Starting your travel business can be exciting, but also a little daunting—especially when it comes to marketing. If you’re new to the industry, you might be asking yourself: "How do I market a travel business when I don’t have years of experience behind me?" The answer lies in authenticity, consistency, and strategy. This guide will help you master the essentials of marketing your travel business, so you can build your client base and grow with confidence.
Why Marketing Matters (Especially at the Start)
In travel, trust is everything. Before someone hands over their money for a holiday, they need to believe in you. Strong marketing doesn’t just sell trips—it builds your reputation, showcases your expertise, and positions you as a go-to travel expert in your niche. When you're new, effective marketing bridges the gap between your enthusiasm and your clients' confidence.
Start with Your Story
Don’t underestimate the power of your personal story. People connect with people, not faceless companies. Share what drew you to travel, what type of experiences you love to plan, and why you're excited to help others. Your story is what sets you apart.
Top Tip: Craft a short origin story you can use across platforms: website, social media, email signature, and in conversations.
Choose a Clear Travel Niche
Trying to market to everyone is like shouting into the wind. Instead, define your niche. Are you passionate about family getaways, wellness retreats, LGBTQ+ travel, adventure holidays, or luxury escapes? When your niche is clear, your marketing becomes targeted, memorable, and relevant.
Bonus: Choosing a niche doesn’t mean saying no to other bookings. It just helps your ideal client find you more easily.
Build a Consistent Brand
Even if you're brand new, you can look professional. Consistent colours, fonts, and language help clients remember you and build trust. Use free tools like Canva to create branded graphics and templates.
Checklist:
- Professional-looking logo (even a simple one)
- Colour scheme and fonts
- Branded email signature
- Consistent voice and tone (friendly, professional, expert)
Use Social Media Wisely
You don’t need to be on every platform—just the right ones for your audience. Facebook and Instagram are great for visual storytelling, while LinkedIn helps with corporate or high-end travel. TikTok can work well if you’re confident on video.
Content Ideas:
- Travel tips and destination spotlights
- "Behind the scenes" of planning trips
- Client testimonials
- Personal travel experiences
- Supplier shout-outs and offers
Remember: Consistency beats perfection. A regular, honest post is better than a one-off masterpiece.
Build Credibility Through Content
Start a blog, write destination guides, or share helpful resources. The more value you give, the more you show that you know your stuff. Don’t worry about writing like a journalist—just focus on being helpful and authentic.
Suggested Blog Topics:
- "5 Tips for Stress-Free Family Holidays"
- "What You Should Know Before Booking a Cruise"
- "Best Destinations for LGBTQ+ Honeymoons"
Ask for and Share Testimonials
One happy customer can do more for your reputation than a hundred Instagram posts. Ask for testimonials early and often. Once you have them, share them across your website, email footers, social media posts, and brochures.
Tip: Use real names and photos (with permission) to build even more trust.
Use Your Network
Your first clients often come from your existing circles: friends, family, social media connections. Don’t be shy. Let people know what you're doing and how you can help. Create a launch announcement, email your contacts, and consider offering an incentive for referrals.
Master the Basics of SEO
Even if you're not tech-savvy, understanding the basics of search engine optimisation (SEO) can go a long way. Choose a key phrase (like "family holidays in Spain") and include it in your blog title, headers, and meta description.
SEO Tips:
- Use your focus keyphrase naturally
- Don’t stuff keywords—write for humans first
- Add alt text to images
- Internally link to other pages on your site
For more guidance on beginner SEO practices, you can explore Google’s own SEO Starter Guide.
The Independent Travel Consultants Difference
At The Independent Travel Consultants, we know it’s not easy starting from scratch. That’s why we do things differently. We offer marketing training, done-for-you templates, free website hosting, and one-to-one support. Whether you're building your business from your kitchen table or your campervan, you’re never alone.
We don’t just hand you a login and walk away. We help you develop a marketing strategy that works for your goals, your time, and your audience.
And because we’re still growing, you get the opportunity to shape the direction of our homeworking family—not just fit into it.
Jamie Says:
"Being new doesn’t mean being unqualified. It means you bring fresh energy, new ideas, and a personal story that no one else has. Clients don’t want a script—they want someone who listens, cares, and delivers."
Final Thought
Marketing your travel business is less about "selling" and more about connecting. Whether you’re brand new or just finding your feet, you have something valuable to offer. Lead with authenticity, stay consistent, and remember—your voice, your story, and your perspective are what will make your business stand out.
Ready to market your travel business with confidence?
Let’s make it happen.
