Ben Owen Venture Travel UPDATED

How to generate luxury bookings from social media

Ben Owen from Venture Travel tells how to use Facebook to target potential clients for luxury holidays 

At Venture Travel we tend to specialise in the family bucket-and-spade holiday and generate the majority of our enquiries and bookings from social media.

However, we often hear people say: “You can’t generate luxury bookings and enquiries from social media.” I’m here to put this myth to bed and give you some interesting marketing opportunities to explore.

It's true that over Facebook or Instagram, its never going to be a quick and easy sell for a luxury booking and, of course, as is the case with any marketing campaign, you will get time-wasters.

But using Facebook makes it very easy to target marketing campaigns at individuals who have high amounts of disposable income, the sort of customers who often book luxury holidays.

One easy way to do this is to target people on Facebook who have a specific job title such as “Director”, “Doctor” or “Headmaster”. You can then tailor your campaign to these people with scrollstopping content with relevant messages such as: “The long hours and stress of being a company director getting too much? Maybe it’s time for a holiday?”

Making the content specific to the individual will be more expensive on a cost-per-lead basis on Facebook, but such targeted content will definitely lead to enquires from customers interested in luxury holidays.

A second opportunity to reach high-end customers is to combine your offline marketing with your online marketing. For example, you could run or attend an event with luxury suppliers where you use social media marketing to target the customers the event is aimed at. This will then give you the opportunity to build relationships with potential clients face-to-face, eliminating the lack of trust often associated with social media marketing.

Hopefully, I’ve given you some food for thought on how to reach new luxury clients in ways you hadn’t thought about.

 


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