JOE BIGGS Personal Holiday Advisors @joebiggspha 75,000 followers across Facebook,
Instagram and TikTok
Before you post anything, establish your tone of voice. Do you want to be fun and cheeky? Premium and polished? Your brand and message should feel consistent and tailored depending on the platform.
Which content works on each social media platform varies massively. On Facebook, long-form storytelling videos, customer reviews and travel deals work best. Platforms such as Threads and X need punchy, shorter text, while Instagram and TikTok are more visual, relying on personality, humour and regular story updates to keep audiences engaged. LinkedIn is great for networking with suppliers, building trust with potential
clients and showcasing achievements such as winning at Travel Weekly’s Agent Achievement Awards.
Customers respond better to real experiences than polished adverts. I post content taken on my iPhone 16 Pro Max, which I edit on video-editing app CapCut. I share customer-generated content using the hashtag #HolidaySnaps and repost reviews.
I’ve invested in targeted ads on Facebook and Instagram because that’s where most of my audience is. I embrace the brands I sell. Some agents worry clients will go direct if they mention suppliers, but I think the opposite — how are customers supposed to know your specialism if you never talk about it?
I’ve built niche Facebook groups around brands to engage with potential clients. I educate them on the benefits of booking through me – don’t underestimate the power of networking within existing Facebook groups.
Joe advises building a personal brand
Use tools to stay consistent. The Travel Marketing System is brilliant because it allows me to post across all social media channels at the same time, which saves a huge amount of time and keeps content consistent. There’s also a lot of ready-made content available from suppliers.
Don’t just sell holidays. Build your own personal brand. People buy from people, especially in travel.
JAKE CULLUM- HOLLINS chief executive, The Good Travel Agent @travelagentjake
53,000 followers across TikTok and Instagram
The video’s hook is vital and should always include a strong call to action. I never post offers or say, ‘Book with me because…’ Instead, I show my value as a travel expert.
I focus on what’s trending. I check what people are searching for via TikTok creator insights and post content to match. I then add search engine-optimised keywords in captions so I appear in searches.
TikTok is vital to future business growth for homeworkers. Some 49% of
A good video is engaging and offers value to viewers
millennials are using it as a preferred search engine. A good video is simply one that’s engaging and offers value to the viewers. I’m always thinking: am I entertaining, educating or inspiring my audience?
Overly produced videos are not as engaging as natural, raw content. I film using my iPhone 16 Pro and a compact wireless microphone (the DJI Mic Mini). Audio quality makes a huge difference. You don’t need any other fancy equipment.
Be strategic, create effective content and understand your value. Build an engaged audience first, then start promoting – one of my posts generated eight bookings and 38 other enquiries.
Remember: your followers dictate your algorithm, so connect with potential customers and not other agents.
30 JULY 2026
travelweekly.co.uk
PICTURES: Shutterstock/fad82; Saskia Albers – Portray Your Story
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