Open Mic: Top Marketing Tips for Travel Advisors

Open Mic is an AGENTatHOME series focused on gathering advice from travel advisors to help you boost your business. This issue puts the spotlight on marketing tactics that yield real results.

Stephen William, Land and Cruise Specialist, Owner, Cruise Planners – Global Travel Architect

@globaltravelarchitect

Sharing my vacations and travel adventures online has been one of the most powerful tools for growing my travel business. When I post real moments from my trips — whether it’s a day at the beach, a great restaurant, a ship or hotel tour, or even a travel misadventure — it shows authenticity. People don’t just see destinations; they see my experiences. That builds trust.

Clients know I’ve been there, navigated it and have a genuine opinion. Posting consistently is key and keeps me on their radar. Even when someone isn’t ready to book, they’re watching and imagining themselves in those places. Over time, that inspiration turns into inquiries. Sharing my travels positions me as both a guide and a resource, not just a salesperson.

My content sometimes answers questions before they’re asked and sparks discussions that may naturally lead to bookings. By letting people travel with me online first, they feel confident choosing me when it’s time to plan their own journey.

Megan Vatnsdal, Founder and Luxury Travel Advisor, Onyx & Evergreen Travel

@onyx.and.evergreen.travel

One marketing idea that has worked surprisingly well for me has been hosting intimate, in-person events. I started with small gatherings such as Wine Around the World nights, Cruise Nights and Women in Business networking evenings — not with the goal of hard-selling, but of creating genuine connection and value. These events position me as an expert in a natural, low-pressure way while giving people a reason to show up, engage and remember my brand.

What surprised me most was how powerful the ripple effect became. Attendees often bring friends, share the experience on social media, and follow up weeks or even months later when they’re ready to plan a trip. The trust built face-to-face has shortened my sales cycle (although it is often a long game, such is entrepreneurship) and has led to higher-quality, better-aligned clients. It has proven that meaningful, community-driven experiences can be far more effective than traditional ads — and much more enjoyable, too.

Marissa Waiters, Owner, Spread Your Wings Travel and Waiters Travel Consulting

@spreadyourwingstravel

One marketing move that surprised me the most was switching my TikTok profile from a creator’s page to a business page.

I know a lot of agents don’t want to do this because they lose trending audio and the option to get paid for views. I felt the same way — at first. But once I looked at it from a business standpoint, the shift made sense.

The business profile option gives you tools that actually support selling travel, not just growing a following. I can attach a lead form directly to my videos and on my profile, so when someone is interested in a trip, they can enter their name and email right there in the app.

I recently had a video go viral, and it brought in more than 800 leads — not just engagement, but actual people who are interested in booking a trip. I can now add them to my email list and continue to keep them in the loop. For me, that’s when TikTok stopped being “content” and started working like a real marketing channel.

Ashley Bullard, Owner, J&A Travel Adventures

@jatraveladventures

Here’s what transformed my business: I stopped marketing like a brochure and started marketing like a guide.

Across everything — social media, emails, client conversations — I now lead with firsthand experience instead of features and pricing.

After my Georgia wine trip, I didn’t post “Explore Georgian wine country.” I shared what I learned about the country’s qvevri winemaking and why timing your visit matters. I don’t just list the itinerary for a river cruise; I describe the moment the ship pulled right up to the temple in Vietnam.

What surprised me: This shift completely changed my close rate. Clients aren’t comparing me to AI-generated itineraries anymore — they’re hiring me because I’ve been there and know how to build the trip. I’m competing on knowledge, not price.

Market with a firsthand point of view. Share what you actually learned, not what the brochure says. That’s where trust forms and the close rates improve.