There’s something happening on social media that I think travel advisors need to pay attention to.
AI has given us incredible tools to create content faster, generate ideas, and market our businesses in ways that weren’t possible just a few years ago. I use AI and believe it can be an amazing resource. But there’s a difference between using AI to amplify your voice and allowing AI to become your voice.
Recently, I noticed post after post from travel advisors using essentially the same concept: travel advisors going “back to school.” Same idea. Similar images. Similar messaging. Before that, it was another trend. And another.
When everyone uses the same prompt, eventually everyone starts looking the same.
And if you sell luxury travel, that should concern you.
Luxury has never been about following the crowd.
Sitting poolside on a luxury vacation (Photo Credit: Song_about_summer/Adobe Stock)
Think about the luxury traveler. They don’t want the vacation everyone else has already taken. They want to discover the place their friends haven’t heard about yet. They want access to the restaurant no one can get into, the private experience that isn’t on the typical itinerary, and the photograph that makes someone ask:
“Where is THAT?”
They want to be the first.
Your marketing should make them feel that you are the person who can get them there.
I have always been drawn to what is next. Even as a kid, fashion was a perfect example. I wanted to wear the unusual outfit before everyone else decided it was fashionable. Once I started seeing everyone wearing it, I was already looking for the next thing.
I still think that way today.
When something becomes everywhere, I’m searching for the next shiny new penny.
That same mindset has shaped how I approach luxury travel. I want to know what destination is emerging, what hotel is about to become the place everyone talks about, what experience hasn’t been overexposed, and what trend is coming next—not simply what is popular today.
Travel advisors should bring that same curiosity to their personal brands.
AI should help you become more creative, not more alike.
Instead of asking AI, “Create a social media post for a luxury travel advisor,” challenge it with your experiences, opinions, personality, and point of view. Tell a story only you can tell. Share a destination you believe is about to explode. Talk about something you disagree with. Show your clients what catches your eye and why.
Champagne and fine dining on the beach (Photo Credit: Adobe Stock / inthasone / Generated with AI)
Because your greatest marketing advantage isn’t a perfectly written caption.
It’s you.
Your taste. Your relationships. Your experiences. Your instincts. Your ability to see something special before everyone else sees it.
Luxury clients aren’t looking for an advisor who follows trends. They are looking for someone who finds them.
So, when you see every advisor posting the same image, using the same concept, and saying the same thing, don’t ask yourself how you can join in.
Ask yourself: What can I do that no one else is doing?
Because in luxury, different isn’t risky.
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