Crafting a Winning Social Media Strategy for Travel Brands

Table of contents

Are you struggling to make your travel brand stand out on social media? You’re not alone. With millions of posts vying for attention every day, it can feel like an uphill battle to connect with your target audience and drive meaningful results. But here’s the good news! By developing a clear, targeted social media strategy, you can cut through the noise and build a thriving online presence that inspires travellers and boosts your bottom line.

In this guide, we’ll walk you through the essential steps to creating an effective social media strategy for your travel brand, from setting goals and identifying your audience to crafting compelling content and measuring your success.

Let’s get your travel brand recognised!

Step 1: Set Clear and Measurable Social Media Goals for Your Travel Brand

Define Your Travel Brand’s Unique Selling Point

Your travel brand’s unique selling point (USP) is the foundation of your social media strategy. It sets you apart from competitors and communicates your unique value to your target audience. To identify your USP, thoroughly analyse your brand’s strengths, weaknesses, opportunities, and threats (SWOT analysis). Consider what makes your travel experiences, customer service, or brand personality stand out.

Example: If your USP focuses on luxury travel, your social media objectives should revolve around showcasing high-end experiences and attracting affluent travellers.

Establish SMART Goals

Your brand is probably all about those SMART goals. You get it: make goals that are Specific, Measurable, Achievable, Relevant, and Time-bound. You already do this for your business, so why not do the same for your social media strategy?

Tip: When setting your goals, consider your current social media performance and industry benchmarks. 


Align Your Goals with Your Overall Business Objectives

Your social media goals should support your broader business objectives. For example, if your travel brand aims to increase revenue by 20% this year, your social media goals could focus on driving website traffic and boosting conversions.

Determine KPIs to Track Progress

Once you’ve set your SMART goals, you must identify the key performance indicators (KPIs) to help you track progress. Some common social media KPIs for travel brands include:

  • Follower growth rate
  • Engagement rate (likes, comments, shares)
  • Click-through rate (CTR)
  • Conversion rate
  • Reach and impressions

The KPIs you choose will depend on your specific goals. For example, if you aim to increase brand awareness, you might focus on reach and follower growth rate. If your goal is to drive sales, you’ll want to track click-through and conversion rates.

Tools like Google Analytics and insights from each social media platform can help you track your KPIs. Set up regular reporting to monitor your progress and identify areas for improvement.

Use Insights from Your KPIs to Optimise Your Strategy

Tracking your KPIs is just the first step. To truly leverage the power of data, you need to analyse your metrics and use those insights to optimise your social media strategy.

For example, if you notice that posts featuring user-generated content have a higher engagement rate, you could adjust your content strategy to include more UGC. If certain types of posts drive more website traffic, you could create more of that content to support your click-through rate goals.

Step 2: Identify Your Target Audience 

Create Detailed Buyer Personas for Your Ideal Customers

To effectively reach and engage your target audience on social media, you must first know who they are. If you haven’t done this already (we are sure you have), start by researching your ideal customer’s demographics, interests, and pain points. This information will help you create detailed buyer personas representing the people you want to reach with your travel brand’s social media content.

buyer persona

Also, consider their travel preferences, such as favourite destinations, preferred accommodations, and activities they enjoy. Identify their primary motivations for travelling: relaxation, adventure, cultural experiences, or something else entirely.

Once you have a clear understanding of your ideal customers, use these buyer personas to guide your content creation and social media targeting decisions. Tailor your messaging, visuals, and offers to appeal to each persona’s specific needs and preferences.

Analyse Your Target Audience’s Social Media Preferences 

We already know that travellers turn to social media for travel inspo. So, it’s time to identify the social media platforms where your target audience is most active. Different demographics tend to gravitate toward different platforms, so it’s essential to do your research and focus your efforts on the channels that matter most to your ideal customers. Remember, your brand doesn’t have to be on every platform! Don’t waste your time, money and energy creating content for a platform your audience isn’t actively using.

For example, if your target audience consists primarily of millennials, you should focus on platforms like Instagram and TikTok, which are popular among this age group. On the other hand, if you’re targeting an older demographic, Facebook might be a better choice.

Step 3: Crafting a Content Strategy 

Develop a Mix of Informative, Entertaining, and Promotional Content

We need a cocktail of content! Creating a well-rounded content strategy is key to engaging your target audience on social media. Start by developing informative content that provides value to your followers. This can include blog posts, guides, and tips related to travel destinations, experiences, and insider knowledge. Think infographics – aesthetic ones!  Share practical advice on topics such as packing essentials, budget travel tips, or off-the-beaten-path locations to help your audience plan their next adventure.

Now it’s time to bring the fun into it! Incorporate entertaining elements to capture your audience’s attention. Share stunning visuals, such as high-quality photos and videos showcasing breathtaking landscapes, unique accommodations, or immersive cultural experiences. Encourage user-generated content by asking your followers to share their travel stories, photos, and videos and feature the best submissions on your social media channels. This keeps your content fresh and engaging and builds a sense of community among your audience. Let’s not forget about the memes – a great way to maximise reach! They’re entertaining, relatable and funny, so why not? 

While informative and entertaining content should form the backbone of your strategy, remember to include promotional content strategically. Highlight special offers, package deals, or limited-time discounts to encourage bookings and drive sales. However, be mindful of the balance between promotional and non-promotional content to avoid overwhelming your audience with sales pitches. Aim for a ratio of roughly 80% informative/entertaining content and 20% promotional content to maintain an engaging and valuable social media presence.


EasyJet Social media content
Instagram – @easyjetholidays

EasyJet is an excellent example of a travel brand that has a diverse content mix for its socials. It has the perfect blend of promotional and fun content, all delivered through engaging formats like videos, static posts, and carousels. Every post is crafted with a purpose—whether it’s to spark engagement, gather customer insights, or entertain.

Establish a Consistent Brand Voice and Visual Identity

Consistency is crucial in building a strong brand presence on social media. Begin by defining your brand’s unique tone, personality, and key messaging for your social media channels. Consider your target audience’s preferences and the overall vibe you want to convey. Is your brand fun and adventurous, or more luxurious and sophisticated? Clearly outlining these aspects will help ensure your social media content aligns with your brand identity.

Next, create a cohesive visual identity that reflects your brand’s personality and values. Choose a consistent colour palette, font style, and imagery that resonates with your target audience and sets you apart from competitors. Develop brand guidelines that outline these visual elements and any specific dos and don’ts for your social media content creation.

Implement a Content Calendar 

Does my brand need a content calendar? YES! To keep your social media presence active and engaging, it’s essential to post consistently. Implementing a content calendar is a great way to plan your content mix and posting schedule in advance, ensuring a steady flow of valuable content for your audience.

Start by determining the optimal posting frequency for each social media platform based on your target audience’s preferences and engagement patterns. Some platforms, like TikTok, may require multiple daily posts, while others, like Instagram or Facebook, may perform better by posting once daily or a few times per week.
Next, use a content calendar tool to schedule your posts efficiently. Many tools are available, like Hootsuite, Sprout Social, or Agorapulse. Choose a tool that aligns with your team’s needs and budget.

Content Calendar Best Practices

Content Calendar Best Practices

Step 4: Engage with Your Audience 

Respond to Comments, Questions, and Messages Promptly

Don’t ghost your customers! Engaging with your audience is essential for building a loyal community around your travel brand. By monitoring your social media channels regularly and responding to user interactions promptly, you demonstrate your commitment to providing excellent customer service.

Encourage UGC

User-generated content (UGC) is a powerful tool for travel brands looking to showcase authentic experiences and build trust with their audience. By creating hashtag campaigns that encourage followers to share their travel photos, videos, and stories, you can tap into a wealth of content that resonates with potential customers. This content can be re-purposed- Win-win!


Crafting a winning social media strategy for your travel brand may seem daunting, but it’s entirely achievable with a straightforward, targeted approach. By setting specific goals, identifying your unique selling points, and understanding your audience, you can create a strategy that cuts through the noise and resonates with travellers. Remember to mix informative, entertaining, and promotional content, maintain a consistent brand voice, and engage actively with your audience. Leveraging data and insights to optimise your strategy will ensure ongoing success and growth. Implement these steps, and watch your travel brand thrive on social media, inspiring people to book that holiday and boosting your bottom line.

Now, let’s get your travel brand recognised!

Having trouble making an impact on social media? Take our quiz, and we’ll provide you with a personalised report for your travel brand.

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