PR Tips for Travel Agents

Our digitally interconnected global society has heightened the awareness of aspirational destinations all around the world from bustling metropolises to far off remote regions. From social media influencers churning out picture perfect content to travel journalists sharing hidden gems and trends, there is an abundance of inspiration to be found.  

While the travel industry took a major hit amid global lockdowns during the pandemic, the United Nations World Tourism Organization (UNWTO) reports that global tourism has rebounded, hitting 91% of pre-pandemic levels in the 3rd quarter of 2023.

With an abundance of travel information out there, carving out your own market share is key for travel agents. PR can play a critical role in helping travel agents create positive brand awareness, build trust, attract new and retain established audiences, and demonstrate expertise.

We’ve outlined a few key PR tactics you can implement to help achieve these goals:

Partner with an influencer.
Content creators with a global following have a lot of power over consumer decisions. Their curated feeds present aspirational content that fuels a desire to explore among their audience. If you pair the right itinerary with the right influencer, their recommendation of your services can hold a lot of weight and mean new business for you.

Curate your own social brand.
The adage that a picture is worth 1,000 words couldn’t be more relevant in the travel industry. Jaw-dropping imagery of pristine beaches, remote mountain vistas, stunning architecture and awe-inspiring views does all the heavy lifting for you. If you capture great content to share on social media, you’ll be showing, not telling that you’re an expert who knows where all the great sites, the best food, and the most exciting activities are.

Be the source.
A newsletter and a blog are great ways to keep your current and potential future clients up to date and excited to visit the hottest destinations, newest hotels and coolest local spots.

Build relationships with leading brands.
Reach out to PR agencies, tourism boards and major brands to get invited on exclusive industry trips. You’ll get the inside scoop on new accommodations and attractions that you can share with your clientele.

Secure a travel column.
Pitch a guest or recurring column to a local newspaper or lifestyle magazine. Be the trendsetter and recommend destinations, exciting itineraries and insider tips that aren’t being talked about anywhere else, so that your content is unique.

Building up your PR toolbox with tactics that include a combination of media relations and owned channels will help build your audience reach and drive awareness of your services not just locally, but globally.