The family business
Facebook is a positive channel for us and we use it as a way of sharing lots of offers, destination information and suggested itineraries. It works well for us in terms of engagement, and I’ve had existing clients ask me for future holiday quotes based on itineraries we’ve shared on there.
We also share events we go to, and recently shouted about our office refurb, which had a great response. People do seem to like keeping up with the personal side of our business too, which is nice (or perhaps nosy?!)
I’m shy on Instagram and haven’t ventured near TikTok yet. I understand the need for it as a way of reaching new customers, and the younger market, but I think time is a big factor when running your own business. We have an amazing marketing duo that we get to help us with various things, so my next task is asking them to lead the way on the social media channels…watch this space!
Director of GoRiverCruise
Worcestershire
The cruise specialist
I guess I am about as far from being Gen Z as possible and am more Gen OAP! Having not grown up with social media, I have not used it as a key selling tool.
However I recognise that to grow any business, the use of social media is key.
As the business grows more mature, one becomes more of a travel advisor who works with regular repeat clients, and with less need to be always sourcing new ones.
The importance of developing personal relationships should not be ignored, and I believe there is a danger of spending too much time spent on updating social media platforms – which I appreciate most of my competitors are also doing.
That said, I have used Facebook as a place to store and display images taken of a variety of ships. In fact, the mobile home I have been using as my cruise office has been put on Facebook marketplace – with respondants requesting to see as many photos as I can provide!
Director at The Travel Team
Brampton, Cumbria
The high street agency
We recently attended a networking event and the guest speaker was a social media marketing expert. She gave us lots of ideas but the piece of advice that stood out most to me was “do something memorable”. (She also referenced the Barbie movie and reinventing yourself!)
We feel its not just about posting offers; clients like to see what we are doing in the office, posts about our own holidays, travel advice and booking trends. We do videos of our window offers and displays and a regular slot where Cathy, one of our team, promotes a cruise offer.
In general, we choose iconic images on Instagram and put most offers and news on our Facebook page, the social media platform on which we have the highest number of followers.
There are so many opportunities to promote business on all social media and its something that can continue to grow – we just need to keep thinking of new ideas!
Managing Director at Kew Bridge Travel
London
The PATA agent
Social media is important as part of the marketing mix, and an effective way to communicate with some clients.
The choice of platform and the style of engagement depends on the client demographic and the objectives.
I use Facebook and LinkedIn, writing posts that describe a destination and often sharing my own travel experience.
I seek to maintain visibility in a crowded marketspace and inspire clients to consider travel to those destinations. But if amusing Instagram video clips work for you, then go for it! The key is to be consistent and true to your brand.
I read posts from suppliers which educate me. I want to hear about something special which would capture the imagination of my client, such as the new ‘PATA Presents’ video series offering tips on selling travel to the region. Posts that I can share with a client, simply by adding a line of commentary, are helpful.
