How to Write a Travel Agency Marketing Plan

As a travel agency owner, manager, or marketing director, you may be feeling overwhelmed at the thought of coming up with a marketing plan for your business. You may wonder what components to include in your plan, how much you need to spend, and whether or not to pursue traditional or digital marketing strategies. To help you sort through these questions, we’ve put together a detailed guide on how to write a travel agency marketing plan. From coming up with ideas to finally hitting “send,” we’re taking the stress out of the process so you can get back to what’s important to you – focusing on providing a great travel experience for your guests.

The Basics

Before you begin drafting your plan, you’ll need to set some ground rules. First, you need to decide whether or not you’re going to use a template. A good plan will utilize a template, but you should have the flexibility to modify it according to your needs. Also, you may want to consider using an agency that has in-house creative professionals, so they can help you develop ideas and concepts for your plan. This way, you can be sure that your plan will look nothing like a template and will perfectly represent your brand and style.

The Building Blocks

To put this guide to use, you’ll need to sit down and make a list of all the aspects of your business. This includes things like your company’s history, objectives, metrics, and budgets, both present and future. The next step is to group these items into categories. For example, you may want to separate your history from your objectives, or metrics from budgets. Look for patterns and themes in your existing business and marketing materials, and see if you can spot any connections between them.

Traditional Marketing

If you’ve been following along, you’ll know that we’re big advocates of traditional marketing, especially when it comes to travel agencies. Why? Well, traveling is fun and interesting, but it’s also quite practical. If you want a successful travel agency, you need to make sure that your customers can find you when they need you. Luckily, traditional marketing strategies like radio and TV advertising, newspaper ads, and billboards can all be used to help connect you with potential customers. When used effectively, traditional marketing can generate a lot of interest and excitement about your business, which hopefully will lead to bookings and revenue for you.

Digital Marketing

Forbes recently ran a story with the headline, “The Top 3 Trends That Will Dominate Marketing in 2022.” One of the trends that stood out to us was the shift towards digital marketing.

Why? Well, nearly everyone has access to the internet and can engage with brands using online platforms like social media. As a result, many businesses, including travel agencies, are seeking to take advantage of this trend and use the internet and social media to reach customers and potential customers. In 2022 and beyond, the lion’s share of marketing activity will shift towards digital channels.

Why Now?

With the world constantly in flux, it’s important to stay relevant. One way of doing that is by reevaluating your business and marketing plan and deciding what changes you need to make. In 2022, the travel industry is evolving, and along with it, your marketing strategy needs to evolve with it.

The Evolution Of Travel Agency Marketing

If you’re looking to stay ahead of the trends, you may want to consider the following:


With many travel agencies moving towards online booking, you may want to consider adjusting your marketing strategies to keep up with the times. Today, many guests want to be able to research and book travel arrangements online, which means you need to make sure that your website is fully optimized for online travel agents (OTA). In 2022 and beyond, the importance of SEO and digital marketing will increase, and you’ll have to put in the work to make sure that your site is found when potential travelers look for the kind of travel you offer.


While you may not always need to think about changing your location to improve your marketing, you may want to consider shifting your physical offices to be closer to your target audience. With several locations available for travel agents in most major cities, there’s no reason not to take advantage of your existing hubs and set up additional offices in other areas where you can reach more potential customers.


Along with location, your branding is one of the most important aspects of your marketing strategy. When used properly, branding can separate you from the competition and make customers interested in what you have to offer. To brand your hotel, you may want to consider rebranding your logo, selecting a new font, and modifying your copy to match the new look and feel of your brand.


You may also want to consider investing in copy for online articles and blogs, which will help establish you as an authoritative source on your chosen topic. In some cases, you may want to hire a freelance journalist to conduct interviews with industry experts and highlight your knowledge of the topic. Established journalists may want to write promotional pieces about your business, and you can always approach bloggers to write about what you have to offer.

The Skilled Sales Professional

If you’re looking to grow your business, you may want to consider investing in a skilled sales professional to help you close more deals and effectively leverage the relationships that you’ve built. Having a dedicated sales person can help you get the most out of your marketing and grow your business.


Once you’ve set your ground rules and created a list of all the aspects of your business, you can begin to put your plan into motion. From there, you can modify and adjust as you see fit, adding new ideas and strategies as you learn more about digital marketing.