Social Media Engagement for Travel Brands

A 20-minute discovery call and I could tell exactly why the content wasn’t working: 5 different tones, 1 confused audience. Okay, so, here’s the backstory: Yesterday, on a discovery call, A founder told me, My content’s good, but it’s just not landing So I did what I always do. I opened their LinkedIn profile. And in 30 seconds, I knew the problem: She didn’t sound like herself -One post was corporate -Another one was too quirky -The next sounded like a poet on caffeine You may call it a ‘voice’ I call it ‘confusion’ Because a brand voice is not built on variety It’s built on clarity📍 Your audience shouldn’t need context to recognize your content. If you’re everywhere, you’re nowhere. Here’s how you fix it: ✅ Audit your last 10 posts Spot the shifts in tone, structure & message Consistency is step 1 ✅ Stick to one writing personality If you’re conversational, stay that way Don’t suddenly turn into a press release ✅ Build a word bank List 20 words & phrases that sound like you Use them often ✅ Set boundaries You can follow trends But don’t lose your tone trying to fit in ✅ Read your post out loud If it doesn’t sound like something You’d actually say, rewrite it. You don’t need to sound smart. You need to sound you. That’s the real power of personal branding. P.S. DM me if you are done sounding like everyone else. Let’s make your content sound like you. ———————————— Hey, I’m Nisha Nain Follow me for more tips on Personal Branding. Want to build your Personal Brand on LinkedIn and attract more leads? I help Founders/CEOs and Coaches turn their LinkedIn profiles into Landing Pages and their audiences into customers. DM me for more details. Let’s build your Personal Brand together! #brandvoice #linkedincontent #consistency #personalbranding

70% of LinkedIn users crave this. Real stories over perfect posts. But how do you keep your unique voice without feeling limited? Here are 5 simple tips: 1. Know your style Figure out what makes your voice special. It could be humor, storytelling, or a friendly tone. Keep these parts of you alive in your posts. 2. Customize templates Use formatting as a base, but change it to match your personality. Don’t be afraid to bend the rules when it feels right. 3. Share personal stories Add your own experiences and thoughts. This makes your content real and easy for others to relate to. 4. Keep a consistent tone Use the same tone in all your posts. Whether it’s professional, casual, or something in between, staying consistent helps build your personal brand. 5. Engage with your audience Reply to comments and messages in your own voice. Talking with others keeps your authenticity strong. Being yourself is better than being perfect. This will help you connect with others and build your personal brand. Start today and see your network grow with real and genuine interactions. P.S. Happy Friday.

You have to speak the same language without saying the same words. That is how a ‘brand consistency’ is built I onboarded a client recently who had been working on her socials through 3 different agencies. But after almost a year, she felt like something was missing or there’s something just not right. That’s when she reached out to me. And the main problem was a very inconsistent brand presence. The website felt high-end. But the LinkedIn posts sounded like a generic “growth hacker.” The newsletters looked overly sophisticated, But Instagram felt like an afterthought and more so casual. Obviously when 3 different agencies are going to handle 3 different platforms, maintaining a consistent tonality becomes a major challenge. Especially when brand doesn’t have a solid foundation. This inconsistency doesn’t just look unaligned but also creates a disconnect from your audience that slowly chips away your perceived value. We started working on her LinkedIn first and later her Instagram, website and newsletters as well. And what did we do? On LinkedIn we positioned her with authority but kept accessible. On Instagram, we maintained the visual language but simplified the messaging. On the website, we brought depth, showcasing expertise without overwhelming. In emails, we carried the same tone as conversations: personal, valuable, intentional. And even in DMs, we protected the brand voice (because that’s part of the experience too). When done right, your audience feels the same trust, familiarity, and confidence, no matter where they meet you. Platform aesthetics may change. Personality doesn’t. If you’re serious about building a consistent, premium brand presence across LinkedIn, Instagram, Website, and Email, let’s talk. Because building an online brand is not just mindless posting. #aashified #linkedin #brand

Most destinations don’t have a marketing problem. They have an attention problem. If I became the Director of Marketing for a destination tomorrow, I wouldn’t tweak a few things. I’d burn the playbook and rebuild from zero. DMO marketing is too safe, too slow, too predictable, and totally out of sync with how people travel today. Before anything else, this should be number one, but it’s not even on the list. It’s an automatic. I’d start with the team. I’d learn who I’m working with, what drives them, and what they’re best at. I’d build a family culture, not a corporate one. A team that trusts each other moves like one unit. That’s the real engine behind everything else. Then I’d do this: 1️⃣ Build a storytelling machine. Most DMOs push promos, not stories. I’d build a content engine that shows real people, real flavors, real emotion. People don’t love places because of brochures. They love them because of how they feel. 2️⃣ Turn the destination into a media brand. Think like a creator, not a committee. Daily short videos, raw moments, behind the scenes. Stop whispering. Start broadcasting. 3️⃣ Own the story before OTAs do. If a traveler’s first touch is a third party, the DMO already lost. Show up first. Be louder. Be real. 4️⃣ Activate local voices. Locals beat influencers every time. Build an ambassador program. Turn locals into storytellers. 5️⃣ Invest in media libraries. Every strong destination needs content on demand. Drone shots, vertical clips, photos, emotional soundbites. Stop begging. Own it. 6️⃣ Post daily. Not weekly. Not monthly. Daily. Marketing a destination isn’t a campaign. It’s a conversation. And conversations don’t happen once a week. 7️⃣ Master platform psychology. What works on Instagram won’t work on LinkedIn. TikTok isn’t YouTube. Speak the native language of every platform. 8️⃣ Use emotion, not just strategy. Travel is a feeling. It’s desire, belonging, curiosity, status. Win hearts first, wallets second. 9️⃣ Make the data sexy. Data isn’t paperwork. It’s power. It shows trends early and makes every dollar hit harder. You can’t grow what you don’t measure. 🔟 Think lifetime, not one trip. Every traveler is a future guest, fan, and megaphone. Build retention, not just reach. This isn’t about being louder. It’s about being sharper, faster, more human. If DMOs want to win, they need to act less like governments and more like media companies. Attention is the new currency. Destinations that get it will own the future. --- If you like the way I look at the world of hospitality, let’s chat: scott@mrscotteddy.com

I observe and analyze 100s of LinkedIn posts weekly. 90% are random. No clear tone. No rhythm. No personality. Just big ideas floating in the void. Now, the best creators? Their posts feel like them, even without a profile picture attached. Their voice. Their thinking. Their values. All wrapped into every sentence. Here’s how to make your posts feel like an extension of your brand (instead of a break from it): 1. Clarify your core message → What do you want to be known for? → What do you stand against? The enemy? → What do you believe others need to realize? Once that’s clear — every post becomes a tool for reinforcing it. 2. Pick 2-3 brand traits to embody → Bold? Calm? Analytical? Empathetic? → Let those traits shape your tone and structure. → If your brand is sharp and direct… don’t try to ramble. → If your brand is warm and reflective… don’t force punchlines. Stay in character. 3. Use language that reflects your world → Certain phrases. → Certain metaphors. → Even certain types of examples. This is how people start recognizing your voice. They feel it, even before they read your name. 4. Repeat, repeat, repeat → Great brands are built on consistency. If your message changes every week, you’re not building familiarity. You’re building confusion. Repetition doesn’t make you boring. It makes you believable. In short? Your content shouldn’t just represent your brand. It should reinforce it. Make it feel like you as that’s what they remember.

Legacy brands are breaking into experiential hospitality. But there's one major problem... They're still using traditional marketing tactics at properties built for the modern traveler. Four Seasons Naviva is the perfect example. Unlike Marriott's acquisition of Postcard Cabins, this is a true luxury take on experiential stays– 15 stunning tented bungalows tucked into 48 acres of pristine Mexican jungle. The property is a content creator's dream: ✔️ Luxury tents blending into nature ✔️ Private plunge pools overlooking jungle ✔️ Clifftop dining with amazing views ✔️ Traditional temazcal ceremonies ✔️ Unique spa pods in the wilderness ✔️ Sunrise yoga on private beaches Yet their traditional marketing approach isn't delivering: ❌ 25,200 unengaged followers ❌ Most reels under 10k views ❌ Posts averaging <100 likes ❌ Empty comment sections ❌ Best non-collab reel: 17,700 views Here’s why… Their feed screams traditional marketing, far from optimized for the social-first world. - Countless static posts - Slow, cinematic shots that feel like ads - No onscreen text to stop the scroll - Missing strong hooks to grab attention Meanwhile, smaller operators are showing what's possible– The Pacific Bin: ✅ 764k engaged followers ✅ 300k+ views per reel ✅ 21.6M views on their best reel The Cliffs at Hocking Hills: ✅ 613k engaged followers ✅ Consistent viral hits ✅ Perfect storytelling Both driving a majority direct bookings through social. Their outdated approach is costing Naviva more than engagement– They likely see <500 link taps monthly — when they could be seeing 5,000+. Even a 0.5% conversion would mean 25 bookings a month through social. At $9,000+ per two-night stay, that's $225,000+/mo in missed revenue. Here's the reality: The Four Seasons name alone won't attract their target guests here. Naviva is built for experience seekers who value intimate settings and cultural immersion over traditional resort amenities. This demographic lives on social media, not OTAs. How they can transform their approach: 1. Content Strategy - Create dynamic reels highlighting unique experiences - Showcase luxury tents contrasting wild jungle - Capture authentic guest moments 2. Storytelling - Use proven hook structures - Add engaging on-screen text - Speak directly to ideal guests - Clear calls-to-action 3. Influencer Strategy Double down on their highest-performing content–strategic influencer collabs with luxury travel creators who match their target demographic. As legacy brands venture into experiential hospitality, they're building incredible properties. But attracting this new demographic requires more than just a great asset– it demands a complete shift from traditional marketing to social-first strategies. ~~ Looking for more hospitality marketing insights? - follow me Ben Wolff - consider joining my weekly newsletter: https://lnkd.in/g_34aR9T

A traveler has booked the trip. They’ve done the research. They’ve chosen your destination or tour. They've spent money, secured time off, and made the commitment. They’re not browsing anymore: They are invested. And yet, what do we typically offer during this crucial post-booking, pre-departure window? • A packing list • A nudge to rent a car • A reminder about travel insurance <YAWN> These things are helpful. But if that’s all we communicate, we’re missing a huge opportunity. This in-between moment — after the sale but before the trip — isn’t just a gap to fill with logistics. It’s a space full of potential for engagement, mindset-shifting, and more intentional preparation. Here’s what that could look like: • Provide context: Share curated books, documentaries, podcasts, and music that reflect the history, culture, and landscape of the destination. Consider making a curated playlist with local artists or offer some easy-to-make recipes so people can prep their taste buds. Make sure to include diverse and underrepresented perspectives as you source these materials. • Offer a 360-degree introduction: Go beyond the postcard version of a place. Share honest, current insights into environmental, cultural, or social realities travelers should know. Take this a step further and explain how they can be respectful, mindful visitors within this context. • Encourage self-reflection: Prompt travelers to reflect on their purpose for traveling. Why this place? Why now? What impact might their presence have? Invite them to journal or simply pause and consider what it means to travel in today’s world. Let’s reframe the pre-trip phase from a checklist into a chance for deeper connection and better preparation. Engagement, not just upselling, builds trust and the kinds of travelers the world needs more of. – This month at Rooted, we’re focused on communication along the traveler journey from attraction and inspiration, to pre-departure planning, and throughout the trip. Find resources to support strong community relationships and collaborations that benefit local partners and create great travel experiences at https://lnkd.in/gFJ5M3xm.

Most brands still build for search, but that’s not where your next customer is looking. 👀 Our latest Q2 Pulse Survey found that 90% of Gen Z say social content—from influencer posts to brand storytelling—has influenced their purchase decisions in the past six months. That stat alone should change how brands think about discovery. But the better question is: What are you doing with that attention? The most forward-thinking companies aren’t optimizing for impressions. No, the boldest brands are rebuilding the customer journey around social itself. Take Airbnb. Their latest campaign isn’t social-first but more social-native. They’ve created short-form videos tailored for searches on TikTok, Instagram and YouTube. Each one highlights a specific destination—Florence, Tokyo, Miami—and leads directly to the booking page. Not the homepage. Not a splashy landing page. The moment of inspiration links straight to action. Because all business is social, this is now the bar for brands. Social isn’t the top of the funnel. It is the funnel. The brands building for that reality are already pulling ahead. 💨 Check out the Airbnb example in the comments and stay tuned for more findings from Sprout’s latest Q2 Pulse Survey .

In today’s digital world, travelers no longer respond to one size fits all campaigns. The evolution from no personalization to basic personalization to hyper-personalization is transforming the way destinations connect with people. Hyper-personalization goes beyond demographics and broad segments. It uses data, AI, and predictive insights to understand individual motivations whether someone dreams of stargazing in Wadi Rum, wellness retreats by the Dead Sea, or cultural explorations in Petra. For tourism, this means shifting from promoting Jordan as a single story, to crafting hyper-customized journeys for each traveler. Instead of just using “Visit Jordan,” the message becomes: “Rediscover yourself under the stars in Wadi Rum.” “Recharge mind and body in the healing waters of the Dead Sea.” “Walk through history where civilizations once thrived.” By tailoring offers and experiences to real desires, destinations can create stronger emotional connections, higher engagement, and ultimately inspire more people to pack their bags and visit. The future of tourism marketing isn’t just about showcasing places it’s about matching the right story to the right traveler at the right time. #HyperPersonalization #Tourism #VisitJordan #DigitalMarketing #AI

Watch who you have coffee with.. Social media works like the mind: it shows you what you feed it. Spend time with certain people and ideas, and your thoughts begin to echo them. Platforms do the same: your inputs train the outputs. That can feel like an echo chamber — or it can be a strategy. Reverse-engineer it. For example for a hospitality business in the Lake District. When budgets are slim, work with sensible starting assumptions (then test and refine): Likely guests: couples, often 30+, outdoor-inclined. Interests: hiking, scenic drives, cosy pubs, wellness, dog-friendly stays. Trip style: 2–3 nights, planned around trails, viewpoints and food. Train the algorithm like you’d train your mind. Show up where your guests already are: follow and comment on local hiking groups, trail updates, National Trust spots, OS Maps posts, fell-walking communities. Publish interest-aligned content: “48 hours in Keswick for hikers”, sunrise/sunset viewpoint guides, rainy-day alternatives, pack lists, dog-friendly routes, post-hike dining reels. Partner for relevance signals: collaborate with guides, kayak hires, outdoor shops, photographers; swap content and mentions. Use smart targeting (paid or organic): layer outdoor interests, travel intent and a 2–4 hour drive-time around the Lakes/M6 corridor; build lookalikes from past high-value guests; exclude segments that don’t fit your offer. Measure → learn → tighten: track which interests/content lead to enquiries and bookings, then double down. Bottom line: don’t fear the echo — design it. Feed the platforms with the interests your ideal guests already love, and let the algorithms do the matchmaking.