Travel agents wanting to make the most of social media must highlight the specialist nature of their businesses.

Speaking at the Aito Specialist Travel Agent conference in Majorca, Microsoft UK’s marketing communications lead Allister Frost (corr) said internet users are becoming increasingly specific in what they are looking for when they search online.

This means specialist travel agents who highlight their credentials have a far better chance of being discovered through the use of social media.

He said: “The more specialist you are online, the better your chances of standing out.

“If you’re selling a holiday in Majorca then good luck as Thomson is doing it, Thomas Cook is doing it, everyone’s doing it.

“But if you are selling cycling holidays in Majorca people are far more likely to search on it and find it.”

Nor does Frost believe it successful social networking is dependent on spending large amounts of money.

“Big budgets don’t work and you guys don’t have big budgets,” he said.

“If you’re prepared to go out there and create a name for yourselves then you will be able to get to your customers.”