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How to build a successful LinkedIn Page for tourism

• February 26, 2019 /
• Newsletter /

Updated 21 June 2022.

—>> Here is a two minute 45 second video summary of this blog post :

—->>  Here is the audio version of this blog post:

How are you getting in front of over 900 million LinkedIn users?

A LinkedIn Page for tourism is your destination marketing storefront on LinkedIn.

Formerly called a LinkedIn Company Page, it is very similar to a brand Facebook Page, but most destination LinkedIn Pages have more of a  B2B focus  – showing what you can offer meeting planners, event planners, economic development experts and site selectors, plus tour operators.

That does not mean that you should never post leisure travel content on LinkedIn.

For example, your visitors often switch from business/conference traveler to leisure traveler (“ bleisure “) while they’re in your destination, so definitely include content that shows off why someone would want to see your town, city, region, or state outside of the convention center or meeting.

There is also an  SEO advantage  to having an active brand Page. Social accounts have a lot of “Google juice” and will appear at the top of search results for your brand name.

• Related post including content ideas and examples – How to use LinkedIn for destination marketing .

A secret – we Googled our own brand name a few years ago, and an automatically-generated LinkedIn Page for us appeared at the top of Page One of the search results. We hadn’t even claimed or maintained it!

We fixed  that  the same day, and our  Tourism Currents LinkedIn Page  continues to do very well for us.

One drawback to LinkedIn is that it’s still easiest to do a lot of your Page Admin activities on desktop. The LinkedIn app is pretty good for personal profiles and networks, and we are starting to see mobile capabilities increasing for Page management through the LI app .

Right now there is not a separate Pages app like you’ll find with Facebook. In the LinkedIn app you type your Page name in Search, find and click it, and you’ll be able to post there as a Page Admin.

Based on our own experiences plus watching numerous CVBs and DMOs on the platform, here are the elements of a successful LinkedIn Page for tourism:

1) Before You Start (or Review This Even if You Already Have a Page)

Write down your answer to three questions….

* What are your  goals  for a LinkedIn Page?

* How will you  measure  whether you are successful or not?

* What is your tentative  plan for posts  for the first month?

Surprisingly, not enough people ask themselves these questions before they jump onto a social media platform.

No clear goals or plan results in what we see literally every day –  abandoned social accounts  that last posted six months ago or a year ago or even worse, often because whatever intern was told to set it up has left, and no one has the password.

We can think of a DMO LinkedIn Page that used to be one of our “best practices” examples, but the person in charge of it transferred, no one maintains it, and now it’s hanging out there making the DMO look a bit ridiculous.

Reasonable  goals might include increasing visibility for your destination’s variety of meeting spaces, and showing followers that there are plenty of things for attendees to do outside of a meeting. Even small towns can attract the SMERF meetings market  (social, military, educational, religious, and fraternal gatherings.)

Measure the impact of your Page  by post engagement rate, amount of  referral traffic to your website from LinkedIn , a steady increase in Page followers who match your target market demographics, and asking meeting planners in surveys about whether your LinkedIn activities played a role in booking with you.

Your tentative  plan for the first month of Page content should include about 10 post ideas that are a mix of text, links, photos,  and video, tied to your marketing goals for LinkedIn. Don’t forget to include any job opportunities that are available in your organization.

—->>Tip: We’ve found that LinkedIn content is “stickier” – people often interact with our posts days or even weeks later. You don’t need to post as often  on LinkedIn because it’s just not as noisy as Facebook or Twitter. Aim for  2-3 times per week .

2) Getting Started (or Reviving a Dead Page)

We mentioned earlier that LinkedIn may automatically generate Pages for brands, usually because someone adds it to their personal profile as their work experience. You may find, as we did, that you have a Page and didn’t know it.

Search for your brand name on LinkedIn itself, and also do a Google search like, “Visit XYZ LinkedIn” to see if an auto-generated Page pops up.

•   Go here to learn how to claim an unclaimed LinkedIn Page that already exists .
•   Go here to set up a brand new LinkedIn Page from scratch .

To claim or set up a Page , you must

*  Currently work for the DMO/attraction/hotel/business

*  Have an active LinkedIn personal profile yourself

*  Have a confirmed organization email address (not Gmail, Yahoo, etc.) through your personal LI profile

Once you’ve claimed the Page, edit it to add a brand-appropriate logo graphic and a header photo ( here are current image dimension requirements ) and fill out all of the information boxes.

SEO and keywords matter in Page taglines, descriptions, location, website link, etc. Be thorough and complete, so people can easily find you through search.

Two final, critical items :

*  Make sure that everyone in the office who has a personal LinkedIn profile  connects to the claimed, correct Page under their Work Experience section, then….

*  Get at least one other person to agree to be your  backup Page Admin . You do not want your social presence to “go dark” if something happens to you (or if you perhaps would like to take a vacation sometime. 😁)

3) Get Staff Personal LinkedIn Profiles Up to Speed

Have each staff member Google their own name.

More than likely,  their LinkedIn profile will be at the top of the search results .

It’s also likely that their LinkedIn profile hasn’t been touched in months or even years, and is NOT a solid, professional online representation of their talents and abilities.

People who only show up on LinkedIn when they need a job are doing themselves a disservice.

It is  more than a job-hunting platform . It is professional social networking and a great place to keep up with current industry issues. LinkedIn (itself owned by Microsoft) owns the online learning site Lynda.com, and they’re building out services like Career Explorer, Skills Path, and the LinkedIn Learning Hub – part of their ongoing effort to grow as a professional development destination site.

Here is a good post about building a better LinkedIn personal profile , especially if you are in sales.

If they aren’t already doing so, encourage staff to build their personal LinkedIn networks when they attend trade shows and conferences. Make a personalized LinkedIn connection request with business contacts, in addition to sending the standard follow-up email.

Staff can help your Page by sharing Page updates over to their personal LI profiles . They can also include your Page URL in their official email signatures, and continue to build diverse networks on LinkedIn (everyone connected to the same people does not help get the word out about your organization.)

4) Post Regularly on Your LinkedIn Page for Tourism

Your Page’s status update posts are free little billboards for your destination, attraction, hotel, or business. Use them! Like all social platforms,  LinkedIn has gotten more visual , so make ample use of photos, graphics, and video.

Live video is available now on LinkedIn; more here about LinkedIn Live .

Don’t forget the obvious on a career networking site –  post your job opportunities .

You can also  buy ads  on LinkedIn, including  sponsored posts similar to Facebook’s . The targeting is pretty good, too, so you can set that ad or sponsored post right in front of the people who might be most interested, including members of event planner LinkedIn Groups like  BizBash  and Event Planning & Event Management , association Groups like PCMA , or  economic development Groups like ED 2.0 .

Note that the advertising cost per click is a LOT higher than Facebook….often US$6 and up per click rather than mere cents per click on Facebook.

To get content ideas,  you can now use and follow hashtags on LinkedIn . See what people are posting by doing a search for hashtags like #eventprofs, #eventmanagement, or #meetingprofs.

Some  DMOs have event planner-focused blogs , like Experience Grand Rapids, Michigan’s Meeting Minds blog , which is perfect for sharing on a LinkedIn Page.

For more inspiration, follow Pages like….

• (state/province)  Tourism & Events Queensland , Australia
• Visit Philadelphia   (disclosure – we worked with Visit Philly staff on getting started building a stronger LinkedIn presence.)
• The  Fredericksburg, Texas CVB
• (regional)  Roanoke Valley/Virginia’s Blue Ridge
• A  convention center example  from Helsinki, Finland –  Messukeskus Helsinki, Expo and Convention Centre
• (state/province economic development) The  Georgia Department of Economic Development
• Visit Newport Beach Inc.  in California
• Hamilton County, Indiana Tourism
• (regional)  Tourisme Saguenay-Lac-Saint-Jean , Québec, Canada
• Discover Albany , New York

(Update – we met with LinkedIn reps at the 2019 SXSW (South by Southwest) Interactive tech conference, and they showed us this helpful resource for your tourism partners – The 11 Best Small Business LinkedIn Pages We’ve Ever Seen .)

5) Cross-Promote & Integrate LinkedIn

To grow your following (on any social platform, not just LinkedIn) make sure that you  integrate social across your marketing , and do some cross-promotion.

Mention and link to your LI Page as part of connecting social media with your email newsletter . Even better, tell people why they should follow you there, and link to a few of your recent most popular and engaging LI posts.

Make sure that your  paper info packets  for meeting planners and tour operators include your Page URL and why they should follow you there.

Tell followers about it on other social media, again with an explanation of why, for example, a Facebook Page follower might want to also follow your LinkedIn Page. Be clear about what you post, and how often.

(This is why you don’t want to share the exact same content across multiple social channels, especially at the exact same time. The audiences are different, and if people know they’re going to see the same stuff everywhere, then why would they follow you in more than one place? )

In summary, for a more successful LinkedIn Page for tourism, you need to set goals for it, do the work needed to establish a presence, grow followers, and keep engaging those followers with useful updates. Check your analytics and metrics often, to see if what you’re doing is working. Analyze your LinkedIn Page Analytics and website Google Analytics traffic data and refine your efforts accordingly ( do more of what works .)

Do you have questions, ideas, or tips about LinkedIn? Tell us down in the Comments….

At Tourism Currents, we help you and your tourism partners learn how to use social media and digital destination marketing to bring more visitors to town . Pick what works for you: our self-paced  online course in social media for tourism , our  coaching/consulting services , or our  speaking and workshop services .

Not already getting these blog posts via email?  Click here for the Tourism Currents newsletter signup page .

Today’s the Day for the February #tourismchat on Twitter

Today ( Tuesday, February 26 at 9 p.m. Eastern , a night chat for many and a morning chat for Australia and Asia) is the monthly  #tourismchat on Twitter .

We’re proud to be part of the chat organizing team.

Our February topic is  growing music tourism in your town , and the guest chat host is our own Leslie McLellan / @LeslieMcLellan on Twitter .

Here is the Event page for the chat ; tell us you’re coming!

Chats are a great way to  get a LOT of value out of Twitter  in just an hour.

We’ve also tried a  Facebook Live #tourismchat, about email marketing , and plan to do more of those for future chats.

There will be a chat transcript ( here are transcripts from previous chats ) if you can’t make the live event at 9pm Eastern on Twitter, but it’s really more fun to attend in person.

See you there?

Update – here is the Twitter chat transcript for our music tourism discussion.

Related Posts:

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Shopping Cart

Shopping cart items, 25 social media content ideas for travel.

On social media, the content you post is critical to engaging your audience and creating a solid fan base. Yet, many travel professionals struggle with knowing what to post. Whether you are wondering what to say on Twitter, Facebook, blogs or any other channel, here are some travel content ideas to help get the creative juices flowing:

I’ve said it many MANY times : travel is an experiential product and the best way to get people thinking about travel is to show them fun places to go and fun things they can do while they are there. If you can, share personal or client photos of destinations you want to sell. They don’t need to be professional shots and often work even better if you’re in the photo doing something silly! I’ve had many travel agents report that they sell at least one or two packages they wouldn’t have otherwise every time they post photos of a trip they took.

If you don’t have photos of your own,  Flickr  is a great spot to find amazing shots of every type of destination around the world. Do a quick search and link (don’t steal!) to particularly amazing photography that you think your audience would enjoy.

Videos are also a great way to inspire customers to travel and usually works even better than photos because of their interactive nature. Once again, you don’t always need a professionally shot video to attract attention. A home video of a particularly memorable moment, useful information (like the view of a new cruise ship cabin), fun activities or footage of a new resort will do the trick. Got a knack for humor or publicly humiliating yourself without worry? Great! Use it to your advantage when you create your videos. The funnier the better!For those who are a little camera shy, don’t despair!  YouTube  is a great resource for videos of all kinds.  With a little imagination you can search and find some pretty amazing clips.

3. Useful links

The latest traveler alerts, a list of recommended items to pack, articles about the hottest trends in travel – think about what would be useful for your readership to know and you’ve got some sharable content. This is your chance to show off your expertise as a travel professional and provide your potential customers with information that they may not find otherwise.

Not sure where to find this information? Blogs, news sites, and trade press have articles that can fit the bill. You can also use  Google Alerts  to monitor the web for articles on just about any topic.

4. Blog posts

This one should go without saying, but too many people don’t think about it. If you publish regular blog posts, PLEASE remember to post links to them on Facebook, LinkedIn, Twitter, etc if you have accounts there. Most blog platforms will allow you to connect your blog to other social channels automatically if you have trouble remembering to post.

5. Destination fun facts

Everyone loves a good bit of trivia or little known facts! It’s entertaining, informative and can again help position you as an expert in your field. Many tourist boards and hotel properties have fun facts available through their marketing department. Just ask to see if they can help you out.  Otherwise, the web is always a good alternative!

Engage your audience by asking them questions about things like their favourite vacation spot, what type of perks they like to get from their agent, what makes their holiday a perfect one, etc. Get them talking to you AND use the opportunity to do a little behind-the-scenes market research to find out what you can do to win and keep their business.

7. Event announcements

Are you attending your local travel show or hosting a consumer evening? Let the world know where you will be and when! Invite your fan base to come see you.  You might be surprised by how many of them show up…and bring a friend!

8. Top 10 lists

Quick, useful and always a good way of giving quick recommendations on destinations to see, things to pack, attractions to visit and more. You can either compile your own top 10 or link to someone else’s. Bonus points if you create your own with photos or video!

9. Community work updates

People like to know that you care about your community.  If you or your team partake in community service or charitable work, share information like updates about your latest donation, photos of your team volunteering, or news about your favourite charity.

10. Contest announcements & updates

Contests are ALWAYS a popular thing. If you choose to run one, you can build anticipation and buzz by posting regular updates. Whether you talk about the prizes, highlight funny entries, countdown the days until the winner is announced or something else, you’re sure to get attention (and probably new followers/fans/readers) really quickly.

11. Travel updates

Here’s another great opportunity to showcase your expertise as a travel expert. Share updates about your favourite suppliers (new bathtubs in every cabin? Service upgrades at a resort? New designer bag with every purchase? Ok…maybe not the last one, but you get the point) or important travel updates about specific destinations (everything from new passport requirements to travel warnings).

12. Ship inspection information

If you are a cruise expert and visit ships while they are in port, by all means, share pictures and reviews with your fans.  They WANT to hear your expert advice to know which ships are worth sailing.

13. Fam trip reports

I know too many agencies who require these reports from staff and then stuff them in a folder where they will never be seen again. You are experiencing travel while on these Fam trips and NEED to share those experiences with your fan base. This can be in the shape of photos, videos or blog updates. It doesn’t really matter. Either way, tell them what you liked, didn’t like, recommend and find amazing. If you do a good job, you may get a booking or two out of the experience.

14. Client stories

Ever get an email from a client who tells you how GREAT their trip was or wants to let you know about something funny that happened? If so, ask for their permission to share it with everyone. It acts as a testimonial for you and can be entertaining all at once.

15. Answers to common questions

If there are travel questions you get regularly, use the opportunity to share the answer with a wider audience. It may even prompt your fan base to ask you more questions and start engaging. Again…show everyone that you know your stuff and the bookings will follow!

16. Opinions

If something is happening in the travel community and you have an opinion to share, you can use your social channel to do so.  However, I would caution you to think twice about being excessively controversial or political as it may turn some people away. Some controversy is ok, but too much can be hard to handle for some people.

17. Travel tips

These can be quick tips or longer blog posts about your recommendations. Just like the fun facts, top 10 lists, and other ideas listed here, they help position you are the expert that your are while being useful.

18. Behind-the-scenes updates

If your teams is planning an event or preparing something big, there is always interest in seeing you have fun behind-the-scenes.  Be creative here with photos, videos, stories and staff comments.

19. Favourite quotes

Inspiring travel quotes are fairly easy to find (Google to the rescue!) and quick to post. If you are out of inspiration for the day, a quick quote can keep the engagement going with minimal effort.

20. Staff picks

Get your whole team involved in recommending hotels, resorts, cruises, activities or whatever else you can think of. This can be really fun for everyone and helps showcase your agency as a whole.

21. Interviews

Think written or video interviews with people on your team, a destination representative, hotel partner, etc.

22. Funny Stories

Whether it’s a cartoon, a funny video, an anecdote or the joke of the week, humor always goes a long way!

23. Updates from the road

This is where you bring out your inner journalist.  If you have access to an internet connection or a smartphone while on the road travelling or attending events, you can provide live updates.  This works particularly well on Twitter or Facebook where updates can be quick and short. Blog posts take some thought, but you could still provide one update per day once you have a chance to slow down a bit in the evening.

24. Milestones

Did you just get a new specialist certification? Did your agency win an important award? Maybe you got featured in the local newspaper. It’s time to let everyone know so they can share in the joy and find out how fabulous you really are!

25. Travel deals

I saved this one for last because it seems like the most obvious choice, yet it’s not always the best one. Depending on your sales goals, you may not want to attract the bargain hunters looking for the best deal. I’ll leave it up to you to decide if deals are a good choice for you.

It’s not as hard as it may seem. Many of the ideas above are already available within your agency or on the web.  A simple Google search or using  Google Alerts  can help you stay in the loop and find interesting content quite easily and without gobbling up your precious time.

Now it’s your turn…

Have you had success with any of the ideas above? Or perhaps I’ve missed a few good ones that you’d like to share?

Travel Agent LinkedIn Guide

Explore Travel Agent LinkedIn headlines, summary examples, and profile tips.

Getting Started as a Travel Agent

• What is a Travel Agent
• How to Become
• Certifications
• Tools & Software
• LinkedIn Guide
• Interview Questions
• Work-Life Balance
• Professional Goals
• Resume Examples
• Cover Letter Examples

Standing Out on LinkedIn as a Travel Agent

What to include in a travel agent linkedin profile, headline and summary, experience and projects, skills and endorsements, recommendations and accomplishments, education and continuous learning, linkedin headline tips for travel agents, travel agent linkedin headline examples, why we like this:.

• Market Niche: Specifies a focus on luxury travel, targeting a specific clientele.
• Personalization: Highlights the ability to create custom travel experiences, a sought-after skill in high-end travel planning.
• Cultural Expertise: Suggests a deep understanding of various cultures, which is essential for a travel agent.
• Specialization: Emphasizes a niche in adventure travel, appealing to a specific target market.
• Unique Offerings: Focuses on unique, less-traveled destinations, which can differentiate the agent from competitors.
• Sustainability: Showcases a commitment to eco-tourism, resonating with environmentally conscious travelers.
• Role Clarity: Clearly defines the focus on managing corporate travel needs.
• Efficiency: Indicates expertise in making business travel more efficient, a key concern for corporate clients.
• Cost Management: Highlights the ability to optimize travel costs, which is a valuable skill for companies looking to manage expenses.
• Industry Expertise: Positions the individual as a knowledgeable expert in cruise travel.
• Experience Focus: Suggests a talent for selecting the best cruise experiences, which is crucial for customer satisfaction.
• Group Facilitation: Demonstrates the ability to handle group travel arrangements, a common need in cruise bookings.
• Event Planning: Highlights specialization in destination weddings, a niche market within travel planning.
• Emotional Connection: Appeals to the romantic aspect of travel, which can be a major decision factor for clients.
• Organizational Skills: Underlines meticulous attention to detail, essential for planning complex events like weddings.

How to write a Travel Agent LinkedIn Summary

Highlight your travel expertise and specialties, share personal travel experiences and success stories, convey your approach to client service, express your passion for travel and discovery, write your linkedin summary with ai.

Travel Agent LinkedIn Summary Examples

How to optimize your travel agent linkedin profile, highlight your travel expertise and specializations, showcase testimonials and successful trips, engage with travel industry content, leverage linkedin's multimedia features, collect endorsements and recommendations, linkedin faqs for travel agents, how often should a travel agent update their linkedin profile, what's the best way for a travel agent to network on linkedin, what type of content should travel agents post on linkedin to increase their visibility.

Travel Agent Interview Questions

How to Market on LinkedIn

LinkedIn can serve as a highly efficient and self-contained marketing tool for your travel brand. In this article, we’ll look at the top LinkedIn marketing tips and explore the many ways in which you can promote your business on LinkedIn.

Why Use LinkedIn for Your Brand Growth

LinkedIn is a social network like any other, where a person’s profile serves as a virtual reflection of their persona, and popularity and/or success are counted in likes, shares, and connections. However, there are a few things that make this platform stand out. 

First, LinkedIn is massive with over 740 million users worldwide . 

Second, the network is tailored to professional communication and people use LinkedIn for business. Though it’s known as a career network, LinkedIn has long been much more than that. It’s a platform for industry discussion, finding business partners, and building business relationships. Personal profiles, from business owners to decision-makers, and company pages, from small enterprises to multinational corporations, exist and engage with each other on this professional network.

Third, LinkedIn users travel a lot. According to LinkedIn , 28% of their members make five or more leisure trips, while 20% take three or more business trips per year. Furthermore, they are more active and likely to post on travel topics than users on any other social network. This can be especially beneficial if you want to use LinkedIn for marketing.

How to Use LinkedIn for Marketing

Let’s look at how exactly LinkedIn’s setup can help you raise brand awareness and generate effective and high-quality leads. Consider the different ways that you can promote on LinkedIn in order to make the most of this platform.

Refine Your LinkedIn Page

It may seem obvious, but your profile is what makes the first impression for prospects and may well determine whether a potential customer will stay on your page or leave, never to return again.

Use an appropriately sized, high-quality image of your logo for your page image. The banner allows much more room for creativity. It is best to use a banner image that aligns with your brand and looks good with your logo. 

Write a compelling description of your company in the “About Us” section. It should be concise, meaningful, and easy to read. Avoid wordiness and long sentences. In terms of content, this section must tell a prospect all they need to know about your company, such as what you do and what you offer, while reflecting the values of your brand.

Be sure to fill out other page fields, such as your URL, address, HQ country, industry, and company size.

You can get inspiration by looking at the pages of successful companies to see how they’ve filled out these fields.

Optimize Your Page for SEO

A LinkedIn page that is well optimized for search engines will attract more prospects and can give you a competitive advantage. 

When writing your “About Us” section, make sure to insert keywords. These are carefully selected words and phrases that you expect people to use when searching for the services and products you offer.

Having links on other webpages leading to your page will improve your search ranking. To start, create a link to your page from your website or blog.

Share relevant content often. The more frequently you share content that your followers engage with, the higher your page is likely to appear in the search results.

Build up Connections

Your followers are your ultimate audience. The number of followers your page has determines the number of people who see your posts in their newsfeed. 

Use the Follow Plugin Generator to add a “Follow on LinkedIn” button to your website.

Your personal profile connections can help greatly here too. Invite them to follow your LinkedIn page. Moreover, you can also tap into your employee’s connections by asking them to share posts. 

Don’t forget to promote your company page on emails, newsletters, and blog posts.

Share Engaging Content

The professional audience of LinkedIn does not favor content that only positions your products or services while adding no value as a reading experience. 

When marketing through LinkedIn, share thought-provoking posts and original ideas instead of posting sales-oriented material. This kind of content will get people interested in what you have to say, and, by extension, in what you have to offer. Posting engaging material can also help you win the affection of prospects as well as generate more shares and follows for your page.

Leverage Different Content Formats

Having different types of content on your page is an incredibly powerful tool. Humans process different kinds of information in different ways, thus each content type has its own benefits in terms of engagement and appeal. So, why not make use of them all? 

Experiment with different forms of content and incorporate other types of media. Adding images increases engagement and helps readers stay focused on your post. Use videos too. The recommended length of a video is about one to two minutes long. Don’t forget to add subtitles for anyone watching without sound. Finally, attach documents, such as a PowerPoint or white paper.

Use the Sponsored Content Feature

Advertising is always a great way to expand your brand’s reach, increase awareness, and generate leads. LinkedIn has a range of options that you can select, tune, and control using an ad account called the Campaign Manager.

One of the options to create ads is Sponsored Content , which is a feature that pushes your content out to new audiences that may otherwise have been beyond your reach. These ads can be targeted to different prospect groups according to your requirements and come in the form of single images, short videos, swipe cards, or specialized event ads. Like an update, this content will appear in LinkedIn users’ feeds but won’t appear as a post on your page.

Create Ad Campaigns

Apart from Sponsored Content, you can advertise on LinkedIn using a range of ad campaigns, which are easy to launch and adjustable to your needs via the Campaign Manager page . 

When you create a Campaign Manager account, you are asked to set your objectives and targeting criteria. Then, you can proceed to choose your ad format.

Message Ads help you reach out to potential customers directly through the messenger.

Text Ads are classic pay-per-click or cost-per-impression ads that will appear in the right-hand portion of the main user interface. These can be created and launched in minutes and you’ll only pay for those that work.

Personalized content is available with Dynamic Ads. These can be targeted to specific members of the audience you wish to reach using their profile data, such as a company name and/or job title. 

Check Analytics

Knowledge is power. LinkedIn provides all page admins with valuable insights into follower and visitor demographics, content efficiency, and competition.

Knowing what kind of people follow and visit your page will allow you to produce more relevant content and work on an audience-specific engagement strategy. Knowing where they come from will help you evaluate and improve your promotional activities. Insights into content success allow you to test different types of content, select more relevant topics, and enhance the quality of your content.

Find Your Target Audience

LinkedIn has unparalleled targeting opportunities that allow you to market on the platform to essentially any customer type.

The Campaign Manager “Targeting” tab lets you set criteria for the audience you wish to market to, based on their profile information. These include location, job function, title, education, company size, and even interests, so you can adopt a very granular approach to finding prospects. 

Grow Your Email Marketing List

As mentioned before, your profile connections will come in highly useful when you are performing LinkedIn marketing. From your personal professional account, you can approach these people directly with a message offering to let them join your marketing list. 

You may not be able to completely personalize your message for all of your connections. However, you can make your message sound more personal by using a friendly and professional tone.

Join Groups in the Niche

Being an active member of travel-related groups gives you an excellent opportunity to attract attention to your brand page.

By sharing your knowledge and expertise with a community that is openly interested in your sphere of business, you can increase the visibility of your page, build a reputation for your brand, and make relevant connections. If you play your cards right, members of niche groups may ultimately become your customers and business partners, which may lead to other useful professional connections. Let them know what your brand can bring to the table.

You can choose interesting groups on LinkedIn by searching for groups using keywords and filtering the results as well as looking at the groups that your connections have joined. You can also consider joining these affiliate marketing and travel groups:

• Affiliate Marketing
• Affiliate Marketing for B2B Advertising
• Travel & Tourism Industry Professionals Worldwide
• Travel Bloggers
• The Luxury Travel World Community

Create Your Own Group

To leverage all the benefits of participating in a niche group activity while playing by your own rules, consider creating a group of your own. This can be a strategic space to share relevant travel industry news, raise important issues, foster discussion, and demonstrate your knowledge. Essentially, it is another way to make your voice heard without having your posts sound like a sales pitch.

Plus, as a LinkedIn Group admin, you will have access to powerful tools, such as sending your members digests of group activities and even reaching them via email with weekly group announcements.

Claim a Custom URL

Finally, think of a strong custom URL that reflects your brand name and makes your page easier to find and share. Doing so will make your link look professional and far more user-friendly compared to the long string of numbers and characters that you get by default.

This will also help with SEO and will allow you to generate more organic traffic. 

Let’s wrap things up. As you can see, there are many benefits of using LinkedIn for marketing. A successful campaign on LinkedIn revolves around a few key things: creating a professional and attractive brand page, producing relevant content, participating in industry discussions, and making use of LinkedIn’s native tools, which are designed to help you reach the right audience.

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TRAVEL & HOSPITALITY

• 10 Content Marketing Ideas for Travel and Tour Businesses

• Travel & Hospitality

Oh, the places you’ll go travel marketers, with just a tad bit of steering in the right direction. Travel is an experience – it is exotic and it is compelling. And, it’s way past time all you travel entrepreneurs and businesses realize how powerful is the thing you are trying to sell – dreams, adventures, memories – experience all in all.

All businesses are creating content – but travel businesses have the advantage of being the cool kid of the lot. You already have your stories laid out for you – you just need to package them in the right manner and on the right channels. So, today we’ll talk about content marketing ideas for travel businesses, and how travel marketers can use the power of compelling story-telling in their campaigns to stand out.

We are the first generation of both consumers and marketers seeing the gaps between human experience and technological advances bridge up close. And there is no industry better suited to use this to their advantage than travel and hospitality.

True, technology has given you the power of easy discoverability, with all the travel planners researching online for options before making a decision. But, on the downside, it has also given you far more competitors that ever. Now, unlike your times in physical offices, you have to compete with not just your neighboring travel agents, but with the bigger travel planning websites as well.

The competition is fierce – so what do you do to stand out?

Answer – Create better content than everyone else!

This answer may seem simple in theory, but is far more complex in execution. Therefore, this post.

Let’s Talk About the Travel Planning Paradigm Shift

I have said this before; no longer are we in the age where booking a tour package meant finalizing a travel destination or a resort on that family friend’s recommendation, walking into the agent’s office, and bam. Travelers have options now – such great options. And indeed, they can! The decision to travel might be taken in a moment of spontaneity, but the time between the decision and booking sees an enormous amount of research. Consider these stats for a moment: And they are doing all of this online. They have a plethora of options to choose over you. It’s not only your 100 other competitors distracting them away, but the omnipresent Google’s curated content as well, with the best real estate on the search housing them – after all they do own the property.

In such a competitive ecosphere, how long would you survive with mediocre marketing? Or, you would survive, but would you triumph?

Where’s the solution?

The solution lies in having a consumer-focused mindset, and everything else stemming from there – create content, a lot of it, but while thinking from customer’s perspective.

1. Single out your Audience Before you Create the Content

A consumer-focused mindset begins with identifying to whom you are trying to sell. You would broadly have 2 kinds of target market, and you have to package the same aspiration differently for these 2 segments.

1. The first are the traditional ones traveling with their families.

2. The second are the millennials and Gen Xs raised on pieced up dreams of seeing faraway places, and nurturing wanderlust rooted deeper than the generations before.

Besides the two, you would also have different segments based on the budget brackets. This classification would depend on your own offering as well – maybe you cater only to the affluents, maybe only the budget travelers.  The secret lies in creating content that would inspire your target audience.

People would say that this type of aspirational and emotional marketing is biased towards big brands, with big budgets backing them. No way! In fact, smaller startups are at an advantage, because they begin with a digital mindset, as opposed to their larger counterparts that have been doing traditional marketing for many decades.

Many smaller travel companies have used highly compelling, customer focused marketing to improve their revenue. No matter what line of travel business you are in – tour operators, hotels, travel curators, or whatnot, you have the power to tell compelling stories , which brings me to the focus of this article – story-telling in travel business.

2. Self-generated Content to Create Stories

If you have a business model where you or an employee (a guide) accompanies the travelers, you can very easily capture the “experience” as photos and videos and share it on your website and other social channels.

i) Photographs

Showcasing photographs of the destination taken while actually on tour, is one of the best content marketing ideas for travel businesses.  WOW Club is one Indian company completely kicking ass at this. They have a very popular Facebook page, accounting to the interesting content that they share with their followers, and the fact that they share real experiences in the form of pictures. Their target audience (women travelling alone) seems to be completely taken by the idea, which is clear from the growing popularity of the company.

They of course have a “cool” factor aiding them as well (that it’s more a women travelers’ club than a regular travel company), which adds to their popularity, but there is no reason why fellow travel companies (especially smaller ones) cannot replicate their success.

This is what they are doing right:

a) Sharing travel postcards: They share tour photos or “postcards” on their Facebook page – which most probably are clicked by the WOW tour guide (also a woman) that travels with the group.

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b) Using real people’s photographs on website: Their website is also personalized with pictures from their travel groups. Of course, they cater to a smaller segment – women, in a higher income bracket, but they are doing it perfectly right for their audience. Their posts are exciting, personal, and aspirational for women who would one day want to travel alone – thus enticing others with a similar mindset to join in, expanding their audience size further.

You can film some excerpts from the expedition and share them on their website. Many businesses are already doing that.  GreatWideOpen , a travel company that connects travelers to local tour operators is an example. These videos show interviews with the travelers on the expedition, tour experts leading them on etc. People planning their trips can get an idea of how how the experience would be, and make a choice accordingly.

 3. User Generated Content to Create Stories

I) photographs/videos.

People that love to travel, love to document their journeys in the form of photographs/videos, and share them as well. You can ask the people who bought the package from you to share these experiences with you. You can then showcase them on your website (and social channels), along with their testimonials.

Channels other than website to capitalize this on

Social Media: Instagram and Pinterest  are great for sharing this content in addition to travel business’ favored Facebook, even though they are just growing in India.

The best part – it’s not really a whole lot of extra work for your marketing team – you already have the content (or the users have it), you just need to promote them on the right channels (and that becomes easier with this exhaustive checklist for content promotion ). There’s more about Instagram and Pinterest as photo-content channels later in the post. 

ii) Testimonials and Reviews

Before people take a trip, they want to make sure of what kind of experience they can expect at a particular destination. Photographs and testimonials from fellow travelers affect their travel plans quite a bit because of this. Consider these stats: Reviews on TripAdvisor and Google Reviews are especially helpful for you as Google pulls them in organic search results as well. Bangalore based activity and travel curation company, Thrillophilia is doing that right. They have TripAdvisor reviews embedded on their site, in addition to video and email reviews .

iii) Contests

If you have a decent social following, one of the best content marketing ideas for travel is a contest. You can ask your followers to share photos, and their experiences with your service. Not only is it a great way to source  user generated content and engagement, but it can be used as social proof as well. Channels you can run it on:

a) Facebook

AirBNB (a network of accommodations offered by locals) ran a contest on Facebook, called Destination Honeymoon. 

To increase their brand awareness and drive traffic to their website.

What needed to be done

Couples had to share their photographs with AirBNB’s Facebook page and answer a few questions; the ones selected by a panel based on their answers to the questions, and general likes by Facebook users would win a dream honeymoon package.

The campaign was successful, and drove engagement in the form of 10, 299 votes (Source: Strutta ).  Here’s how the contest looked:

b) Instagram

This is a platform where you market for discovery. Instagrammers are the ones that would actually engage with your photo-contests, therefore you need to have a presence and a decent following there yourself, before you can run contests.

c) Pinterest

People that create travel wishlists, dream destination bucket lists etc. are on Pinterest, and so are travel bloggers. Beautiful user generated and your own photographs would do wonders here.

How would this help?

The people repinning or following you might not buy from you, but would definitely spread word about you, and be your brand ambassadors, as long as you keep sharing interesting swoon-worthy content.

Example Campaign

Hotel deals website  JetSetter once ran an awesome campaign on Pinterest “Pin it to win it.”

Aim To improve traffic to the website and increase stickiness.

People were invited to create “The ultimate destination pinboard” , across several categories, like escape, adventure etc, with relevant pictures. The winners would get to be JetSetter Curators, meaning they would be sent to dream destinations under the category of their choosing.

During the campaign, the pageviews on JetSetter increased 150%, the referral traffic via Pinterest increased 100%, and the bounce rate decreased by 10-15%. (Source: Mashable ) Yes, Pinterest is not yet enormously famous in India, but it is decently famous in the your business category, so you might want to try it out.

 4. Influencer Strategy

If you talk about famous travel bloggers, photo-bloggers and the likes on your own blogs, it would gain the attention of not just these influencers and their followers, but virtual tourists as well (people searching for travel related content on the web).

There is a strong possibility of these 3rd category of people to become your customers, if your content entices them enough. Many of the influencers’ followers would fall in this category as well.

Hotel Trident’s #tridentsocialhotel Campaign to Engage Influencers via Twitter

Hotel Trident, Hyderabad ran a 2-day campaign (last year, December) encompassing Twitter + Facebook + Instagram + FourSquare, and 2 travel bloggers battling it out across several challenges. Even food orders were taken via Twitter.

It created quite a buzz, with the engagement happening among Hotel Trident, their followers, the bloggers and the bloggers’ followers with the hashtag #tridentsocialhotel. And, that wasn’t a one-time campaign; Hotel Trident ran the same campaign in one of its Mumbai Hotels early this year, and trended nationally for it, and created quite a bit of engagement once again.

This “Case Study” would tell you what they did:

Learning from the mistakes

And, they did turn out to be pretty good social listeners as well. During their December campaign, they had shared the bloggers’ room numbers via Twitter as well. It was pointed out to them publicly that it invades privacy; they implemented the learning in the March campaign, by DMing this kind of private information, instead of tweeting it.

The campaigns not just created a lot of engagement but got them new followers as well. You can find out more about the campaign here .

 5. Blog Strategy

This is an extension of both your self-generated and user-generated content. Thrillophilia have been doing an awesome job at creating content on their blog. Of course, with the exercise they have built a good community of brand advocates as well.

Not only do they generate awesome content on their blog, with exciting topics like “21 Best Backpacking trips in India to add to your bucket list”, that have enormous sharability, but interview travelers and source guest posts as well.

Lead Capture Content on Blog

Everything we have discussed thus far were discoverability and engagement campaigns to a large extent. However, after driving traffic to your site, you have to try and capture the lead details as well, especially if the visitors are not immediate buyers. The first offer that you see on Thrillophilia’s blog is a “Travel Guide” in exchange for your email address and name (they subscribe you to the blog in exchange for these basic details).

This is a pretty good strategy, because the casual virtual tourists that would land on a post might subscribe to this, and the next time they are planning their trip, or an activity, Thrillophilia would be in their inboxes and on their minds.

6. Use Email Wisely

Email has been every smart direct marketer’s choice of communication for a very long time, and still remains so even with the advent of social media and other fancier content marketing channels. This is not without a reason. Email gives you the power to communicate one-on-one with your prospects, and you should not let this opportunity slide .

You can combine the power of technology and story-telling to create highly customized emails and strike a real chord with the prospect. See how Etihad Airways has used it.

Etihad Airways pre-flight upgrade email

Now the email goes out to customers that are travelling long distance and travelling solo (so it is highly customized offer).

Travel marketers can use this in a very efficient manner. For instance, if someone booked a 2 adults and 2 children tour with you last year, it would not make sense for you to send them a solo or couples only adventure tour this year. Send them family offers instead.

7. Content’s Best Friend – Mobile-friendliness

People do most of their travel search on mobile, and if your website (where most of your own content is housed) is not responsive, you are not just losing immediate bookings, but you are losing credibility in their eyes for future bookings and recommendations as well.

Consider these stats: That’s way too many people looking for information on mobile, you do not want to miss out on them.

8. Never be Tempted into Taking the Easy Road – Content Spinning

Let’s face it, you have one thing to sell – the place (and the experience associated with it). You have 100 other competitors trying to sell the same place, a similar projection of experience, and not enough bandwidth to create content that is unique and enormously appealing.

You might, in these cases, be tempted to take the easy path – of taking content that already exists on the web, and spin it around to place it on your website. I have only one advice for you – refrain! This may seem like the easy option, and might even work for some time, but Google’s junk finders are getting smarter by the minute, and you don’t want to be in its path when the wrath unleashes the next time.

9. Be Data-driven While Creating a Content Strategy

This should be the very first point in any marketing strategy, but there’s a reason why I have kept it almost at last. I would use a Hitchhiker’s Guide reference, because this post is about travel, and because Hitchhiker’s is awesome.

“The Answer to the Great Question… Of Life, the Universe and Everything… Is… Forty-two ,’ said Deep Thought, with infinite majesty and calm.” “Forty-two!” yelled Loonquawl. “Is that all you’ve got to show for seven and a half million years’ work?”

“I checked it very thoroughly,” said the computer, “and that quite definitely is the answer. I think the problem, to be quite honest with you, is that you’ve never actually known what the question is. ”

Those that have read the book, would know what I am trying to reference. For others, according to “The Hitchhiker’s Guide to the Galaxy”, the ultimate answer (to life, and universe and everything) is 42. The problem with the answer is that nobody quite knew (or knows) the question.

You can have all the metrics at your disposal, but you have to really know what it is you are trying to measure to make sense of the data.

You have to decide what your goal is – with any strategy.  You have to be sure of what you want to do with your content – improve conversions, improve engagement, reduce bounce rates etc.

I quoted this point last, just to drive home the fact that just because all of these campaigns worked in case of the quoted examples, doesn’t mean it would work for you too – so define goals, run campaigns, create content – measure . Change strategy if it doesn’t give you ROI.

 10. Prepare to handle the Negative Impact of Easy Technology

A) first, try to provide the best experience.

Super-connected travelers might really boost your reputation by giving you awesome reviews, but sometimes, things might turn the other way round as well. You cannot have dirty bed-sheets and expect that they would not tweet about that, if they can tweet about an awesome cocktail you served the last time they were here. People can be ruthless, and if they pay for an experience, they will not compromise.

b) If you do mess up, take responsibility, and make it right

In service industry, goof-ups happen; somethings are bound to go wrong, people are bound to get pissed off, but you cannot just ignore a negative feedback , and delete it off the website.

You can do that on  your own properties, but not on rented properties, like TripAdvisor, Google reviews and the likes. Not only would your reputation take a hit, if you do that (nothing can be swept under the rug, when people are so incredibly connected socially), but you would see the impact in the search rankings etc. as well, with Google now taking a head first plunge into the travel search industry as well. They display reviews from all of these external websites, and they would show up. You cannot hide them.

c) Monitor and Listen

Instead, what you need to do is keep listening; have your social mention monitoring set up using any of the tools like HootSuite , Mention etc. and listen for what people are talking about you.

d) Have an Appeasement Plan

If something backfires, have a compensatory back-up plan; appease agitated people with something like a complimentary travel kit (depending on the enormity of goof-up), and they would at least have the satisfaction that you are listening, and not ignoring customer grievances.

So, that’s it!

These were a few content marketing ideas for travel and tour businesses to create engagement, traffic, and new sales leads. What are your strategies – are you using content?

Meenu Joshi works with the Content Marketing team of LeadSquared. She consults with multiple clients on leveraging content to generate and nurture leads. You can connect with her on Twitter

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Demons travel to HCU for vital Southland series

HOUSTON, TX. (NSU) - Two closely matched teams with their postseason fates on the line square off this weekend as Northwestern State makes its final conference road trip of the year to HCU.

Both the Demons and the Huskies sit in a tie for the final Southland Conference Tournament spot entering the penultimate week of the season. With equal records in league play, the winner of the series takes a solid grip on securing a spot in the postseason tournament in Hammond, La., the second weekend in May.

The pivotal series begins with a doubleheader on Friday beginning at 4 p.m. with Saturday’s series finale set for a 12 p.m. start. Only the finale on Saturday will air on ESPN+ with live stat links available at www.nsudemons.com  for both Friday games.

A sweep by either of the two teams would guarantee themselves a spot in the tournament, regardless of what happens on the final conference weekend.

Very little separates the two squads on paper to this point in the year. The Demons have scored more runs but the Huskies have hit more home runs, including a walk-off grand slam to take two of three from Nicholls two weeks ago. The Demons do have the edge in the circle, leading the HCU in every pitching category.

Against conference foes only this year the stats favor the Demons both offensively and in the circle as the Demons continue to have the fourth best team batting average in Southland play this year at .265, trailing only Southeastern, McNeese and UIW. The Huskies are hitting .234 against conference pitchers.

With such little separation in a critical series it often comes down to the intangible and hard to measure components of a team like grit, determination and momentum. The Demons seemingly have all three of those as evidenced by their play the past couple of weeks.

The most recent entry that may perhaps be the biggest in the favor of the Demons is momentum. An 8-6 comeback win against a good Louisiana Tech team on Tuesday, and the second come-from-behind win of their three now in a row overall, provided another bolt of “The Big Mo” heading into the weekend.

“It was a good team win,” first-year head coach Lacy Prejean said. “We faced some adversity in the game from some different places. The pitchers allowed our offense to catch up and get going later on in the game and I think that win is a good momentum builder going into this weekend.”

NSU got eight hits from eight different players with each of their eight runs in the game coming from a different player. The seven runs in the final two innings were the latest in a string of late-game offensive surges as well. NSU scored three in the sixth in a comeback win against Texas A&M-Commerce and put up 16 runs in the sixth or seventh innings of the last seven games.

“The more you can do that consistently, passing the bat down, the more success you have,” Prejean said. “That’s what we’ve done in those late-game situations. Putting the ball in play and creating some adversity for our opponents and capitalizing on it. We’re able to be a little more aggressive on the bases and it all works together.”

The Demons have had seven or more hits in four straight games, the longest such streak of the season and the 33 total hits during that time is tied for the second most in any four-game stretch since conference play began.

Even with the stats, the momentum and the late-game fight they’ve shown over the past two weeks, everything will still be decided on the field as the Demons look to take their own fate into their hands over the next two days.

“We have to just take one game at a time,” Prejean said. “We’re not going to let the moment get too big and have to win the first game before we can win the second and so on. Just have to go out there and leave it on the field and enjoy it. We’ve put ourselves in this position and we’re still fighting and grinding.

NSU has won 11 of last 12 game against HCU including a sweep the last time they played in Houston two years ago.

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Copyright 2024 NSU. All rights reserved.

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First Lady Jill Biden traveling to Michigan

LANSING, Mich. (WILX) - First Lady Jill Biden is scheduled to travel to Michigan Friday.

Her visit to Grand Rapids on Friday, April 26, is part of the White House Initiative on Women’s Health Research.

She will deliver remarks at the Gerald R. Ford Presidential Foundation’s Annual First Ladies Luncheon, which will spotlight how the Biden-Harris administration is changing the nation’s approaches and funding women’s health research. According to the foundation, this is the first time a sitting first lady will attend the event.

Subscribe to our News 10 newsletter and YouTube page to receive the latest local news and weather. Looking to hire people, or grow your business through advertising? Gray Digital Media is your one-stop marketing solution. Learn more.

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Southwest drops service to multiple airports because of Boeing problems

(CNN) - Southwest Airlines is closing operations at four airports because of delays with Boeing jet deliveries.

The airline will no longer serve Bellingham International Airport in Washington state, Cozumel International Airport in Mexico, and Syracuse Hancock International Airport in New York.

While service to Houston’s George Bush Intercontinental Airport will also be suspended, the airline will continue to serve the city’s older and smaller Hobby Airport.

Southwest says it had to address the operational and financial impacts of Boeing’s manufacturing delays.

Meanwhile, Southwest announced it lost $218 million in the first quarter of 2024, despite making a record first-quarter gross revenue of $6.3 billion.

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Tips to help you start saving for retirement

The average retirement savings for americans is $333,940.

(InvestigateTV) — According to NerdWallet , the average household retirement savings for people aged 55 to 64 is $408,000.

While “the earlier, the better” is true for investing, experts with the financial website NerdWallet said it’s never too late to begin.

Those with more than 20 years to invest toward retirement enjoy the benefits of compound interest.

To take advantage of this, consumers need to add a line to their monthly budget for retirement savings or “pay themselves first.”

If an employer offers retirement benefits, like a 401(k), don’t leave money on the table – get the employer match. And try to increase contributions each year.

Another trick: use raises or bonuses as opportunities to increase retirement savings.

If an employer-sponsored retirement program isn’t available or is already maxed out, people can open a traditional individual retirement account, or IRA.

Below are several free resources to help with retirement planning:

USA.gov has a free retirement planning tool

U.S. Department of Labor (DOL) has a free, online pamphlet “Top 10 Ways to Prepare for Retirement”

The Consumer Financial Protection Bureau (CFPB) has a free mini-website devoted to retirement planning

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