Agent Diary: Embrace social media as the new travel brochure

Can you remember a time when holiday inspiration came from brochures, cards in a travel agency window or a TV programme showcasing far‑flung destinations? Today, all it takes is a 30-second video on social media – and sometimes, not even that.

Whether we like it or not, social media has become one of the most powerful forces influencing travel decisions. Platforms such as TikTok and Instagram are no longer just entertainment channels; they are modern-day travel brochures inspiring millions of people to add destinations to their bucket lists.

We are seeing this impact first‑hand. Enquiries start with phrases such as “I saw this on TikTok” or “I found this place on Instagram”. Clients may not know exactly where a destination is, how to get there or the best time to visit, but they know they want to experience what they have seen.

Driving interest

Japan is one of the strongest examples of this. Stunning videos of cherry blossom, bullet trains, neon-lit cityscapes and traditional temples have created a huge surge in demand. For many travellers, their interest began with a single social media post. The same can be said for destinations like Tanzania, Zanzibar and the Maldives.

Social media is not just driving interest in destinations, it is also changing the types of travel people want to book. Travellers want memorable, authentic and, perhaps most importantly, shareable experiences. Safari adventures, cultural tours, culinary experiences and unique accommodation are all seeing increased demand because they provide the special moments people want to capture and share.

For travel agents, this shift presents both a challenge and an opportunity. Rather than viewing social media as competition, we should embrace it as a powerful lead-generation tool. When clients come to us inspired by a viral video, they still need expert guidance. 

A TikTok clip won’t explain visa requirements, complex flight connections, or whether a trip is actually suited to a family, a couple or a solo traveller. It also won’t tell them if it fits their budget. This is where trusted agents add real value.

Converting sales

Our role is evolving from processing bookings to helping clients turn digital inspiration into reality. We provide the expertise, reassurance and personalised recommendations that social media cannot replicate.

I know some in the trade might resist this next part, but there is also a major opportunity to become content creators, which is what we do at Travel Chaps. By sharing our own travel experiences, showcasing our destination knowledge and putting ourselves in front of the camera, we build trust and position ourselves as local experts. Raw content often performs much better than polished corporate marketing campaigns anyway, because travellers want to see real people with genuine experiences.

The reality is that social media is not a passing trend. It is actively shaping travel demand. The good news for agents? Online influence might start the conversation, but professional advice is what turns a dream into a booking.

Tailor your posts for each media

There are a couple of things I have learnt only recently about social media that I want to share with you. First, not everything works on every platform. What we post on Facebook does not always work on Instagram, and what we post on Instagram does not work on TikTok. It is a little time-consuming, but having a tailored tactic for each platform is a great way to focus on that specific demographic.

Second, consistency is king. Followers get used to your content and come to expect it, which is exactly how you build an engaged following. Practice makes perfect too, so the more you do it, the easier it gets – whether that is editing skills, talking on camera or coming up with ideas of what to post.