If social media isn’t part of your 2025 marketing strategy, you may be missing the mark. That’s especially true if you’re interested in attracting new customers or pivoting to market your trips to the younger generations emerging on the group travel scene.
Whether you’re a social media newbie or a regular content creator, here are some tips for using social media to market your group travel business.
1. Know the Why
First, let’s talk about why social media is part of a solid marketing strategy. (Hint: It’s not all about going viral!) Social media ROI can be difficult to measure, but the important thing to keep in mind is it’s not all about the numbers. In fact, if you focus too much on views, likes and shares, you may get discouraged.
Instead, you should focus your social media efforts on developing and showcasing your brand. If a 30-year-old prospective traveler hears about your business and looks you up on Instagram only to find a sparse, unappealing profile that hasn’t been updated in a year, they may lose interest. Having an engaging social media presence lends your business legitimacy in the digital era, and it can seal the deal when it comes to enticing younger generations to travel.
Remember, it’s about the quality of the audience you reach, not the quantity. You don’t need a crazy number of new followers from social media to fill the seats on a motorcoach, but you do need to impress a smaller, more targeted audience if you want them to take your trips.
2. Incorporate Visual Content
Great photos are a must on social media, as photo-forward content has been found to generate the most engagement among social media users. But that doesn’t mean generic stock photography of the beach will do. If you’re marketing a trip, use your own photography from trips you’ve taken to that destination in the past, especially if the photography contains shots of your groups having fun. People-focused photography tends to draw viewers in and help them imagine themselves experiencing what’s going on in the photos. This also lends you some credibility as a group leader, because it shows you know how to show your groups a great time.
Another type of visual content to focus on is vertical video. While this content style began with Tik Tok, it’s an increasingly popular way to reach people of all ages across all platforms, from Instagram to LinkedIn. Incorporate point-of-view style videos to help travelers imagine themselves on one of your trips. Here’s some insight on producing top-notch video travel content.
3. Post Consistently
How often you post is just as important as what you post. That’s because social media feeds are dictated by algorithms. Regular posting ensures your page will be seen by your followers and can even maximize your chances of being seen by new audience members. Consider the demographics of your target customer base and research which social media platforms most of them are using, then prioritize posting most regularly on these platforms.
It can be easy to let social media fall to the wayside during your business’ busy season. To prevent this, create and stick to a social media content schedule. You can use scheduling tools on each platform or a third-party social media scheduling app to plan posts across platforms and help you stay on top of the schedule.
4. Interact With Your Audience
Boost your audience’s engagement by posting interactive content to your company pages. Whether that’s taking advantage of the interactive features available on some social media platforms or simply replying to all comments on your page, interactivity will make your audience feel like a valued part of your operation.
Interactive content may include polls, as seen in the polling feature available on Instagram stories; asking your audience survey questions, such as their dream travel destination; or a contest or giveaway that lets page visitors sign up for your newsletter for the chance to win a branded water bottle or passport holder. Don’t forget to respond to any engagement you do receive on your posts — answer questions and reply to any comments left by your audience in a timely manner.
Another way to incorporate your customers into your social media presence is with the use of testimonials. Highlight your satisfied customers to make them feel special and promote your trips.
5. Be Authentic
A lot of travel content is highly curated and comes across as insincere, cheesy and easy to scroll past. When crafting content, prioritize authenticity. This will make your social media presence more relatable and interesting to your audience. Use your own photos rather than relying on stock images, and don’t be afraid to show your face and talk to your audience directly.
Another way to demonstrate authenticity is by creating content on the go. If you’re advertising multi-day trips, post images or video from your activities while you’re doing them. Share magical moments with your social media audience rather than exclusively posting for aesthetics. And don’t hide the non-glamorous side of travel, whether that’s content about waiting in airports during long layovers or finding things to do when weather affects your travel plans.
Whatever you post about, keeping it real with your audience makes your brand more relatable and draws in potential customers.
