Overcoming Marketing Challenges: Insights from a Travel Advisor Survey

A recent article by Travel Age West mentioned that social media is now the top marketing channel for travel advisors and it had me a little skeptical.?

I'm sharing my thoughts on the article and some of the other surprising stats they recorded.?

Need for Marketing Education

This was the most eye-opening statistic to me--64% of advisors believe that more resources should be dedicated to teaching marketing.

I asked why this would be in my Facebook Group and it became a hot button topic, with many, including myself, thinking the problem really isn't a lack of resources, but rather a lack of new-to-the-industry being resourceful in looking for support.

We believe this has to do greatly with recent marketing from certain travel companies saying being a travel advisor is an easy side hustle which really feeds into the MLM culture where hobbyists are used to being spoon-fed every part of their "business", as they are not selling their own services, but the services of someone else.

Action Steps

1. Join my Facebook Group to share and gather insights from other advisors.
2. Attend the upcoming Prep for Wave Week to learn from industry and subject matter experts.
3. Explore my marketing resources available on strategictravelentrepreneurpodcast.com/everything.

Using Marketing Resources and Experts

Because I value community over competition, I shared some of the other marketing resources that I know are wildy helping travel advisors with their efforts.

These include Xclusively Yours, Travel Agent Collective, Wanderlust Social, and Moxie and Fourth, to name a few.

Leveraging these resources can help save you time that can be spent on conducting research, finding clients, and putting itineraries together.

Action Steps

1. Consider consulting with experts like Bon Vivant Copy for copywriting needs.
2. Subscribe to services like Cruise Content Library for curated content ideas.
3. Utilize Email Marketing Membership to stop wasting time on sending weekly emails. affiliate link

Integration of Social Media in Marketing

Social media remains a primary marketing channel for 71% of travel advisors, according to the survey.

I discuss the importance of not just using social media, but integrating it with other strategies like email marketing to create a holistic approach to client engagement.

Action Steps

1. Develop a content plan that leads followers from social media posts to getting on your email list.
2. Use tools like ChatGPT to create engaging social media content and repurpose it, if you're on a budget.
3. Utilize your bio links to convert social media interactions into business leads via discovery call links.

Leveraging Partnerships and Collaborations

Networking and partnerships can significantly enhance your marketing reach, and I was very surprised to hear this survey stat score relatively low, especially in such a relationship-focused business.

For instance, innovative ideas like specialty cruises can be realized through strong supplier partnerships, and collaborating with influential partners can boost your visibility more effectively than social media alone.

Action Steps

1. Reach out to potential supplier partners for collaborative revenue-generating ideas.
2. Attend local and industry networking events to build valuable connections.
3. Identify and partner with influential figures in and out of the travel industry who share common or complementary interests.

Measuring Success in Marketing

Metrics in marketing are so much more than likes and follows.

I walk through some of the metrics mentioned in the survey like how conversion rates, customer feedback, and online reviews can provide a comprehensive view of your marketing performance and help you refine your strategies.

Action Steps

1. Regularly track and analyze key metrics such as conversion rates and customer feedback.
2. Use customer feedback in your promotional materials and ensure you have the legal permission to do so.
3. Segment your email lists to tailor promotions and track their effectiveness.

I hope these key points and action steps inspire you not only to elevate your marketing efforts, but also see that there are in fact a wide range of resources available to help you and your travel agency succeed.

For a deeper dive into these topics and more personal insights, be sure to listen to the full episode on your favorite podcast player.

And don’t forget to share your thoughts and feedback in the comments below- I’d love to hear what's working for you!

Resources

Strategic Travel Entrepreneur Podcast

Travel Age West Survey