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.
在过去的十年中,社交媒体革命改变了消费者如何计划旅行和做出旅行决策,从获得旅行的想法到寻找旅行顾问,甚至使用社交平台作为其主要沟通方式而不是电子邮件。
视频,卷轴,tiktoks和模因
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:“我在社交媒体上发帖很多。我的大多数推荐人来自Instagram和Tiktok。我每天都会发布我的故事,谈论我今天在做什么,在工作或生活的场景之后。我还利用了卷轴和Tiktok视频。我今年28岁,如今,大多数年龄较小的人都非常喜欢短片的视频,例如卷轴和tiktoks。我每周至少要发布四个卷轴,但通常每天一个卷轴。我每天也会发布三个Tiktoks。这些简短的视频是信息,娱乐,灵感和趋势之间的混合。”
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。”
是真实的
使用社交媒体销售旅行业务时,最重要的考虑因素是真实,拥有人们可以与之联系和信任的个人品牌。
“我是旅行顾问个人品牌的忠实信徒,”目的地婚礼专家有限责任公司总裁威尔·麦地那(Will Medina)说。“在像OTA这样的科技巨头行业中,在个人层面和建立信任的联系是竞争的唯一方法。我们使用个人资料来教育和培养我们的追随者/粉丝,并向我们的利基(即目的地婚礼)提供相关内容。我们的方法是通过向他们展示我们有帮助他们计划和预订墨西哥和加勒比海的团体之旅,以真实和未经过滤的方式表现出来,并建立权威。”
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’s我。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.”
本宁顿还指出:“您没有出售旅行。您正在开发一个关系与您的客户。客户希望认识您并信任您。一旦发生这种情况,预订旅行部分就会变得容易。”
什么不发布
有时知道你应该什么不是做是一种很好的方法。正如本宁顿(Bennington)所解释的那样:“不要不断发布销售或行动电话。我尝试发布内容,以向人们展示不同的目的地和技巧,并教育他们使用旅行顾问的好处。beplay银行卡我不会发布销售,除非它们是比平均折扣更深的折扣,否则我将适用于我的大量客户群。”
Medina learned “不是用交易和旅行促销浪费虚拟房地产。在我的利基市场中,定价非常有活力,我理想的客户希望与他们信任的人一起支持,谁知道如何管理团体合同,而不是获得最便宜的交易。”
Betram和CS Elements Travel的旅行顾问Tyler Stiscak都also discovered that paying for sponsored ads on social media was not worth the expense, because it did not generate enough conversions.
表现最好的帖子
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。”
同样,本宁顿(Bennington)的第一篇文章是“我在最近的墨西哥旅行中使用病毒tiktok声音回家的路上做了一个。它被插入算法,并且比我的其他大多数帖子的表现要好五倍。”
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解释说,他们最好的一些帖子是“我们去马尔代夫之行的航空镜头!我们在六个不同的度假胜地中度过了六个不同的度假胜地,在水上皮上运输,并在私人游艇上住了三晚。我们的许多最高观点来自那次旅行。”
那Facebook呢?
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假期led 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。您也可以通过每周共享新的旅行技巧来调整我们的ALGV“ Travel Beat”播客。今天从您最喜欢的商店下载!