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ASTA | introduction
INDUSTRY ANALYSIS Expert social media advice for travel advisors
Social media has revolutionized the travel industry in recent years. Here are some tips for seizing the opportunity and boosting visibility. By Michael Schottey
Once considered a fad, social media has transformed the way businesses connect with potential clients. For travel advisors, social media provides an opportunity to highlight their expertise, connect with potential clients and show off potential destinations. However, travel advisors — like many
entrepreneurs — are busy people, and social media can be confusing and time consuming. Here are some tips from social media
experts on how travel advisors can use social media to connect with potential clients. In addition to the tips below, we recommend following and learning from these experts.
Determine Your Target Audience According to Gary Vaynerchuk (‘Gary Vee’), CEO of VaynerMedia, “The key to social media success is to know your audience.” Travel advisors must determine their target audience and tailor their social media content to their interests. By creating content that resonates with their target audience, travel advisors can build brand awareness and establish credibility.
Provide Value Neil Patel is a social media expert and consults with companies like NBC, General Motors and Viacom. He says, “You can’t just push out promotion after promotion and expect to build a following. Instead, you need to create content that provides value to your audience.” Advisors must provide value to their audience by sharing travel tips, destination guides and other useful information. This will help build a relationship with your audience and establish trust.
Engage with Your Audience Social media is a two-way conversation. As social media expert Mari Smith says, “Engagement is the key to social media success.” Travel advisors can engage with their audience by responding to comments and questions, as well as interacting with related communities, pages, groups and profiles.
26 | ASTA | Worldwide Destination Guide 2024/25
Content must be tailored to suit the target audience
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