On this episode of Destination on the Left, I talk with Nikita France, Founder of Travel Agent Collective, who shares her story of how she helps travel agents build their businesses by building their personal brand. She offers great actionable advice on how to stand out on social media so you can build authority, confidence, and trust with potential customers.

What You Will Learn in This Episode:

• How Nikita transitioned from consulting for Caribbean hotels to founding Travel Agent Collective
• Why personal branding is crucial for travel agents and the methods to build trust and authority in the industry
• How Nikita advises travel agents to use social media platforms like LinkedIn, Instagram, and Facebook to position themselves as industry experts
• Why email marketing is an indispensable tool for travel agents and how to effectively use personalization and conversational tones
• How to leverage TikTok trends and move followers to other platforms, ensuring higher engagement and conversions
• Nikita’s insights and practical advice on repurposing content and using AI to optimize your marketing efforts

The Story Behind Travel Agent Collective

After consulting for Caribbean hotels and spotting a gap in travel advisors’ marketing strategies, Nikita founded Travel Agent Collective in 2017. Starting as a basic content solution, it has evolved into a comprehensive platform that provides vital marketing tools for travel advisors.

The pandemic posed unprecedented challenges for the travel industry. Launching her company in November 2019, Nikita quickly pivoted her messaging to assist travel advisors in handling client cancellations and rescheduled trips. The conversation around personal branding was never more relevant, as maintaining a strong social media presence during the pandemic proved essential for staying top-of-mind with clients.

Why Personal Branding Builds Authority

Personal branding isn’t just about self-promotion—it’s about building trust and establishing authority in your field. For travel advisors, this means cultivating an authentic presence that speaks directly to potential clients. “People relate to people,” Nikita emphasizes. “A strong personal brand lays the groundwork for authentic connections.”

Nikita advises blending personal content with business updates to reach as many potential travelers as possible. For example, you could share a mix of family photos and client success stories on Facebook. This humanizes your business, making clients feel more connected to you as a person. On Instagram, maintain a conversational tone like speaking to a friend at a cocktail party. And on LinkedIn, focus on thought leadership: share your industry insights and success stories to establish yourself as an authority.

Using Social Media Effectively

Each social media platform serves a different purpose, and Nikita shares her tips on how you can use each platform effectively as a business.

Facebook: Maintain a business page and use your personal page for broader reach. Share a mix of personal and business content to stay authentic.

Instagram: Use a business profile for better insights. Personal stories can blend with business updates to help you stay top of mind with travelers.

LinkedIn: Approach it as a platform for thought leadership. Share industry insights and behind-the-scenes content to build authority.

Engagement is key to social media’s effectiveness. Nikita stresses that your tone should be conversational, not salesy. Your stories and successes should subtly showcase your expertise without overt selling.

Resources:

• Website: https://www.travelagentcollective.com/
• LinkedIn: https://www.linkedin.com/in/nikitafrance/

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