by Robin Amster
Last updated: 12:00 PM ET, Mon April 11, 2016
As enthusiastic users of social media, some Millennials may think travel agents are obsolete, according to Emily Peters, business manager for Montrose, Calif.-based host agency MTravel.
How then can agents attract Millennial clients (generally defined as those born between 1981 and 1997) through social media? Peters asks. She offers these strategies:
Brand yourself using social media. Brand loyalty isn't what you sell, it's why sell, Peters said. Millennials look to social media for credibility, she explained. "Facebook posts, Yelp reviews and Twitter feeds fuel any decision from where to buy clothes to where to get the best sushi-and how to plan/purchase travel."
Millennials also like to champion brands to which they can exhibit strong loyalties, according to Peters. Agents then need to brand themselves using social media. Once they have the answer to, 'it's not what you sell, it's why you sell," agents should craft a story they can incorporate into social media marketing using Facebook, Twitter, Instagram, Pinterest, and other platforms.
"The better you convey the story of your brand, the more credibility you build online," said Peters.
Create unique content. Branding is composed of a host of factors including a branding statement, a logo, and a well-designed, user-friendly website. It also involves creating attention-grabbing content that agents can use to target their audience and distribute through the social media channels that audience uses, Peters said.
She advises agents to share elements of their "story," whether that's photos of their personal travel, their particular expertise or top ten travel tips.
Millennials don't like being "sold" to, so agents should steer clear of simply posting travel deals, Peters adds. Instead, they should demonstrate why they are thought leaders in travel.
Connect with Millennials. In order to attract Millennials, agents need to talk to them. "Don't just make assumptions about their buying preferences or attitudes towards travel," Peters said. Agents should connect with those they know and ask them what factors affect their decisions on travel including the issue of quality versus price.
Pick one or two social media platforms. Agents should figure out which platforms make the most sense for their business, choose those and concentrate on them.
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