by Christine James
Vice President
TL Network

When I’m talking to my friends outside of the travel industry, they sometimes have difficulty grasping the concept behind a preferred supplier. So, I tell them, a preferred supplier is simply a partnership between two organizations who have mutually committed to help each other increase sales.

In the travel industry, preferred suppliers are the lifeblood of travel agency success. Not only do they extend enhanced commissions and competitive advantages, but they also provide peace of mind since you know that the company is vetted and offers a great product.

TL Network is fortunate to have preferred relationships with literally the best lineup of travel providers in the industry. No matter what style or type of travel is your niche, we have a preferred supplier who can fulfill your clients needs as well as earn you a higher commission.

Which is why it never ceases to amaze me when I walk into a member agency and see brochures or other promotional items on display for every supplier imaginable. Not only is this extremely confusing to the potential client, but it is also highly counterproductive on the part of the agent.

Quite often, the more choices you give a client, the more difficult it is to pin him or her down to a decision. In addition, if you are displaying brochures of non-preferred suppliers in your office or promoting them on your website, you risk eroding your profits by earning lesser commissions.

To maximize your profits, you should only display and suggest preferred supplier products. Sure, have a few non-preferred niche suppliers in your back pocket for those rare occasions when clients who are in search of niche product that is not offered by one of our partners, but focus your sales on preferred suppliers first and foremost.

Clients are generally happy as long as they receive the product and pricing they’re seeking. However, if your client insists on a non-preferred supplier, make it clear to them that you do not have a relationship with that supplier; therefore, in the event that they encounter a problem, it may be difficult to resolve it.

Not only do preferred suppliers assist in times of need, they also go out of their way to provide exceptional customer service, as well as acknowledge your loyal clients with bonus amenities and exclusive perks. They do this because they are honoring their commitment to our partnership—they are helping you become more successful. It only makes good business sense for travel agents to reciprocate. Remember: we are stronger, and more successful when we work together.

by Pamela Jarvis, MCC
Director, Cruise Programs
Travel Leaders Network

The relationship a travel agent has with their clients is not that much different from the ones you have with your family, friends or romantic partners. The key to any successful relationship is making the other side feel special. For family and friends, that can be as simple as sending flowers or having a good heart-to-heart conversation.

For your clients, the key is making them feel like VIPs. One thing we do really well here at TL Network is provide the tools for agents to do exactly that. Through multiple cruise and hotel programmes, our agents can provide unique bonus amenities and custom-tailored experiences, all of which add up to making their clients feel unique and special.

Our private tours programme is growing fast—both in popularity among our agents and their clients—and with good reason. These personalized experiences can be completely tailored to the client, including such moments as a private winery tour, cooking demonstration by a local chef, private art gallery tour, or even VIP tickets to a special event, like Wimbledon or the Monte Carlo Grand Prix.

These tours are popular with clients not because they cater to all price points (which they do), and not because they include all the logistics, from safe, comfortable transportation to local guides and translators (which they also do). They’re popular because they make clients feel extra special, knowing their travel agent went above and beyond to craft these amazing experiences.

And they are amazing, because I’ve experienced quite a few. Last summer on a cruise, we stopped in Malaga, Spain, where we enjoyed a private tour of the Picasso Museum. After walking past the queues of people waiting to enter the museum, our tour began. To be honest, his abstract paintings didn’t make any sense to me. But our guide walked us through Picasso’s life, while explaining the significance of the paintings. After two hours, I had a whole new appreciation for the artist! This was something I would never have done on my own, but now I tell everyone not to miss this amazing museum.

Another memory is from a private tour in Tuscany. I was with a good size group and had arranged for a private tour of a winery. After learning about their wine-making process, we enjoyed a seven-course meal that was paired with wines made on the estate as well as some of the best balsamic vinegar I’ve ever tasted. That experience took place eight years ago, and I still look back on it fondly.

That is what your clients should do—they should look back fondly at the journeys you crafted for them. And with private tours, they will.

Las Vegas, NV (June 14, 2018) – With more training courses and certification opportunities, added technology offerings, expanded marketing and lead generation programs, and a myriad of networking options TLNetwork.ca is cementing its competitive position as the travel agent network of choice. More than 40,000 travel agents within the U.S., Canada and internationally are now part of TL Network and are reaping the advantages of the organization’s huge array of benefits, programs and negotiating power.  All of these announcements, highlights and more are being showcased during the organization’s 2018 international conference, EDGE (Educate, Discover, Gather, Evolve), which takes place through June 16 at Caesars Palace in Las Vegas.

“We’re intent on providing our members with a competitive edge, and that includes having the right tools, training, support and strategic relationships, combined with our scale and scope, to position them for the greatest possible success,” said John Lovell, President of Travel Leaders Network and Leisure Group.

“The past year has been marked by expansion in many areas that will improve the competitive position of our members and increase their opportunities to make money,” said Roger Block, President of Travel Leaders Network. “We’re raising the bar to help our agencies succeed and ensure they are better equipped to serve their customers and gain new ones.”

Throughout the year, there has been significant growth and success for TL Network. Here’s a look at TL Network by the numbers:

Training

The number of TL Network agents actively involved in the organization’s six specialist programs has risen to 1,612 and increases each month. Those programs range from leisure travel, business travel, group travel, luxury travel, honeymoon and destination weddings, and active and adventure. More than 374 agents have graduated from the programs. Overall, the network offers over 500 training opportunities to its member agents throughout the year.

“Our specialist programs are truly unique and immersive. They involve a two-year study program within six key areas,” said Christine James, Vice President of TL Network Canada. “Aside from Certified Travel Specialist Programs, we offer on-demand lessons, webinars, and workshops throughout the year both virtually and in person as a way to connect and create an interactive experience for learning. We truly believe our training and education programs are exceptional within the industry and our dedicated training team helps set our members up for success with a variety of learning options.”

Lead Generation

Within Agent Profiler, which is a free benefit for TL Network agents that provides consumers direct access to travel professionals via TLNetwork.ca, nearly 5,500 agents (over 500 in Canada) are now displaying online, representing expertise in 135,000 destinations and 53,000 interests. Through the end of May, organic traffic to TLNetwork.ca was up 45 percent year over year and leads flowing through Agent Profiler continue to grow significantly.  Driven in large part by the company’s unique content management and Search Engine Optimization strategy, an estimated 140,000 leads are anticipated for the full year 2018. The average sale on leads generated through Agent Profiler is currently in excess of  $5,000.

Agent Profiler 2.0, introduced earlier this year, enables agents to very effectively hone and promote their specialties and areas of expertise, including certifications, and also showcases photos, client testimonials and blog posts.  Travel professionals using Agent Profiler 2.0 are typically receiving three times more leads than agents using the basic version of the tool. Additionally, agents with at least one certification, typically receive two times the leads versus those with no certifications.

“Agents who are using Agent Profiler are reporting that they are receiving high end, qualified leads generating closed bookings,” said James.

Perks at Sea

TL Network is offering more than 300 hosted sailings this year across nine premium and luxury suppliers as part of its Distinctive Voyages program. Each of these cruises features a host, private cocktail reception, and complimentary shore excursion. Additionally, within Distinctive Voyages is the Car & Driver program, which was first introduced last year and has proven hugely popular. The number of participating cruise lines has doubled to six.  These luxury cruises feature the use of a private car and driver in a port of call.

Also, in 2018, TL Network is offering approximately 100 cruises as part of its Culinary Collection, many of which feature all the benefits of Distinctive Voyages along with a special culinary feature such as a meal in a specialty dining venue or a wine package. Beyond those programs, there are an additional 3,500 cruises available through TL Network in 2018 that offer special amenities such as a shipboard credit, pre-paid gratuities, specialty restaurant meal or wine package. There are now 17 different cruise lines partnering on the program, ranging from contemporary, premium and luxury to river cruises and adventure voyages.

Hotels Online

A new website, selecthotelsresorts.com, recently launched for the Travel Leaders SELECT Hotel program, features hundreds of hotels and resorts that provide VIP amenities to clients of TL Network agents. The new site showcases each property’s amenities, description, photos and other details. Other highlights include:

• A new “filter” feature to help review properties with specific qualities, from romantic to family friendly to pre/post cruise
• A clear list of the exclusive “perks” offered to TL Network guests
• A single site with both an agent view (including important agent-only information) and a consumer view

“For 2018, we are focused on increasing our members’ profitability and helping our members grow their business further,” said Block. “The overall goal with the hotel program is to build the industry’s most robust offering and showcase some of the most prestigious properties in the world where our agents can book their clients.”

Introduction of Agency Buying/Selling Website

TL Network also recently introduced a new website www.buymytravelagency.com that matches owners who are interested in purchasing other agencies with prospective sellers. Potential agency buyers can purchase a display ad describing their existing business, the types of agencies they’d like to acquire, geographical parameters and other requirements. Selling parties can review the ads and connect via the website with potential purchasers.

“The creation of an online vehicle such as this that connects prospective agency buyers and sellers was long overdue and this website is going to serve a valuable purpose for our industry,” said Block.

For travel agencies interested in learning more about the award-winning programs and diverse offerings that TL Network offers agencies in leisure and luxury travel, business travel, honeymoon and destination weddings – as well as active and adventure travel – visit TLNetwork.ca

Toronto, ON (January 17, 2018) –TLNetwork.ca–America’s largest retail travel agency organization – recently announced details for its upcoming annual international conference. New this year is a conference moniker for 2018 and beyond, EDGE, which stands for “Educate, Discover, Gather, Evolve.” Attendees will have the opportunity to participate in advanced educational training seminars, learn about the latest industry innovations from TL Network and industry partners, and network with peers and supplier executives.

“We are thrilled to announce the new theme moving forward, as we bring together the industry’s top-of-the-line agents and supplier partners,” said Roger E. Block, CTC, President of Travel Leaders Network. “Each year, our members come together to be inspired by numerous Educational opportunities, to Discover insights from the leadership team and colleagues, to Gather with friends and to Evolve as travel professionals. As a result, they gain a competitive EDGE in the marketplace, the kind only TL Network can provide. We cannot wait to bring all of the education and fun to the iconic Las Vegas Strip.”

More than 2,100 travel agents and industry leaders gathered at last year’s inaugural International Conference, which took place at Loews Royal Pacific Resort at Universal Orlando. Those who attend this year’s EDGE Las Vegas will:

• Gain valuable insights at General Sessions and the Experience Room.
• Reap the rewards of meeting our Preferred Suppliers in the Trade Show & the inaugural Hotel Marketplace.
• Gain immeasurable knowledge during hundreds of hours of training classes.
• Make connections while networking with fellow members.
• Enjoy plenty of fun during entertaining events.

The large-scale event, which will feature more than 210 hours of education, including adventure travel workshops presented jointly by TL Network and the Adventure Travel Trade Association, workshops focused on luxury travel, selling independent travel to affluent travelers, as well as Power Speakers that include expert sessions on proven sales methodologies. Additionally, special sessions are planned for owners and managers of host agencies and sessions for independent contractors on how to grow their businesses.

TL Network is comprised of nearly 6,800 locations in both the United States and Canada, offering both innovative franchise (Associate) and consortium (Member) solutions depending on each individual agency’s objectives and needs.

To register, please visit Agent Universe. For travel agencies interested in learning more about the award-winning programs and diverse offerings that TL Network offers agencies in leisure and luxury travel, business travel, honeymoon and destination weddings – as well as active and adventure travel – visit TLNetwork.ca.

Toronto, ON (January 17, 2018) – TLNetwork.ca today announced its 2018 cruise program line-up with over 3,500 specialty cruise itineraries on more than 17 cruise lines, including additions to its exclusive hosted cruise collection, Distinctive Voyages.

For 2018, TL Network is doubling the number of Distinctive Voyages sailings which include the private “Car and Driver” option, after a successful 2017 launch. Last year, TL Network  introduced the luxury amenity as part of its Distinctive Voyages collection giving clients the option of a private car and driver with a tour, a private car and driver, as you wish, or a shipboard credit.

For the first time, Distinctive Voyages is also adding hosted river cruises on Crystal River Cruises to include the Crystal Mozart and the Crystal Bach.

Distinctive Voyages passenger count grew by 20 percent in 2017 to over 17,000. It features complimentary amenities, such a Private Cocktail Reception, an Exclusive Shore Event and the expertise of a Distinctive Voyages Host. The Distinctive Voyages Hosted Cruise Collection features TL Network agents as the hosts, which ensures a high-quality experience for cruise guests.

“The Private Car and Driver amenity proved to be a big hit in 2017. Due to popular demand and positive feedback, we are thrilled to expand this program in 2018 as we continue to offer the best services in the industry,” said Roger E. Block, CTC, President of Travel Leaders Network. “Originally offered on Oceania Cruises, Regent Seven Seas Cruises and Silversea Cruises, the program will be expanded and will also include Azamara Club Cruises, Crystal Cruises and Seabourn Cruise Line.”

For 2018, TL Network specialty cruise offerings include:

• 359 hosted Distinctive Voyages sailings across nine cruise lines;
• 2,382 non-hosted sailings with extra amenities such as shipboard credits, specialty dining or prepaid gratuities across 17 cruise lines;
• And, 96 culinary-themed sailings with such extras as demonstrations from world-renowned chefs, cooking classes, and wine and spirit tastings across 11 cruise lines.

“Our cruise program is designed to give travel agents and their clients something above and beyond. From culinary-themed sailings paired with amenities like cooking demonstrations or wine tastings, to sailings with complementary specialty dining or shipboard credits, our cruise program offers something enticing for any traveler,” said Block.

TL Network’s cruise program covers the world with World and Grand Voyages, Transatlantic sailings, exotic sailings to Africa, India, Asia and South Pacific and South America, Antarctica, Europe and the Caribbean.

For travel agencies interested in learning more about the award-winning programs and diverse offerings that Travel Leaders Network offers agencies in leisure and luxury travel, business travel, honeymoon and destination weddings – as well as active and adventure travel – visit TLNetwork.ca.

Toronto, ON (January 17, 2018) – Since combining three industry leaders (Vacation.com, Travel Leaders and Results! Travel) into one powerful travel agency brand last January, TLNetwork.ca expanded its global and supplier partnerships, enhanced its education offerings, significantly expanded its marketing programs and grew its lead generation capabilities to deliver new customers to its nearly 40,000 agent members – fulfilling the commitment the organization made a year ago to grow agency business.

“Joining together under the TL Network banner benefitted our members in a number of ways, providing them opportunities to grow their business, earn more and offer unique travel benefits to their customers,” said Roger E. Block, CTC, President of Travel Leaders Network. “This is evidenced, in part, by the more than 47 percent year-over-year increase in qualified leads delivered to our members utilizing our award-winning Agent Profiler-powered website, CanadianTravelAgents.ca, which uses a multi-faceted approach to lead generation.”

“The merging of our operations certainly made us more efficient as a business and enabled us, as a best-in-class organization, to provide improved opportunities to our agency members and supplier partners,” said John Lovell, CTC, President of Travel Leaders Network and Leisure Group. “We delivered upon our operating goals while meeting their expectations, and even exceeding them in some key areas.”

Additional milestones accomplished in TL Network’s first year:

• Agent Profiler. The number of TL Network agents showcasing profiles on the consumer-focused website CanadianTravelAgents.ca increased to more than 480 travel advisors with expertise in 11,700 destinations and 5,250 areas of interest.  “Equally important, travelers are in the driver’s seat selecting the most-qualified travel agent for their needs based on a full-range of travel specialties and destinations, such as ‘Adventure Vacations,’ ‘the Caribbean,’ ‘European Culture,’ and ‘Honeymoons.’  The interaction is a win-win,” Block said.
• Digital Marketing. TL Network launched its iTravelBetter blog in 2017 to increase lead conversion from content pages. It published 156 unique articles shared on social media.
• Education & Training. Over 40,000 agents participated in at least one of TL Network On-Demand online lessons and 11,489 Travel Leaders Network employees and Independent Contractors used the Learning Management System for the first time in 2017. TL Network’s award-winning Specialist Programs had 430 new enrollees this year, with leisure travel and luxury travel showing the biggest growth.
• Engagement Marketing. In 2017, TL Network’s Engagement program provided additional opportunities for members to connect with their clients. “The opportunity to opt-in to 41 direct mail and 110 consumer email campaigns allowed agents to offer an array of tempting travel options through our direct mail, email and social marketing programs,” said Block. Direct mail promotions in 2017 resulted in 215,000 pieces of supplier-funded direct mail sent to clients and 2,420,000 consumer emails sent.
• International Conference.  TL Network’s 2017 inaugural conference welcomed more than 2,100 attendees and featured 230 educational seminars, an Experience Room showcasing its technology and marketing products, and a trade show featuring 170 supplier partners. “This was our largest conference in terms of attendance, seminars and the number of vendors, especially technology vendors — far surpassing what our brands ever accomplished separately,” said Block. “Our pooled resources allowed us to greatly expand and enhance the conference, attracting keynote speaker Steve Wozniak, co-founder of Apple.”
• Print and Digital Publications. “In 2017, we were able to grow our focus on content, adding more editorial and inspirational content and by consolidating publications, resulting in larger, improved digital and print magazines,” said Block. Postcards magazine, published quarterly, expanded 32% to a 68-page perfect-bound magazine that targets affluent travelers and has a record circulation of 1.8 million households. Destination Bliss, which is distributed to 1.4 million households, showcases members as honeymoon and destination wedding authorities. There was also a new annual publication, Inspired magazine.
• Strategic Partnerships. Through marketing partnerships, education and value-added programs, TL Network heightened its partnerships with suppliers and destinations, including exclusive offers and special amenity programs for cruise and hotel. This resulted in continued enhancements to the Distinctive Voyages cruise program and Select Hotels & Resorts program.

“Our power as one network enhances our relationship with our suppliers in both the leisure and corporate travel areas,” said Block.

• Websites and technology. Last year, TL Network focused on leading-edge innovations and technology with the introduction of Leaders Edge, which is a web site solution for Affiliates. Also introduced were enhancements to existing tools, such as hotel booking engine pinSIGHT, CruisePro, AgentMate and other agent productivity and booking platforms.

“Taking a look back, we are proud of our accomplishments in our first year as one unified network,” Block added. “For 2018, we are focused on increasing our members’ profitability and helping our members grow their business further.”

TL Network is comprised of nearly 6,800 locations in both the United States and Canada, offering both innovative franchise (Associate) and consortium (Member) solutions depending on each individual agency’s objectives and needs.

For travel agencies interested in learning more about the award-winning programs and diverse offerings that TL Network offers agencies in leisure and luxury travel, business travel, honeymoon and destination weddings – as well as active and adventure travel – visit TLNetwork.ca

by Michael Heflin
Senior Vice President, Hotels Division
Travel Leaders Group

I’ve learned over decades of travelling, for both business and pleasure, how important the small details can be. How much a single experience can influence your overall trip. How much better your morning can be because your waiter remembers exactly how your wife likes her iced coffee. And what, after travelling to the same hotel every other week for six months, a simple welcome by name and extra cookie in your welcome bag can mean to a weary business traveller.

The best hotels are an extension of their location. They are a combination of both the uniqueness of their facility and a celebration of their city. And while that combination can hold powerful sway over your overall satisfaction while there, nothing compares to when a travel professional goes above and beyond to personalize your stay.

It’s such a simple, human act—the agent securing a free upgrade, complimentary Wi-Fi, or maybe breakfast for two. And yet in those small details, two big things happen. One, the client understands that their agent is looking out for them, hoping to make their trip as memorable as possible. And two, the client sees that the agent has significant clout in the industry to make these benefits appear without extra charges.

Those are powerful influencers when it comes to cementing client loyalty. Your clients can go anywhere to book a hotel, and they often choose the web. But the web is not looking out for them. That website does not have the power of an international company like Travel Leaders, one that can secure those benefits.

I can prove that they’re powerful influencers. My wife and I lived in Chicago for 10 years, both of our children were born there, we have family there and visit often.  Only one experience made my daughter ask to move back; not to our condo, or to live with grandma and grandpa—it was a hotel experience of course. And that hotel experience was enhanced thanks to a little touch provided by a travel agent I still use today.

If you are lucky enough to join the TL Network family, I’ll tell you the full story. There isn’t enough room here to explain how valuable a personalized hotel experience can truly be.

by Jim Nathan
Vice President of Marketing
Travel Leaders Group

Direct marketing is the polar opposite of advertising during the Super Bowl. During the Super Bowl, most of the one hundred million people who hear your message will ignore it. It’s costly to cast such a large net when your target audience represents only a few fish.

Direct marketing, on the other hand, improves your aim drastically, making it easier to catch new business with a much smaller, and less expensive, net.

Simply put, direct marketing is the most cost-effective strategy for reaching a desired audience. It’s been proven to communicate the messages that resonate most with discrete consumer segments by creating compelling and differentiated offers that speak specifically to the target market.

There are many factors that drive direct marketing success, such as the creative way you present the offer, and the format used to send your message. But by far, the two most important factors are the offer you send out, and the audience who receives. And while many people believe that the offer is the true king, I personally believe that the audience—or more importantly, knowing your audience—is more predictive of success.

Knowing your audience—their location, their personal preferences, their past purchasing history—gives you the upper hand every time. Which is why at TL Network, we segment the millions of names we have in our marketing database in several ways.

1. Travel History:  Past purchasing history is by far the most robust predictor of future purchases. By analyzing the past purchase history of the millions of consumers in our database, we know who frequents specific cruise lines, hotel partners and airlines. We use this detailed analysis to zero in on consumers who are most likely to purchase. This allows us to send more touches to each household for the same cost, resulting in dramatically greater results.
2. Geo-Targeting: By knowing where our consumers live, we know what areas of the country they are most likely to purchase hotels, cruises, air travel, and more. This helps us target Toronto consumers, for example, with the most popular hotels and cruise itineraries in Toronto, rather than send them offers from suppliers who perform better in BC or Atlantic Canada.
3. Lifestyle: Do you prefer touring vineyards or the beach? Do you enjoy theater in the big city or horseback riding in the country? The psychographic information we possess on the consumers in our database provides us with detailed snapshots of their lifestyles and personal interests. We use this information to tailor our offerings to their lifestyle, which generates more positive results.
4. Demographics: Do you want to target the 65+ set who have disposable incomes? Or does your product appeal more to families with young children? By using proprietary demographic information, we can target consumers based on age, income, children, and even how much they usually spend on vacation.

What does it all boil down to? The more you know about your audience, the better your marketing results will be. I advise anyone with a customer database to segment it into customer profiles and develop a range of products or service offers that match the needs of these different profiles.

by Kwin Mosby
Managing Editor, Vacation.com
Travel Leaders Group

More than 20 years of my work experience has been focused on content, and now more than ever, content is king. It plays a major role in everything we do here at TL Network, and I’ve seen with my own eyes how effective it is promoting the value of our members to the world.

Traditional marketing is becoming less and less effective by the minute, and today, focus has increased on content marketing as an integral part of a travel agent’s digital marketing strategy.

Content marketing is a strategic approach in helping your clients understand your relevance and value to them. As part of your content strategy, you should think in terms of how to angle your message to get customers to “look forward to” receiving any form of correspondence from you.

Part of attaining your goals is creating authentic travel content that addresses why clients need a travel agent’s expertise, which includes perks such as creating a worry-free itinerary plan, offering extra value add-ons, connecting the client to a network of suppliers, and offering pro-traveler tips. You’ve been there, done that and can speak from experience!

In addition to touting the perks of working with a travel agent, it’s also important to understand your client’s journey. By knowing where they are in the trip-planning process, you have a clearer perspective on how you can meet their needs. For example, a couple choosing the perfect destination for their honeymoon are at a different stage than a solo traveler who already knows they want to book a multi-city trip to Brazil in November.

Understanding the value of storytelling to keep your audience engaged is also extremely important to content marketing. What storytelling formats work for your audience? Flat content (articles and blog posts), slideshows (used as an immersion experience or infographic format) and video are just a few ways you can keep travelers inspired, help dispel myths and get the truth out about what every traveler should know about a travel agent’s expertise in customized trip planning.

Let’s take a look at content marketing in action: You’ve been getting several inquiries for Colombia because it’s the hot destination now. You could use Google keywords to discover what people are searching for, but you probably already have a wealth of knowledge at your fingertips to help drive content creation. Focus on showcasing previously book itineraries to Colombia, including client experiences above and beyond the written testimonials. Use slideshows to inspire and highlight not-to-be-missed sights and cultural experiences. And if possible, use video to capture authentic travel experiences through the eyes of previous clients. Adding that relatable human-interest element can be a big difference in helping you create the perfect vacation for your client, while touting your successes at the same time.

by Stephen McGillivray, CTC
Chief Marketing Officer
Travel Leaders Group

Travel agents must market their services. That’s just a fact of this industry. Luckily, there are many ways of doing so, such as joining a marketing organization like TL Network. But you shouldn’t stop there.

Every agent—whether you’re on your own or you belong to an organization or a host agency—should support whatever marketing efforts they’re already doing with social media marketing. Social media marketing is easy, it’s mostly free, and it sends the right messages to the right people.

What do I mean by “the right people?” Well, people prefer to do business with those they already know. Having that established relationship is the cornerstone of loyalty marketing, which works exponentially better than new acquisition marketing.

On social media, you have relationships with the people who follow you. They follow you for many reasons—maybe they’re friends and family, or maybe they just like the pictures you post. Whatever the reason, they recognize your name as someone in their accepted social circle.

So make the most of that relationship and market your value on social media. Your “value” is a combination of two things: mainly, your travel expertise, but also your services and promotions. Make no mistake—marketing your expertise will help you more in the long run that dropping cruise sale after cruise sale in your feed, because expertise is the real reason people are using travel agents today.

How do you show your expertise on social? It depends on the channel. On Facebook, you most likely are following a lot of your clients. Whenever your clients post a picture from a vacation that you planned, respond to it. A simple “Glad you had such a great time” will likely get a response from them like, “Thank you for helping us plan it!” Boom—all their friends now know your name.

On Facebook, Instagram and Pinterest, post as many personal travel pics as you can. The more you are in the shot—playing with the elephants in Thailand or riding in the North Star® on a Royal Caribbean ship—the better, because people will see you having the exact same experiences they want to have. Always caption these photos with your personal opinions, talking enthusiastically about the destinations you are in. Sure, you can post a Wave Season sale or special promotion every once in a while, but focus more on your personal experiences.

Twitter is a better place to share travel deals, especially time-sensitives ones. And whenever you see people tweeting about travel, either negatively or positively, reply to them. Twitter is all about the conversation, so it’s a great opportunity to showcase your expertise by explaining to people the value of one hotel over another, or why shoulder season is the best time to visit Paris.