HOLLY AXELRAD luxury travel planner, Artisan By Travel Four Seasons
@hollyaxelradtravel 5,000 followers across TikTok and Instagram
I ask friends and family to share my content to help build my audience. It’s my ‘shop window’ – a place for clients to see the type of travel I can help them book.
An important part of our job is to travel to see new places and share via Instagram. This allows people to ask you questions that can then lead to potential sales. I’ve also worked with influencers or partners to host giveaways and increase engagement. I use only Instagram and
I use my phone and a gimbal (a device to reduce shaking) for filming content. I also have a USB drive (mine’s a Lexar D40E) that’s compatible with my phone to back up content and free up space on my phone. I would also recommend Canva Pro for creating Instagram post and reel templates with specific fonts.
To keep my Instagram as authentic as possible, I don’t post a huge amount. But I hope what I do share adds value and inspiration for my clients.
Keep your brand true and authentic
TikTok for my business. My Instagram is focused on luxury family travel tailored to a UK audience, from all-inclusive resorts in Greece to South African safaris. My TikTok targets an international audience with a less formal, more authentic style focusing on a younger audience and honeymooners.
Don’t try to be an influencer. Keep your social media brand true to who you are and be authentic. Don’t worry about a small following, it’s about the quality of the people who are following you. Separate your personal and business account – clients don’t need or want to see every part of your life.
CARRIE WILLIAMSON luxury travel planner, The Holiday Fixer @carrieholidayfixer
2,000 followers across Facebook and Instagram
Maintaining a consistent professional presence has helped to grow my audience organically. I started by creating a Facebook group to build trust and share fun, interactive content including giveaways, some in collaboration with businesses such as Portuguese Wine Cellar. Now, I focus on tailored luxury holidays with engaging visuals and helpful travel tips.
I share advice, destination knowledge and proof I have visited somewhere. I also use intriguing captions to spark
curiosity and create sleek posts using quality pictures and classy fonts in graphic design platform Canva so content stands out.
Asking my followers questions and then sharing their responses increases engagement. Cross-posting between Facebook and Instagram makes it easy to share reels, posts and stories to both audiences at the same time. Alongside this, there are lots of ways to create content through supplier emails – plus I take a lot of inspiration from Travel Weekly!
Create your own Linktree. It’s a free ‘link-in- bio’ tool that consolidates multiple websites into one page, which can be added to social accounts. I use mine to share travel updates, hotel launches, exclusive offers, giveaways and links such as entry requirements. This helps to position me as a knowledgeable, current and trusted travel expert.
Maintain a consistent professional presence
travelweekly.co.uk
JULY 2026
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