Why Travel Marketers Must Travel

It’s rare that a travel business owner, advisor, or manager won’t travel. What’s more exciting than hopping on a jet or a cruise ship for a trip to places they love and to mingle with their own loyal traveling customers?

More than just fun though, travel helps travel marketers stay fresh, explore destination opportunities, build local connections/partnerships, and get a better grasp of what travel customers might want.

Reality is our fountain of inspiration, creativity, and persuasiveness. Being out there in the product experience is essential for learning, marketing performance and even product development. Despite the cost, time and energy needed, owners usually revel in such travel.  Consider the advantages of your travel marketer visiting the most lucrative travel destinations including Mexico, Costa Rica, California, Caribbean, Italy, Maldives and more.

And until you’ve really lived a European or Caribbean adventure, it’s hard to be confident your travel content strategy is resonating with the real desires of your ideal prospects. Owners may demand to do all of that themselves, yet, sometimes, they tire of it and lose the spirit. A fresh perspective, especially for the purpose of high-performance travel marketing is an asset.

Fresh Spirit, Outlook, and More Powerful Marketing

If you don’t want to travel of course, you’ll need to find someone who can. Because someone has to be building inspiring authrentic content for your marketing — since this creates a customer.  Given the cost, you’ll want someone who can wear many hats.  And as well, redeveloping your current high-profit markets (e.g., Italy, Spain, Costa Rica, Japan, Asia, France, and Canada) which are your bread and butter, you can use new and improved content experiences for customers.

If you’re not convinced of the travel mandate, that you don’t necessarily need someone in the organization who is actually living the joy of your real-life travel experiences and generating new value, then let’s explore the matter now — because we’re talking about a significant edge for a small travel company.

The joy of travel which I speak of often here in the travel blog, is an aspiration — a feeling of joy or a mental/emotional vibe travelers seek.  What travelers want most is to feel that joyful state where dopamine and oxytocin are released into their bloodstream.  That’s what we’re selling, not a package of flights, tours, hotels or even memories. What they want is that feeling delivered by the brain/body chemistry. 

The question is, what is the most effective way to generate that outcome?  Because in essence, that is travel marketing. And I’m going to prove it to you.

Real People, Real Aspirations

And when a company employee shows growth through these experiences, in your blogs, videos, and social posts, it gives credence to the transformation/good life/joy promise you’re selling. They’re buying an aspiration of how they will feel, not a journey of flights, tours and hotel rooms.  Your dedicated travel marketer needs to help deliver this agreeable message to them.

There’s more. We all talk about the value of personal transformation in traveling, and it is true that we’re at our best when we travel. For marketers, the quality of our work, our personal/professional expansion, and the new opportunities we tap into while traveling can deliver better work performance. Conversely, sitting at the office or stuck at work-from-home is hardly transformative or inspirational.

For travel business owners, the end goal of more qualified traffic, customer impact/engagement and new leads justifies the means to achieve them. In this post, we look at the benefits of marketers who travel — from dedication to creative persuasion.

Aside from all of those wonderful benefits, is that audiences need to see we’re living what we speak about and promote. That’s called authenticity and relatability. So, we know it’s valuable, and the challenge is how to create a traveling marketer.

The best marketers are those who are relatable, knowledgeable, data-driven, make impact, are credible, trusted, and communicate empathy with their audience most effectively.

Living Proof is Fairly Persuasive

A marketer’s own experiences are an important part of an authentic message of travel – that it’s so safe, transformative, fulfilling, and the wisest way to spend money, that we’re doing it ourselves.  Consider what’s part of that traveler image — transparency, social proof, enthusiasm, and personal effects which help create the vibes and urgency that help generate bookings.  We need to prove travel is impacting us too. Most agencies don’t prove this.

The freelance travel writers you may employ often possess this joy of travel, however, they aren’t your dedicated marketers.  Your travel marketing specialist is into your company, brand and the experiences only you sell. Exclusivity is very good. And they also feed into the “only travel company for me” theme which creates enduring sales for you.  It’s the only way you’ll keep the customer you create loyal and increase their bookings.

In the end, we have to own our brand, experiences and promise, and not rent it from an influencer or freelance travel writer.  We need to own our emotional connection and that we are the source of dopamine and oxytocin – their close partner in travel.

Travel Influencers Reflect the Potential of Emotions

Consider the success of traveling bloggers, Instagrammers, and Youtubers who get active in destinations.  They become influencers with large audiences, and they may portray destinations in an inviting way as both creative writers and videographers.  They live on the buzz, which is fine, but we have to do more than give travelers a sugar high. We want a high-quality, long-term, loyal customer.

Small Travel Company Solution

The staffing opportunity has to be affordable as well.  Versatility enters the picture.  Who can afford a series of specialists to work with you alone?  The marketer is the one who cares.  They create the strategy/tactics, understand the customer, express the value proposition, and generate the image of satisfaction/joy. Of course, there will be gaps, but if you have faith, they can be bridged.

A traveling marketer is all about your brand only – that your branded trips/packages are the focal point and absolutely everything they do and work on feeds into your brand value. The marketer learns and brings all this out in locations, stories, and in an effective marketing format.  Social influencers won’t do that for you, and travel writers and video bloggers aren’t analytics data-driven marketers. Sometimes, they just love travel and contributing something for a fee

A traveling marketer is practical and wants results in traffic, engagement and leads.  They would strive to elevate destinations/experiences to the audience in a brand-appropriate voice. Great article/video content strategy and storytelling skills are vital too. Sometimes, a more generic presentation/experience helps to reach a broader audience.  By being toned down a little, it agrees with a wider array of prospective travelers you’re targeting.  With respect to the audience and the content storyline/narrative, there’s a sweet spot to hit where maximum value for all audiences is created.

Let’s Review the Full Reasoning

What a Traveling Marketer Could Potentially Deliver:

1. Powerful Storytelling and Content Creation

• Why Persuasive Content Matters: Travelers today seek authentic, relatable experiences. Marketers who visit destinations and understand what really draws travelers to them can create more compelling, genuine content that resonates more strongly with audiences.  Such experiences inspires the marketer helping them improve their work in many ways via experiences, observations, conversations, feedback, and analytics. Enjoyment too expands the mind and increases engagement with marketing – their top deliverable.
• Benefits:
  • Capture unique photos, videos, and stories that highlight the destination’s culture, landscapes, and hidden gems.
  • Avoid generic or overused marketing materials by offering fresh, firsthand perspectives.
• Example: A marketer visiting a remote village in Bali can share personal stories about local traditions, creating a more engaging narrative than stock photos or secondhand information.

2. Improved Understanding of the Customer Experience

• Why Understanding the Real Customer Experience Matters: Travel marketers must empathize with their audience and understand the end-to-end customer journey. They can join in with active tours to mingle with your customers to understand them better and how they’re enjoying their trip.

• Benefits:
  • Experience accommodations, transportation, and activities firsthand to identify pain points and opportunities for improvement.
  • Provide accurate, detailed information about what travelers can expect, from room quality to local cuisine.
  • Understanding the experience itself such as transportation difficulties, culture shock, and distractions present there.
• Example: Staying at a resort allows marketers to assess the quality of service, amenities, and overall ambiance, ensuring they market it truthfully and effectively.

3. Identifying Hidden Opportunities

• Why Unearthing Opportunity Matters: Destinations often have under-the-radar attractions or experiences that can be marketed as unique selling points.
• Benefits:
  • Discover lesser-known activities, local businesses, or cultural events that can differentiate a travel package.
  • Create niche marketing campaigns targeting specific traveler interests, such as eco-tourism, adventure travel, or culinary tours.
• Example: A marketer exploring a coastal town will see the essence of that place, and find a hidden snorkeling spot or a family-run seafood restaurant, which can be highlighted in promotional content.

4. Creating Urgency and FOMO (Fear of Missing Out)

• Why Urgency Matters: A traveling marketer can capture real-time experiences and share them in a way that creates urgency. For example, showcasing a limited-time festival or a hidden gem that’s gaining popularity can trigger FOMO, compelling travelers to book quickly.
• Benefits:
  • FOMO is a powerful motivator. By creating a sense of urgency, you can drive immediate bookings and capitalize on travelers’ fear of missing out on unique experiences.

5. Building Relationships with Local Partners

• Why Relationships Matter: Strong partnerships with local businesses, tour operators, and accommodations are essential for creating seamless travel experiences.
• Benefits:
  • Establish trust and rapport with local stakeholders, leading to better collaboration and exclusive deals.
  • Gain insider knowledge about the destination, including seasonal trends, cultural events, and potential challenges.
• Example: Meeting with a local guide can provide insights into the best times to visit certain attractions or how to avoid overcrowded tourist spots.

6. Cultural Immersion and Sensitivity

• Why Being Immersed Matters: Travelers increasingly value culturally sensitive and responsible tourism, and when a marketer displays this, your marketing becomes more credible.
• Benefits:
  • Understand local customs, traditions, and etiquette to ensure marketing materials are respectful and accurate.
  • Promote sustainable tourism practices by highlighting eco-friendly accommodations or community-based tourism initiatives.
• Example: A marketer visiting a destination can learn about local conservation efforts and incorporate them into campaigns, appealing to eco-conscious travelers.

6. Spotting Potential Issues and Dangers

• Why Trouble Shooting Matters: Travel marketers must be aware of potential risks to provide accurate information and ensure customer safety.
• Benefits:
  • Identify safety concerns, such as unreliable transportation or areas with high crime rates, and address them in marketing materials.
  • Prepare travelers by offering tips and advice based on firsthand experiences.
• Example: A marketer visiting a destination during monsoon season can advise travelers on the best times to visit and what to pack

7. Enhancing Emotional Appeal

• Why Emotional Appeal Matters: Travel decisions are driven by emotions and aspirations, and marketers who have experienced a destination can better convey its emotional appeal.
• Benefits:
  • Share personal anecdotes and emotional connections to the destination, making it more relatable and enticing.
  • Highlight transformative experiences, such as a sunrise hike or a cultural festival, that inspire travelers to book.
• Example: A marketer who has witnessed a breathtaking sunset over the Sahara Desert can describe the experience in vivid detail, evoking a sense of wonder.

8. Staying Ahead of Competitors

• Why Leadership Matters: In a crowded market, firsthand knowledge of the competition in a distant destination can set a travel company apart from competitors relying on generic information.
• Benefits:
  • Offer unique insights and recommendations that competitors may overlook.
  • Create innovative marketing campaigns based on personal experiences, such as themed itineraries or exclusive access to events.
  • Capturing unique photos, videos and travelers accounts, plus conversations with your own customers.
• Example: A marketer attending a local festival can create a campaign centered around the event, offering travelers a chance to experience it firsthand.

9. Testing and Refining Travel Packages

• Why Testing Matters: Travel marketers can use their experiences to help you design and refine travel packages that better meet customer expectations.
• Benefits:
  • Test accommodations, activities, and transportation options to ensure they meet quality standards.
  • Identify gaps in existing packages and suggest improvements, such as adding unique experiences or adjusting itineraries.
• Example: A marketer testing a multi-day tour can recommend adding a cooking class or a guided nature walk to enhance the experience.

10. Building Trust with Personal Professional Credibility

Why Credibility Matters: Travelers are more likely to trust recommendations from marketers who have personally visited a destination.

• Benefits:
  • Share authentic reviews and testimonials based on personal experiences.
  • Demonstrate expertise and credibility by providing accurate, detailed information about the destination.
• Example: A marketer who has stayed at a luxury resort can provide an honest review, highlighting its strengths and addressing any shortcomings.

An Active (and knowledgeable) Celebrant of Your Travel Brand

Having someone living the promise and taking control of your travel marketing challenge can be enough to give your travel business a big boost. It’s one more action to give your company the edge. I think this is a unique and powerful one.

The most emotionally effective content is that which stimulates the aspirational desires of travelers—those feelings of joy, excitement, and fulfillment that travelers associate with exploring new destinations. Travel is about the anticipation of adventure, the thrill of discovery, and the satisfaction of experiencing something transformative. These aspirations of joy trigger the release of “happy brain chemicals” like dopamine and oxytocin, which create a sense of pleasure and connection.

Your traveling marketer, if they’re aware of this, could be instrumental in helping to bring all this to your customer prospects and getting them act on their impulse to travel.

Explore more on a mix of effective travel marketing services to accelerate new leads, bookings and enduring sales revenue.