Social media is no longer an optional marketing channel for travel agents, instead it is a critical tool to attract diverse clientele, build trust and funnel booking conversions.
Travel News spoke to two travel agents with an active social media presence across multiple platforms to better understand the methods of content creation, how to reach different client bases and form connections that will enable conversions with new clients.
Using a combination of the Travel Counsellors brand and more personalised content, Karin Livingstone, a Gold Travel Counsellor, explained that her core social media platforms were Instagram, TikTok, Facebook and LinkedIn, with each platform serving a slightly different audience and purpose.
“My strategy is very relationship focused, combining the backing of the Travel Counsellors brand with personalised content that reflects my own travel expertise and customer service approach,” said Livingstone.
On the other hand, independent agency CEO and Founder of Khariye Travels, Lufuno Mulaudzi, creates original content that aligns with current social media trends, with her strategy built around TikTok and WhatsApp.
“Social media is where we attract new audiences, build brand awareness, and spark travel inspiration,” said Mulaudzi.
Content creation
Both the agencies create their content, with social media search engine terms or SEO and trending hashtags, however their content styles differ.
“Short form video content is becoming one of the most influential tools in the travel decision-making process,” said Livingstone. “To optimise my content for search-driven traffic, I focus heavily on using destination specific keywords, trending travel hashtags, and searchable captions that reflect the types of questions travellers are actively searching for online.”
Livingstone’s video content reflects the Travel Counsellors brand, destinations and also her own travel expertise, personality and her client base.
Both Livingstone and Mulaudzi emphasised the need to remain consistent with content publishing to improve engagement and remain relevant and up-to-date with current trends.
However, Mulaudzi explained that Khariye’s content focused on current trends, client review videos and on-camera interviews with past travellers who speak enthusiastically about their experiences.
“We structure our videos around questions and experiences people are actively curious about. For example, a video titled ‘What is it really like to cruise on MSC from Durban?’ or ‘Can you really ski in Africa?’ naturally captures search traffic because it mirrors exactly what someone would type when researching those experiences,” said Mulaudzi.
She explained that their content was often of their travellers during their travel experiences and that Khariye also used trending sounds to enhance its content and findability.
The platforms and their audiences
Tik Tok
According to Livingstone, TikTok tends to attract a younger, aspirational audiences who are looking for travel inspiration, trending destinations, cruises, safaris, and bucket-list experiences.
However, Mulaudzi, said Khariye had found a larger audience on the platform: “Our clients span multiple generations from young adults planning their first big group getaway to pensioners embarking on bucket-list experiences. This diversity is a direct reflection of TikTok's actual audience, which is far wider than most marketers assume.”
Both agents agree that Instagram attracts a similar audience but generally with stronger purchase intent and slightly higher spending power.
“Instagram, on the other hand, attracts the aspirational traveller who is drawn to the finer side of travel,” said Mulaudzi. “They engage with beautifully curated destination highlights, luxury cruise experiences, and visually stunning group moments. They are often willing to stretch their budget for an elevated experience and they come to us already inspired and with a clearer picture of what they want.”
Livingstone finds that Facebook is a very valuable tool to communicate with her loyal existing client base and some referrals, particularly among slightly older clientele.
Mulaudzi said Facebook was helpful for reaching clients who were already committed to future travel plans, particularly group organisers, family trip planners and even corporate bookers who arrive with a purpose and a budget already in mind.
Livingstone said she had had some success with LinkedIn, as she used it to connect with corporate professionals and higher income travellers.
Mulaudzi noted that Khariye also focused a lot of their marketing resources on WhatsApp, which she called an “underrated marketing tool”.
“WhatsApp statuses have become our personal billboard, reaching warm leads multiple times a day in a space that feels intimate and trusted rather than like a formal advertisement,” she explained.
“The broadcast nature of status updates means we can simultaneously communicate new packages, available spots and travel inspiration to hundreds of people at once, at no cost. It is one of the most underrated marketing tools in the travel industry and it works exceptionally well for the South African market.”
Connections create conversions
Despite the success of social media marketing, it is essential for agencies to build up a portfolio with their audience that conveys their legitimacy and establishes trust, as platforms are currently plagued by fake travel agencies and scams.
“Consumer trust is incredibly important in today’s travel industry, particularly with the rise of fraudulent agencies and fake social media accounts. One of the key advantages I have as an independent Travel Counsellors franchise owner is the backing of a globally recognised and trusted travel brand that has been established for over 30 years and has won numerous industry awards. This gives clients confidence that they are dealing with a legitimate and financially protected travel business,” said Livingstone.
She also emphasised the importance of using social media to create authentic and personal connection with the clients she meets online.
“I regularly share firsthand travel experiences, destination visits, cruise content, and personal insights across my social media platforms so that potential clients can clearly see that I am a real travel professional with genuine industry experience and knowledge,” she added.
Mulaudzi explained that Khariye’s legitimacy came from registering “business account” verifications across the platforms, and from the client reviews and interview content that the agency posted.
“Our client interview content is our most powerful trust-building tool. We regularly put past travellers in front of the camera and let them speak freely and enthusiastically about their experience with Khariye Travels. When a potential client watches someone from their own community speaking their language, sharing their excitement, that connection is immediate and deeply convincing,” she said.
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