5-Step Content Overhaul
For Travel Advisors
A step-by-step guide to auditing your content
and aligning it with your business goals. Start here 👇
You may know your ideal clients’ demographics — age, location, stage of life. But do you know their desires, frustrations, and expectations around the type of travel you specialize in? Understanding their psychographics is essential to creating compelling content that doesn;t just inspire people to travel, but gets them inquiring with you.
When you can mirror back to them their thoughts, desires and challenges around the type of travel you specialize in, they feel seen, heard and understood. You want them to see you as the gateway to the trips they genuinely want.
Step 1: Audit Your Audience
⚡️ Take Action: Research Your Ideal Clients With ChatGPT
Let’s dive a little deeper into psychographics. Use these prompts with ChatGPT to start your research:
“Act as a marketing expert and help me do some research on my ideal clients. I’m a travel advisor specializing in [type of travel] for [types of clients]. List out my ideal client’s main pain points, challenges and desires around travel.”
And then
“List out 10 ways as a skilled travel advisor I solve these pain points and challenges for my clients”
Step 2: Refresh Your Content Themes
Are you winging it when you post, or do you have common themes you’re covering in your content that would appeal to your ideal clients? Themes or pillars make it easier to touch on different topics your ideal clients need to hear/see from you before they decide to book. It makes staying on track with your ideal clients easier, and it makes content creation easier, too.
Every post, email, and website page should feel like part of the same story. This story is what tells your clients who you are, why you’re the right advisor for them, and what kind of experience they can expect. Marketing is essentially repeating the same things again and again in different ways so it clicks for your ideal clients, and it stays top of mind for them.
Steps to Deep-Dive into Your Content Themes:
Identify Core Themes That Define Your Brand
Start by brainstorming the main themes that should appear throughout your content. These are the core ideas and values that guide what you share in your marketing.
I recommend getting specific if you can.
Honeymoon Travel Agent:
Romantic Getaways: Showcase dreamy, intimate destinations like overwater bungalows or hidden villas.
Tailored Experiences: Highlight bespoke itineraries designed for the couple’s unique style.
Effortless Planning: Emphasize how you handle every detail, ensuring a stress-free honeymoon.
Luxurious Touches: Focus on indulgent extras like private dinners, spa treatments, and first-class upgrades.
Expert Destination Insights: Share tips and advice on top honeymoon spots and when to visit.
Luxury European Travel Advisor:
Exclusive Experiences: Spotlight private tours, after-hours museum visits, and bespoke activities.
Effortless Elegance: Emphasize how you handle every detail, from seamless transfers to securing the best tours.
Authentic Immersion: Highlight curated cultural experiences like cooking classes or staying in historic estates and castles.
Tailored Itineraries: Showcase your ability to craft unique journeys and experiences to the destinations you specialize in.
Luxury Redefined: Focus on high-end accommodations — boutique hotels, iconic five-star properties, villas, etc.
⚡️Take Action: Brainstorm Content Themes
Write down your top 3-5 themes. These should reflect your niche (e.g., honeymoons, luxury, adventure) and what sets you apart (e.g., personal service, expert advice, unique destination knowledge). Or have ChatGPT help you brainstorm with this prompt:
“I’m a travel advisor specializing in [insert type of travel]. My ideal client is [insert ideal client]. Help me brainstorm 5 content themes and pillars that will help me build, authority, trust, connection and inspire them to want to plan their trips with me”
Step 3: Re-Focus Your Content
Even though you’re a travel advisor, your sales pitch isn’t as simple as “I can can plan you a trip.”
Your ideal clients aren’t just looking for a trip planned. They want ease, time savings, clarity, and expertise. If your marketing doesn’t emphasize solving these problems, you’re missing the mark.
And beyond that, remember that your clients don’t want a trip, they want the experiences they’re going to have on that trip.
They want the mojito on the beach while the kids are at the beach club, they want the morning sunrise from their oceanview room as they sip coffee together. Your content should speak to the experience, the end result of booking with you and how working with you will get them the end result they want.
⚡️ Take Action: Brainstorm content that highlights the value of working with you
Brainstorm with ChatGPT:
“I’m a travel advisor specializing [type of travel]. One of my client's pain points is [insert pain point]. Help me brainstorm 3 social media post ideas to address how my clients are feeling during the travel planning process that highlight how I solve this pain point for them”
Step 4: Align Content with Your Client’s Journey
Your clients don’t book on impulse — they journey through stages, from discovery to decision. Your content needs to meet people at each of the three phases where they are getting to know your business, intrigued by what you can do for them, and ready to book.
Phase 1:
Capture Interest
At this stage, clients are just discovering your business. Your goal is to spark curiosity about who you are, what you can do and how you can help them, and introduce your expertise.
Content Focus:
Educate and inspire with unique tips or insights.
Showcase destinations through your eyes or your clients’ experiences.
Bust common myths about your niche to position yourself as a trusted expert.
Personalized Post Ideas:
“Here’s the dreamiest hotel my honeymoon clients couldn’t stop raving about this year.”
“DIY travel planning is tempting, but here’s how I saved a family from a $2,000 mistake.”
“What I learned planning 10 luxury European trips this summer (and how it can help you too).”
Phase 2:
Build Trust
Now, your audience is intrigued. They’re exploring their options and considering your services, but they need reassurance that you’re the right fit.
Content Focus
Educate and inspire with unique tips or insights.
Showcase destinations through your eyes or your clients’ experiences.
Bust common myths about your niche to position yourself as a trusted expert.
Personalized Post Ideas:
“Here’s the dreamiest hotel my honeymoon clients couldn’t stop raving about this year.”
“DIY travel planning is tempting, but here’s how I saved a family from a $2,000 mistake.”
“What I learned planning 10 luxury European trips this summer (and how it can help you too).”
Phase 3:
Inspire Action
At this stage, your audience is ready to book but needs a final nudge. Show the benefits of booking with you and make it easy to take the next step.
Content Focus:
Highlight client successes to showcase the value of your services.
Use clear, compelling calls to action to encourage bookings.
Create urgency with limited-time offers or special promotions.
Personalized Post Ideas:
Why work with me? This is how I help my clients plan trips they’ll never forget.”
“Ready to plan your dream getaway? Here’s how I make it seamless and stress-free.”
“I’ve got 3 spots left this month for personalized travel planning. Let’s make your dream trip happen!”
Step 5: Infuse “You” in Your Content
AI and templates are great tools, but nothing replaces your unique voice, experience, and personality. People need to trust you to book with you, so let them see the real you.
⚡️ Take Action: Brainstorm content that highlights the value of working with you
Share personal touches: Showcase your travel experiences, insights, and genuine recommendations.
Use authentic imagery: Post photos and videos of yourself in action — whether you’re working, exploring destinations, or simply enjoying daily life.
Be conversational and human: Make sure your content reflects your personality. This is your advantage over OTAs and travel chatbots, so embrace it!
Want more insights and marketing tips to stand out as the go-to travel advisor in your niche and get more inquiries and bookings in 2025? Watch my free 30-minute Masterclass!
