Marketing and advertising your travel services through print or online channels often comes with a hefty price tag, but it doesn’t have to. There’s a more practical way to get optimized business referrals — and all you have to do is show up.
Engaging with local media is a cost-effective strategy to gain visibility and credibility. Whether giving an interview to a regional magazine, writing an op-ed for your city’s newspaper or serving as a guest on a newscast or radio show, you’ll be able to reach a broader audience and help drive awareness of your brand.
“If you’re featured in a news segment or story, it’s a marketing piece for you — and you’ll never get a more optimized business referral for free,” said Erika Richter, vice president of communications for the American Society of Travel Advisors (ASTA). “You can then use these media mentions in your branding, such as an ‘As Seen In’ section of your website, which adds a layer of professionalism.”
A feature in news segments or articles can serve as a powerful endorsement of a travel advisor’s expertise and services, enhancing their reputation as a trusted travel professional and driving growth.
Such has been the case for David Fishman, owner of Cadillac Travel Group, who has been interviewed on CNN and is also a recurring guest on his local ABC and CBS stations.
“I know these interviews are worth my time, since my agency always sees a spike in travel inquiries after doing a segment,” he said. “I’ve also gained name recognition within the Metro Detroit community as the local travel expert to the point where people approach me on the street. The measurable results have been year-over-year growth.”
I know these interviews are worth my time, since my agency always sees a spike in travel inquiries after doing a segment.
How to Connect With Journalists and Producers
The most challenging part of the process might just be landing the first interview, as the effects of a television appearance or mention in a publication are long-lasting. Once a travel advisor has established themselves with local outlets, they are likely to become go-to sources for future opportunities. This means that journalists and producers will frequently reach out to them for quotes, insights and expertise on various travel-related topics.
So, how exactly do advisors get started, especially when they might not have any media connections in the first place?
Mo Noubani, director of The Travel Box International and a repeat guest on his local ABC and NBC newscasts, suggests advisors start by brainstorming a list of outlets they are most interested in and tracking down contact information.
“Look up their website and dig around for a Meet the Team section or a contact form for submissions. You can also research them on LinkedIn,” Noubani said. “Next, introduce yourself, establish your credibility and send over a few bullet points on the latest travel news and hot topics that you have an opinion on and can provide context around.”
Noubani recommends being short and to the point with outreach, as well as being persistent, even if you don’t hear back initially. Furthermore, advisors can keep track of conversations and developments by adding media contacts into their customer relationship manager.
“Treat them like any other lead in your database, and send them a happy birthday or a merry Christmas message. Keep trying and don’t give up,” he said.
Treat them like any other lead in your database.
Finding an Entry Point
One way to stay relevant is to look for opportunities to join the conversation. By monitoring travel news trends and responding to them, advisors can position themselves as valuable resources within their communities.
“Did you watch the news or hear a podcast about something travel-related that rubbed you the wrong way? You know better, because you're an advisor who has firsthand knowledge, and that's an entry point,” Richter said. “For example, artificial intelligence is topical right now, and that's an opportunity for all travel advisors to demonstrate the difference between doing it yourself and working with a trusted professional. This way, you’re not spamming outlets with ‘pick me’ emails, but showing how you can add value."
You don’t have to wait for a blood-boiling story to prove your relevance, however. Local media will often cover the seasons, and upcoming opportunities to provide commentary can be as simple as sharing insights around Memorial Day weekend, the summer travel season or the Fourth of July.
“I can guarantee that all the outlets are going to cover some form of summer travel trends or tricks for navigating the airport,” Richter said. “I would email your local news outlets, tell them how long you’ve been in the business and share your top tips for navigating summer travel with your family. If you don't get a reply, that's OK, but that's how you do it. You have to be proactive.”
Strength In Numbers
Landing your first podcast or news segment interview doesn’t have to be a solitary pursuit. Consider tapping into the expertise of colleagues or your industry circle to strategize, share insights and provide constructive feedback. Who knows … they might be able to make a valuable introduction for you.
“Create a squad,” Noubani said. “Find where your area of interest lies, such as being a great writer or presenter, and surround yourself with people whose strengths are your weaknesses. Perhaps they can help you develop your pitches or come up with a strategy for where you want to go.”
Members of ASTA can also lean into resources such as the Media Training - How to Get On (and Stay On) TV course and its ASTA Member Lounge private Facebook group, where Richter and her team share media opportunities.
“We get a lot of media inquiries, and I always fan out the requests to local advisors, because networks and the papers need to hear from people in their community,” she said. “We use our ASTA Member Lounge as our rapid response when journalists or producers have tight deadlines, like a 12-hour turnaround, and collect responses from our members.”
If we had travel advisors in every state sharing the news about the value of their work and jumping into opportunities to join conversations, it would really benefit the entire travel industry.
Members can also get on ASTA’s radar by emailing Richter directly at pr@asta.org. Let her know who you are, where your business is located, what you’re known for and a few topics you feel confident talking about. From ASTA’s perspective, the more opportunities advisors have to showcase their skills, the better.
“When an advisor looks good in their local media, we all look good,” said Richter. “If we had travel advisors in every state sharing the news about the value of their work and jumping into opportunities to join conversations, it would really benefit the entire travel industry.”
