TMR SocialMediaOutlook PDF

Travel Market Report’s
Outlook on Social Media

Based on the Voice of the Travel Advisor 2018-2019
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letter from the publisher
Dear Readers,
Statista reports by 2019 there will be about 2.77 billion social media users around the
globe, up from 2.46 billion in 2017. In 2017, 71% of internet users were social network
users and these figures are expected to grow.
In TMR’s Outlook on Social Media, we take a deep dive into what agents are doing
TMR Outlook on social media

individually and at the agency level, which social media platforms are providing the
most impact, what’s working, what’s not, as well as how much business they are
generating from their social media efforts.
Social media is turning out to be the great equalizer if not an advantage for today’s travel
advisors, agency owners, and managers. Social platforms like Facebook, Instagram,
Pinterest, LinkedIn, Twitter and more are giving savvy travel advisors and travel agency
owners and managers an edge over online travel agencies and suppliers who are able
to spend billions of dollars in paid advertising, public relations and hiring influencers
and expensive consultants.
By keeping in touch with existing clients, cultivating new ones, positioning themselves
as experts and building their brands at little or no expense beyond the time it takes to
3
execute their posts, travel advisors are rapidly shaping travel decisions and the tourism
industry at large.
I believe this landmark study will be a must-read for you and your team and will provide
important insight into what your colleagues are doing and best practices, while offering
a plethora of ideas and suggestions on how you can use social media to increase your
revenues and profits. We’ve highlighted the steps to take to get you where you want
to be and even provided a glossary of social media terms, in addition to providing
feedback from industry experts on what to focus on and where to begin.
We would like to thank our sponsors — Royal Caribbean International, Celebrity
Cruises, Silversea Cruises and Azamara Club Cruises — who join us in our effort to
arm you with the most relevant and impactful data on social media and how it has the
power to change your business landscape.
Thanks for reading, and please make sure you read Travel Market Report every day for
news and information to help build your business!
Sincerely,
Anne Marie Moebes

EVP and Publisher
KEY Findings
Nearly 90% say social media is very/somewhat
important to their marketing plans, with about
half saying it is very important. Over 40% have a formal
plan for social media marketing.
TMR outlook on social media
For business, advisors and agencies

85% of respondents (owner/managers and advisors)
are most likely to follow suppliers
said either they or their agencies use social
(81%), followed by clients (70%), and trade
media for business purposes.
media (51%).
While 35% of agents said they don’t or can’t In terms of usage, Facebook is ubiquitous
track sales from social media, those that do say with 97% of respondents partaking, with
there is a big payoff with 11% reporting they Instagram (60%) and LinkedIn (59%), perhaps
generated over $100,000 in business surprisingly, rounding out the top three
4
during the past 12 months and 29% saying social media platforms. These three were also
they realized sales of at least $25,000. rated as being the most important for their business.
The top reason agents are using

social media (87%) is to get new
Only half of respondents run paid ads, with
customers while 77% say they use the
Facebook being the top choice by a five-to-one
platforms to position themselves as experts
margin over second place Instagram (50% to 10%).
and 74% say it’s a tool to market to existing
customers.
Agents are still feeling their way – 62% said

Facebook is the place agents post most
they don’t know what SEO is or weren’t sure,
frequently, with 42% updating content at least 10 times
and most don’t use analytics, although they
per month compared to 18% for Instagram, 10% for Twitter
are diving in – over two-thirds use
and dropping off from there. At the same time 24% of
video in their social media and 80%
agents post at least one video to YouTube each month.
have business profiles on Facebook.
Still, agents have a feel for what type of content

Eight in 10 agents say they get at least one
is most effective, with pictures from
booking per month from Facebook compared
their own travels, beautiful travel
to just a third (33%) from Instagram, 20% from
photography and special offers
LinkedIn, 16% from Twitter and 13% from YouTube.
ranking highest.
table of contents
Key Findings . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 4
Chart 1 Who Answered Our Survey? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 7
Chart 2 Do You Or Does Your Agency Have A Formal Social Media Marketing Plan? . . . . . . . . . . . . . . . . 8
Chart 3 How Important Is Social Media To You/Your Agency’s Overall Marketing Plans? . . . . . . . . . . . . . 9

A Travel Advisor’s Guide To Social Media Success . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 10-11
Chart 4 Compare Your Social Media Savvy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 12-16
A – Do You Incorporate Seo Into Your Social Media Strategy?
B – Do You Use And/Or Track Hashtags?
C – Do You Use Video In Your Social Marketing Efforts?
D – Do You Have A Business Profile On Facebook?
E – Do You Use The Analytics Provided By Social Media To Gather Information About
Your Target Audience?
Chart 5 What Type Of Social Media Content Posts Do You Find Most Effective? . . . . . . . . . . . . . . . . . 17
5
How to Protect Your Agency From Social Media Lawsuits . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 18-19
Chart 6 Who Do You Follow On Social Media? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 20
Chart 7 In The Last 12 Months, How Much Sales Volume Have You Or Your Agency
Generated From Social Media Leads? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 22
Advertorial: Royal Caribbean International . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 23
Advertorial: Celebrity Cruises . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 24
Advertorial: Silversea Cruises . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 25
Advertorial: Azamara Club Cruises . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 26
Chart 8 What Are Your Social Media Objectives? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 27
Chart 9 Which Social Media Platforms Do You Or Your Agency Use For Business? . . . . . . . . . . . . . . 28-29
Chart 10 Which Social Media Platforms Are Most Important To Your Business Selling Travel? . . . . . . . . 31
Chart 11 Which, If Any Social Media, Do You Use To Run Paid Advertising Or Posts? . . . . . . . . . . . . . . 32
How To Make Big Money Using Social Media . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 33
Chart 12 How Many Times A Month Do You Post On Each Platform? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 34
Chart 13 How Many Bookings Per Month Do You Or Your Agency Generate From The
Following Social Media Platforms? . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 36
Chart 14 What Were You Most Successful Social Media Campaigns? . . . . . . . . . . . . . . . . . . . . . . . . . . . 38
Q&A Ryan McElroy . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 39
Chart 15 What Were Some Examples Of Things You Tried On Social Media Which Didn’t Work? . . . . . . 40
Social Media Glossary . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 42-43
INTRODUCTION
6
When Steve Jobs created the smartphone, he built a platform for travel advisors that cut the
cord that for more than 30 years tethered them to those CRTs with blinking green screens.
At the same time search engines such as Google were bringing a world of information to
the fingertips of consumers in mere seconds – too much information to be useful. Search for
“travel” on Google and you will get 4.9 billion results. Even a more targeted search for “Los
Cabos luxury hotels” brings back 6.3 million results while “Best Caribbean cruises” brings
back 181 million options!
Mark Zuckerberg via Facebook launched a new have recognized the opportunities to cost-
media platform where you didn’t need to have effectively use these platforms to compete for
a big ad budget or expensive PR firm to get customers beyond their localities, while building
your name out there, while YouTube enabled their brands, positioning themselves as experts
everyone to become the star of their own videos, and enhancing relationships and business with
and Instagram provided a free platform to post current patrons.
beautiful travel photography only previously
seen in glossy magazines. In this landmark survey, close to 1,000 readers
of Travel Market Report responded to an online
With nearly 2.5 billion social media users online, questionnaire via SurveyMonkey.
travel agency owners and individual advisors
Who answered our survey?
Travel Market Report surveyed travel agents who read its

daily newsletter via email at the end of September 2018. A
total of 945 agents responded to the survey providing a +/-
confidence rate of three points. As a screening question,
agents were asked, “Do you or does your agency use social
media (Facebook, Twitter, YouTube, Instagram, etc.) for
business?” The 15% of agents who answered negatively
were excluded from further questions, providing a total of
801 participating agents.
Of the agents who participated, 52% identified
themselves as travel agent/advisors only, 36% said their
roles included both owner/manager and advisor, while
12% said their responsibilities were limited to ownership

or management. From there, 63% of the respondents The respondent profile, namely TMR readers,
said they were answering the questions from the averages 12.8 years in the travel industry, $1.3 million
perspective of their business social media in their roles as in annual personal leisure travel sales, with 92% saying
advisors while 37% said they were answering from their they sell with a focus on tours and vacation packages,
perspective of agency practices in their roles as owners or 84% selling cruises, as well as a strong focus on FIT
managers of the agency. We highlight results where the vacations (63%), family travel (54%), group (53%), luxury
owner/manager agency perspective was different from (51%), weddings and honeymoons (39%) and adventure
that of advisors and how they use social media for their travel (30%).An incentive of two $250 gift cards was
individual business needs. offered for participation.
7
TMR Social Media Survey Respondents average:
92%
12.8 Years focus on Tours &
in the
Travel Industry Vacation Packages
84%
$
1.3 Million
Sell Cruises in annual Personal Leisure
Travel Sales
CHART 1 | 7
Do you or does your agency have a formal social
media marketing plan?
More than four in 10 agencies (43%) and advisors (42%) Many of those agents who said they didn’t have a plan said
told us they had formal social media programs, although they are “just starting” or “currently developing” plans,
advisors were more than twice as likely to be unsure (21% including working with third parties for help or posting
vs. 9%). Overall 43% of respondents told us they or their with an informal plan using their intuition. One advisor
agencies have a formal social media plan versus 41% who told us, “As the agent I am ‘free style’ no plan (and) just
don’t and 16% who weren’t sure. post when I feel passionate about the experience or see
something worth posting. I can’t make my travel all about
social media as this takes away from my moment and
Of those agents who said they had generated my personal experience but I try to post highlights on
$25,000 or more in sales from their social Facebook and or Instagram. The travel agency itself has a
media efforts, 59% said they had a social Facebook page and an Instagram account. I post as myself,
media marketing plan, a significant difference a lover of travel. I want clients to seek me from the joy they
from the overall results and outside the see in my photos, not because I am marketing myself for
margin of error.
business. That’s just me personally speaking.”
Do you or does your agency have a formal social media marketing plan?
Yes No Not sure

100%
90%
80%
70%
Results may not add up to 100% due to roundup.

60%
48%
43%
50%
43%
42%
41%
37%
40%
30%
21%
16%
20%
9%
10%
0%
My Social Media The Social Media of the

Average
as a Travel Advisor Travel Agency I Own/Manage
8 | CHART 2
How important is social media to you/your
agency’s overall marketing plans?
Nearly 90% of respondents said social media is very “Referrals mostly satisfy as a lead source; social media
or somewhat important to their personal or agency is used to add professionalism to our agency.” Another
marketing plans with only 9% saying social media isn’t told us, “This is a social media age and we need to
very important and only 1-2% saying that social media be able to reach potential clients in that manner,”
is not part of their marketing plans. Owner/managers while a third said, “It absolutely drives my business.”
were more likely to see social media as “not very One agent expressed concern about finding the right
important” compared to just 8% of advisors. balance, saying, “Yes, today social media plays an
One reason for the difference could be some agents important role in overall marketing plans. But it should
believe social media is more important for individual be used within the limits. Excess use of social media
advisors than the agency overall. One agent said, can have adverse effects.”

How important is social media to you/your agency’s overall marketing plans?
Very Important Somewhat Important

Not Very Important Not Part of Our Marketing Plans
100%
9
90%
80%
70%

60%
47%
45%
44%
44%
44%
50%
43%
40%
30%
20%
11%
9%
8%
10%
2%
2%
1%
0%

Average
CHART 3 | 9
A Travel Advisor’s Guide to
Social Media Success by Kerry Tice
Here’s how to develop a personal connection with your clients through social media that keeps
them looking for your latest travel posts and ideas for their next journey.
The results are in and they tell us a large a viable path to clients that will remain met the social media challenge head on,
majority of travel advisors are winning integral to their overall business plan for and thrived. In fact, 11 percent of survey
at the game of social media. Nearly 90 years to come – or at least until the next respondents reported generating over
percent of those surveyed by Travel best thing comes along. $100,000 in business during the past 12
Market Report say social media is very or So, where do you stand in the social months thanks to their social media efforts
somewhat important to their marketing media space? Are you inspiring your and 29 percent said they realized sales
plans, with over 40 percent reporting they clients through social media? Have you of at least $25,000. Clearly, these agents
have a formal plan currently in place. developed an online personal connection know how to tip the scales in their favor.
Money is being made, and best of all, with them that keeps them looking for Following is a success story of one
lasting personal connections have been your latest travel posts and ideas for their standout social media travel advisor who
formed and are being fostered through next journey? is worth learning from, that is, if you are
multiple social media channels, leading to And, if you aren’t where you need to looking to up your game … and we hope
future sales. be, how do you get there? you are.
Fundamentally, this engagement is Travel Market Report spoke with a Theresa Chu-Bermudez, owner and
providing the agency community with number of retail travel agents who have travel designer at Get Out! Customs Travel,
her volume started to increase. that I’ve been thinking about doing!’,
The main components of her plan then I will reply to that comment as
include a combination of Facebook Lives, well as direct message them [see Travel
Instagram stories and posts, and hashtag Market Report’s social media terms
holidays (i.e. National Hat Day, National glossary for more information on DM].
Pizza Day, etc.). Then, whenever a promotion happens
“An important part of my social media on something I know those clients
marketing plan is specifying my target would love, or whenever I learn about
audience so I can gear my content towards an experience I know they’d consider, I
them. There are times when I’ll post more reach out to them with the details.”
often because I’m at a conference, on a The number of bookings Chu-
fam, or simply traveling in general.” Bermudez’s retains from social media
She is also part of a few professional differs depending on the season,
groups, one of which focuses on the although she tends to average five large
wedding industry in Central Florida and bookings per month from both Facebook
the other on women business owners in and Instagram. She cautions fellow

Tampa Bay, whereby she and her business advisors, however, to be patient, noting
have been featured in partnership with that it takes some time for social media
their social media efforts. posts to have an effect, so it’s important
“If possible, I may interview a few to remain consistent and don’t give up.
professionals on Facebook Live who “I have had clients reach out to me
aren’t in the industry to talk about for a booking inquiry who said that they
something that travelers may be have been following me for a while and
interested in. For example, I interviewed were finally ready to start planning their
a professional photographer about how trip. I also had a client who had only
to take the best photos while traveling. booked domestic travel with me reach
This was mutually beneficial since both out for her first international trip. She
of us received great exposure.” said, ‘After following you on Instagram
11
and seeing all the international trips
What works best you’ve planned, I’m so excited to be able
LLC, launched her company a mere three Visuals (photos and videos), along with to plan an international trip with you!’”
years ago in the spring of 2016, but didn’t valuable content and storytelling, have
actually work full-time until the following proven to be Chu-Bermudez’s most
In summary, Chu-Bermudez
January 2017. From 2017 through 2018, effective means of engaging with clients
shares her best advice for succeeding
she has more than doubled her sales and and prospects. “Through my posts, I with social media marketing:
tripled her commissions (booking close demonstrate my expertise by providing
to $400,000 in travel within just the past useful tips, as well as letting people 1 K
now your audience and post with
twelve months). When asked what she know that I have experience at what I’m a purpose.
attributes her growth to, she undoubtedly selling and that I am well-connected to
2 D
on’t get caught up on acquiring a
replied, “branding and social media numerous travel suppliers.” large number of followers on
presence,” with a particular focus on the Keeping her posts updated regularly Facebook or Instagram. The goal is to
complementary attributes of Facebook helps, too. “Being consistent in my generate sales. If you have thousands
and Instagram, including referrals gained posts allows me to be found on social of followers, but aren’t converting
from Facebook posts and social media media more easily. Plus, I always make them to clients or inspiring existing
clients to book again, then the fact
shout-outs. sure that my voice shines through in my that you have a large number of
Chu-Bermudez employs a formal social content, which is why I try not to use followers isn’t a good metric to
media marketing plan because she said it generic social media posts.” measure your success.
helps her stay organized and think about Chu-Bermudez makes a point to 3 B
e proactive in learning how to best
her goals for each post. For example, engage with each and every person who utilize social media in a way that
she asks herself: Is this post to generate posts a comment or reacts to her post. works for you. The social media
landscape is constantly changing, so
a sale? Acquire more followers? Create “The way they engage on my posts gives
make sure to attend webinars, do
more exposure for the business? Prior to me an idea of the kind of experiences your own research, and participate in
having a formal plan, she said she was they are drawn to. For example, if I post learning opportunities to increase
“posting by the seat of my pants,” which a picture of a river cruise experience and your knowledge.
became stressful and unproductive once someone comments, ‘This is something
Compare Your Social Media Savvy
Search engine optimization (SEO) Four in 10 respondents didn’t know what SEO – search engine
optimization – is – and only 23% use it. Of the total sample, less than one
is the practice of increasing the in five advisors (19%) incorporate SEO into their social media strategy and
quantity and quality of traffic to 62% told us they either didn’t know what SEO is or weren’t sure.
your website through organic
(editorial – non paid) search engine
It’s also worth noting (not shown in the chart) that 37% of agents
results. – Moz
(both for agencies and advisors) who said they had sold at least
$25,000 via social media in the past year incorporate SEO, showing
a correlation between expertise and just doing it.
Do you incorporate SEO into your social media strategy?
Yes No Not sure I don’t know what SEO is

100%
90%
80%
70%

60%
47%
50%
40%
40%
29%
29%
27%
30%
23%
22%
19%
19%
15%
15%
15%
20%
10%
0%

Average
12 | CHART 4 – A
Hashtag
Nearly 60% of respondents don’t use or track hash tags,
is a unique strategy for categorizing messages ...
or weren’t sure, with agency websites using the indexing
and is seen as a very powerful marketing tool by
tool slightly more (44%) than individual advisors (39%).
businesses. The # symbol precedes the tag followed
by one or more keywords that will properly lead
individuals to conversations and discussions Conversely, 55% of respondents who said they
pertaining to a specific topic or theme.” had sold at least $25,000 via their social media
– Hashtags.org efforts do use hash tags.

Do you use and/or track hashtags?
Yes No Not sure

100%
90%
13
80%
70%

60%
49%
49%
48%
44%
50%
41%
39%
40%
30%
20%
15%
10%
8%
10%
0%

Average
CHART 4 – B | 13
More than two-thirds of agents (68%) who responded

said they use video in their social media with individual
advisors and agencies showing a similar usage of this
high-power tool.
Some 79% of those respondents who said they

had sold at least $25,000 via social media in the
past year said they use video, a significantly
higher number than overall totals.
“Video on landing pages can increase conversions by up

to 80%.” — Social Media Today
Do you use video in your social marketing efforts?
Yes No Not sure

100%
90%
80%
68%
67%
66%
70%
60%

50%
40%
31%
28%
26%
30%
20%
6%
10%
5%
3%
0%

Average
14 | CHART 4 – C
Agents were twice as likely (23% to 11%) not

to have a business profile on Facebook as
agencies, while overall 80% of respondents
said they had Facebook business profiles.
“Having a Facebook page for your business

can help you in your SEO efforts as well. All
the links and posts on the page are indexed by
search engines. So having a page flowing with
continuous relevant content will definitely
give you a jump in search engine rankings.”
— iMarketing Factory

Do you have a business profile on Facebook?
Yes No Not sure

100%
15
87%
90%
80%
75%
80%
70%
60%

50%
40%
30%
23%
18%
20%
11%
10%
2%
2%
2%
0%

Average
CHART 4 – D | 15
While slightly over half (51%) of agencies

use the analytics provided by social media
to gather information about their target
audience, only 37% of advisors use analytics
for their own social media efforts.
“Social media is crowded. It’s competitive.

And it’s essential to test and track your results
so that you can identify the most effective
strategies – which is why social media
analytics are so important.” — Sysomos
Tip Be sure to track your social media ROI so you

know what works and what doesn’t. Tracking any
marketing, including social media, is critical to the
success of sales.
Do you use the analytics provided by social media to gather information about
your target audience?
Yes No Not sure
100%
90%
80%
70%
60%

51%
48%
45%
50%
43%
39%
37%
40%
30%
15%
20%
13%
10%
10%
0%

Average
16 | CHART 4 – E
Social Media Posts
Photography from the travel of agents themselves Agents also told us that they received positive responses
(65%), beautiful travel photography (63%) and special from sharing pictures from the trips of clients, running
offers (62%) are the most effective content, according to contests, and offering up mini-quizzes and fun travel
agents in our survey, while slightly over 40% said service related memes. Several agents said they like to use their
information, such as how to plan a destination wedding social media to promote industry news, such as new ships
or tips on packing, as well as live videos posted on their or newly opened hotels as well as provide destination
social media work best. Only about a quarter (28%) updates and share relevant articles to inspire travel. One
of agents found it effective to post travel alerts about agency created a polar bear spokesman named Bernie to
weather or other disruptions. help grab the attention of viewers.

In thinking about the social media strategy of your agency, what type of social media
posts do you find most effective? (Check all that apply)
Special Offers Your travels Beautiful travel photography Service information (How to
Travel alerts, weather, disruptions plan a destination wedding,tips
Facebook Instagram YouTube Live Video
on packing, etc.)
100%
17
90%
80%
69%
66%
65%
65%
70%
63%
62%
60%
59%
58%
60%

50%
43%
42%
42%
42%
41%
41%
40%
29%
28%
26%
30%
20%
10%
0%

Average
CHART 5 | 17
How to Protect Your Agency from

18
Social Media Lawsuits

Why it’s important to know FTC rules before you post. by Doug Gollan
A stunningly large swath of the travel industry may be legally on thin ice, putting themselves and their companies at risk
because of postings by influencers on social media, websites, and blogs, according to the Federal Trade Commission (FTC).
There could be ramifications for travel agents who use post-trip reviews on their website or social media, as well.
The issue was highlighted in April 2017, can’t get back – their vacation time. professional expert. When you look to
when the FTC announced it had sent 90 Travel Market Report spoke with a the FTC, one of the two important tests
letters to high-profile influencers that variety of marketing specialists, lawyers, in deciding whether or not social media
they “should clearly and conspicuously suppliers, agents, and the FTC about posts or blogs require disclosure is if
disclose their relationships to brands what this means for agents. The good there is a “material” connection between
when promoting or endorsing products news is that protecting yourself and your you and the supplier, which by the way,
through social media.” It followed up company is easy, costs nothing, won’t is not limited to payments nor free
in September with 21 more letters, impact the effectiveness of your blog product, including stays, as is common
so the topic has been getting a good or social media, and some believe will with professional influencers.
deal of attention in the advertising and actually enhance it. When it relates to you, the travel
marketing trades. Travel is thought agent, it could be because you stay in an
to be the third largest industry where Do you have a material $800 room for $100, or when you visit
influencers play a major role, behind relationship? and pay $800, you are upgraded to the
only health/beauty and fashion. It’s also If you say, I’m a travel agent, not an Presidential Suite. It could also be that
an industry where the stakes are high, influencer, let me stop you. The FTC you are invited to an advisory board
with consumers paying thousands of and others we talked to see you as the meeting where your stay is covered by
dollars and spending something they ultimate influencer since you are a the host hotel or cruise line. You may
Michael Ostheimer, a senior FTC influencers, the agency requires the ability
attorney, notes somebody who is not to review and approve any posts and
your client could see your post or read also monitors influencers after the fact.
your blog, and based on your positive The FTC attorney says, in terms of your
review, book directly with the supplier. employees, reasonable efforts most likely
If the person had a problem they suffice. Providing them with the guidelines
couldn’t resolve with the supplier, they and having a written acknowledgement
might then file a lawsuit alleging that that they read and understand would be a
they did not know or understand you natural place to start.
had a material relationship, citing your
musings or snapshots as one of the Do you need to hire an attorney
reasons they were induced to purchase. to comply?
If the FTC or a court decides, by knowing The FTC says no, if you are going to
you got a discount, upgrade or freebie, be clear about disclosing and take the
it would have given different weight to view that there could be a sufficient

your review, you will have a problem. number of readers or viewers who may
not know you only paid $500 for that
$5,000 suite, stayed gratis or received
If you post about how great the mud bath at the spa for free. “What
matters is effective communication,”
the spa is without disclosing say the bureau’s guidelines, continuing,
your mud bath was free, that “A disclosure like ‘Company X gave me
believe because you are providing your [name of product], and I think it’s great’
professional advice to that hotel, hotel
very well could be a violation gives your readers the information they
group, cruise line or destination, you when it comes to the FTC. need. Or, at the start of a short video,
are exempt. But, if you are posting and you might say, ‘The products I’m going
blogging from the cruise or resort with to use in this video were given to me
19
images or articles about the great pool, As you think about what you need to by their manufacturers.’ That gives the
fantastic kid’s club or whatever, you disclose, if you are paying a rate that is necessary heads-up to your viewers.”
should disclose you stayed for free or available to all or most agents, and you Also make sure it appears when scrolling
that suite came via an upgrade. didn’t receive any additional perks, you on mobile devices where you sometimes
may be OK, but it’s a gray area. Because only see a few words of a post.
But wait, there’s more. you are an agent with a specific company,
Maybe you paid for the hotel, but consortia or supplier preferred program, You’re not alone
they gifted you a dinner at their 5-star if you are receiving extra consideration A watch retailer, who is hosted on a trip
restaurant or a spa treatment. If you during your stay, because of those to visit the manufacturer’s workshop in
post about how great the spa is without relationships, you should disclose. Switzerland to get trained about new
disclosing your mud bath was free, that product and see how it’s being made,
very well could be a violation when it Put things in writing would have to disclose that they got a
comes to the FTC. There are ways to make it clear to free trip (even if they didn’t get a free
You may say, “I am a travel agent. readers there is a material relationship. watch), if they decided to share on
Virtually anyone who sees my posts or Ostheimer says, whatever you do, make social media or blog about it. A camera
reads my blog knows I get free stays, sure it’s not ambiguous. For example, store owner or employee who receives
deeply discounted trips and upgrades “Thank you, Hotel X, for inviting me to free lenses to test again would have
to the best suites.” This leads us to the preview this fantastic resort” is probably to disclose that fact, if they chose to
second, and equally important, point not enough. The FTC says you also need publicize it on social media or through
to consider. to take reasonable steps to instruct both articles on their website.
According to the FTC, “The issue employees and any influencers you When it comes to whether your
is – and always has been – whether the might hire. audience understands that you have
audience understands the reviewer’s Mathew Evins, chairman and co- material relationships with entities you
relationship to the company whose founder of Evins Communications, which are posting about, it would be safer
products are being recommended. If the contracts influencers on behalf of its to err on the side of caution. For more
audience understands the relationship, a clients, says providing FTC guidelines information about this important topic,
disclosure isn’t needed.” should be a basic step. In working with read the FTC’s guidance here.
Who do you follow on social media?
Both agency sites (78%) and individual advisors (83%) are One agent said, “By following suppliers we can see if they
most likely to follow suppliers via social media followed are offering something better to ‘our/my’ clients directly”
by clients (68%). After that, trade media sites (51%) were in while another discussed the etiquette of following,
a strong third place slot, followed by following prospects saying, “I never request to be friends with clients; I let
(38%), influencers (36%) and consumer media sites (35%). them request me, and I always accept.” A number of
respondents said they don’t follow anyone, while one
agent said they use social media to follow the competition
Respondents who said they had sold at least
and others said they follow government pages like TSA,
$25,000 via social media in the past year were
more likely to follow their clients (78%) and trade the State Department as well as weather.
media (62%).
Who do you follow on social media? (check all that apply)
Clients Prospects Suppliers Influencers

Consumer Media Sites Trade Media Sites Other
100%
90%
83%
81%
78%
80%
70%
68%
68%
70%

54%
60%
51%
47%
50%
39%
39%
38%
38%
37%
36%
35%
34%
40%
32%
30%
20%
6%
10%
4%
3%
0%

Average
20 | CHART 6
PERFECT DAY AT COCOCAY
DE B U T I N G M AY 20 1 9
This isn’t vacation days spent. This is bragging rights earned. Tell your clients to get
their bucket lists ready, because Perfect Day at CocoCay is packed with first of their
kind thrills and one of a kind ways to chill — only on Royal Caribbean ® .
The biggest wave pool in the Caribbean and the tallest waterslide in Nor th America —
T HR IL L WAT E R PA R K
the 135-foot Daredevil’s Peak — are just t wo of the thrills your clients can conquer.
The exclusive Coco Beach Club elevates the per fect beach day with an oceanfront
COCO BE AC H C L UB
infinit y pool, upgraded cuisine and the only over water cabanas in the Bahamas.
This tethered helium balloon takes adventure to new heights, offering Caribbean
UP, UP A ND AWAY
views from up to 400 feet above the island.
This is no mirage — it’s the largest freshwater pool in the Caribbean, with a family
OA SIS L AGOON
friendly sloping entr y, a swim-up bar, and various coves and islands for lounging.
Your clients can jam out to live music, chow down on chicken wings and crispy steak
C A P TA IN J AC K ’S
fries, and set tle into a rope swing seat with a drink from the rowboat bar.
Our largest Splashaway Bay yet has more fun by the gallon than ever before
SPL A SH AWAY B AY
including five waterslides and t wo massive drench buckets, all complimentar y.
Visit LoyalToYouAlways.com/PerfectDay
Images and messaging for Perfect Day at CocoCay reflect current design concepts and may include artistic renderings. All destination features and experiences, and related delivery timing for these features, are currently in development and are subject to change without notice.
CocoCay, Perfect Day, Thrill Waterpark, Coco Beach Club, Oasis Lagoon, Captain Jack’s, Daredevils Peak, Splashaway Bay and Chill Island are trademarks of Royal Caribbean International. © 2018 Royal Caribbean Cruises Ltd. Ships’ registry: The Bahamas. 18061308 • 8/21/2018
Social Media Leads
Social media is ringing the cash register, according and 29% of agencies saying they “don’t or can’t track
to respondents with over at least 11% of advisors and sales.” Some of the respondents who aren’t tracking
agencies saying they have been able to generate at conversions said they are “currently creating a plan to
least $100,000 in sales via their social media efforts. For track better” or are “just developing” tracking methods.
advisors, 33% said social media had resulted in at least One agent said, “It is difficult to draw straight lines from
$25,000 in sales over the past 12 months. Interestingly, client interaction and a sale. Social media is part of an
only 25% of agency websites achieved similar results. overall strategy of engagement.”
Tracking sales wasn’t universal with 38% of advisors
In the last 12 months, how much sales volume have you or your agency generated from
social media leads?
Over $100,000 $50,000 to $99,999 $25,000 to $49,999 $10,000 to $24,999
$5,000 to $9,999 $1,000 to $4,999 Under $1,000 We don’t/can’t track sales

100%
90%
80%
70%

60%
50%
38%
35%
40%
29%
30%
14%
20%
13%
12%
12%
12%
11%
11%
11%
11%
10%
10%
8%
9%
9%
9%
8%
7%
6%
6%
7%
10%
4%
0%
The Social Media of

My Social Media
the Travel Agency I Average
as a Travel Advisor
Own/Manage
22 | CHART 7
plus a self-serve beer station at an
additional cost.
1 P.M. It’s five o’clock somewhere,
so grab a Coco Loco — CocoCay’s
signature drink — at the swim-up bar
before lounging on one of the three
swim-up islands in Oasis Lagoon, the
Caribbean’s largest freshwater pool.
4 P.M. You’ve now achieved your perfect
ten zen — it’s time to head back to the
ship. The tram runs every 15 minutes
and will drop you off at the pier.
PLAN 3: A PERFECT BLEND OF

THRILLS AND CHILL
Up, up and Away
ONE DAY, 9 A.M. Begin your day at the Thrill

Waterpark. Purchase a half-day pass—

THREE WAYS at you’ll enjoy four hours of access to all
of the water slides and attractions while
Perfect Day at COCOCAY

still having time to relax and check out
the private island’s other offerings later
in the day.
12 P.M. Enjoy lunch at Skipper’s Grill,
which offers complimentary salads,
Planning your time at the new CocoCay? Here sandwiches, tacos, burgers and a self-
serve beer station at an additional cost.
are three options. Then get ready to take to the skies in
We all know there’s no such thing as a ‘one-size-fits-all’ vacation. For some, it’s all Up, Up and Away, a 10-minute helium
about discovering and doing new things. For others, it’s about disconnecting from balloon ride that soars up to 450 feet
23
above the island.
reality and finding the perfect chill spot. Still others like a balance of full-throttle
activity and relaxation. Check out three easy plans for spending your time on 2 P.M. Head to Chill Island — the
Perfect Day at CocoCay. ultimate beach escape with clear
tropical waters, white sand beaches
and plenty of shade. Or head to Oasis
PLAN 1: AN EPIC FAMILY ADVENTURE 4 P.M. It’s time to head back to the ship, Lagoon and hit the swim-up bar for a
where more adventure awaits! To get Coco Loco in the Caribbean’s largest
9 A.M. Your family adventure begins
back, just take the tram to the pier. freshwater pool.
at Thrill Waterpark. A half-day pass
gives you four hours of access to 13 4 P.M. Now that you’re fully refreshed
PLAN 2: RELAX AND RECHARGE
waterslides — including the tallest and recovered from the morning’s
Overwater Cabanas — Debuting
waterslide in North America — the adventures, take the tram to the pier
December 2019
largest wave pool in the Caribbean, and head back to the ship.
the Adventure Pool and its many 8:30 A.M. Head to Chill Island on the
obstacles, and complimentary beach east side of CocoCay, where you’ll find CALL TO ACTION
chairs and towels. crystal clear tropical waters and plenty Experience all this and more only with
of ways to relax and recharge. Access Royal Caribbean. For more information,
11:30 A.M. Perfect Day at CocoCay has visit Loyaltoyoualways.com/PerfectDay
to Chill Island is complimentary, but
the only zip line with a water landing
for an additional cost you can up your
in the Bahamas, and it’s fast. Zip Line Disclaimer: *We based our schedules on an 8 a.m.
relaxation game by reserving your own
admission can be purchased separately – 4 p.m. call at CocoCay. The exact time spent in
private cabana! port may vary depending on when you visit. Coco
or bundled with your admission to
Beach Club and overwater cabanas are scheduled to
Thrill Waterpark. Post up at Coco Beach Club. Admission open December 2019. All destination features and
includes access to an exclusive beach, experiences, and related delivery timing for these
12:30 P.M. Enjoy lunch with a side of
a beachfront infinity edge pool and features, are currently in development and are subject
harbor views at the nearby Skipper’s to change without notice. Images and messaging
complimentary dining at The Grille.
Grill, serving up complimentary salads, for Perfect Day at CocoCay reflect current design
You’ll also find the first overwater
sandwiches, tacos, burgers and other concepts and may include artistic renderings. All
cabanas in The Bahamas.
grilled favorites. destination features and experiences, and related
delivery timing for these features, are currently in
12 P.M. At lunchtime, tuck into some
2 P.M. Wrap up your day at South development and are subject to change without
beachside BBQ at Chill Grill, offering
Beach, where you’ll find plenty of notice. ©2018 Royal Caribbean Cruises Ltd. Ships’
complimentary grab and go options registry: The Bahamas.
beachside activities and water sports.
Behind the
Celebrity
Revolution:
A $500-Million
Modernization
Transforming an
Entire Fleet
The Celebrity RevolutionSM started Elevating the suite life bedding featuring luxurious cashmere
with the introduction of the cruise The number of suites more than doubled mattresses. Your clients may never want
line’s newest ship, Celebrity Edge ®. from previous builds, and all suites to leave the room, but there’s much
Launched in November, its innovative are being redesigned. Two new suite more to explore on board.
design made it one of the most eagerly categories were also introduced: Iconic
anticipated new vessels of 2018. Suites and the Edge Villas. Positioned Onboard experiences evolved
The innovation continued with the high above the bridge of the ship, Iconic New culinary experiences and unique
announcement of Celebrity Flora SM, Suites offer sweeping views and are the shops are being rolled out fleetwide.
the first ship designed specifically for largest staterooms in the fleet, at 1,892 Oceanview Café, a guest favorite, is
traveling to the Galapagos Islands. square feet. The Edge Villas are two- being redesigned with an open, airy,
Now, Celebrity Cruises is bringing story luxury residences that offer 950 marketplace-inspired layout offering
24
together more than 500 leading square feet of split-level splendor. All dishes from around the world.
architects, designers, and engineers suites fleetwide will also come with an Le Petit Chef TM, the first augmented
to revolutionize their entire fleet with invitation to experience The Retreat. reality dining experience, will
new concepts inspired by the ship now entertain guests at all Qsine®
that started it all, Celebrity Edge. Its The Retreat restaurants across the fleet. Day or
streamlined aesthetic, fashionable color First revealed on Celebrity Edge, night, Rendezvous Bar will offer an
palettes, and airy layouts are informing The Retreat is an all-new luxury enlarged bar and quieter, cozier nooks.
the design choices being made to bring experience that includes private dining, New high-end boutiques are also
the rest of Celebrity’s fleet to the edge. an exclusive lounge, access to The being introduced, from some of the
Retreat Sundeck, and a personal butler. world’s hottest luxury brands, including
A fresh start Now, every ship will offer The Retreat
For Edge, Celebrity Cruises selected Sundeck and The Retreat Lounge, chic Celebrity Cruises is bringing
a team of the world’s best designers private sanctuaries where guests can
together more than 500 leading
based on their portfolios and their unwind. All guests who book a suite
architects, designers, and engineers
inexperience with cruise ships — will also have access to Luminae at The
so the vessel would be a departure Retreat, a private restaurant featuring
to revolutionize their entire fleet.
from traditional cruise ship design. unique menus crafted by a Michelin-
The spaces onboard are unlike any starred chef. Celebrity is the only Shinola, John Hardy, and Hublot.
found at sea. Edge quickly became premium cruise line to offer every suite Finally, state-of-the-art digital photo
the inspiration for the rest of the guest this level of luxury and exclusivity. galleries will be unveiled, allowing
fleet. During the Celebrity Revolution, your clients to browse and savor their
all staterooms fleetwide are being A new status quo vacation memories in a snap.
refreshed with new color palettes, plush It’s not just the suites that are The Celebrity Revolution is as
upholstery with modern silhouettes, getting a design overhaul. From ambitious as it is unique. But the
and luxurious finishes. Updated inside staterooms to AquaClass®, all payoff will be worth it. No matter which
bars, restaurants, casinos, spas, and accommodations will feature refreshed Celebrity ship your client is sailing on,
lounges will similarly echo the ship’s bathrooms with new finishes and they’ll be guaranteed to enjoy a cruise
breakthrough interiors. fixtures, and Celebrity’s eXhaleTM that’s on the leading edge.
NO FILTER ON DISCOVERY

Silversea’s Voyages Deliver Post-Worthy Moments
Nothing compares to experiencing iconic photographer Steve McCurry’s to highlight unfamiliar destinations
the true essence of the world’s recent travels with the cruise line. All rarely reached by everyday travelers.
best destinations. Immersing in blog posts are original and present an Guests can now unravel Cuba’s many
extraordinary history, culture, experiential glimpse into what it’s truly secrets while cruising through the
landscapes and cuisine beyond the like to sail with Silversea. The depictive Caribbean or discover Easter Island,
coast, away from the crowds — this is content can be easily shared across one of the most isolated places on
25
the ultimate reward for the discerning social media platforms to promote the face of the Earth, on a voyage off
traveler. For tech-savvy adventurers, Silversea’s global destinations and the coast of South America. Spanning
sharing these unforgettable moments detail the luxury cruising experience. virtually every corner of the globe,
on social media delivers its own Silversea’s online Travel Professional Silversea’s itineraries touch on the
distinct thrill. In the same spirit, Center features the latest voyage least-explored regions, including the
Silversea’s luxury cruises are designed brochures and customizable marketing volcanic landscapes of the Russian
to let curious travelers plug into the materials, while the Selling Silversea Far East and even the Great White
world around them, on uncommon Guide contains an easy-to-follow Continent of Antarctica.
journeys that unlock deeper booking management timeline. Travel
discoveries and pack in post-worthy advisors who register for MySilversea. THE ART OF AUTHENTICITY
encounters that are sure to impress com will also enjoy full access to manage Silversea’s voyages are far more than a
any social media savant. bookings, download collateral from cruise vacation. They come closer than
Marketing Central, and earn rewards ever before to the authentic, unfiltered
ABOVE AND BEYOND at Travel Agent University. Silversea beauty of the world. It’s trekking off the
Silversea continues to set the standard remains steadfast in delivering once-in- beaten tundra trail, identifying a rare
and surpass all expectations of ultra- a-lifetime experiences, by keeping true species of seabird, and savoring the last
luxury cruising — but the journey to a legacy of uncompromising luxury bite of unfamiliar flavors. It’s the type
of a lifetime begins even before and the experimental spirit of Silversea of trip travelers have only read about in
booking. That’s why Silversea’s Expeditions. books, directly out of wild imaginations,
dedicated sales team provides travel that few believe could be possible. But
partners with indispensable support INSPIRED ITINERARIES they do exist — only with Silversea.
resources to make selling a breeze. When it comes to off-the-path More than just snapping Instagram
Silversea’s Discover travel blog experiences that reveal the world’s hot photos and tweeting epic travel tales,
features real stories from Expedition spots and hidden gems, Silversea’s this is about straying away from the
Team leaders, vivid photography itineraries are second-to-none. Late Facebook timeline to see the world
showcasing remarkable scenery from departures and overnight stays inspire in real time — and then taking home
worldwide cruise itineraries, as well exploration on the deepest level, while memories to share throughout a
as behind-the-scenes videos from brand-new routes are added every year lifetime. #ThisIsSilversea
the scenes of local life with one
inclusive price, from lodging, meals,
transportation and more. It’s land
travel, by ship.
To further immerse you in local
experiences, we offer everyone a
complimentary AzAmazing EveningsSM.
Our exclusive, bespoke events that are
designed to give you a unique look
into the culture and heritage of the
destination; often hosted in beautiful
historic venues.
While our global guests come to us
for the destinations and the way we
make them come to life, they return
to Azamara for the inclusive, intimate
club-like environment onboard. From

the international crew members —
with over 55 nationalities — who are
both genuinely friendly and happy to
make them feel welcome, to the host of
Why Azamara: inclusive amenities such as beverages

that include select standard spirits,
international beers and wines, bottled
A new way to see the world water, soft drinks, specialty coffees, and
teas. To concierge services, self-service
laundry, gratuities and more.
26
We believe in connecting people to a Dublin pub. Felt in the timeworn

people, people with cultures and
people with themselves, by bringing
hands of a fisherman who’s mastered a
millenary craft on the Sri Lankan shore.
Enjoy unexpectedly
you closer to new experiences that Sometimes visiting a few ports authentic service.
help form who you are and give you a within a country is not enough. That’s
fresh perspective of life. why we have pioneered the concept
of Country-IntensiveSM Voyages — Enjoy unexpectedly authentic service.
We do this through our Destination itineraries that include most iconic Visit a bartender who knows your
Immersion® experiences, the destinations as well as hidden gems, favorite drink. Return to your stateroom
philosophy behind every Azamara all within a single country. Ultimately, with your sheets turned down just the
voyage. We have carefully curated allowing you to unpack just once way you like them. Our team strives to
immersive itineraries, featuring longer and dive into your country of choice anticipate your needs and meet them
stays (later than 8:00 p.m.), more without worrying about transportation swiftly — surprising you with even the
overnights and unique night touring, or hotel transfers. smallest attention to detail.
allowing you to travel deeper and Our Country-Intensive destinations Our three sister ships — Azamara
absorb more of the history, arts, cuisine now include Ireland, Scotland, Journey ®, Azamara Quest ®, and
and local customs that make each place Denmark, and South Africa — as well Azamara Pursuit SM — are boutique
unique. Join us and discover the night as past favorites like Greece, Croatia, hotels at sea that can accommodate
and day difference of how destinations Cuba, Spain, Italy, Iceland, Norway, approximately 700 guests and are
rise when the sun sets. New Zealand, and Australia. perfectly sized to cross oceans, sail
Find your inspiration and embark on into intimate rivers and along scenic
the insatiable search of new cultures Continuing to expand our waterways, while enjoying prime
and unknown experiences. Inspiration Destination Immersion® experiences docking locations.
that is ever-present in the ancient by land, we have created unique pre- Azamara Club Cruises® welcomes
stories of South Africa’s Zulu locals. and post- voyage options. Through you to uncover all seven continents and
Lit in the hazy wisps of a shamanic partnerships with some of the most discover a world within the world.
ceremony in the heart of the Amazon. renowned land tour operators, the
Overheard in the cheerful banter of Land & Sea Packages take you behind Explore Further SM
What are your social media objectives?
Gaining new customers was the top reason both advisors objectives while 24% said they used social media for co-
(87%) and agencies (86%) use social media, however, op marketing with preferred suppliers. Agents said using
building awareness and positioning expertise was the social media helps “build trust” and keeps them “top of
second most important objective for agencies (82%). mind” while positioning themselves as “experts” and
Marketing to existing customers (77%) took the second reminding clients they are “available.” One agent said,
spot for advisors. Half of respondents (50%) said they “Social Media is one pillar of our marketing strategy,
used social media as an advertising platform with specific which is as important as other platforms.”
What are your social media objectives? (Check all that apply)
Gain new customers Market to existing customers dvertising platform with specific
A
objectives (cruises, honeymoons, etc.)
Build awareness of you/your agency as experts
Co-op marketing with preferred suppliers No specific objectives Other
100%
87%
87%
86%
90%
82%
77%
77%
75%
75%
80%
71%
70%

60%
51%
50%
49%
50%
40%
24%
24%
24%
30%
20%
6%
10%
5%
4%
2%
2%
2%
0%

Average
CHART 8 | 27
Social Media Platforms
Facebook is by far the dominant social media platform likely to Tweet than advisors (35%). Other platforms
when it comes to the travel agency community with mentioned included WhatsApp, Blogspot, Snapchat,
97% of respondents saying they use it for their business and Yelp.
with Instagram (60%) and LinkedIn (59%) in a distant
near tie for the second and third spots. Twitter was
used by 38% of respondents followed by YouTube at Agents that said they had sold at least $25,000
28% and Pinterest at 26%. via social media in the past year were statistically
more likely to use Instagram (72%) than the
Agencies were more likely to use LinkedIn than advisors overall population.
(63%-56%). Agencies (44%) were significantly more
Which social media platforms do you or your agency use for business?
Facebook Use Don't Use Not Sure
My Social Media as a Travel Advisor 97% 2% 1%
The Social Media of the

98% 2% 1%
Travel Agency I Own/Manage
Total Average 97% 2% 1%
Instagram Use Don't Use Not Sure

61% 34% 5%
LinkedIn Use Don't Use Not Sure


63% 33% 4%
Pinterest Use Don't Use Not Sure

30% 65% 6%
28 | CHART 9 Chart 9 continued on next page

Social Media Platforms
Chart 9 continued

Twitter Use Don't Use Not Sure

44% 50% 6%
29
Tumblr Use Don't Use Not Sure

4% 91% 5%
WeChat Use Don't Use Not Sure


5% 89% 6%
Youtube Use Don't Use Not Sure

27% 68% 5%
CHART 9 | 29
Which social media platforms are most
important to your business selling travel?
Facebook for both owners/managers
© Shutterstock.com
and advisors is not only the most
dominant platform in terms of use, but is
by far the one both groups say is “most
important” to their business of selling
travel. Over 70% placed Facebook a 4
or 5 in terms of importance, compared
to 39% for Instagram, 27% for LinkedIn,
20% for Twitter, and 18% for YouTube.
For Facebook, 74% of advisors rated it a
4 or 5 in terms of importance compared
to 69% for owner/managers. Conversely,
18% of owners/managers find Pinterest

important compared to 11% of advisors,
the only two platforms where the two
groups were out of sync.
On a scale of 1 to 5, 5 being the most important/1 being the least important, which
social media platforms are most important to your business selling travel?
* Excludes respondents who “Do not use.”
31
1 2 3 4 5
Facebook 16% 4% 6% 12% 60%
Instagram 10% 7% 14% 14% 25%

LinkedIn 11% 12% 19% 14% 13%
Pinterest 13% 7% 11% 6% 7%
Snapchat 12% 4% 7% 4% 4%
Twitter 10% 9% 12% 11% 9%
Tumblr 11% 3% 3% 1% 3%
WeChat 11% 2% 4% 1% 3%
YouTube 10% 6% 10% 8% 10%
CHART 10 | 31
Which, if any social media, do you use to run
paid advertising or posts?
Advisors are less likely to engage in paid advertising “We have had no success with Facebook ads, but
on social media than agencies by a 56% to 38% margin, that hasn’t kept us from trying every so often to see
however, for those that do, Facebook dominates with if we can hit a successful ad combination, set for local
61% of agencies telling us they use paid advertising advertising only,” said one respondent.
on the platform and 44% of advisors doing the same. Overall, the responses underscore how social
Instagram was used on a paid basis by 10% of both networks have become a game changer for agencies
advisors and agencies while 5% of both groups said and advisors who can use it to either supplement or
they used LinkedIn. While only 3% of advisors used replace more expensive traditional marketing activities,
paid advertising on YouTube, that was still higher than with many choosing to simply take advantage of social
the 1% of agencies which did. media’s free access.
Which, if any social media, do you use to run paid advertising or posts?
(Check all that apply)
Facebook Instagram LinkedIn Pinterest Snapchat

Twitter Tumblr WeChat YouTube None of the Above
100%
90%
80%
70%
61%

56%
60%
50%
49%
44%
50%
38%
40%
30%
20%
12%
10%
10%
10%
5%
5%
5%
3%
3%
3%
3%
2%
2%
1%
1%
1%
1%
1%
0%
0%
0%
0%
0%
0%
0%
0%
The Social Media of

My Social Media
the Travel Agency I Average
as a Travel Advisor
Own/Manage
32 | CHART 11
How to Make Big Money
Using Social Media
by Sandra Cottam McLemore
Industry pundit offers ideas to and solo travel entrepreneurs are able to to be had in those chosen ports of call and
help travel advisors win at the take advantage of their smaller audiences onboard. Stunning imagery, descriptive
social media game by making by engaging in personal dialogue and and informative captions, and intelligent
connections with new seeking out ideal clients to connect with hashtags are essential for strong travel-
customers around the globe. on social media. related posts. Curated content not only
For travel agents and smaller brands strengthens a visual brand, but it also

Thousands of travel entrepreneurs that want to win big at the social media attracts the right audience.
(agents, cruise lines, tour operators game, there are three key strategies to
and hoteliers) have embraced the use and perfect: 3. Follow up and stay on task
opportunity that social media marketing If content is king, consistency is queen.
has offered their businesses. Most of 1. Conversion is key Travel marketers and agents must post
them, regardless of technical ability, have Understand that collecting followers daily; and engage with their audience
attempted to jump onto each new social brings a certain social proof to potential within hours of receiving questions
media platform and trend, and they have clients, but there is nothing gained if or genuine inquiries. Social media is
given it their best shot, some with a plan, there is no conversion. Simultaneously, meant, by its very name, to be social
but many leaning on a combination of building the number of followers a brand in nature. The post-and-forget strategy
intuition and trial-and-error. has is a second priority to engagement just won’t cut it.
Certainly, they continue to face and conversion. Conversion goals may
33
steep learning curves, as social media include clicks to a website; signing up What you can gain
algorithms and best practices change for a mailing list; establishing contact A thoughtful, intentional and consistent
faster than most of us can keep up with. through email or by phone; and, at the social media strategy can reap multiple
But for those travel agents and travel very least, becoming an actual follower benefits. In order to effectively use social
trade marketers who have diligently on social media. media to make big money in travel, agents
soaked up every bit of training, advice, must put in place a combination of strategy,
and experience available, there is big 2. Have a formal plan content curation, and consistency.
money to be made. Travel marketers and agents must learn As 2018 comes to an end, this is the
Social media is being leveraged to to strategize first and post second. This perfect time to formulate a marketing
attract and maintain new clients, as well means taking the time to identify which plan for next year that includes social
as to uncover growth opportunities and destinations and experiences they want media as a high priority. It’s also a prime
areas for improvement within the travel to sell and selecting preferred suppliers time to take in some additional industry-
industry overall. With over 500 million to work with. To control the sales, you specific training on the topic. Travel
active users on Instagram alone, it is no must control the narrative of what is being agent host agencies and consortia are a
surprise that a vast majority of travelers posted. If an agent has a goal to sell cruises, good place to start in learning about and
are keen to consume travel-related be it river or ocean, they need to focus their developing a social media strategy that
content. What’s more, the opportunities posts on the destinations and experiences brings in new business.
for the travel industry to engage and
convert this audience are unprecedented.
While the big online booking engines, Sandra Cottam McLemore is a travel industry expert and TV host based in Los
Angeles. She can be seen on inflight TV, cruise line channels, Huffington Post; and is often
large cruise lines, and mega hotel chains
profiled in airline inflight magazines, travel websites, and lifestyle magazines as a world
are able to put millions of dollars into travel expert. She has worked in the travel industry for over 19 years for airlines, cruise
paid ad campaigns and outsource niche lines, TV networks and media agencies. She consults with travel brands all around the
agencies to run their campaigns, they world to correct their marketing and improve their revenue strategies.
Sandra also runs Village Girl Marketing, a media & marketing agency for travel
fall short in their ability to create and
brands specializing in content creation and design. She speaks regularly at travel industry
nurture personal relationships with their events worldwide. In addition, she has plans to launch a new travel magazine and travel
followers. Instead, lesser known brands accessories collection.
How many times a month do you post
on each platform?
With Facebook being far and away the most

popular platform, not surprisingly 96% of
agents told us they post at least once per
month on the social media behemoth with
58% posting six or more times per month.
While 28% of all respondents said they post
at least six times per month on Instagram,
31% of agencies post at least six times per
month compared to 25% of advisors. While
only 22% of respondents said they post at
least once per month to YouTube, advisors
were more likely to post a video by a 25% to
19% margin.
How many times a month do you post on each platform?
0 1-2 3-5 6-10 10+
Facebook 4% 18% 20% 16% 42%
Instagram 42% 16% 14% 10% 18%

LinkedIn 57% 25% 10% 3% 6%
Pinterest 78% 10% 5% 3% 4%
Snapchat 90% 4% 2% 1% 3%
Twitter 65% 11% 9% 4% 10%
Tumblr 95% 2% 0% 0% 3%
WeChat 95% 2% 1% 0% 2%
YouTube 77% 14% 3% 2% 3%
34 | CHART 12
How many bookings per month do you or your agency
generate from the following social media platforms?
Facebook dominates in terms of generating

bookings. Eighty percent of respondents
said they get at least one booking per
month from Facebook compared to 33%
for Instagram, 19% for LinkedIn and just
17% from Twitter, the only three to break
into double digits. Further, Facebook was
the only platform where at least 10% of
agents said they can track six or more
bookings per month. For advisors, 23%
told us they get at least one booking
per month via LinkedIn versus 15% for
agencies, the only area the numbers had
a statistical deviance.
How many bookings per month do you or your agency generate from the
following social media platforms?
0 1-5 6-10 11-15 16-20 20+
Facebook 20% 61% 10% 3% 2% 5%

Instagram 67% 26% 3% 1% 0% 3%
LinkedIn 80% 16% 1% 0% 0% 2%
Pinterest 92% 6% 1% 0% 0% 1%
Snapchat 95% 3% 0% 0% 0% 1%
Twitter 84% 12% 2% 0% 1% 2%
Tumblr 97% 1% 0% 0% 0% 1%
WeChat 97% 2% 1% 0% 0% 1%
YouTube 87% 10% 1% 1% 0% 2%
36 | CHART 13
THIS IS OUR HOME, OUR SEA.
ENJOY IT.
LET US TAKE YOU CLOSER
TO THE AUTHENTIC BEAUTY
Santorini, Greece by Steve McCurry OF THE MEDITERRANEAN
We were born here. Welcome to our home, the Mediterranean Sea – the scents, the flavors, the sky and all
the wonders underneath it. We have the perfect ships to reach every special corner in 13 countries. Be our
guest, and let us take you closer to the authentic beauty of the Mediterranean. #ThisIsSilversea
Share Steve McCurry’s travels with your clients and other Silversea
inspired content by subscribing to our blog discover.silversea.com
Can you give us an example of one of your most
successful social media campaigns?
When it comes to what works, owners/managers and advisors shared lots of ideas in our word cloud
(above). Facebook reaffirmed its ranking as agents’ favorite tool, while personal photos, pictures
from clients, travel photos, and videos, including cruises and Disney were mentioned the most.
In terms of effective tactics, one advisor said she posts pictures from destination weddings she
arranges accompanied by brief “how to” information, while another told us he blogged daily from a
three-week trip in South Africa to build up his credentials as an expert. Advisors say posting as they
travel seems to work, using a combination of selfies and insider snaps of the resorts they are visiting
and places they are touring.
One agent said he sold a 52-person group trip to Aruba using social media, while another said
she posts the schedules for charter flights out of her home market in St. Louis. One advisor says she
posts pictures from her previous travels with current offers. Another has created branded hashtags
to build a personalized following. Others say integrating their social media postings with traditional
advertising in local magazines and newspapers makes everything more effective.
Posting notes and Yelp reviews from happy clients was also cited as a smart tactic as well
as schedules for local bridal shows where the advisor was participating. There were numerous
examples of using social media to promote destinations, specializations and niches, specific
suppliers, new itineraries and ships or resorts. In the end, agents told us while there is no secret
formula, since there is generally no cost except for time, they are happy to experiment.
38 | CHART 14
Q&A with
Ryan McElroy
Is there a certain number of the third quarter. Paid advertising
times a month or an average of works. However, you have to get good
posts per day travel advisors should at it and you can’t be doing “one and
The majority of agents say social have? Is there a formula/method that done” campaigns. You must commit to

media is very important or can help them get started? a monthly budget and get great at
important to their business. What steps placing the ads, adjusting and testing
I don’t think it’s all about
should more agents be taking and how them on the fly.
frequency of number. Set aside
can they use this research to their
the time, one hour a day, 3 hours a
advantage?
week etc. Ask yourself who is going to What are travel advisors missing
Consistency and leverage. benefit from what I’m posting? Are in the social media picture? What
Fortunately our industry has so you trying to inspire someone, educate advice can you offer?
much great content that can be someone, make someone smile,
Leveraging clients. Ask your
developed. We have so many resources reinforce a brand promised?
clients if you can post some of
from destination and supplier content
their pictures and tag them. Interview
to agent fam and personal travel
Which platform do you think is them and put that content on your
content to UGC (User-Generated
rising in popularity? website and place it on Facebook and
Content) from our clients. We need to
39
LinkedIn. Travelers love to brag and
use a myriad of all these resources, Attention has shifted to
boast about their travel resume.
along with the leveraging of the fact Instagram. Travel is visual and
Provide the soup box. Trust me they
we, as travel professionals, travel so Instagram caters to that. I would have
will be some of the most popular posts
often to our advantage. thought the number or agencies/
you ever do.
advisors engaging [on Instagram]
would have been higher.
In your opinion, what is the most Linkedin is underutilized. It’s where There are agents who responded to
important finding in this professionals congregate. If you’re our survey that said they generated
research, and why? looking for new clients that are active $25,000 or more from their social media
The fact only 4 in 10 respondents in your business community and want efforts. Is there even more they could be
have a plan for social media to support local business go there. doing to increase that number?
marketing. In order to be really, really, The market is wide open for advisors/
Reverse engineer why the sale
successful in digital marketing, a plan is agencies on LinkedIn.
was made. What was the
key along with desired outcomes. A plan demographic of the person who was
will keep you, your team and the Why do you think two-thirds of influenced by your posts, etc. Birds of
organization on point and moving in the travel advisors use video? a certain feather fly together. Go find
right direction. more of those types of people and
Storytelling and authenticity.
post more of that content.
Video doesn’t need to be a
Are you surprised at the results? production. Let your personality shine.
Are they in line with what you People buy from advisors and Ryan has 18 years of travel industry experience. He
see in the market? agencies whom they trust. Video is a has worked in every facet of the travel industry from
perfect way to instill trust. Sheraton Hotels to international tour companies,
I was a bit surprised with the including Collette Vacations. Ryan’s role at Travel
limited knowledge of hashtags. Agency Tribes is to collaborate on the strategic direction
The hashtag is how social media Is paid advertising a worthwhile of the company as well as lead the sales and marketing
content is discovered. It’s vital that investment on social media? functions. Driving growth through innovative solutions
advisors know the major hashtags our that help travel advisors build their business is his
Facebooks revenue is almost all forte. Ryan Lives in London Ontario, with his wife, two
industry uses and is tagging both
ad based. It did over 13 billion in daughters, and Bernese Mountain Dog Oates.
destinations and suppliers if applicable.
Can you give us an example of something you tried
on social media which didn’t work?
10 Steps to
Social Media Success
The travel advisors we surveyed

who generated more than $25,000
from their social media efforts
employ the folllowing steps:
1 Establish objectives
2 Develop
a social media
marketing plan
3 Make social media a priority
4 Incorporate search engine

optimization
5 Use hashtags
6 Incorporate video
7 Track and analyze the results of

social media
What worked for some agents who took our survey, didn’t 8 Follow clients, suppliers and
work for others. However, the one element that most agents
40
trade media on platforms

told us was least effective was paid advertising, including
9 Look
beyond Facebook at
boosted posts. While agents said paid promotions were often
mediums such as Instagram and
successful in generating likes or views, they didn’t generate LinkedIn
business. While many agents said special supplier offers and
marketing groups worked, just as many told us their similar Be consistent with social
efforts didn’t turn up any sales or qualified leads. media efforts
Conclusions
What’s clear is agency owners, managers, and advisors, at
least those who represent the leisure-focused, top-producers
who read Travel Market Report, have strongly embraced social than the general population.
media and are ambitious to do more. The agents who participated in
What’s also clear is while many advisors and agencies are TMR’s Outlook on Social Media
generating sales from their efforts, most are doing it via instinct also seemed nonplussed that not
and perhaps have the opportunity to bolster their results everything they did was a hit, and
by honing their knowledge of social media skills. This is re- seemed motivated to continue the
enforced when we looked specifically at respondents who told process of trying, learning, and trying
us they had sold at least $25,000 via social media in the past again. Perhaps the most impactful
year. These top sellers were more likely to have a formal social takeaway was that it is possible to find
media marketing plan, use SEO in their social media strategy, new customers and generate sales
use tools such as hash tags, video and analytics. They are also without having to engage in paid
more likely to follow clients, trade media and use Instagram advertising or expensive consultants.
40 | CHART 15
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Social Media Glossary
At (@) – The “at” sign precedes most usernames across social media. It is the designation that lets the
network know that you’re writing a message that includes another user. It’s also the sign that proceeds
your username in some social networks, most notably Twitter. Using the “@” sign with a username
will let another user know that he/she was mentioned in your message; and you will get a message if
anyone uses your username after that sign in a message that they write.
Direct Messages (DMs) – If you ever wanted to contact a user, but don’t want it to appear on your feed,
then you can send a direct message. Facebook allows you to send DMs using its message app on the
website and on the messaging app on mobile devices.
Feed – Your feed, or “Newsfeed” on Facebook, is a list of posts made by the people you are friends
with and the accounts you follow. It shows everything, mostly in chronological order, that’s been
posted by the people or companies you chose to follow. It will also show some paid posts, always
marked as “Ad,” made by companies or people trying to reach you with their messages.
Follower – Followers are other social media users who have chosen to receive your messages. They
are the people who are going to hear and see what you’re saying in their feed, without having to
42
search (using a hashtag, term, or username) for your message. To Follow someone, go to their profile
and click the “Follow” button.
Geotagging – Geotagging, or geolocation, allows other users to see the location from which you sent
your post or message. Most social sites, including Facebook and Twitter, let you edit settings to allow
your location to be tagged to a post. Geotagging also allows other users to find your post if they
search by location.
Hashtag (#) – The hashtag is a tool for users to tag a post with a specific term or topic that usually makes
it easier for other users to search for it. The “#” symbol allows social networks to recognize the phrase
following it as a tag; and clicking on the term will give users a list of posts with that same hashtag.
If you want to write a message about a travel agent related issue — but don’t use the word “travel
agent” in the message — then adding a “#travelagent” will mark the message with that tag, and allow
the other users to find it.
Twitter also allows for “Cashtags” using the “$” symbol, which is always a company’s stock symbol.
Like – Twitter says that “Liking” a post, by clicking the heart symbol under a tweet, “indicates that you
appreciate it.”
On Facebook, “Liking” a page means that you want that information in your newsfeed, and you’ll
see messages from that page until you “Unlike” the page.
Some people use Likes as bookmarks for messages they don’t want to forget. For instance, on
Twitter, you can click your profile page and click on the Like page to see a chronological list of tweets
you’ve Liked on the platform. Recently, news broke that Twitter was considering getting rid of the Like
button, but no decisions have yet been made.
Social Media Glossary continued
List – Lists are a good way of separating the accounts you follow from each in order to get the specific
content you want. For instance, if you just want to see travel agent-related content in your Twitter feed,
then you’d have to create a “List” with users who only Tweet about travel agent-related topics. Clicking
on that list on the tab in your profile will show only tweets from those users.
Timeline – Timeline is the Facebook term for your profile feed. It is where other users see what you

have posted.
Tweet – A “Tweet” is Twitter-talk for a post or message.
Five Most Popular Social Media Platforms for Travel Advisors
Facebook – Facebook is a free social media platform that was founded in 2004. Available for both
desktop and mobile use, Facebook connects people with friends, family, and businesses. It allows
users to post, share, and engage with a wide range of content, such as photos, videos, and status
updates. More recently, Facebook has added a “Go Live” feature enabling users to stream live content
43
directly from their devices to their profile or page, allowing their audience to tune in and watch in real
time. The platform currently boasts about 1.5 billion active users worldwide.
Instagram – Instagram is a photo-sharing application, owned by Facebook. It lets users take photos or
videos; edit and apply filters to their content; and share their content instantly to their followers and
certain geotagged networks, depending on the user’s privacy settings, as well as other social networks
like Facebook, Flickr, Twitter, and Foursquare. The app is primarily designed for mobile social sharing,
and has gained more than 300 million users around the globe.
LinkedIn – LinkedIn is primarily a business-oriented social networking site with over 380 million
members worldwide. Since its launch in 2003, the interface has mainly been used for professional
networking by individuals and companies. It also provides a feed of articles and other content that is
relevant for and determined by its users.
Pinterest – Pinterest is a photo-sharing network that allows users to upload, save, and categorize
different “Pins” through unique collections called “Boards.” More often than not, users structure each
of their boards by theme, such as Food & Drink, Men’s Luxury Fashion, Fitness, etc. Pinterest users are
free to “Pin” and “Re-Pin” any content that they like.
Twitter – Twitter is a social network that allows its users to “Tweet,” or share updates (within a
280-character limit) with their followers. Users can “Favorite” and “Retweet” the posts of other
users or pages. They can also engage in conversations with others using “Mentions,” “Replies,” and
“Hashtags” to help categorize their content.
We thank our sponsors for helping us bring this valuable study to you. Please
be sure to follow them on their social media channels:
Royal Caribbean International:

Facebook: @VickiLovesTravelAgents
Instagram: @royalcaribbean
LinkedIN: Royal Caribbean
Twitter: @VickiLovesTravelAgents
Celebrity Cruises:
Facebook: @CelebrityCruises
Instagram: @celebritycruises
LinkedIN: Celebrity Cruises
Twitter: @CelebrityCruise
Silversea Cruises:
Facebook: @SilverseaCruises
Instagram: @silverseacruises
LinkedIN: Silversea Cruises
Twitter: @Silversea
Azamara Club Cruises:

Facebook: @AzamaraClubCruises
Instagram: @azamaraclubcruises
LinkedIN: Azamara Club Cruises
Twitter: @AzamaraVoyages
Travel Market Report brings to you more than a combined 100 years of experience in the North American travel
agency market. Our databases of travel agents and suppliers are ideal for customized research on your behalf. Contact
[email protected] and we will be happy to discuss how we can help you.
Research Authors: Graphic Design:

Dan McCarthy, Editor Sean Ayling
Kerry Tice, Managing Editor Alissa Schelp
Doug Gollan, Research Consultant and Analyst
Louis Intreglia, Research
10908_12/12/18

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Travel Market Report’s

Outlook on Social Media

IMMERSE YOURSELF IN EXPLORATION.

Call 877.222.2526 or visit

TMR Outlook on social media

Anne Marie Moebes

For business, advisors and agencies

The top reason agents are using

Agents are still feeling their way – 62% said

Still, agents have a feel for what type of content

TMR Outlook on social media

Travel Market Report surveyed travel agents who read its

TMR Outlook on social media

Yes No Not sure

Results may not add up to 100% due to roundup.

My Social Media The Social Media of the

TMR Outlook on social media

Very Important Somewhat Important

Results may not add up to 100% due to roundup.

My Social Media The Social Media of the

TMR Outlook on social media

Do you incorporate SEO into your social media strategy?

Yes No Not sure I don’t know what SEO is

Results may not add up to 100% due to roundup.

My Social Media The Social Media of the

TMR Outlook on social media

Yes No Not sure

Results may not add up to 100% due to roundup.

My Social Media The Social Media of the

More than two-thirds of agents (68%) who responded

Some 79% of those respondents who said they

“Video on landing pages can increase conversions by up

Do you use video in your social marketing efforts?

Yes No Not sure

Results may not add up to 100% due to roundup.

My Social Media The Social Media of the

Agents were twice as likely (23% to 11%) not

“Having a Facebook page for your business

TMR Outlook on social media

Yes No Not sure

Results may not add up to 100% due to roundup.

My Social Media The Social Media of the

While slightly over half (51%) of agencies

“Social media is crowded. It’s competitive.

Tip Be sure to track your social media ROI so you

Results may not add up to 100% due to roundup.

My Social Media The Social Media of the

TMR Outlook on social media

Results may not add up to 100% due to roundup.

My Social Media The Social Media of the

How to Protect Your Agency from

Social Media Lawsuits

TMR Outlook on social media

Who do you follow on social media? (check all that apply)

Clients Prospects Suppliers Influencers

Results may not add up to 100% due to roundup.

My Social Media The Social Media of the

Over $100,000 $50,000 to $99,999 $25,000 to $49,999 $10,000 to $24,999

$5,000 to $9,999 $1,000 to $4,999 Under $1,000 We don’t/can’t track sales

$5,000 to $9,999 $1,000 to $4,999 Under $1,000 We don’t/can’t track sales