6 minute read
In 2025, social media is no longer just a marketing channel – it’s your travel brand’s frontline. It’s where travellers are inspired, research begins, trust is built, and bookings are influenced. Brands that understand this are already pulling ahead.
Take My Kind of Cruise, for example. This OTA (and Traveltek Partner) has rapidly grown its visibility by partnering with relatable, travel-savvy influencers who bring cruise holidays to life on TikTok and Instagram to a brand new generation of cruisers. Then there’s Ryanair, now the most-followed travel brand in Europe, known for its bold, meme-driven content strategy that keeps it constantly in the spotlight and top of mind for younger travellers.
These aren’t isolated cases. They’re proof that with the right content and smart strategy, social media can deliver real commercial impact, no matter the size of your business.
At Traveltek, we work with thousands of travel professionals who are leveraging social not just for likes, but for measurable growth. In this guide, we’ll show you how to make social media a key engine in your digital strategy.
Why Social Media Still Matters in 2025
Yes, AI is the hot topic right now and it’s rapidly transforming how people search, plan, and book. But with over 5 billion global users, and the dominance of short-form video, social commerce, and AI-powered content, social media is where attention truly lives. More than ever, people are turning to TikTok, Instagram, and YouTube not just for inspiration, but as their primary travel search engine.
If your travel business isn’t showing up, engaging, and competing there… you’re almost invisible.
But here’s the catch: attention is harder to earn than ever. Success in 2025 comes down to being strategic, authentic, consistent, and customer-focused.
1. Know Your Audience and Create For Them
It all starts with your customer. Are you targeting luxury cruisers? Backpackers? Multi-generational families?
Actionable Tip:
Use data from your CRM and past bookings to segment your audience. Tailor your content style, tone, and offers to each group. The more specific you are, the more relevant (and clickable) your content becomes.
📌 SEO Tip: Include keywords your audience searches for in your captions (e.g. “2025 European river cruise deals” or “family-friendly resorts in Thailand”).
2. Pick the Right Platforms (and Post Consistently)
You don’t need to be everywhere, just where your ideal customers spend time.
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Instagram & TikTok: Great for wanderlust visuals, short-form video, and UGC.
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Facebook: Still strong for groups, events, and deals for older demographics.
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YouTube Shorts: A rising star for high-intent travel inspiration.
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LinkedIn: Use it if you offer corporate or luxury travel.
Set a posting cadence (e.g. 3–5x weekly), and schedule ahead using AI tools to stay consistent without burning out.
3. Create Content That Captures and Converts
You’re not just building a feed, you’re building a funnel. Every post should have purpose: inspire, educate, or convert.
High-performing content formats in 2025:
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Short-form videos with trending audio + destination storytelling
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Instagram Reels featuring real customer reviews
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TikToks using POV travel experiences (“Come with me on a 7-day Nile cruise…”)
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Carousel posts with travel tips and itinerary breakdowns
Bonus Tip: Use clear CTAs in every post. “Tap to book,” “DM us for a quote,” or “Save this for your next trip.”
4. Join the Trends but Stay On-Brand
Trending audios, filters, and memes can boost visibility, but don’t lose your identity chasing virality.
Always ask: Does this align with my brand? Would my ideal client engage with this?
Example: Instead of using a viral dance, remix it into a playful “Top 5 Travel Mistakes” reel or a “Pack with me” TikTok that relates to your niche.
5. Showcase Social Proof with Reviews and UGC
Trust is currency. Show it off.
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Share client testimonials as video or quote graphics
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Repost customer photos (with permission)
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Run “Traveller Spotlight” series to highlight real experiences
This builds credibility and FOMO, both critical in travel decision-making.
6. Automate, Optimise and Keep it Human
Automation and AI can supercharge your social strategy, if done right.
Use tools to:
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Schedule posts
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Write captions
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Analyse engagement trends
But balance this with human engagement: reply to DMs, respond to comments, and bring personality into Stories or Lives.
7. Use Social to Build an Owned Audience
You don’t own your social followers, but you do own your email list.
Use social to grow your email database:
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Promote lead magnets (free guides, quizzes, insider tips)
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Drive to landing pages with embedded Traveltek booking tools
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Offer exclusive social-only deals that require sign-up
This way, even if algorithms change, you still have direct access to your audience.
Social Media: The New Billboard but with Better ROI
Traditional advertising is expensive, broad, and often hard to measure. In 2025, social media has replaced the billboard, TV ad, and brochure – all in one – but at a fraction of the cost.
Instead of spending thousands on static print ads or mass media buys, travel businesses can now:
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Reach niche audiences with tailored content
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Set flexible budgets for paid campaigns (as little as £5/day)
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Get instant feedback through likes, shares, and DMs
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Track every click and conversion
And here’s the kicker: influencers are the new TV ads. From micro-influencers to travel content creators with niche followings, these partnerships can deliver authentic endorsements, richer storytelling, and far greater engagement than traditional media ever could.
Whether you’re a boutique cruise agency or a group travel organiser, social media levels the playing field. You don’t need a huge budget, you just need the right content, the right people, and the right platform.
In 2025, the travel businesses winning on social media aren’t necessarily the biggest. They’re the smartest, most consistent, most connected and most human.
Want to Go Deeper? Watch Our Free Webinar
To learn more, you can watch Traveltek’s exclusive webinar on-demand, featuring Adam Oldfield, CEO of Force24 who discusses how to market your travel business in the Attention Economy.
You’ll discover:
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What’s really driving attention in 2025
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How to align social, email, and automation
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Tactical tips to drive measurable ROI from every platform
