Stop Focusing on the Wrong Metrics in Your Luxury Travel Brand Marketing
—Here's What Actually Matters
If you’re a luxury travel advisor feeling like your marketing is a hamster wheel of posting, liking, and chasing followers, I hear you—and I’m here to say: It’s time to stop!.
The truth is, if your marketing strategy is based on vanity metrics or a scattergun approach, you're bound to attract the wrong clients—or worse, none at all.
It's time to reframe how you think about marketing so that every piece of content, email, and client interaction actually gets you one step closer to landing those dream clients who value your services.
Let’s dive into what marketing is NOT and what the fixes are…
Marketing is NOT About Posting X Times a Day
We've all heard the "post daily" advice, right? Wrong. Regular posting is fine, but if that’s the crux of your strategy, it's time to pivot. A HubSpot study showed that businesses focusing on high-quality content (over frequency) generated 55% more leads. So what’s the fix?
Shift your focus to impactful content: Share stories that resonate with your ideal clients and offer value. Think deeper than frequency; instead, focus on creating content that showcases your expertise, passion for travel, and commitment to delivering unmatched client experiences.
Share your clients' success stories, unexpected travel insights, or the unique ways you solve problems for clients, even if that means posting less frequently. Quality over quantity every time.
Create a Instagram strategy that converts using the Insta Travel Playbook.
Marketing is NOT About Sending the Odd Email
Sending an occasional email or newsletter? Then you’re missing out on a powerful tool that can genuinely drive sales and build relationships. A strategic email marketing approach delivers a 4,200% ROI on average, meaning every $1 spent returns $42 in value.
Build an email marketing system that nurtures: Start with a welcome sequence that introduces your brand’s mission, unique services, and what clients can expect. Set up regular, meaningful email touchpoints—trip planning tips, behind-the-scenes stories, or curated destination insights—designed to keep clients engaged and thinking of you. Consistency in email communication doesn’t mean spam; it means showing up in their inbox with purpose and clarity.
Create beautiful emails with Flodesk
Marketing is NOT About Followers
We've all been there, obsessing over follower counts as if that number determines our success. But followers don't equal clients—relationships do. According to a Forbes study, micro and nano influencers (think highly engaged small accounts) saw 60% more engagement and connection with their audiences than larger accounts.
Engage deeply with your current audience: Instead of chasing more followers, focus on building loyalty within the followers you already have. Respond to comments with genuine answers, send DMs to clients who engage often, and treat each follower as a potential client who’s curious about what you offer. Your goal is to build trust, not just numbers.
Marketing is NOT About Going Viral
Going viral can be seductive—everyone wants their content to explode. But virality is a double-edged sword. It can draw in people far outside your ideal client base, creating a flood of inquiries from those who don’t fit your business. Consider Bloom & Wild, a luxury flower company, whose slow but steady strategy focused on targeted content and led to 20% annual growth consistently, instead of spiking for short-lived viral moments.
Create for the right audience, not the broadest: A well-defined audience niche or ideal client is always better than a broad, unfocused reach. Focus on targeted content that appeals to your specific audience niche or ideal client!
Marketing is NOT About Likes
Likes and comments might feel good in the moment, but they don’t always translate into business. These “vanity metrics” don't correlate with conversions. So while it's easy to get caught up in what’s visible, it’s not always valuable.
Prioritise meaningful conversations over likes: Set a goal of nurturing 1:1 connections rather than getting likes. Try tactics like responding to DMs with personal notes, asking specific questions in your posts to foster real conversations, and focusing on content that will get people clicking through to your site, booking a call, or joining your email list.
Marketing is NOT About Pretty Pictures
Yes, visuals matter. But if your posts are all aesthetics with no message, you’re missing the mark. A survey by Edelman revealed that 81% of consumers must trust a brand to consider purchasing. And trust comes from sharing a compelling story, not just a pretty picture.
Pair visuals with clear messaging: Stunning images should be paired with messages that highlight your expertise, the behind-the-scenes of luxury travel planning, and insights that tell your audience why your service is invaluable.
Marketing is NOT About Cheap Shortcuts
If you're looking for the cheapest way to market your business, you’re risking your brand's reputation. Cutting corners is often a sign of inexperience and can actually deter high-value clients who expect quality. Don’t be lured by the $20 p/h VA who offers social posts.
Invest in value, not shortcuts: Your brand deserves messaging that speaks directly to high-end clients. This requires strategy and expertise, not a cookie-cutter approach. Invest in a high-quality website, cohesive brand messaging, and professional content creation. Show clients that your expertise is worth every penny.
Marketing is NOT About One-Size-Fits-All
Cookie-cutter marketing isn’t effective for boutique travel advisors. Heck, it's not effective for any business! The nuances of each brand and its unique client base require tailored messaging. A Gartner report found that personalised marketing leads to a 15% increase in revenue. Your strategy should reflect your distinct value.
Work with someone who customises your marketing: Find a strategist (like me!!) who digs deep into understanding your brand, ideal client and voice.
Let your marketing be as tailored as the trips you plan for your clients—no generic templates, just a customised strategy built to attract people who are the perfect fit.
Marketing is NOT About Shooting in the Dark
Not measuring your marketing efforts is a surefire way to waste money and time. If you don’t know where your clients are coming from, which channels are converting, or what kind of content resonates most, you’re flying blind. An integrated strategy is essential for growth. Brands that use data are twice as likely to grow their revenue.
Track, analyse, and adjust: Work with someone who not only creates beautiful content but also understands analytics. You need someone who can join all the dots and knows how to read the data to make decisions that move your business forward. A post that gets a thousand likes but doesn’t lead to bookings isn’t worth celebrating—data-driven results are.
Final Word to the Wise
Your time, energy and budget deserve to be invested in marketing that builds genuine relationships with your ideal clients.
When you elevate your focus from followers, likes, or viral moments to high-value relationships, authentic messaging, and strategic content, that’s when the magic happens!
Feeling overwhelmed by where to start? Let’s talk. I’m here to help you build a luxury travel brand that stands out, attracts dream clients, and gives you back your time.
““What’s great about working with Claire is that she totally gets your vision and the picture stuff whilst giving you the practical steps and tools to get there. I have never worked with someone who has gotten my brand voice as much…or made me look so good!””
