如何通过Tiktok和Instagram出售前往千禧一代和ZS的旅行
下一代旅行购买者 - 千禧一代(26-41岁)和ZS(10-25岁) - 获得了市场能力,最佳接触方式是通过Tiktok和Instagram等社交媒体平台。
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.
视频,卷轴,tiktoks和模因
我们都知道,视频,卷轴,tiktoks和模因已经占据了旅行营销的世界。
Kelli Bertram, travel advisor atCome and See Travel said: “I post a lot on social 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.”
Lovinaway的品牌经理和首席浪漫专家Alyssa Dial详细说明了她对视觉内容的使用:“年轻一代更喜欢以比老一辈更视觉和简洁的方式接收信息。例如,模因在整个千禧一代和Z世代的交流中都被大量使用。如果特定的模因在社交媒体平台上流行,Lovinaway将使用该图形来创建一个将我们的品牌与趋势联系起来的独特模因。除了模因外,卷轴比静态照片在Instagram和Facebook上获得更多的吸引力。因此,我们的代理商正在目的地收集更多的视频内容,向我们的目标受众市场。”
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.”
伯特拉姆(Bertram)建议:“从字面上看,做你自己。我一直告诉别人,人们跟随我并与我预订的原因是因为me。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。”
“真实”也是本宁顿的关键:“我的品牌必须是真实的。我是四个孩子的妈妈,在旅行外担任护士的全职工作。虽然我确实在社交媒体上看起来很迷人,但我对人们在旅行时可能会面临的问题以及我自己的疯狂生活感到非常真实。在社交媒体上的真实状态并不像应有的那样普遍,人们似乎真的与之相关。”
Bennington also pointed out, “You aren’t selling travel. You are developing arelationship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
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.”
麦地那学会了“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,还发现,在社交媒体上为赞助的广告付费不值得花钱,因为它没有产生足够的转换。
表现最好的帖子
我们采访的旅行顾问提供了有关他们表现最好的社交媒体帖子的详细信息,所有这些帖子都可以用作集思广益的饲料来集思广益。
“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.”
麦地那(Medina)的观点最高的帖子“来自30秒钟的卷轴,在蓬塔卡纳(Punta Cana)的度假村之一的凉亭之一上做我臭名昭著的“走过过道”。”
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。”
他说,在麦地那的代理商中,“我们的主要平台是Instagram和Facebook(尤其是私人Facebook组)。”“我更喜欢利用这两个,因为那是我理想的客户(仍然)闲逛的地方。虽然Tiktok现在是一个强大的球员,但我们尚未看到夫妻迁移到它的下降,使我们想跳船。尽管我们在Tiktok上有存在,但重要的是要制定明确的策略和利基市场。目前,Facebook和Instagram仍然是我利基市场中的两个驱动程序。”
在社交媒体上保持一致的存在可能是令人生畏的。也许您已经在Facebook和Instagram上推广了旅行品牌,现在该考虑扩展到Tiktok了。无论您决定使用哪个平台,Stiscak都有此建议:“永远记住要进行周到。尝试发布有趣的音乐/内容,并且总是很有品味 - 并乐在其中!您可以分辨何时“强迫”与人们看到您对业务充满热情的何时。”
ALG Vacations他们今年发起了“问旅行顾问”年度运动时,领导了比赛。这项运动为美国各地的旅行顾问打开了大门,为他们提供了客户的潜在客户,吸引了他们的企业流量,并展示了旅行顾问带给各地消费者的真正价值。这项运动的力量集中在社交媒体,旅行和名人影响者以及多个趋势社交手柄上。因此,获得社交并找到引人入胜的共享帖子,与潜在客户交谈,并在您关注ALGVacationes®@askatraveladvisoralgv和Facebook和TikTok。You can also tune into our ALGV ‘Travel Beat’ Podcast with fresh travel tips shared weekly. Download from your favorite store today!