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Storytelling In Email & Social Media

We know that travel is not dead and all signs point to a growing appetite for travel experiences. Despite the pandemic, travel professionals should make plans for the inevitable, by exploring new ways to reboot their businesses. One of the most important elements in driving travel sales is brand storytelling, using email and social media channels to facilitate client engagement.

Storytelling adds a level of authenticity and human connection that can go a long way in influencing clients and attracting new followers. Engagement is not a mystery as it can be gauged on social media through likes, comments, and shares that lead to business growth.  

Facts tell. Stories sell.

Instead of just promoting deals, vivid travel stories should be a key part of the sales narrative. Once travel professionals are successful in making the connection, selling takes care of itself.  With the right tools and a creative mindset, they can develop compelling stories that build trust, provide inspiration, simplify complex topics, and above all, lead to sales conversions. 

So, how can this be accomplished?

Here are some tips on effective storytelling that will help travel pros cultivate more authentic, memorable connections with target audiences. 

Develop a compelling storyline

Travel professionals must understand their clients’ needs and the type of content that will resonate with them.  Using the story behind their company name, products, and services, clients are given a convincing reason to follow and support the brand and to share their own experiences. 

Keep it short, simple, and inviting

The narrative should be simple, direct, and devoid of industry jargon. In short sentences, travel professionals should explain their mission, highlight product or service benefits, and give clients a reason to follow them across all platforms. Testimonials from satisfied customers should also be leveraged.

Stories should humanize the brand

People respond to people, and clients want to understand what the brand is all about. Being open and transparent helps to give the brand a face and identity so that clients can connect to the vision and ideas that are being conveyed. 

The best stories come from customers and the suppliers on the ground

Sharing local stories and secret spots allow travel professionals to address clients’ desire for authentic experiences. Airbnb does this extremely well, and so can they.  It is important to leverage local vendors’ knowledge and experience in telling the brand story. It is these lesser-known details that go a long way in promoting the local economies, by amplifying the authentic voices in the storytelling experience. 

Empathy can empower customers

By creating a hook and a strong headline, travel professionals can tap into the psyche of clients to help build engagement. Using keywords and action verbs in the email subject line, asking fun questions, or making thought-provoking statements are actions that enhance storytelling and elicit client interactions.

Build a community of believers

Travel professionals should aim to build a community of followers based on trust. The use of aggressive sales messages that push for immediate conversions is no longer an effective strategy. Instead, storytelling that facilitates discovery, inspires clients to plan for future trips as they learn about new destinations, attractions, and resorts. In learning and planning, clients will stick around for more from you.

Have you tried any of these strategies?


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