luxury travel social media manager

• How to Harness Social Media for Luxury Travel Agencies: A Complete Guide

by Sarah Crosley | Marketing

In the thriving landscape of today’s travel industry, social media has emerged as a powerful channel for showcasing breathtaking destinations, fostering dreamy travel aspirations, and, most importantly, for travel agencies – securing bookings. As a luxury travel agency navigating this digital era, it’s not enough just to be present on social media; you must master its nuances and craft a compelling narrative that resonates with your target audience.

This article aims to be your comprehensive guide through this journey. We’ll cover everything from understanding the diverse social media landscape to setting up optimized profiles on various platforms. We’ll dive deep into the world of content creation and curation, revealing how to devise compelling social media marketing strategies, foster community engagement, and understand the key metrics for measuring your success.

Stay with us as we unravel the latest trends and equip you with the insights to stay ahead of the curve.

Whether you’re taking your first steps in the social media realm or looking to level up your existing efforts, this guide is here to light the way. So fasten your seatbelts as we embark on this insightful journey to harness the power of social media for your luxury travel agency!

• Understanding the Social Media Landscape

Before we delve into strategies and best practices, it’s crucial to understand the terrain you’re about to traverse – the diverse landscape of social media platforms.

• Facebook : This social media giant remains an excellent place to reach a broad demographic of travel enthusiasts. With features like Facebook Groups, you can foster a sense of community and share exclusive deals, insightful blog posts, and curated content.
• Instagram : Instagram’s highly visual platform is a perfect match for the travel industry. Showcase stunning visuals of destinations, behind-the-scenes looks at your travel planning, and client testimonials via posts, Stories, and Reels. The platform’s demographics lean toward younger, trend-conscious users – perfect for luxury travel brands.
• LinkedIn: Often overlooked in the travel industry, LinkedIn can be a powerful tool for B2B communications. It’s the perfect platform for sharing industry news, company updates, and professional insights.
• Twitter: Twitter’s fast-paced environment makes it ideal for real-time updates, customer service, and engaging with trending topics. It caters to a broad audience that appreciates quick, insightful information.
• Pinterest : For travel agencies, Pinterest acts as a vast inspiration board for potential travelers. Users here are often in the planning stages of their trips, making it a prime opportunity to capture their attention with eye-catching images and travel guides.
• YouTube : The home of video content on the internet, YouTube allows for in-depth travel guides, vlogs, and destination showcases. An engaging YouTube video can act as a powerful persuasion tool for potential travelers contemplating their next destination.

Each of these platforms offers unique opportunities and caters to a slightly different audience, making it essential to tailor your content and strategy to each. Remember, it’s not about being present on every platform but excelling on the platforms where your target audience spends most of their time. In the next section, we’ll look at how to set up your social media profiles for optimal visibility and impact.

• Setting Up Your Social Media Profiles

Establishing a professional presence on social media starts with the careful setup of your profiles. This process goes beyond just filling out a few forms; it involves thoughtful strategy and a keen understanding of each platform’s best practices. Here’s a step-by-step guide for setting up your profiles:

• Profile Picture: Your profile picture is a significant part of your first impression on any platform. As a travel agency, you could use your logo for consistency, ensuring it’s clear, simple, and visually appealing.
• Cover Image : The cover image is another excellent branding opportunity. Use a high-quality image related to your travel services, a collage of destinations, or even showcase customer testimonials. Keep it fresh by updating it periodically.
• Bio/Description: This is where you tell people who you are and what you do. Keep it concise, engaging, and be sure to include relevant keywords to help users find you. You might also consider adding a touch of personality to stand out from the competition.
• Website Link: Almost every social media platform allows you to share your website link, a great way to drive traffic. Some platforms like Instagram also allow you to use ‘link in bio’ tools, letting you share multiple links at once. ( We use and recommend Metricool for its really cool “link in bio” function)
• Contact Information: Ensure your contact details are up to date. This includes your email address, phone number, and physical address if applicable. This makes it easy for potential clients to reach out to you.
• Consistent Branding: To maintain brand consistency, use the same profile picture, cover image, and color scheme across different platforms. This makes your brand easily recognizable no matter where potential customers encounter you.

Remember, each platform has unique nuances to consider. For example, Instagram bios allow for hashtags, and LinkedIn has a more professional tone. By setting up your social media profiles correctly, you create a strong foundation for your social media marketing efforts.

• Content Creation and Curation

Creating compelling content is key to attracting and maintaining your audience’s attention. In the world of social media marketing, content is king. However, all content is not created equal. There are many different types, and each serves its unique purpose. Let’s explore these types and how you can leverage them effectively:

• Posts : These are the bread and butter of your social media content. Regularly posting high-quality, engaging content will not only attract followers but also encourage them to share your posts, thereby expanding your reach. Incorporate a variety of content types, such as text posts, photos, links, and videos.
• Stories and Reels : Platforms like Instagram, Facebook, and LinkedIn now offer ephemeral content options, like stories, that disappear after 24 hours. Instagram reels, TikTok videos, and YouTube Shorts are short, engaging video content that can quickly go viral. These features allow for creativity and provide opportunities to showcase behind-the-scenes content, quick tips, and promotions.
• Quality Imagery and Video: In the travel industry, high-quality visuals are paramount. Invest in professional photography or video production if possible. When showcasing a location, let the visuals do the talking. Engaging images and videos can transport potential travelers, stirring the desire to experience it for themselves.
• User-Generated Content: This is content created by your happy customers, such as photos from their trips, reviews, and testimonials. User-generated content lends authenticity to your brand and serves as social proof. Encourage your customers to share their experiences and tag your agency.

Creating engaging content is just one part of the equation. Knowing when and how often to post, understanding your audience, and adjusting your strategy based on analytics and feedback are equally critical. Moreover, while creating fresh content is crucial, don’t overlook the importance of curating existing content. Sharing industry news, relevant articles, or other travel agencies’ content can add value to your audience and foster a sense of community.

As you plan your content strategy, remember that the goal is to engage with your audience, inspire them, and ultimately guide them towards booking their next trip with you. In the next section, we’ll explore various strategies to enhance your social media marketing efforts.

• Social Media Marketing Strategies

To elevate your social media presence, having a thoughtful and strategic plan in place is essential. Here are some proven strategies that can help boost your agency’s reach and engagement:

• Content Calendar: A content calendar is an indispensable tool for organizing and planning your social media posts. It ensures consistent posting, allows you to plan content around key dates or events, and gives a holistic view of your content spread. Planning content in advance also allows more time for creativity and strategic thinking. Tools like Metricool can help manage your content calendar.
• Effective Use of Hashtags : Hashtags are an effective way to extend your content reach, improve post visibility, and target your niche audience. Research relevant hashtags in the travel industry and your specific niche. Remember to use a mix of popular and less competitive hashtags. Be cautious, though – too many hashtags can look spammy. Stick to a select few that are most relevant to your post.
• Influencer Marketing and Collaborations: Influencers can boost your agency’s visibility to their large and engaged audience. Collaborating with travel influencers or bloggers can be a cost-effective way of gaining exposure and credibility. Be sure to choose influencers whose values align with your brand and who genuinely love your services.
• Promotional Offers and Contests : Social media is a great platform to share special offers, discounts, or hold contests. They are excellent tactics to stir engagement, generate buzz, and attract new followers. Consider partnering with hotels or tour operators for joint giveaways.

Remember, successful social media marketing isn’t about broadcasting your sales message but rather about fostering relationships and creating value for your followers. Up next, we’ll explore how you can engage with your community and manage your social media platforms effectively.

• Community Engagement and Management

The power of social media lies not only in broadcasting your message but also in building and nurturing a community. It’s essential to engage with your followers to maintain a loyal and active online community. Here’s how:

• Active Engagement : Engaging with your audience is more than just posting content. It’s about starting conversations, responding to comments, and even direct messages promptly. Acknowledge their interactions with likes or replies, answer their queries, and appreciate their positive feedback. This not only helps build stronger relationships but also improves your social media algorithm ranking, giving your posts better visibility.
• Managing Negative Reviews or Comments : Not all interactions will be positive. When faced with negative comments or reviews, handle them professionally and empathetically. Apologize if necessary, offer a solution, and take the conversation offline if needed. Remember, your responses are public and will reflect your brand’s values and customer service.
• Creating a Sense of Community : Social media provides a platform for like-minded individuals to come together and share their experiences. Encourage this by creating groups, hosting live Q&As, initiating discussions or polls, or even sharing user-generated content. This fosters a sense of community, gives your audience a sense of belonging, and encourages more engagement.

Engagement is a two-way street; the more you interact with your audience, the more likely they are to engage with your content. This humanizes your brand, showing that behind the beautiful travel pictures is a team of passionate individuals ready to help their clients experience the world. In the next section, we’ll discuss how to track your efforts and measure your social media success.

• Measuring Success: Analytics and Insights

With your social media strategy in action, it’s critical to track its effectiveness. Analytics and insights help measure your progress and optimize your strategy for better results. Here’s a brief overview:

• Built-in Analytics Tools : Each social media platform comes with its built-in analytics tool. Facebook has ‘Facebook Insights’, Instagram provides ‘Instagram Insights’, Twitter has ‘Twitter Analytics’, and so on. These tools give you an overview of your account’s performance, your audience’s demographics, and how your content is faring.
• Engagement : This includes likes, comments, shares, saves, and views. These metrics indicate how your audience interacts with your content.
• Reach and Impressions : Reach refers to the unique viewers of your content, while impressions are the total views. These metrics help measure your content’s visibility.
• Follower Growth : This tracks the increase in your followers over a period, indicating your brand’s growing popularity.
• Click-Through Rate (CTR) : Particularly for promotional posts, CTR shows the percentage of people who clicked on your call-to-action, leading them to your website or booking page.
• Making Data-Driven Decisions : Use the data from these metrics to inform your strategy. If certain types of posts generate more engagement, make them a regular part of your content calendar. If a particular time of day results in more reach, adjust your posting schedule accordingly. Regularly reviewing and adjusting your strategy based on these insights will lead to continuous improvement and growth.

Measuring your success helps ensure that your efforts are in the right direction and brings you closer to your business goals. In the next section, we’ll delve into the importance of staying updated with changing trends and algorithms.

• Staying Ahead: Embracing Changes and Trends

To stay relevant and competitive in the dynamic digital landscape, it’s crucial to keep up with the evolving social media scene. This means staying updated with algorithm changes, embracing new features, and leveraging the latest trends.

• Adapting to Algorithm Changes : Social media algorithms control what content is shown to users and in what order. They’re constantly updated, so understanding these changes is critical. For instance, changes may affect how your content is displayed, impacting reach and engagement. Subscribe to industry newsletters and follow social media news sites to keep up-to-date.
• Embracing New Features : Social media platforms regularly roll out new features. Make it a habit to explore these features and consider how they can fit into your marketing strategy. For instance, Instagram’s introduction of Reels has offered a new way to engage followers and reach new audiences.
• Leveraging Latest Trends : Being aware of the latest trends in social media marketing can give your travel agency an edge. Trends such as live streaming, the use of AR filters, and virtual reality tours are making a significant impact. Live streaming can provide real-time interaction with your audience, while AR filters offer fun, interactive content. Virtual reality tours have been a game-changer for travel agencies, allowing potential customers to virtually explore destinations.

Staying ahead of the curve will not only enhance your social media presence but also provide your followers with a fresh and engaging experience. In the next section, we’ll examine a real-life case study of a travel agency successfully leveraging social media.

To navigate the vibrant world of social media successfully, travel agencies need to adopt a comprehensive approach. From understanding the unique landscape of different platforms to creating engaging content, and from building active communities to monitoring success with analytics – every aspect plays a pivotal role. Embracing changes and staying updated with trends are also critical for staying ahead of the curve.

However, it’s important to remember that each travel agency is unique, and there’s no one-size-fits-all approach. Your social media strategy should align with your brand’s values, cater to your target audience’s preferences, and resonate with your unique selling propositions.

The world of social media offers a vast sea of opportunities for travel agencies to connect with existing customers, reach new ones, and create meaningful relationships that translate into business growth. It’s a journey worth embarking upon!

Now that you’re equipped with insights and strategies to enhance your social media presence, it’s time to set sail! If you’ve found this guide helpful, don’t forget to share it with others in the industry. And if you’re looking for personalized advice or services to steer your social media ship in the right direction, feel free to reach out . Remember, in the vibrant world of social media marketing for travel agencies, every voyage is an opportunity for discovery. Happy sailing!

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Public Relations for luxury travel brands

Bask in the light

Golden is a boutique public relations agency devoted to luxury travel. We are passionate about storytelling for brands infused with artistry, creativity and design excellence. Our team is a golden ratio of publicists, writers, designers and digital natives. Together we have decades of experience working with some of the biggest media brands on the planet. Golden is devoted to shining a light on your story. Bask in the glow of taste makers, opinion shapers and media leaders of the highest quality. Find your place in the sun.

Golden stories

The Golden collective is an elite team of media specialists comprising media strategists and content creatives. We have created a trusted network of industry advisors to shape campaigns tailored to your needs and project scale. We are expertly placed to connect you with tastemakers that matter and ignite conversations in circles of influence. Invite us to add gold dust to your story. Our premium services include:

World class

Gold is a symbol of excellence. It also defines our standard of service. We believe in crafting world class campaigns to build authentic connections and long-lasting relationships. Tenacity is our hallmark: we go above and beyond every time, delivering media outcomes that break records. We put our heart and soul into making noise to move the needle. Invite us to spin your story into gold.

Art & design

We work best when paired with brands that embrace creativity and style. We relish hotels infused with artistry, luxury lodges centred on design and travel brands inspired by culture. Like our clients, we prioritise the intimate and bespoke. We also believe that design elevates the mind and art feeds the soul.

Sustainability

We seek out clients that tread lightly on the planet. Our style of luxury is sun kissed and green. Our name reflects our love of golden moments in nature: honey light on sandy beaches; the halcyon glow of a rainforest; an apricot dawn against the ocean. We are passionate about destinations where people and planet unite in harmony. We embrace brands built on conscious creativity and sustainable solutions to reflect our times.

Golden ratio

The agency brings together a unique collective of media experts with over 60 years of media experience who traverse the worlds of travel, art, lifestyle, fashion and design. We have our finger on the pulse of lifestyle trends and an eye to the horizon. Our skills are diverse but our passions unite us. We come together over a shared love of travel and art; style and sustainability; curiosity and creativity: these are the secrets of transformative travel. We also believe they are the nectar of life.

Content Creator

Rosamand brennan.

A freelance journalist and content creator, Ros has extensive experience writing copy for travel and lifestyle platforms in print and new media.

Gabrielle Wilson

In a career spanning 20 years, Gabrielle has worked with luxury brands in Sydney, Paris and London.

Golden was created by veteran Public Relations specialist Gabrielle Wilson. In a career spanning 20 years, Gabrielle has worked with luxury brands in Sydney, Paris and London.

Golden is the sister agency to The Press Society, which specialises in PR for art and design. Their clients include Australian art icons such as: National Gallery Australia, Sydney Opera House, The Australian Ballet, National Portrait Gallery, Art Gallery of NSW, Sydney Theatre Company, Sydney Festival, Destination NSW for Vivid, and Telstra for NATSIAA: Australia’s prestigious award for Aboriginal art.

Before starting her first agency, Gabrielle was the PR Manager for the Museum of Contemporary Art Australia. She was also previously a Publicist for PR Agency Articulate, where she managed campaigns for Venice Biennale’s Australian Pavilion and Carriageworks, and assisted on Sydney Contemporary Art Fair and Sydney Biennale.

Digital Strategist

Prue lewington.

Prue’s career spans two continents and two decades across magazine, online and newspaper titles.

Hallmarks of success

The team behind Golden, and its sister agency The Press Society, have worked with heritage, tourism and arts brands around the globe: names synonymous with excellence and prestige. We bring a wealth of experience in the luxury sector, as well as a coveted list of elite media contacts. We are proud to have worked on campaigns for the following clients:

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Glowing praise

” Gabrielle Wilson tackles the most challenging projects with aplomb, providing high quality publicity and issues management advice while securing excellent campaign results. Gaby is highly skilled and a delight to work with. She’s organised and thorough with exemplary media contacts. Gaby negotiated media contracts with globally known artists and their managers, secured front page stories and major TV pieces, and managed an array of issues. Each was done with the same level of professionalism. Any event, regardless of size, is in safe hands with Gaby. Alison Lee Director of Media, Destination NSW, Vivid Sydney

” Gabrielle is a very impressive communications professional. She combines unparalleled cultural and media networks, with her significant talent and experience in the craft of achieving ‘great media coverage’ in both quality and scope. On our projects, she brought passion, creative flair, maturity and drive to the delivery of outstanding outcomes. Mark Goggin Director, Sydney Living Museums

” As a person Gabrielle is principled, generous and full of goodwill. As a publicist, she’s exactly the same. In addition, she's conscientious, well regarded by media and very savvy. She’s the person you want by your side when you’re seeking the spotlight, juggling a hot issue or just chewing through some ideas about how to best approach a journalist. I’d recommend Gaby without hesitation to anyone seeking an excellent PR advisor, a terrific colleague and a downright great person to know. Imogen Corlette Marketing Communications Manager, ABC Television

” Gabrielle is one of the best publicists in the business. Her tenacity, passion and creativity consistently set her apart from the crowd. Time and again, she has crafted innovative media strategies which generated masses of media coverage and more often than not front-page headlines. Gaby is a seasoned PR professional with an enviable contact list. She is also the publicist you can trust to always go above and beyond. We have felt blessed to have as part of our team. Penny Rowland Director Marketing, Commercial & Audience Development, The Australian Ballet.

” Gabrielle is a delight to work with – without a doubt one of the best publicists I’ve come across. She’s professional, results-driven and 100% committed. She’s also a pleasure to be around and always goes above and beyond. I have no hesitation in recommending her to any organisation. Tina Walsburger Communications Director Edinburgh Festival.

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Social Media Strategy for Luxury Travel Brands in 2024

Last Updated on October 31, 2023 by The Digital Travel Expert

In the digital age, luxury travel brands are no longer simply about providing high-end experiences; they are about telling a story, creating a lifestyle, and fostering a connection with their audience. Central to this task is the power of social media. The ability to reach affluent travelers, market directly to them, and build a community around a brand is the essence of successful social media strategies in the travel industry.

Table of Contents

Understanding the Luxury Travel Market

The luxury market is distinct from the mainstream travel sector . Affluent travelers, at the core of this market, have a unique set of preferences and expectations. They are not merely searching for a vacation; they are looking for experiences that offer exclusivity, personalization, and a touch of the extraordinary.

A Luxury Digital Travel Expert builds an authentic brand story

To meet these expectations, luxury travel brands must focus on showcasing not just their offerings, but the experience of their offerings. The uniqueness of their locations, unparalleled comfort, enriching activities, and superb service should all be part of the brand story. Understanding this is the first step to building an effective travel social media strategy .

Leveraging Social Media to Showcase Vacations

Social media platforms offer a golden opportunity for luxury and travel brands to reach and engage with their target audience. These platforms are not just for sharing content; they are a space to create an immersive brand narrative.

When it comes to SEO strategy for travel companies , it’s essential to utilize long-tail keywords that align with the interests of your target audience. Phrases like ‘luxury travel brands’, ‘ luxury digital travel expert ‘, and ‘affluent travelers’ are keywords that can help position your brand in front of the right eye. How about luxury travel marketing on social media?

You need to use luxury vacation travel hashtags effectively, which will enhance your social media presence and attract a wider audience to your content. It is important to research and identify popular travel hashtags that are relevant to your content and destination. This can include hashtags such as #luxurytravel, #luxurylifestyle, #travelgoals, or even specific destination-based hashtags like #maldivesluxury or #santoriniluxury. Incorporating these hashtags into your posts will help you reach a targeted audience interested in travel experiences . 

Key takeaway : Using relevant hashtags will increase your visibility and engagement on social media platforms

The Power of Visual Storytelling

Visual storytelling is a potent tool in the world of luxury marketing. High-quality images and videos are paramount for communicating the experiential and luxurious nature of the offerings.

Instagram, with its visual-centric nature, is a prime platform for this purpose. Luxury travel brands can leverage Instagram to showcase breathtaking locales, opulent accommodations, and unique experiences, creating a compelling, aspirational narrative for potential travelers.

Luxury Travel Influencer Marketing

The evolution of travel marketing through digital transformation has brought a new form of marketing expert- the Social Media Influencer. Who is a social media travel influencer and how can his marketing channel help your business?

These individuals have a significant following and can impact their audience’s perceptions and decisions significantly, making them invaluable for luxury digital marketing .

Influencer collaborations allow brands to tap into an influencer’s loyal audience, offering the potential for increased brand visibility and engagement. It’s important, however, to choose influencers who align with your brand’s image and values, ensuring a natural and effective partnership.

Engaging with Your Audience

Engaging with your audience is crucial in building a strong and dedicated community around your brand. This can be as simple as responding to comments, showcasing user-generated content, or conducting Q&A sessions on your platforms. These actions make your audience feel valued and heard, fostering a sense of belonging and loyalty to your brand.

Case Studies

There are numerous examples of luxury vacation brands leveraging social media for success. For instance, Four Seasons Hotels and Resorts consistently utilize Instagram to share stunning imagery of their locations worldwide, successfully stirring wanderlust in their followers.

Similarly, luxury travel agencies like Black Tomato frequently collaborate with influencers, creating engaging and aspirational content that effectively markets their bespoke travel experiences to a wider audience. The power of authentic visual stories is one of the digital ways that makes luxury travel destinations even more sought-after by millions of effluents.

FAQs about Luxury and Travel Brands

What is luxury travel?

Luxury travel refers to a high-end and exclusive form of tourism that caters to individuals seeking unparalleled comfort, personalized experiences, and exquisite services. It goes beyond mere transportation and accommodation, encompassing a holistic approach to travel that focuses on creating unforgettable moments and indulging in opulent amenities.

What are the key features of luxury travel packages?

Luxury and travel brands are characterized by their attention to detail, impeccable service, and access to exclusive destinations. It offers discerning travelers the opportunity to stay in lavish accommodations such as luxurious resorts, private villas, or boutique hotels that boast world-class facilities and breathtaking views. Additionally, it provides tailor-made itineraries curated by expert concierges who ensure every aspect of the journey is flawlessly executed.

Key takeaways

Building a social media strategy for luxury brands like Tully Luxury Travel requires a thoughtful and comprehensive approach to showcase exclusivity, quality, and unique experiences. Here are the steps to create an effective social media strategy for such brands:

Understand Your Audience :

Define your target audience. Understand their demographics, interests, and behaviors. For travel luxury brands, it might be high-income individuals seeking unique and premium experiences.

Set Clear Objectives :

Determine what you want to achieve with your social media strategy. Goals could include increasing brand awareness, driving bookings, or building a loyal community.

Choose the Right Platforms :

Focus on platforms that align with your audience. Instagram and Pinterest are often great choices for visual content, while LinkedIn may be useful for B2B luxury companies.

Content Strategy :

Develop a content strategy that highlights the luxury and uniqueness of your travel experiences. Share high-quality images, videos, and stories. Show behind-the-scenes glimpses, stunning destinations, and VIP services. This applies to your SEO travel content marketing as well.

Consistent Branding :

Maintain a consistent brand image across all social media profiles. Use a sophisticated and elegant design with a luxury color palette and logo.

Engagement and Interaction :

Interact with your audience. Respond to comments and messages promptly. Encourage discussions and user-generated content by asking questions or running contests.

Influencer Collaborations :

Partner with luxury influencers who can authentically showcase your brand to their followers. Their endorsement can boost credibility and reach.

User-Generated Content :

Encourage guests to share their experiences on social media. Share user-generated content with proper attribution, showcasing satisfied customers.

Storytelling :

Tell compelling stories about the destinations, experiences, and people behind the brand. Use captions and narratives to draw in your audience. In SEO, this means choosing the relevant travel keywords and writing informative and educational content either by choosing an SEO agency or yourself. n

Paid Advertising :

Use targeted paid advertising to reach a wider luxury audience. Options include social media ads and influencer partnerships. Note that paid advertising doesn’t replace organic traffic that a brand can gain through social media or SEO travel efforts .

Measure and Adjust :

Regularly analyze social media metrics, including engagement, reach, and conversions. Adjust your strategy based on what’s working and what’s not.

Leverage Trends :

Keep an eye on emerging trends in luxury and social media. Adapt your strategy to incorporate these trends when relevant.

Privacy and Data Security :

Ensure that you respect user privacy and data security, as these are key concerns for affluent travelers. Comply with relevant data protection regulations.

Partnerships and Collaborations :

Collaborate with luxury brands and travel-related businesses, such as high-end hotels, airlines, and restaurants, for cross-promotions and joint campaigns.

Crisis Management :

Prepare a crisis management plan for any negative situations. Affluent travelers have high expectations, so addressing issues professionally and promptly is crucial.

Remember that a successful social media strategy for luxury and travel brands should not just showcase the destination but also create an emotional connection with the audience, making them feel like they’re part of an exclusive and exceptional journey.

In the age of digital marketing , social media is an invaluable tool for luxury brands . It offers the opportunity to reach affluent travelers directly, tell a compelling brand story, and build a dedicated community. By understanding your market, leveraging the power of visual storytelling, utilizing influencer marketing, and engaging with your audience, you can successfully navigate the world of social media marketing in luxury and travel. It’s about more than just promoting your offerings – it’s about creating a brand that resonates with the aspirations and desires of the modern affluent traveler.

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The Digital Journey Of The Affluent Luxury Traveller

There are four critical moments when luxury travel brands need to engage their affluent travellers online.

by Florine Eppe Beauloye Updated on November 23, 2022

At Luxe Digital, we independently research, review, and recommend products we love and that we think you will love, too. Learn more about how we curate the best products for you .

The Opportunity

• Most affluent travelers research, plan, and book their trips online. The online customer journey offers luxury travel brands new opportunities to engage their consumers across devices and channels.
• Digital inspires affluent tourists to explore new locations and experience different types of vacations.
• The demand from affluent Millennial travelers for personalized and authentic experiences creates new venues of growth for the high-end luxury travel industry.

The Problem

• The once linear travel customer journey is being replaced by intent-driven micro-moments, resulting in a complex booking process.
• Affluent travelers expect more out of their trips: they want stories of unique experiences and envy-inducing sharable photos of their trip. Real-time interactions such as location check-ins and status updates require luxury travel brands to leverage social media channels in innovative new ways.
• Millennial travelers prefer to plan and book their vacations online, increasingly using their mobile devices. They want personalized content that is relevant to their preferences, but luxury travel brands are struggling to keep up.

The Solution

• To reach and influence travelers, luxury travel brands must take an omnichannel approach to customer experience and provide relevant content throughout the travel journey online.
• Social media and user-generated content are an essential part of marketing to the modern affluent travelers. By leveraging the millions of authentic travel photos and stories that people post online every day, luxury travel brands can create engaging digital experiences that move travelers along the path to purchase.

We’ve previously explored in detail the digital transformation of the luxury retail industry . Today, we are looking at another industry that is being heavily reshaped by digital: luxury travel and hospitality.

This report explores how digital and new technologies are redefining the travel and hospitality industry across the entire travel journey. Social media and mobile, in particular, are profoundly influencing the purchase decisions of modern affluent travelers. High-end travel brands and luxury hotels need to understand how these new developments are shaping their consumers’ decision process.

Taking inspiration from a study by Google on consumers’ online behaviors in the travel and hospitality industry, we will organize this report into four essential phases. [1] It is critical for luxury travel brands to be present throughout each of these four phases if they want to positively influence their customers’ decisions .

There are four essential travel phases that matter in the customer journey:

• Dreaming phase: I-want-to-get-away moments
• Planning phase: Time-to-make-a-plan moments
• Booking phase: Let’s-book-it moments
• Experiencing and sharing phase: Can’t-wait-to-explore moments

We will explore in greater detail each of these four critical phases to discover how luxury travel and hospitality brands can influence their customers’ decisions. We will then take a closer look at the growing importance of mobile experiences throughout the travel experience journey before concluding this report with specific recommendations for luxury brands.

1. Dreaming phase: Digital inspires affluent travelers to explore new destinations and discover new travel experiences

If you’ve ever spent hours scrolling through the feeds of your favorite travel influencers on Instagram or other online platforms, you’re not alone. There are over 287 million posts on Instagram alone using the hashtag #travel, which underlines the popularity of the topic on social media.

The Internet, online visual content, and social media, in particular, provide a seemingly infinite source of picture-perfect snaps of the world’s most desirable travel hotspots and are influencing how people dream about their next holiday destination.

The experience that a travel brand can provide online, before travelers even decide where they will be going, is thus crucial.

Social media has become an essential resource for travel seekers. As a result, high-end travel brands and luxury hotels have increased their social media budgets, both in the form of content marketing and paid advertising.

The sheer amount of travel-related content that is now available to holiday seekers online is staggering. The challenge for marketers is, therefore, to break through the clutter and engage with their most relevant target audience.

Social content influences consumers’ travel decisions more than traditional advertising. During the initial dreaming phase of the journey, holiday seekers turn to social media to find inspiration for their next travel destinations and compare options from a variety of online sources.

Over 40% of travellers say they bounce back and forth between dreaming about and planning their next trip—zooming in on the details for one destination and then zooming out to reconsider all the options again. Think with Google

On average, 43 days will pass between the decision to travel and the decision on where to go, according to the head of travel at Facebook, Christine Warner. These 43 days will be spent scrolling through social media feeds and reading recommendations from friends and trusted influencers. Travel website Expedia found indeed that over half of travelers are open to help and ideas on destinations. This is particularly true for Chinese travelers, of which 82% will seek recommendations from other people online. They are followed closely behind by American travelers (72%).

Furthermore, a study by ComScore found that 73% of first travel searches worldwide had no mention of a brand or destination. [2] Travelers are thus actively looking online for ideas and suggestions on where to go for their vacations.

That indecision presents a significant opportunity for luxury travel and hospitality brands to inspire affluent travelers with quality destination content . At this early stage in the travel journey, travel seekers want brands to provide content to help narrow down their choices.

Instagram is one of the most popular places to fuel your wanderlust, especially since “Instagrammability” is now an important factor in choosing a holiday destination. A study from Hotels.com revealed a new trend of ‘travel bragging’ on social media among Millennials . [3] One in eight Millennials admits to picking their next destination and hotel based on how Instagrammable it is.

Marina Bay Sands in Singapore is the world’s most Instagrammed hotel

Instagram’s 2017 Year In Review revealed the most popular hotels in the world and the most shared moments across the #travel world.

Singapore’s iconic Marina Bay Sands (MBS) topped the list for the world’s most Instagrammed hotel; a recognition that they prominently communicate on their Instagram account.

One of the definitive icons of Singapore’s skyline, Marina Bay Sands is home to a breathtaking infinity pool at 57 storeys high overlooking Singapore’s Central Business District which makes for the perfect backdrop for social media posts — #nofilter needed. Over a million photos have been posted to Instagram from the SkyPark by guests, celebrities, media and influencers alike.

A selfie from the MBS’s poolside is a “bucket list” item for affluent Chinese visitors to Singapore. Read our report on how luxury brands attract the affluent Chinese tourists to understand the travel habits of these high spenders.

The top 10 most Instagrammed hotels in the world:

• Marina Bay Sands (Singapore)
• Bellagio (Las Vegas, USA)
• The Venetian (Las Vegas, USA)
• Atlantis The Palm (Dubai, UAE)
• MGM Grand (Las Vegas, USA)
• The Cosmopolitan (Las Vegas, USA)
• Wynn (Las Vegas, USA)
• Caesars Palace (Las Vegas, USA)
• Fontainebleau (Miami Beach, USA)
• Paris Las Vegas Hotel & Casino (Las Vegas, USA)

2. Planning phase: Digital eases travel planning, and mobile boosts planning activities on the go

Beyond providing travel inspiration, online resources play a strategic role in trip planning, most notably with younger affluent generations. This trend hints at the increased role social media will play as a travel planning tool for wealthy Generation Z travelers.

During the planning phase, travel planners compare pricing and read reviews and recommendations to decide where to stay and which activities to do. They will often seek validation of their choices across various social media platforms and online communities.

Research conducted by Nielsen for Google found that travelers spent an average of 53 days visiting 28 different websites to plan their vacations. [4] More than 50% of them will heavily use social media during that travel planning phase.

Interestingly, digital has also led to travelers increasingly making last-minute plans from their mobile phones. Travel-related searches for “tonight” and “today” among hotel and air queries have grown drastically on mobile between 2014 and 2017. [5]

In the planning phase, OTAs and search engines are the most used resources, with 51% of all global travelers using them regularly to find travel information and compare prices. Hotels and airlines websites, on the other hand, are only used by 30% of travelers planning their trips, according to Expedia Media Solutions.

Travel review sites are also key resources used for planning trips. According to Huffington Post, over 95% of leisure travelers read at least seven reviews before booking their holidays. [6]

It is important to note that many travel review sites contain user-generated content (UGC), often seen as more authentic by readers. It is thus essential for high-end travel companies and luxury brands to promote positive UGC and proactively manage negative reviews.

Bringing social media and online UGC to the physical world

In October 2017, Scotland’s National Tourism Board brought social media and UGC to the offline world with the launch of the #ScotSpirit Instagram Travel Agency.

The temporary, pop-up travel agency displayed floor-to-ceiling digital screens showcasing real travelers’ Instagram photos from across Scotland to inspire potential travelers. A travel agent then uses the selected images to curate the perfect Scottish holiday itinerary.

3. Booking phase: Travellers expect a seamless and frictionless booking process across devices

Affluent travelers expect to be able to instantly book their flights and hotels on the device that they want at the very moment they need it. As a result, a consistent user experience across all devices is essential for luxury travel booking.

A Google study found that price, but also the search functionality and easiness of the booking process are key features that will impact the booking of a travel experience. When it comes to mobile bookings in particular, travelers expect simple checkouts with a single-screen experience, large text entry boxes, and a secure online payment gateway.

While desktop remains the primary booking platform for most travelers, 80% of the last-minute hotel bookings are now made on mobile devices. [7]

Younger generations are also driving mobile bookings. Google found that two-thirds of Millennial travelers are comfortable booking an entire trip on a smartphone, compared to only one-third of the older generation travelers. Social media is also starting to play a critical role in the booking process. In May 2018, Instagram announced new action buttons on business profiles that allow users to “book,” “get tickets,” “reserve,” or “start order”—all within the app. [8]

4. Experiencing and sharing phase: Seamless and shareable experiences are must-have amenities for affluent travelers

Mobile and social media enable luxury travel and hospitality marketers to engage with their guests in real-time and on-property in new innovative ways.

Once guests check in their flights or arrive at their destination, they would often post photos online and share travel experiences with family, friends, and followers on social media. Expedia found indeed that the average vacationer spends nine hours of a one-week-long trip browsing social media.

This is another critical opportunity for luxury brands to reach and interact with their affluent customers. Big data , in particular, can provide the necessary tools for marketers to engage in a meaningful and personalized way with their most valuable guests.

We need to be operating at the level of Google. Joe Leader, chief executive of the Airline Passenger Experience Association

“ For every passenger, we know every detail that serves as a marketing treasure trove of personalization, ” explained Joe Leader, chief executive of the Airline Passenger Experience Association, in a report ahead of this year’s Aviation Festival. “ We have full names, addresses, exact birthdays, seat assignments, credit cards, and everything that should make personalization easy. [9] ”

Delta Airlines, for example, is asking its flight attendants to engage in every flight with at least five passengers who are members of their SkyMiles loyalty program.

“ You want to feel valued, ” said Allison Ausband, Senior Vice-President of in-flight service to the Financial Times. [9] “ We are getting thank-you notes from customers for acknowledging them on the airplane. Whether apologizing for delays or acknowledging their [loyalty program] status, we make them feel that they are that valued customer. ”

A great example of the extra mile the Delta flight attendants are ready to go to delight their passengers took place last year when a passenger who was flying to an interview spilled a drink on himself. The airline informed their ground staff before landing and had a new clean shirt waiting for the passenger after he landed.

W Hotel: the impact of user-generated content

User-generated content (UGC) from guests isn’t just a source of travel inspiration. Luxury travel brands are now leveraging this organic and authentic social content to fuel every stage of the traveller’s path to purchase.

W Hotel Sentosa is a particularly great example of a luxury hotel that is successfully leveraging UGC. The very same day I posted about my time at W Singapore on my Instagram account, someone from their social media team proactively engaged with me, asking permission to repost my photos on their official social media accounts.

Mobile is the essential travel partner before and during a luxury travel experience

More than ever before, travelers increasingly rely on their smartphones for travel-related activities throughout the entire travel journey – younger generations even more so. In fact, Generation Z tourists are four times more likely to use a smartphone for inspiration, research, or booking travel than baby boomers, according to Expedia.

With mobile devices poised to account for 79% of all internet users in 2018 globally, [10] a mobile-first strategy is becoming a requirement for all luxury travel brands.

There is a significant opportunity for travel and hospitality marketers to influence travel-related decisions on mobile — by focusing their attention on mobile-friendly services, ranking in search results to answer travel queries, and being present during all the key travel micro-moments.

Before the trip: Mobile as an insightful travel guide

There are already more searches on mobile than desktop for travel categories such as family vacations and luxury travel.

Recent Google data have shown that in certain countries, half of all consumers are comfortable researching, booking, and planning an entire travel experience on a mobile device. [11]

During the trip: Mobile as an instantly responsive 24/7 travel concierge

Mobile devices give travelers increased flexibility to plan vacation activities on the go, while in destination. Mobile devices have become indispensable travel companions for modern affluent travelers, from managing itineraries to checking in and looking for what to do and where to eat.

Conrad Hotels: Instagram Butlers and picture-perfect luxury travel moments

The luxury resort The Conrad Maldives Rangali Island resort introduced in October 2017 their Instagram butlers described as “knowledgeable team members helping guests to discover the most picturesque locations”.

The dedicated Instagram Butlers bring guests on their #InstaTrail to the most Insta-worthy spots, including of course the famous (and highly photogenic) all-glass underwater restaurant Ithaa.

The Instagram Butlers also teach guests how to perfect that dream shot by offering advice such as the optimum time of day (including, obviously, the “golden hour” right after sunrise or before sunset) and the best camera angles to use.

The luxury resort also offers 1, 3, and 5-hour curated experiences through its global ‘Stay Inspired’ programme. This initiative “overhauls the way the brand trains its team members as storytellers of their destinations”.

Conrad hotels even have a Social Media Influencer Request form on their website, where digital influencers can submit their information and receive accommodation incentives.

Travelers expect seamless and instantaneous mobile experiences before, during, and after their travel. Indeed, when it comes to mobile experiences, speed matters. In fact, over 90% of travelers using mobile devices will switch to another site or app if their needs are not being met fast enough.

The travel sector has room for improvement in that regard. The average time it takes to fully load a mobile landing page for a hotel or airline is 6.7 seconds in the UK, 6 seconds in the USA, 5.6 seconds in Japan, and 4.8 seconds in Germany. With 53% of mobile users leaving a page that takes longer than three seconds to load, improving the mobile experience should be a priority for the industry.

Smartphones already allow hotel guests to unlock their rooms, share real-time vacation photos on social media or pay on the go with a mobile wallet. The ubiquity of smartphones, combined with the potential of new technology trends and innovations such as artificial intelligence, machine learning, cloud-based data, voice recognition, and more, is set to revolutionize the luxury travel industry in unprecedented ways.

This convergence into a singular mobile experience will allow luxury travel brands to move beyond reactive customer service to actually predict travelers’ needs and solve problems in real time, sometimes even before travelers know that they have an issue.

In conclusion: luxury travel brands need to go beyond the classic route

The digital journey of the affluent traveler promises many more adventures.

Predictive mobile services will gain momentum as affluent travelers increasingly expect luxury travel brands to understand their individual preferences to anticipate their travel needs and solve their problems in real-time or in advance.

For 72% of travelers with smartphones researching on mobile, their individual needs are more important than their loyalty to a specific brand. To win the hearts and minds of affluent travelers, it is thus critical for luxury travel brands to provide the most relevant information across all touchpoints at all the moments that matter:

• Identify the micro-moments for travelers that fit your business and be there to help.
• Be useful and valuable by solving each person’s needs across all travel moments.

With a majority of travelers, especially Millennials and Generation Z consumers, preferring travel experiences over material goods, the luxury travel and hospitality industry is poised to grow.

But as more travelers favor integrated travel resources and booking platforms, luxury travel brands will have to find new ways to be relevant and engage with their consumers.

Winning luxury travel brands will be the ones embracing mobile, big data, and innovative technologies to accompany affluent travelers through their entire customer journey. Off the beaten path.

• Travel Micro-Moments Guide: How to Be There and Be Useful for Travelers , Think With Google, July 2016.
• Worldwide Travel Path to Purchase 2017. Analysis Based on April – September 2017 Data Periods , comScore for TripAdvisor, April 2018.
• Hotels.com identifies new millennial Travel Brag trend: The “BRAGTAG” overtakes the humble HASHTAG as travel becomes the new social currency for millennials , Hotels.com, December 19, 2017.
• Travellers Overwhelmed as Funnel Becomes Pretzel , by Martin Kelly, Travel Trends, November 2014.
• Micro-Moments Now: Why expectations for ‘right now’ are on the rise , by Lisa Gevelber, Think With Google, August 2017.
• Digital Trends That Are Transforming the Travel Industry in 2017 , by Penny Harris, Huffington Post, March 2017.
• Travel Flash Report , Criteo, 2018.
• Making it easier to do business on Instagram , by Instagram Business team, Instagram Blog, May 2018.
• How airlines aim to use big data to boost profits , by Camilla Hodgson and Patti Waldmeir, The Financial Times, May 8 2018.
• 15 Mind-Blowing Stats About Mobile , by Giselle Abramovich, CMO.com, February 6, 2018.
• How smartphones influence the entire travel journey in the U.S. and abroad , Think With Google, February 2018.

About the author

Florine Eppe Beauloye

Founder & editor in chief.

Florine Eppe is the Founder and Editor in Chief of Luxe Digital , and her achievements read like a book (she coincidentally wrote an actual book ).She is the definition of the modern-day multi-hyphenate—an award-winning digital entrepreneur, international speaker, praised author, and accomplished luxury marketer with a history of working with some of the industry’s finest names. She has appeared on stages across the world, and her insights in Forbes, The Financial Times, Harvard Business School’s academic papers, and more.

Learn more about Florine Eppe Beauloye

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Manager slammed for ‘ludicrous’ rule around annual leave

A boss has been blasted for cancelling an employees annual leave all because of one ‘ludicrous’ rule.

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A boss has been torn to shreds over a “stupid” annual leave rule that resulted in them abruptly cancelling an employee’s family holiday.

The text exchange between the manager and an unnamed employee garnered major attention online after being shared on TikTok by popular creator, Ben Askins.

Mr Askins is an entrepreneur and managing director of a digital agency in the UK and is often sent details bizarre workplace interactions that he then shares with his followers.

In this exchange, the employee reaches out to her boss after noticing her leave for the start of May had been cancelled out of the blue.

The manager then informs her that another staff member, Louis, had just asked for that same week off and said that they couldn’t have them both off at the same time.

When the employee pointed out that Louis had requested the time off after her, the boss said: “Yeah I know but he is more senior and company policy is that the more senior person gets priority.”

The employee was clearly stunned by this policy, noting that she had booked in the leave months ago and that her whole family was going away together that week.

But the boss remained unmoved, telling her that he was sorry but there was “nothing” he can do and that she can go away the week after.

“You can’t do this, what if I spoke to Louis and asked him if he could move it?” she said

The boss replied: “Do what you want, as long as one of you is in, I don’t care.”

The employee then spoke to Louis, who informed her that he had no idea she was meant to be off that same week and he was happy to move his leave to another date as he had no solid plans.

After reading out the exchange, Mr Askins tore into the manager, branding the annual leave rule “ludicrous”.

“What a waste of time,” he said, adding the employee was having the stress about her family holiday all because of the “absolute incompetence by the manager”.

Mr Askins said that, while it is reasonable for a company to tell employees that they can’t all take their annual leave at the same time, leave should be booked on a first come first served basis, not by seniority.

He also pointed out that this whole situation could have been avoided if the manager had informed Louis that the other staff member had booked off those dates when he first requested the leave.

“He would have saved her a huge amount of stress,” Mr Askins said.

He also slammed the suggestion from the boss that she could just go away the following week instead, noting that her accommodation and travel arrangements with her family were likely already booked.

“This little attitude of ‘do what you want, as long as one of you is in I don’t care’. I mean, look, with the greatest respect, it is your job to care,” Mr Askins said.

“If you did care even slightly you would have avoided all of this and she wouldn’t have presumably spent quite an unproductive afternoon stressing about holidays.

“Just breathtaking incompetence this one.”

The video has been viewed more than 340,000 times and has sparked hundreds of comments from stunned viewers.

Many commenters claimed that, while it wasn’t uncommon in some companies for seniority to be considered when booking leave, it should only be a factor before one of the requests is approved.

This means that once one person has their leave approved, a more senior person cannot take precedence in booking leave for those dates.

Others claimed that, if this happened to them, they would be looking for a new job as soon as they got back from their holiday.

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“That is unacceptable. I would start looking at my options after the holiday,” one person said.

“I’d be out of there so fast. What a ridiculous rule!” another added.

One wrote: “My first priority when I come back from holiday would be finding a new job.”

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