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Create a social media content plan for your travel business

Marketing, Social media strategy

Know your audience

You probably are already tired of reading about this on my blog, but as far as I am concerned, it is never too much to repeat.   If you want your marketing strategy to succeed you really need to know your audience. What they’re looking for, what are their fears, and what questions do they have about your brand, destination, and travel in general?

You want them to feel connected. You want your content to be useful. Without knowing who is your target audience you risk generating social media posts that won’t resonate with your potential guests.

Read more: Knowing your guest – building an ideal customer profile

Research your competition and create a unique social media content plan

Of course, you want to stand out in the crowd so copying your competition is not the best direction. Your audience will appreciate the creativity and uniqueness of your brand. But knowing what your competition posts can be a great starting point to creating social media presence that will be a big success. So what is a good practice?

  • Check what type of posts and what information they publish and which content gets the most engagement,
  • Think about how you can utilize your findings in a way that is true to your brand,
  • Engage with their followers, visit their profiles and comment on their posts,
  • Check who follows your competition and what else they follow outside of the travel industry,
  • Stay authentic and engaging,
  • Avoid hard salse. Give more than you take.

Check your statistics

Numbers can say a lot about your audience and can help you to evaluate where you are with your business. All social media platforms provide you with useful analytic tools that will show you when your audience is most active, what are their interests, where they’re coming from, and much more. What else can you read from the data?

  • Which posts are the most popular: this can help you to generate more content that will interest your followers,
  • What are their interests: this is not only important for the posts you publish on your social media but also can give you a hint about business partnerships, guests, and keywords,
  • Your numbers vs your goals: you can use data to determine whether your goals were achieved or not, as well as what you should do to achieve them.

Set up some goals for your social media content plan

Many business owners forget that number of followers doesn’t necessarily mean success. They also miss an opportunity to monetize it.

Remember that social media is a tool for you to achieve your business goals. Depending on where you are in implementing your marketing strategy you might want to make these goals straight. So what are the possible options?

Spreading awareness

If you’re just starting you might want people to learn about your brand. Getting to a bigger audience will determine your actions. You might want to decide to post more often, connect with other businesses, and engage with users who are not your followers yet.

Educating about your product

The next step is to promote what you have to offer. Talking about the features and benefits of your offer will verify who can become your potential client. It’s all about making your audience excited and creating a buzz around your service. On, this stage you already have people who know you and you managed to build trust among them.


This is what we all want to do – turn the audience into returning guests. If you do everything right so far at this stage people already trust you, they are interested in what you do so you don’t have to convince them to book with you. Make sure you add a link to your offer in the post and include it in the bio. Remember to not be too pushy and balance it with other types of content.

Position yourself as an expert or community leader

The goal of a good marketing strategy is to make your brand recognizable in your category. Ba! It’s about being the first brand that comes to mind when people think about your niche. Short-term rental? Airbnb! Luxury hotels? Hilton! Travel guide books? Pascal! If you want to achieve this goal you might need a special strategy than normal. You will need more networking, a more business focus approach, and more exposure. But nothing is impossible.

Educate people about common values or missions:

You can dedicate yourself to using your social media channels for a greater cause. If you have a strong mission and vision statement as a travel brand you can use Facebook or Instagram to attract people who are on the same page. This goal has the power to turn your followers into valuable guests who share the same values.

Building a network of professionals

Social media is a perfect tool to build community. Not only the community of followers and clients but also like-minded business people who can help your brand to grow. After COVID-19 travel industry understood how important it is to connect and work together toward mutual goals. You can use tools like Twitter or Linkedin to empower your brand by building meaningful business connections.

Things to remember when setting your social media content plan

  • Your goals should align with your brand and business strategy.
  • You can set up different goals for different social media channels. Consider their unique characteristics
  • Remember that achieving goals always take time. Be patient
  • Use data and analytic tools to evaluate your progress
  • Make your goals concrete. It’s not enough to say that you want to connect with like-minded business people or spread awareness about your brand. Always add numbers, names and dates to make sure you can evaluate it later.

Divide your posts into the categories

Each post that you publish on your social media should support your goal. But it’s also important to remember that being too monothematic can cause low engagement. So make it interesting for your audience. Let’s focus first on some of the categories.

  • Awareness: it is about reaching a new audience and making them interested in what you have to offer. You can create a mystery around your brand to make them curious. You can explain your mission and vision. Be aware of the specific characteristics of each channel. If you use Instagram as your promotional tool you might need to focus on the visual style and quality of your photos. If you use Twitter focusing on valuable conversation and engagement could bring you more exposure.
  • Engagement: this post category is all about involving your audience in the conversation. They already are aware of your brand and now they want to be part of it. Ask them questions, create polls, come up with some creative games, ask them about their opinion and make them involved in the decision-making process.
  • Promotion: This is all about your product and services. I never recommend making it the main category, but it’s obviously good to include promotional posts on your feed. Here you can brag about your offer. Talk about benefits and features. You can add some testimonials and reviews. And don’t forget to add a link to your booking page.
  • Educational: Know what is interesting to your audience. Educational posts are a great way to remove a bit of pressure from you and focus on useful or interesting knowledge. These kinds of posts are great to convince people to come back to your profile regularly. This can include fan facts about destinations, stories, infographics, or re-posting for other sources.
  • Entertainment: It’s one more category that will make the users fall in love with you. It’s your opportunity to show your voice and creativity. Again make sure you know what your potential guests like. Knowing your brand archetype can also help you in generating the right content as well. You can include bloopers, and trendy reels, engage your employees and re-post some funny memes.

Choose the right formats for your social media content plan

Knowing the most attractive post categories is not everything. Now you have to make sure they also have the right form. You can choose from videos, carousels, Instastories, reels, and articles. The sky is the limit. Follow the latest trends and observe what others do (not only your competitors).

The latest trends in social media can be overwhelming, so to make things easier for yourself, choose two to five post types and decide how each post category is presented.   In this way, you will be able to save time on reinvesting your content strategy over and over again. So which format is good for which type of content?

  • Graphics: Informational. educational, announcements, sales,
  • Carousels: longer content, informational, stories, fun facts,
  • Infographics: educational, numbers and statistics,
  • Pictures: inspirational, sales, promotional,
  • Reels: Inspirations, educational and entertaining,
  • Instastories: Informational, latest news, quick reminders, and updates, interviews,
  • Links: promotional, sales, traffic generation to your website,
  • Tweets: connecting with others, customer support, answering frequent questions

Read more: 6 Social media marketing strategies for your travel business

Stay organized

Are you feeling overwhelmed right now? There is no doubt that creating a social media content plan is a daunting task. To make sure you don’t get lost in all these tips and tricks write everything down in your notebook or on sticky notes. Document what you know about your audience, and what information and knowledge you want to share with them. Move the things around and organize them in groups. Everything will start to clear out.

Use your social media stats to decide what kind of content is right for your brand and when to post it (using the information on your audience’s activities).

Decide which type of content you post on which day and how regularly you do so. After you agree on that, attach it to the right format.

Make it regular. Wait a few weeks to check if your social media content plan works and repeat the process.

Schedule your posts

Save some time by using some scheduling tools. You can use Studio Creator if you use exclusively meta products. Or try Later if you have multiple different channels and you want to automatize your work even more.

Preparing your posts in one or two seatings and scheduling them can save you loads of time. You can dedicate a full day to gathering information and the write posts. Another day to prepare graphics and schedule them.

Check out what works best for you but bundling your work will make you more efficient for sure.

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Hi, I'm Magda

Hi, I'm Magda

Brand Specialist

I believe small brands have the power to change the world. I want to provide all the tools they need to feel empowered, no matter what their budget is. After all, every brand deserves equal chances to become recognizable.

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