are worth mentioning:

• TikTok marketing – this social video platform became a powerful marketing tool for those skilful enough to unlock its potential. Often referred to as a platform for children and youth (and dismissed for being such), TikTok hosts 1 billion active users. It’s a value that shouldn’t be ignored.
• Social media marketing – the dominance of TikTok does not mean that other social media platforms are doomed in marketing. Instagram, Facebook, and even LinkedIn – all those media have their place and are still valid marketing platforms. The key is – as always – targeting the right audience.
• Influencer marketing – staying in the social media area: engaging celebrities and influencers in your marketing activities is an idea worth thinking of. Of course, the influencer with a 250K Instagram profile won’t bring thousands of customers directly to your company, but the recognizability should definitely help.

What about some travel marketing trends for 2022?

• Flexibility is a key – though low prices are still important, customers are eager to find offers that enable them to get a full refund or change bookings if necessary.
• Long-term rentals – in times of remote work, more people want to try living in new places for a more extended period. So-called workations have become more popular than ever, and people expect special deals for long-term rentals.
• Geofencing – looking for attractions near the place of living has become a thing during the pandemic. People are forced to put off their travel plans until somewhere in the future, turned to what their area has to offer. With geofencing , local attractions, such as restaurants, museums, go-karting tracks, escape rooms or laser tag places, became open for people searching for “[something] near me” which, apparently, grew popular in recent years.

Enough of those trends – you’re here for the list, so here it is! 10 promotional strategies for the travel and tourism industry that actually work – they have been launched and tested by companies we know. There’s no room for hypotheses. Below you’ll find nothing but real-life examples – get ready to get inspired!

Gamecity Zoetermeer

Promotion types used: discount coupons, gift cards, giveaways.

Gamecity GoKarting Zoetermeer is a place of fun games and entertainment for people looking to do something more active and demanding than watching VOD at home or going to the cinema. Gamecity offers go-karting, laser tag, minigolf and an innovative, competitive escape room-like experience called Prison Island.

1. Social media giveaways

Pursuing the newest trends, Gamecity launched a few social media profiles, such as Instagram or TikTok (their most popular video has been watched more than 40K times!). They use TikTok not only for sharing funny, short videos but also to run giveaways for their engaged followers, thus increasing company recognizability and gaining new followers (as well as potential customers):

Online contests are usually a very effective way to raise awareness of newly-created brands. Still, nothing stands in your way if you want to organize a sweepstake every now and then to promote your already established brand.

‍ In short: a well-performed online giveaway should not only bring some attention to your company but it might also result in a significant followers increase. Each of them can become your next valuable customer!

2. Discount coupons

People who don’t order any service without typing “[name of the company] discount coupon” in Google Search won’t be disappointed, as Gamecity Gokarting issues discount coupons every once in a while. A nice 20% discount for go-karting should be enough to convince the unconvinced and create the opportunity for them to try new things while traveling or just hanging out with friends.

Discount coupons are the salt of promotion strategies for the tourism and travel industry – it’s always nice knowing that the attraction you were already willing to experience is a bit cheaper than expected. However, from a business perspective, too big of a discount can be deceptive, as people could try it once and then never come back due to the feeling that the service should be cheaper than it is. That’s why companies usually launch 10-20% discounts.

‍ In short: The most significant advantage of the discount coupon promotional strategy is that it’s not very demanding to launch and maintain such a promotion. And with a proper tool, such as the Voucherify, issuing coupons is approachable and developer-friendly.

Promotion types used: gift cards, partnerships, giveaways.

Sportihome has created its unique business model that combines two things you can find in the company name – sports and housing rentals. To make their offer attractive for sports enthusiasts and travelers alike, Sportihome runs numerous giveaways with strongly-thematic rewards, such as entries for sports events and so on:

3. Partnerships

A popular marketing strategy is partnering up with well-known brands to provide discounts, equipment and other gifts. Sportihome decided to follow this path by teaming up with Decathlon , the most prominent sports gear brand in France. Each host, who joins the Sportihome family, gets an exclusive 10% discount for equipping the lodgings they share with Sportihome customers.

In short: partnerships may strengthen your brand as showing up in the right company to a business meeting does. And if the partnership comes with benefits for the customers, you can be sure that it will positively impact your marketing efforts.

4. Gift cards

One of the ultimate travel and tourism promotion types is gift cards. However, buying holidays as a gift can cause unintended trouble – it isn’t easy to be a hundred percent sure that the gifted person won’t have any plans in a given period. Also, choosing the location and lodgings for them might not be the best idea (who knows if they’d like it?). In such a case, the best way would be to present someone with a gift card for holidays of their choice. And that’s exactly what you can do via Sportihome – choose the price (from €50 to €1,000) and choose whether Sportihome should send the card to the recipient or if you want to do this personally.

Each gift card is valid for 24 months, and the gifted person can use the code from the gift card during the payment – after choosing the most suitable location.

In short: Gift cards are present in almost any industry, but they became especially popular when the pandemic began – if all the travel companies ensured full refunds for everyone who wanted to cancel their flights, trips and vacations, they would already be out of business. One of the ways to stay above the surface while encouraging customers to return was to offer them gift cards instead of a cashback.

This is precisely the way easyJet decided to deal with the coronavirus crisis – read more about it in our case study!

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Al Ali Yachts

Promotion types used: BOGO, discount coupons, giveaways.

Al Ali Yachts is a luxury yacht-rental company based in Dubai, UAE. In a demanding market, rental companies have to try different marketing strategies to get to the right audience. One of the most effective promotions used by Al Ali Yachts is BOGO – buy one, get one free – promotion.

How does it work? BOGO promotions add an item whenever a customer orders a required number of items. For example, during the "Enjoy the Summer" promotion, Al Ali Yachts offers their customers 1 hour of yacht rental for free for every 3 hours booked. It’s easy to calculate that the offer equals a 25% discount. The difference lies in the incentive.

If a group of friends would like to rent a yacht for two hours, they might get incentivized by the promotion – they’d rather pay for 3 hours and have a boat for 4 hours.

6. Holiday giveaways

There’s always an occasion to celebrate – should it be International Women’s Day, Independence Day or National Pizza With Everything (Except Anchovies) Day, brands have learnt to incorporate them into their marketing efforts. A contest where the winner gets 1 hour of free cruising? Why not? If it brings people interested in the product, it’s probably a good idea (though there’s a million dollars for whoever creates a campaign combining National Pizza Day with yacht rental).

Dertouristik

Promotion types used: discount coupons.

Visiting the Dertouristik website for the first time is one of those unforgettable moments, when a pop-up ad doesn’t get on the nerves – why so? Because of an exclusive, time-limited offer (also the fact that it doesn’t cover the whole screen)!

7. Time-limited offers

Though setting a time limit for the offer is old as the world, it’s useful promotional tool companies use with success in 2022 (and will probably still use in 2222). Here’s what it looks like on the Dertour website:

The window pops up right after entering the website – it says that there’s a €50 discount for any travel package from Dertour, as soon as the total costs are above €500. The offer is valid until midnight, so there’s a strict deadline, but with plenty of time to think this decision through.

It’s a nice touch that after closing the pop-up window, it’s still available under the blue “Ihr Rabatt Code” button, so the customers can get back and copy their code anytime.

Promotion types used: flexibility packages, discount codes, freebies.

8. Flexible packages

Trends in the travel and tourism promotions have changed – customers expect more than low prices, loyalty solutions or various discounts. They also need peace of mind when it comes to planning their vacations. That’s why solutions such as ItaliaRail’s Flexibility packages work! With an additional fee customers can ensure that they would be able to reschedule or cancel their train tickets with an 80% or 90% refund:

9. Freebies

Genuinely taking care of customers’ well-being is one of the most effective promotional strategies – especially if the goal is to create a long-term relationship with the customer. So ItaliaRail went the extra mile and prepared a little welcoming gift for their potential customers – a free Italian phrases ebook, which can be a helpful guide for those who visit Italy for the first time. Of course, giving away an ebook like this probably won’t become a game-changing strategy for the company. Still, it’s an excellent little addition to make customers feel better about traveling, and to get some email addresses in the process.

Promotion types used: cart promotions, discount coupons.

With its branches in Switzerland, Austria, Netherlands, France, Poland, Spain, the UK, Denmark, Belgium, Norway, Sweden and Finland, TUI became one of the most popular travel agencies in Europe, offering holiday trips worldwide.

10. Cart promotions

Knowing that the most straightforward solutions are often the most satisfying ones, TUI went through with cart promotions – the discounts visible immediately while browsing the offers:

A big, red –41% alert is precisely what TUI wants people to see right after clicking the TUI Deals button on the homepage. The difference between the regular and discounted price is what drives people’s purchasing decisions more often than they want to admit. But the difference between €1410 and €831 is just too good!

‍ Cart-level promotions , though, offer more than only displaying lower prices. Using them, you can assign automatic discounts to each customer who meets the redemption criteria, create personalized deals, enable free shipping, bonus items and much more!

Coming up with a successful promotion strategy for the travel and tourism industry requires a lot of work and dedication – I hope the above list of examples will help you choose the best promotion type to begin with. Now, before I finish, here are three final tips you might find helpful:

• Select two or three promotion types you’re eager to try out. Learn more about them and see if they are within your reach before investing any money in them.
• Look around and search for software that would help you create and launch the type of promotions you’re interested in. It’s always a better (and cheaper) idea to find ready-made software instead of trying to come up with your own solution.
• If you’re determined to try out different types of promotions for your business, make sure that the software you’ve found in step 2 is able to handle each of them. No point in subscribing to (and paying for) two or three different software packages while you can stick to a single one.

If you’re looking for a powerful promotion engine where you can create numerous marketing campaigns (personalized coupons, cart-level promotions, digital gift cards, product bundling, loyalty and referral programs, geofencing), but pay only for the actual usage, try Voucherify. And when I’m saying “try” I mean it – Voucherify comes with a free plan, which you can use to find your way through the platform before deciding to pay any money!

Don’t hesitate any longer

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10 Travel Agency Marketing Ideas You Need to Know

As a Travel Agency, you know how important it is to market your services. Over and over again we talk to agents that are looking for more qualified leads. As experts in marketing and travel, we have been able to use our digital marketing expertise to generate hundreds of leads each month for travel agencies.

You need to start with a travel agency marketing plan that includes several marketing efforts that come together for an effective marketing strategy. This includes tactics like search engine optimization, social media, a referral program, and other marketing strategies.

Here are 10 of our top marketing Ideas for travel agencies.

Treat Google My Business like it is your website.

SEO is difficult and there is tons of competition. One way to make it easier to show up on Google is with a Google My Business Page. There is much less competition and if someone is in your area and they search for a travel agent, you are much more likely to show up.

Start by claiming your listing on Google My Business. Add as much information as possible, solicit reviews from clients, and keep the page updated.

Get Started With Email Marketing

Email marketing is a great way to keep in touch with your Travel Agent clients. You can email them about upcoming deals, new products, and specials that you offer for repeat customers. It will also help fill up the idle time between vacations! Another benefit of emailing Travel Agents regularly is the ability to get on their radar when they are looking for a Travel Agent.

We recommend using Mail Chimp or Constant Contact to create your email marketing campaigns because both of these services provide you with free templates and tutorials, which makes it even easier for Travel Agencies without much tech skills to get up and running in no time!

Start A YouTube Channel

Starting a YouTube channel may sound like too much work, but the results are worth the effort. Start simple by having webinars where the suppliers are presenting. Simply record the meeting and upload it to YouTube.

Once you feel comfortable, do a presentation of your own to show your expertise. This will be one more way for people to feel a connection with you and want to work with you.

Over time you can see where your YouTube channel takes you. Some travel advisors film room tours, cruise ship tours, or experiences like wine tastings, and those videos become their only means of marketing.

Get Results With Social Media

Start your Travel Agent social media with a profile on the main channels like Facebook, Twitter, Instagram, and Pinterest. And remember to include a video! Just like YouTube, you can use these profiles as another way for people to get to know you better. It is also an opportunity for them to see what life is like working with you or planning their next vacation with you.

While you want to have a social media strategy for all the main social media sites, focus mostly on one to not be overwhelmed. Today, I would recommend TikTok due to the potential for reaching new audiences.

To get started on TikTok, all you need is a phone and the app. Now just start making TikTok videos until you find something that works. Try to be as helpful as possible. You can use photos to create a slideshow-like post that are easy to make.

Build up your Travel Agency Website

The Travel Agent website should be like an online Travel Guide. You can provide all kinds of helpful information such as:

– Resource pages that include links to your favorite sites and blogs

– Blog posts featuring tips for traveling with kids, pets, etc…

– Travel guides for specific destinations around the world so people know where they want to go and what they need to do when they get there

– Travel packing lists, pre trip checklists, etc…

You can include all of this in your Travel Agent website. The goal is for people visiting the site to feel like you are a friend who knows them better than anyone else so that when it comes time for them to plan their next vacation, they come to you first.

This will also help with SEO. As you create new, in-depth posts that are answering the questions that people are asking, you are more likely to see success.

For example, I know a lot of people ask if you should wear shorts in Italy. When I went to Italy I saw plenty of people wearing shorts, so I wrote a quick post about it. That article took off and brought thousands of people to my website who were looking for the answer.

Get Partners to Write Guest Post For You

In addition to creating your own content, ask other partners to write blog posts for you in the form of a guest post. You can partner with other travel agencies with a different focus than you or you can ask suppliers if they would like to provide a few posts for you. This is a win-win because you get more content on your website, and they get more exposure.

You can in turn write guest posts for their websites, something search engines will love.

Encourage your individual agents to do the same thing. They can start their own blogs and write some content for the travel agency website as well.

Start A Referral Program

If you are not already running a Travel Agent referral program, start one. This is an easy way to earn more business without having to purchase advertising on Google or Facebook. Plus, referrals are some of the highest quality leads because they come from trusted sources who know what it takes for someone else to have a great experience with your agency – and they want that for themselves.

Use HARO To Get Free Press

Have you heard of HARO before? It stands for Help A Reporter Out. After signing up, you receive regular emails with queries reporters are writing about. They are looking for experts to chime in and there is a section related to travel.

Refresh Your Travel Agency Website

Beyond just creating content, you want your website to look good as it may be someone first impression of your business and services.

Adding Travel Agent photography to your Travel Agency website can help make it more engaging.

Focus on the experience you want others to have when they come into contact with your agency, and use that as inspiration for everything you do including Travel Agent marketing ideas.

Find Influencers To Work With

When you think of influencers, someone with a huge following on Instagram may come to mind, but influencers do not need a huge audience.

Some ideas for influencers to work with would be the owner of a cheese shop in town, a genealogy expert in the community, or an expat-focused real estate agent.

These are all people with fans or customers that can be related to travel. Work with the owner of the cheese show to create a group trip to France that will include visiting some cheese production sites. The genealogy expert can create a trip to Europe focused on the origins of some of her clients. The expat-focused real estate agent can promote a group trip to the area she works in, allowing people to come to experience the area with other people considering the move.

Those are just a few ways you can market travel along with an influence to build your business.

Travel agent marketing is essential for any travel business looking to increase its online presence. Travel agency marketing ideas are easy to come up with, but Travel Agent Marketing takes some planning and effort.

He is an expert travel advisor and enthusiast. He has traveled extensively in the USA, Central America, South America, and Europe. He has visited every Sandals Resort and is one of a select few Diamond Elite members of the Sandals Chairman’s Royal Club. Dan graduated from Johnson & Wales University with an associate degree in Culinary Arts. Later he graduated from the University of Utah with a bachelor’s degree in International Studies with a focus on people and culture.

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Tips to Promote Your Travel Agency

The travel industry has gone through some huge changes in recent years. As so much research and booking are done online, travel agencies must engage customers with their website content and on social media, as well as in more traditional ways. ​

The industry is also extremely competitive. If you want to be noticed and reach your target audience you need a strategy. Here are some of the most effective ways to promote your travel agency:

Find or Refine Your Niche

Before the internet, travel agencies were usually fairly broad in scope. Someone would call or walk into the business and book any type of trip or vacation. In the digital age, however, travel has become far more specialized and segmented. If you want to reach the right audience, you have to identify your niche. If you're having trouble attracting business, one reason might be that you're not sufficiently specialized. You might, of course, have multiple audiences but you should appeal to them separately by criteria such as:

Destination . Do you specialize in a certain country, city, or region?

Type of traveler . Are your customers primarily business travelers, adventure travelers, seniors, students, or another demographic?

Budget . Do you cater to budget travelers, leisure travelers, or those somewhere in the middle?

Interests or focus . Do you organize trips based on specific interests such as sports (or a particular sport), art, religion, or culture? For example, there are weight loss cruises, foodie and wine tours, and trips for people interested in history, literature, and many other specialties.

If you don't currently have a specialization you should consider finding one (or more than one) so you can create a more segmented marketing plan.

Make the Most of Social Media

Social media is crucial to promote any business nowadays. However, it's especially advantageous to connect with people on social media sites when you run a travel business. This is true for a number of reasons.

Travel is an extremely visual business. Seeing photos of a skyline, mountain range, sunset, cruise ship, or elegant hotel room can give your followers the travel bug.

People often plan trips spontaneously. Seeing a post or photo can spur the motivation to head somewhere for the weekend.

Your potential customers may have questions about destinations or modes of travel. Answering queries can help you attract more business not only from those posting the questions but to everyone following the discussion.

Aside from interacting directly with followers, you can learn a great deal through social listening. This includes following industry trends, discussions about travel, and even your competitors' pages.

By posting engaging photos, videos, memes, and other content you can reach more people. Visual content is frequently shared on sites such as Instagram, Facebook, and Pinterest.

Be sure to focus on the social media platforms that your target audience uses most.

Reap the Benefits of a Host Agency

There are several advantages to working with a host agency.

Tap into a successful business model that includes marketing tools, expert support, and access to educational resources.

Earn higher commissions than you could by operating independently.

Enjoy greater organization and efficiency. You can manage invoices from a single dashboard.

If you're just starting out you'll have lower startup costs.

Use the host's licensing and accreditations.

A host agency can save you time and simplify many areas of your business.

Offer Add-on Services and Packages

Everyone likes to save money when they travel. People also appreciate learning about events and services that they might not be familiar with. As a travel agent, you can offer more value by connecting your customers with local tours, city passes, favorable rates on car rentals, transfer services, and other benefits. The more you can customize offers to the needs of your customers and seek unique services offered in different areas, the better. For example, in large cities with metro systems, travelers often like to get day or week public transportation passes. If there are popular museums, amusement parks, or other attractions see if you can arrange for discounted tickets. Integrating with GDS systems makes it easy to locate such deals for your customers. You can also connect with local tour groups and business owners to provide your customers with deals and discounts.

Optimize Your Website

Even in the social media age, your website is still your digital storefront. This will often be the first impression potential customers get of your business. It's therefore essential to make sure it's engaging, informative, and user-friendly.

Use high-quality images . Using engaging photos makes your site more appealing and whets people's appetite for travel. It's best to use original photos rather than stock photos that are found all over the internet.

Be informative . This may sound obvious but make sure your website educates prospective customers about the destinations and trips you offer. Maps are always useful. Other information that travelers appreciate include transportation to and from airports, local attractions, packing tips, visa requirements, and any other particulars about a destination.

Have a blog . Blogging is a powerful way to build credibility and make your website more SEO-friendly. Blog posts give you the opportunity to reach a wider audience by ranking for keywords that are relevant to your customers. For example, writing a post about "Zipline Tours in Costa Rica" or "The Best Restaurants in Austin, Texas" will help you attract readers who are searching for these places or activities.

Connect to social media . Your website and social media pages should complement and link to each other. Make sure you have social media buttons on your website so visitors can easily follow you. Conversely, be sure to link to your web pages and blog posts in your tweets, Facebook posts, and other social media content.

Build an Email List

An email list lets you stay in touch with your customers and inform them about your latest offers. People who travel tend to do it regularly so it's important to do everything you can to attract repeat business.

Stay in touch with customers during their trips as well as when they're at home. You can alert travelers to upgrades and extras along the way.

Make sure your emails are mobile-friendly as this is how more and more people are opening their messages. Travelers will almost always be using mobile devices to access their email while away from home.

Segment your email lists. Send information that's targeted to your audience.

Provide informative content. If you want to retain your subscribers, you should do more than just send them promotional material. Turn it into a newsletter and highlight destinations, activities, and upcoming events.

Use email to promote your other channels. Your email list is another way to send traffic to your website and social media pages. If you don't have enough content to create a long newsletter you can always just write a few lines and link to a blog post.

These are some proven strategies to help you promote your travel agency. To reach today's travelers, you need to be in tune with their needs. This includes reaching them on social media and on their mobile devices. You also need to provide them with information that helps them find good value as well as find the travel experiences that keep them coming back to you again and again.

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9 Online Promotion Ideas for Modern Travel Agencies

With travel and tourism GDP predicted to grow on average by 5.8% a year within the next decade, (outpacing the growth of the overall economy) there’s plenty for travel agencies to feel optimistic about. 1

However, in order to take advantage of this thriving market, travel companies need to shake up their promotional strategies. 

From SEO, and social media, to the big promotional opportunities provided by virtual reality (VR), we’ve rounded up some travel agency promotion ideas that will help you reach, and appeal to, customers. 

Suggested reading : Download our free eBook:  Why the Travel Industry Will Survive and Thrive Post-Pandemic . It’s packed with tips on how to run a stable business throughout times of economic uncertainty.

1) Optimise SEO for increased visibility 

Conduct keyword research to find relevant words that describe what you do, and the services you provide. Focus on long tail keywords like “family package holidays” or “luxury beach holidays” to attract potential customers who are in the early stages of their path to purchase. 

Create local landing pages for the regions you serve, with specific keywords related to those locations. Implement exclusive travel offers, and dynamic discounts, to entice visitors to explore your agency’s offerings.

Regularly update and publish high-quality content . Combine brand tone of voice with carefully selected keywords. Write about what’s currently trending (for example wellness retreats, or European cities). 

Champion sustainability . In 2023, 50% of global travellers said they wanted to travel more sustainably even if this meant higher costs. 2 Make sure your trips or offers feature elements of sustainable travel, and use relevant keywords on your site, to show you’re working towards minimising your environmental impact.

2) Collaborate with influencers, advocates and partners

Identifying and collaborating with travel influencers and advocates who align with your brand is key to great promotions for your travel agency. Encourage these ambassadors to share the amazing experiences they’ve had with your agency. Use user-generated content across all your social media platforms, and share personalised discount codes influencers can use, just for their followers. 

Pro tip: The travel industry is rife with promotions — so prioritise using software that generates unique single-use discount codes: ideally with interstitial landing pages that can issue these codes in a secure, simple way. This means they can only be used once and are immune to spamming or manipulation. 

3) Offer immersive virtual experiences  

The virtual tourism market is expected to grow at a CAGR of 30.2% between 2023 and 2028. This provides an opportunity for travel brands to offer customers memorable interactions, and stay relevant in a competitive space. 3  

Travel agency promotion ideas using this new technology could include:

Creating virtual guides of popular travel destinations.

Allowing your audience to take an in-detail hotel tour, so they can make informed decisions before they book. 

Designing AR (augmented reality)-powered treasure hunts around a city’s famous places, to turn the excitement up a notch.

4) Build loyalty programs and consider affiliate marketing

79% of customers are more likely to make repeat purchases if they’re offered a personalised experience. 4  

Create a truly personalised experience for repeat customers, to make them feel appreciated and recognised for their continued support. Implement referral bonuses, to expand your customer base, and encourage clients to spread the word about your excellent services. 

Affiliate marketing can also help you quickly expand your reach. With the right affiliate marketing strategy in place, you can reach new audiences, and quickly boost revenues. Travel affiliates can promote your travel packages, hotels, and all other travel-related products. Work with influencers, bloggers, and complimentary businesses who have a strong presence online and good engagement rates. 

Make sure you provide your affiliates with access to your brand collateral and templates for imagery. Allow them access to unique discount codes they can use exclusively for their audience. 

Case study : Avis - Driving Engagement in loyalty from the get-go

The problem: Avis struggled with engagement and loyalty, especially when challenged with the popularity of comparison sites. They wanted customers to engage with their loyalty program, and entice new members to make their first purchase.

Solution: Avis placed welcome messages on relevant pages, to drive engagement for new Preferred customers. They engaged Preferred customers with emails featuring exclusive offers and used unique codes to control these offers. Auto-applied codes in checkout ensured only people who had been targeted were able to use promotions. 

Results: 12.6% lift in conversion rate, with 1K Avis Preferred customers engaged.

5) Get active on social media

Effective travel agency promotion ideas to showcase your brand include:

Uploading stunning destination photos and videos, on social media. 

Engaging with followers by posting comments, messages, and polls.

Developing a content calendar to make sure you post regularly and consistently.

Running targeted ad campaigns on platforms like Facebook and Instagram.

Creating travel-themed, interactive contests, or giveaways, featuring unique discount codes, or experiences, as prizes. 

Make sure to track the success of your social media campaigns, so you can optimise future promotions.

6) Personalised email marketing campaigns

The best travel agency promotion ideas involve personalisation. Segment your email lists, and send tailored communications, targeted promotions, and exclusive coupon codes, to individuals, based on their previous trips, preferred activities, or browsed destinations. Newsletters are a great way to keep customers informed, with information on your latest deals, travel tips, and destination highlights.

Unique codes that have an expiration date/time also play a big role here. The time-sensitive nature of these promotions incentivises customers to act quickly and can even lead to potential upsells. For example, after a customer books a hotel, you can send them a unique code that gives them a discount on a room upgrade — as long as they use it within the next week. 

Pro tip: Use an advanced promotions platform to automate the distribution of your emails, including targeted promotions based on customer behaviour and interactions.

7) Mobile optimisation for travellers on the go

Make sure your website and booking platform are mobile-friendly. Over 800 million people used a travel app in 2022, so having a mobile app for seamless booking and travel updates is essential. 5   Optimise your email campaigns for mobile, and use mobile-responsive coupon codes in your app for seamless promotions. 

Use a promotion platform’s mobile optimisation features to ensure a user-friendly experience on mobile and tablet. 

8) Customer reviews and testimonials

Let your customers be your brand ambassadors by encouraging them to leave positive reviews. You could do this by offering them unique discount codes to apply on their next trip. 

Showcase customer testimonials on your website, and across all your marketing touchpoints. Respond promptly to reviews, whether they are positive or negative, and use this valuable feedback to address concerns, and improve.

9) Use promotion codes to drive conversions

Conversions are arguably the biggest pain point for businesses within the travel space. The industry has one of the highest shopping cart abandonment rates, while websites offering cruise and ferry travel services have the highest rate of all at an eye-watering 98% abandonment rate . 6  

A huge factor in this comes down to shifting tides in demand. Overcome seasonal slumps by using unique promotional codes to direct people to travel options that are underutilised during the high season. Use codes on your website, travel comparison sites, voucher sites, and social media platforms. 

Engage with potential customers, by displaying tailored promotions to them as they browse your site. Limited-time offers and discount coupons are valuable tools to use at checkout. 

Pro tip: Make sure you support your promotions with appealing visuals, clear messaging, and effective campaign planning and management. 

Case Study: Travelodge - Autumn Sale Campaign  

The problem: Travelodge faced challenges in controlling and targeting the use of discount voucher codes, limiting their ability to offer strong promotions to drive bookings in specific hotels or for certain dates.

Solution: By partnering with Uniqodo, Travelodge was able to create a responsive, targeted Autumn Sale campaign. This campaign featured tiered discounts up to 30%, dynamically adjusted for each hotel based on capacity and date. Promotion channels included email marketing, social media (organic and paid), digital display advertising, paid online search, and onsite messaging using Uniqodo's Canvas overlay functionality. Uniqodo also implemented sophisticated validation rules to ensure discounts reached the intended audience without misuse.

Results: The campaign resulted in the highest volume of bookings in a single trading week for Travelodge, showcasing the effectiveness of targeted discounts and the capability to adjust offers based on real-time data and analytics.

Bring your travel agency promotion ideas to life with a Promotion Experience Platform 

Managing all of your promotional ideas requires automation. Uniqodo provides a host of tools to creatively target your audience while minimising promo code abuse . We work with some of the world’s leading travel brands such as TUI, Expedia and Avis, helping them create engaging onsite experiences for their customers.

From loyalty and referral schemes, to drive retention, to seamless affiliate programs, we also create expert coupon code solutions to give you total control over your promotional campaigns.

We hope the above has given you a few travel marketing ideas to help you stand out and generate more business. If you’re looking for a partner to help you boost your promotional strategy in 2024, Uniqodo can help. Simply schedule a demo to find out more about our services.

1. The Future of Tourism Bridging the Labour Gap, Enhancing the Customer Experience

2. 50% of Tourists want Sustainable Holidays

3. Market Data Forecast: Virtual Tourism Market

4.  Travel Invented Loyalty as we Know it: Now it’s Time for Re-invention

5. Travel App Revenue and Usage Statistics 2024

6. Shopping Cart Abandonment Rates by Industry 2022

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Marketing for Travel Agencies: Understanding and Surviving in the Online Travel Industry

• 16 min read
• Business ,   Travel
• Published: 23 Dec, 2019
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Running a travel business is no joke. Well, you know, saying that the travel industry is highly competitive an understatement. Even the giants with over a hundred years under their belts can fail given bad luck and poor management. Earlier this year, Thomas Cook, the British tour operator and one of the world’s oldest travel industry titans, disastrously imploded. By the time of the breakdown, the company had 19 million annual customers. Pretty impressive, right? In addition to major reasons like enormous debts and difficulties in operating airlines, its lack of online presence and a reduced demand for tour packages caused the company to go downhill. Without changing its business model and broadening distribution channels, Thomas Cook was destined to be overthrown by Booking Holdings and Expedia.

Marketing in Online Travel Agency

The market is extremely competitive, and it undergoes changes, becoming increasingly more digital. This calls for intricate approaches to marketing, distribution, and travel products themselves. Here, we will describe the distribution and communication channels, revenue management techniques, product positioning, and the technology – survival strategies all.

Understanding the travel agency market

Let’s talk about challenges first. In an industry with such a competitive nature, smaller travel agencies face three major hurdles.

• Leading players holding the market. Booking Holdings with its 41 percent share and Expedia with about 32 percent are dominating the online travel agencies market. And their shares keep growing. So, for travel agencies, it’s difficult to stay afloat without a specific niche.
• Distrust. People tend to be skeptical and even suspicious in arranging their trips. They would rather follow word of mouth, go to their old, time-tested local travel agent, or stick to larger players, even if they are not totally satisfied. So, new travel agencies have to work hard to break through the wall of mistrust.
• Invisibility. Unless a travel provider puts a lot of effort and resources into promotion, it risks staying unnoticed. Here, the choice of distribution channel plays a decisive role.

That said, midsize and small travel agencies narrow value propositions down to specific market segments, where you can become visible and win the trust of your small, but paying group of travelers. Unless you want to conquer the world and compete with Booking.com, Expedia and their owned brands, your profile of a travel agency is most likely to fit one or several of the following characteristics: Destination-specific. You target a certain destination or a region where you can supply customers with the best deals or unique products (not available on Booking.com/Expedia, etc.). It doesn’t mean that smaller travel agencies are always location-limited. But, usually, there’s a handful of destinations that can keep the business running. Price-oriented. Price has been one of the driving forces of travel purchases for years.

This ad, published in National Geographic by Econo-Travel hotels, dates back to 1978

Today, price remains one of the key considerations for travelers. Skift 2019 Research shows that almost 60 percent of travelers name lack of money as a factor that holds back travel decisions. This is partly confirmed by the changes that low-cost carriers bring to the table, as the destinations where LLCs start flying experience higher traveler inflow. For instance, in Krakow, Poland, the number of foreign tourists grew from 680 thousand in 2003 to 2.5 million in 2007 mostly due to the development of air travel and low-cost flights in particular. So, the basic scenario for most travel agencies is to compete by price, unless you specifically target luxury or business segments. Still, you must trump major OTAs in terms of pricing and in your target segment to survive. Specific demographic. Another way to narrow down the focus of a travel agency is to work with selected regions, budget expectations, style of travel, age groups, family/single tours, etc. The unique angle to user experience. Another way to stand out is to find new approaches to searching for and purchasing trips. While there are many online travel agencies that follow the beaten path of suggesting travelers choose destinations, dates, filter the results, and pick their travel product, numerous startups are exploring and reinventing travel booking experiences. Kiwi.com suggests a powerful engine to match non-interlined flights, create complex flight itineraries with multiple stops, and book them. Eightydays.me capitalizes on travel research fatigue, allowing travelers to define the date range of their trip and the number of cities they want to visit. The service will generate an itinerary itself, choose the cheaper options, and suggest booking.

It will take days for a regular traveler to create such a complex itinerary, Eightydays cuts this to minutes

Basically, the high-level, strategic goals of modern travel agency marketing are clearly articulating a narrow segment that you address (lower prices in specific destinations, traveler region, demographics, etc.) and choosing the best tools to promote the service. So, let’s start with understanding customer segments.

Investigate and define your market and target audience

It’s likely that you already have an image of your dream traveler in mind. Or you may at least have a set of hypotheses that you must test. At this point, you want to clarify as many details as possible. Who are your travelers? First, recognize who you are targeting and how users interact with similar products in terms of their gender, age, ethnicity, income, qualification, and marital status. For instance, there are big differences in the way different age groups travel and spend during their trips. There may be different motivations. While boomers are looking for ways to relax and unwind, millennials seek more adventurous and experiential travel. Where do they go? Understanding traveler demographics will help you narrow down the number of strategic destinations and service providers that operate there. How do they look for tours and tickets and how do they book? Hold preliminary research on users’ behavioral patterns. Find out what channels they use to find a ticket or a tour. These may include different search engines, metasearch engines such as Kayak, a local offline travel agency, or a tour operator . If you aren’t new to the industry, you’ve probably heard that people use on average 2-3 travel websites to book products and make 120 to 160 visits to travel websites in general. But try to map your specific user journey by running interviews or at least checking the info in open sources. This information will help you understand the main distribution channels. How often do they travel? Exploring this question may give you some painful answers. While on average, say, Americans travel twice a year, your target group may be traveling so rarely that you can end up finding this segment is not viable.

Skift, Experiential Traveler Survey , 2019

How price-sensitive are they?  As we mentioned above, price sensitivity is an extremely powerful factor in travel. And sometimes, its strength looks absurd. Mark Trim, creator of a niche online travel agency in Australia that sells round-the-world flights, shares : “ We have noticed people are extremely price-sensitive to their main airfares in this climate, they’ll make a decision on a $10-20k trip depending on a $100-400 fluctuation in their airfare costs which still strikes me as quite strange. ” Most likely, even if you target luxury travel, you’ll find your audience price-sensitive as well. But it’s still worth analyzing the expenses that your target group is ready to pay for a ticket or a tour. In addition to further pricing strategy, it will also give an understanding of price ranges. At the end of this stage, you must have a clear portrait of your customers and their groups. We recommend creating user personas to document your findings and communicate them to your team. You may learn more about user personas in our article on UX research .

Analyze your competitors

Once you have an idea of your dream customers, it’s time to look at the ways they book trips with your competitors. Which competitor products do they use? Analyzing the market is also about researching competitors-to-be. Examining products similar to yours that your audience uses helps pinpoint the areas of improvement and develop a positioning statement. After defining the main competitors-to-be, it’s time to research their strengths and weaknesses. How do they win? Defining the good sides of products alike helps discover what components, characteristics, elements, and overall flow that are the most popular among users. We are not telling you to copy them, but this information can be extremely helpful to understanding user preferences. How do they fail? Finding out the rivals’ vulnerabilities paves the right way to identifying the market gap and creating the service that would be employed by users. This is how you find product/market fit . Run SWOT analysis. We’ve detailed SWOT analysis specifics in our product marketing article . Generally, this technique allows you to map your strengths, weaknesses, opportunities, and threats to prioritize the direction of further development and define how you stack up against competitors.

Establish your partnerships with service providers

Perhaps, the main assets of any travel agency are the negotiated rates and deals with end-product suppliers, airlines, hotels, tour operators, etc. While you can hook up your booking engine to global distribution systems ( GDSs ), connect with hotel suppliers , or tours and activities APIs , and call it a day, most midsize and small travel agencies exist because of their negotiated deals in a number of travel segments. The thing is with generic offers that every other travel industry player has, your product won’t be competitive. Given that you know your target destinations, value, and price sets, you should narrow down the number of providers you try to develop relationships with. It doesn’t mean though that you can’t offer flights and listings that you haven’t negotiated at all. GDSs, for instance, will provide you with generic deals that you still can sell. Eventually, you must have a pool of key suppliers ready to work with you on exclusive conditions.

Define your pricing strategy

When you have identified your target audience, found your segment, and have negotiated all your deals with providers, it’s time to think about the pricing. Obviously, marketing here overlaps the revenue model. Exploring different pricing strategies of travel agencies and diving into all the intricacies is way beyond the scope of this article. We’ll just outline the main directions of your further research. Explore standard profit margins that your suppliers have. Different regions and different suppliers may have varying profit margins. But regardless of all factors, traditionally, they are low. Again, the competition in travel is fierce and unforgiving. You may expect to get higher returns at hotels and significantly lower ones for flights. Understanding at which profit margins your suppliers operate will help you define your commissions. Find where your key suppliers distribute besides you. In a way, your suppliers are also your clients. And you have competition on the other end of the chain. You must understand the markup other travel agencies and online travel agencies have to specify your markup and balance competition with profitability. Try setting bespoke markups for all your target suppliers. We’ve described how pricing rules work at online travel agencies . They can be as simple as setting a single markup figure for all your products, but what you really want to achieve is having varying markups for different travel products, depending on competition, demand, and commissions that you receive from each supplier. Regardless of whether you have an automated booking engine, you operate mostly manually, or you have a hybrid of these two models, you must have a set of commission rules that navigate how you approach different suppliers, how you offer discounts, and how these things differ depending on distribution channels. Which is what we’re discussing next.

Determine the right distribution and promotion channels

Once you’ve shaped the strategy, it’s time to set up the distribution channels. Here are some of the best practices.

Metasearch engine

Partnering with large metasearch engines like TripAdvisor, Trivago, Kayak, or Skyscanner is arguably one of the most significant steps in making your service visible and stand out from large OTAs. Metasearch engines aggregate the deals from OTAs and supplier websites to allow travelers to compare them and choose where to book. Metasearch creates a powerful distribution channel, especially if your core differentiation is price. Ultimately, people visit metasearch engines to get an idea of available deals and compare prices. Travel agencies, usually, get featured there, based on a pay-per-click model, similar to regular ads. So, if you decide to distribute using metasearch engines, what should you keep in mind? Investigate your competitors’ rates. First, you have to know the situation on the market, what deals are presented, and how you are being ranked compared to your competitors. On learning the performance of key products, you’ll understand which offers you should submit. Given that most travelers will be choosing based on pricing, the products in your target segment and by your target suppliers must be cheaper. Use analytical tools. But how exactly are you going to check whether your deals compete well? Your competitors’ markups will be constantly changing. And your deals will change their positions as well. There must be some way to keep an eye on your performance and adjust markup to stay competitive. Many small travel agencies would manually check their segments.  Another way here is to purchase the web analytic reports from some of the metasearch engines. In addition to automating all research efforts, it will also help you understand what the competition is and how your opponents rank. For instance, Skyscanner provides its Performance Analytics for Partners program . Manage your markup. To reach your final goal and be visible in the search results, you can now manage your markup or promise unique deals. The level of automation here also depends on your resources:

• You can manually check prices and manually change markups.
• You can use automated dashboards to track your performance and then manually change markups.
• The most advanced scenario is to create an automated commission engine that will keep all your markup rules and will be adjusting your margin on the go, reacting to competitor results.

Prestigia, a small OTA with about 200 thousand monthly visitors, wins on Kayak with this hotel deal as it targets boutique accommodation

Consider the core value of each engine.  Each of the major metasearch engines has its own advantage. Users all around the world appreciate Google for speed, simplicity, and the fact that their flight metasearch widget appears on the search engine panel if you sell flights. Kayak is extremely valuable for its “price forecasting.” And the core value of Skyscanner, in addition to rapidly rising popularity, is greater coverage of European destinations.

Search engine

About 30 percent of travelers use Google and other search engines to find their deals. So, investing in this channel is also a viable strategy. Blogging. By writing a good, competitive, and compelling copy, you are not only making your service visible to search robots. The extra value here is that you are attracting customers with an educational and engaging read. It encourages their informative decisions and improves your chances that they accept your offer. A great example is TripMyDream, a small Ukrainian online travel agency. They’ve created a blog that eventually became the largest travel media in the country. The content includes articles on their best deals, the most popular destinations, local attractions, and the latest travel industry news. Dedicated landing pages for target deals. There’s another common approach that many modern OTAs practice. You can create dedicated landing pages for your target deals and special offers. When writing copy for them, focus on specific keywords that people use to find these deals. This will allow search robots to find your pages and rank them higher. Besides the copy itself, you may add a booking interface to these pages, a price-picker calendar, product ratings, etc.

Orbitz has dedicated landing pages for hundreds of their deals and packs them with all useful information that a traveler may need: a booking widget, selected fares, basic information, and even short copy describing the trip

Check our case study on the technical side of generating such pages. Invest in SEO. The technical side of search engine optimization activities can also bring much to the table. Basically, SEO activities consider two main things:

• Internal activities to meet technical standards of search engines. These usually include installing tools like Google Console and Google Analytics, working with meta tags, reviewing a website for the right page redirection, code errors, and others.
• External activities usually include working with keywords, texts in general, and acquiring backlinks from other websites.

It’s worth mentioning that no external activities may begin without finishing all internal ones. Fundamentally speaking, the main goal of SEO activities is showing the search engine that you understand traveler problems and know how to solve them.

Email marketing

Being probably one of the oldest selling channels, email marketing still works. The travel industry is no exception. The main goal of email marketing is not only to attract but to raise a customer’s interest and retain existing travelers. Collect email accounts. The first step is gathering user emails. The easiest and most basic approach is allowing travelers to sign up for additional services like price-drop alerts and valuable newsletters. Be aware of GDPR requirements . Pick the right mailing tool. A perfect mailing agent provides emailing automation and customized segmentation (age, price expectations, departure airports, etc.). Also, it must allow for analyzing user behavior, such as opening rates, a number of clicks, or even bounce rate. Tools like MailChimp or ActiveCampaign would be a good start. Track behavior and make customized offers. Trace user behavior to understand what travel products and price range your readers usually react to. This will help you better segment customers. At the same time, you may also build your entire strategy on suggesting customized offers by email subscription only, as Moonfish does. The only thing a user has to do is subscribe to emails and pick their home airport. Moonfish will send you notifications on destinations available from there. Hot deals and discounts. You can use discounts as one of the most powerful selling points, stressing urgency or time-restricted conditions.

One of the great examples of submitting discounts was Kimpton Hotels and Restaurants. The discounts promoted the unpopular post-Christmas holiday season

You can offer generic hot deals but also consider customizing them to a customer’s preferences, such as destination or type of activities included. Or you may even suggest the coverage within the preferable direction. Bundled options. To show care for a customer, you may also create so-called bundles – services and activities to extend and improve their experience. Say, your customer has booked a flight. In your follow-up email, you may suggest car rental services, an apartment, local restaurants, local attractions, and places to visit. Holiday specials. Some people plan their trips on holidays. In your holiday-bound emails, you can step back from a behavior-based approach and include diversified offers, just like Kayak does.

As you can see, there are both wallet-friendly and luxurious destinations and tour packages

You might also congratulate your customers on their birthday by suggesting special discounts or giveaways to show appreciation for using your services.

Web adverts

Web banners and links also still work . But things aren’t that simple. Even though adverts remain one of the most straightforward ways to attract the right audience, the way you do web advertising can be tricky in travel. Google search ads. Yes, those top links on the search page. Google search adverts can be effective if you run them for very specific keywords that don’t compete with the major OTAs and metasearch engines. Since displaying those depends on a sophisticated bidding algorithm that considers multiple factors – including the price you’re ready to pay per click and the way Google thinks that your page is helpful and relevant – competing with major brands may be tough here. On the other hand, if you’re lucky enough to have a number of very specific segments and deals that aren’t advertised by large OTAs, Google ads are a great way to start. An interesting example here comes not from an OTA but a hotel chain, Red Roof . They realized that competing with Kayak or other heavyweight players in Google is expensive. So instead, they capitalized on stranded passengers after flight disruptions and targeted keywords like “hotels near O’Hare Airport” with mobile search only. There were a number of other smart tricks like tracking flight cancelation data using flight APIs in real time and matching it with geo-targeting in their ad campaigns. Eventually, they got 266 percent growth in nonbrand mobile bookings.   Retargeting. Sometimes it happens that a user has visited your website, searched for some flights or tours, but didn’t book. With retargeting adverts, you can remind them to do so. But here’s the trick. Given that travelers usually immerse in deep research, it’s likely that they checked your website just to browse. Some tech-savvy, online travel agencies and travel tech startups like bd4travel embark on data-science-based personalization of ads defining which of the visitors are likely to make a purchase to target ads at them. How does it work? Basically, you set up a visitor behavior tracker on a website, analyze their actions, and then choose which of them are worth retargeting. This will help you spend your retargeting budget efficiently, rather than showing your ads to everyone browsing. You may check our case study on machine-learning-driven personalization in an OTA or read a dedicated article that describes how personalization in travel works . Adverts on social media. Social media isn’t much different in terms of the approach to adverts. You’re still looking at highly targeted campaigns. And the good thing is that Facebook and its own brand, Instagram, are famous for deep and granular tools for segmenting your target audience. On top of that, Facebook has a dedicated travel-focused toolset for their platforms and audience network with learning

Video blogging and other social media

Travel bloggers are becoming increasingly popular with the audience. Travel agencies also try to capture this opportunity with useful and entertaining social media and video blogging. So, here are some general directions that you may consider. Document your social media strategy. Similar to blogging on your website, only a systematic approach to social media will work. So, plan out the platforms that you’re going to use and be prepared to post regularly. Having an editorial calendar is also a smart move. Promote the place, not your service. At the end of the day, most people go to other countries to get new experiences. It’s not about staying in an apartment or by the pool. It’s about getting impressions that they have never had before. So instead of promoting hotels or airlines, tell more about destinations. Intimate and cozy cafeterias, locales to visit, and hidden gems of local attractions – not overcrowded with hundreds of tourists – will surely broaden the horizons for your customers. Give life hacks. Many of your potential customers are looking for advice. So, you may create useful videos, both general and destination-focused. You may give some tips on packing or explain how to choose the cheapest flights and apartments in your target destinations, or maybe shoot a video or write a post explaining how transportation works in a particular city. Invest in great imagery. A widespread opinion shared by travel agents is that posts with great images of the destination attract more attention and turn out to be more effective than posts without them. This is especially relevant for Twitter and Instagram. Prepare to run customer service on social media. Most of the feedback, especially the negative variety, you’re going to receive on social media and review platforms like TripAdvisor. So, dedicate a customer service or PR specialist who will be instantly reacting to feedback and engaging in solving traveler problems. If you do look authentic and caring, it will become a powerful driver of traveler trust.

Final recommendations

Running a business in a constantly changing industry is an evolving process. Someday, techniques that worked before will have to be updated, so you’ll have to monitor where the travel sector is going. We hope this article gave you a few ideas on making it as a travel agency. Here are our final tips. Know your segment and target it. The better you understand your travel segment in regard to destinations, customer groups, and deals, the more channels and hacks you can find to stay visible. Constantly develop your partnerships. Your suppliers and exclusive deals that you have with them are your main assets. At some point, growing the number of partnerships equals the growth of your business. Invest in custom technology. Although you’ll find hundreds of tools available for travel agents and online travel agencies, having your own unique angle for reaching travelers is proven effective by many cases, some of which we described in the article. More on technological changes in OTAs here: https://www.youtube.com/watch?v=94AaF1VmTsc Implement-iterate. Marketing activities aren’t a single campaign. It’s an iterative and ongoing work. To survive, you have to constantly track your performance, monitor the market, and discover new distribution channels and opportunities.

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Social Media Marketing for Travel Agents – The 5 Best Social Networks

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Which Social Media Platforms are the Best for Your Travel Agency?

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