如何通过Tiktok和Instagram出售前往千禧一代和ZS的旅行
The next generation of travel buyers – Millennials (ages 26-41) and Gen Zs (ages 10-25) – is gaining marketplace power, and the best way to reach them is through social media platforms like TikTok and Instagram.
Over the past decade, the social media revolution has transformed how consumers plan trips and make travel decisions, from getting ideas on where to travel, to finding a travel advisor, and even using social platforms as their primary means of communication instead of email.
Video, reels, TikToks, and memes
We all know that videos, reels, TikToks, and memes have taken over the world of travel marketing.
Kelli Bertram, travel advisor at来看看旅行说:“我发布了很多在社会上media. The majority of my referrals come from Instagram and TikTok. I post daily on my stories talking about what I am doing for the day, behind the scenes of my work or my life. I also utilize reels and TikTok videos. I am 28 and most people my age and younger are really into short-form videos these days, for example, reels and TikToks. I will post at least four reels a week, but usually one reel a day. I will post three TikToks a day as well. These short videos are a mix between informational, entertainment, inspiration, and trending.”
Alyssa Dial, brand manager & lead romance expert, at LovinAway, elaborated on her use of visual content: “Younger generations prefer to receive information in a more visual and concise manner than older generations. For example, memes are heavily used throughout Millennial and Gen Z communication. If a particular meme is trending across social media platforms, LovinAway will use that graphic to create a unique meme that ties our brand to the trend. In addition to memes, reels are gaining more traction on Instagram and Facebook than static photos. Therefore, our agents are gathering more video content in destination to market to our target audience.”
JCO Travel的旅行顾问Ashley Bennington也使用Tiktok来跟上旅行趋势。“然后,我会采用并量身定制自己的社交媒体内容,以匹配趋势,无论是病毒歌曲还是目前似乎真的很热的目的地。”
Be authentic
The most important consideration when using social media to market a travel business is to be authentic, to have a personal brand that people can relate to and trust.
“I am a huge believer in personal branding for travel advisors,” said Will Medina, president, Destination Weddings Expert, LLC. “In an industry of tech giants like OTAs, connecting at a personal level and building trust is the only way to compete. We use our profiles to educate and nurture our followers/fans with relevant content to our niche, which is destination weddings. Our approach is to show up authentically and unfiltered and to build authority by showing them that we have firsthand experience to help them plan and book their group trip to Mexico and the Caribbean.”
Bertram advised: “Literally just be yourself. I tell people all the time, the reason why people are following me and booking with me is because it’sme。我创建的内容使我相关。我不会试图变得超级幻想或完美,人们告诉我他们可以相信我。我查看其他旅行帐户以获得灵感和想法,但是我总是使我的内容适合我并适合理想的客户。我努力的第二次,尝试成为我不是的事,就是当我的听众称我的虚张声势并停止信任我时。”
‘Being real’ is also key to Bennington: “My brand has to be real. I am a mom of four kids, and also have a full-time job as a nurse outside of travel. While I do make travel look glamorous on my social media, I am also very real about problems that people can face when traveling and also my own crazy life. Being real on social media is not as common as it should be, and people really seem to relate to it.”
Bennington also pointed out, “You aren’t selling travel. You are developing arelationshipwith your clients. Clients want to get to know you and trust you. Once that happens, the booking travel part comes easy.”
什么不发布
Sometimes knowing what you should不是do is a good approach to take. As Bennington explained: “Don’t constantly post sales or calls to action. I try to post content to show people different destinations and tips, as well as educate them on the benefits of using a travel advisor. I don’t post sales unless they are a deeper-than-usual discount or would apply to a large amount of my client base.”
Medina learned “不是to waste virtual real estate with deals and travel promos. In my niche, pricing is very dynamic, and my ideal client wants to work with someone they trust to have their back and who knows how to manage group contracts, not get the cheapest deal.”
Both Betram, and Tyler Stiscak, a travel advisor at CS Elements Travel,also discovered that paying for sponsored ads on social media was not worth the expense, because it did not generate enough conversions.
Best-performing posts
The travel advisors we interviewed gave details about their best-performing social media posts, all of which can be used as fodder for brainstorming a list of your own post ideas.
“截至目前,我最有病毒的Tiktok是在Cabo的度假胜地之旅。我录制了度假村的B卷,然后做了一个语音,解释了度假村以及为什么我喜欢它。”伯特拉姆说。“我现在最有病毒的Instagram卷轴是一个鼓舞人心的视频,带有趋势声音。该视频在欧洲有一堆我的B卷,带有文字的流行声音在视频上。”
Similarly, Bennington’s No. 1 post was one “that I made on the way home from my most recent trip to Mexico using a viral TikTok sound. It got pulled into the algorithm and did about five times better than most of my other posts.”
与家庭麦地那的文章st views “came from a 30-second reel doing my infamous ‘walk down the aisle’ at one of the resort’s gazebos in Punta Cana.”
Stiscak explained that some of their best posts were “of the aerial footage of our trip to the Maldives! We stayed at six different resorts with over-water bungalows, transported in seaplanes, and stayed on a private yacht for three nights. Many of our highest views were from that trip.”
What about Facebook?
Facebook有鼎盛时期吗?这确实取决于您代理商的目标市场。
伯特拉姆说:“我使用Instagram和Tiktok最多。”“我将Instagram连接到我的Facebook,因此当我将照片发布到Instagram时,它将自动发布到我的Facebook业务页面。我认为,我年龄[28]及以下的人不再使用Facebook。我们为家庭保留它,但我们并没有像在Instagram和Tiktok上那样参与其中。我仍然想保留我的老年受众和客户,这就是为什么我仍然拥有Facebook页面的原因。”
At Medina’s agency, “Our primary platforms are Instagram and Facebook (in particular private Facebook groups),” he said. “I prefer to leverage these two because that is where my ideal client (still) hangs out. While TikTok is a strong player right now, we have not seen a decline in our couples migrating to it in a way that makes us want to jump ship. Although we have a presence on TikTok, it’s important to have a clear strategy and a niche. At this time, Facebook and Instagram are still the two drivers in my niche.”
It can be daunting to maintain a consistent presence on social media. Perhaps you already promote your travel brand on Facebook and Instagram, and now it’s time to consider expanding to TikTok. Whichever platform(s) you decide to use, Stiscak has this advice: “Always remember to be thoughtful. Try to post music/content that is fun and always in good taste -- and have fun doing it! You can tell when it's ‘forced’ versus when people can see you are passionate about your business.”
ALG Vacationsled the pack this year as they launched their “ Ask a Travel Advisor” annual campaign. This campaign opened the doors for Travel Advisors across the U.S., giving them customer leads, driving traffic to their businesses, and showcasing the true value a Travel Advisor brings to consumers everywhere. The strength in this campaign centered on social media, travel and celebrity influencers, and the launch of multiple trending social handles. So, get social and find engaging shareable posts, talk travel with prospective customers, and be inspired to create your own content when you follow ALG Vacations® @AskATravelAdvisorALGV on Facebook andTikTok。You can also tune into our ALGV ‘Travel Beat’ Podcast with fresh travel tips shared weekly. Download from your favorite store today!