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travel blogging | report
IN BLOGS WE TRUST
Blogging might not be widespread among travel agents, but those utilizing this platform are reaping the rewards, reports Robert Carlson
ASTA’S RECENTLY PUBLISHED Technology and Web Usage Report shows that while the travel agent community is increasing its social media presence, use of travel blogging has actually dropped 8% from 2011. But for some member agencies, blogging is still seen as a vital part of their business. Take, for example, KHM Travel Group, a
host agency based in Brunswick, Ohio. Ashley Kramer, national membership and marketing director, says the firm has always looked at technology and social networking as one of the biggest and most important factors when selling travel
and connecting with clients.
KHM’s marketing department is now staffed with writers who handle the blogging aspect in partnership with other agents. Since KHM’s audience is potentially travel
agents, Kramer says posts are usually about the value of utilizing agents, with titles such
as ‘Using Travel Agents Improves More Tan Just Vacations’. Kramer adds that for posts on khmtravel.
com/blogs, clients want to read about first-hand experiences they can’t get from other websites or brochures, and that it’s best when blogs come from agents who are actually at a destination or on a cruise. “Te real-time transfer of experiences, photos and videos is what makes blog content relevant and exciting,” she says. Visual social media is another key feature for
successful blogs, according to online magazine Social Media Examiner in its fifth annual social media study, which concludes that the brain can process visuals faster than text and that images have the power to inspire an emotional reaction while being easier to understand and share. Sharing and visuals are also key to the blogs
of Margie Jordan, of Jordan Executive Travel Service (
jets-inc.com/travel-blog). Photos flank
Jordan’s blogs, especially a recent post on travel photographer Gary Arndt called ‘Capture Namibia’, as well as blogs on Aruba and Rome. Jordan adds that several of her blogs reside
on the first page of Google thanks to optimizing relevant keywords, resulting in a steady number of calls from prospective clients. She recently wrote a blog while on an ATV Tours excursion in Sint Maarten, which led to client calls from aboard a Royal Caribbean ship that was soon to be docking at the island. “Tey wanted to book the tour I was on,” she says. Since clients are consistently turning to
social media first for travel advice and support, developing a deeper connection with customers via blogging is now a primary goal for the 145-store Liberty Travel agency chain based in Ramsey, NJ, according to Karen Kent, vice president of communications. Kent says topics range from destinations and
new resorts to emerging travel trends and expert tips and advice. “Te overarching strategy is to engage both our front-line travel consultants and our clients to share their travel experiences and stories,” she explains. n
summer 2014 | ASTAnetwork | 45
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