7 Steps for Navigating the Marketing Maze in 2026

In the ever-evolving landscape of marketing our businesses, 2026 presents both challenges and opportunities for travel advisors striving to connect with clients. As the industry continues to adapt, the key to success lies in leveraging connection points to attract new clients and retain existing ones.

Here’s a guide to help you navigate the marketing maze with confidence and clarity.

1. Embrace Connection Points

The cornerstone of effective marketing in 2026 is the strategic use of connection points. These are the touchpoints where you can engage with potential and current clients. Whether through customer events, email or social media, these avenues are essential for building and maintaining relationships. It's important to get everyone you connect with on an email list. Email remains the most vital tool for keeping clients informed and connected.

2. Step Outside Your Comfort Zone

Engaging with new individuals and exploring underutilized avenues such as community activities, information sessions and local events brings you more opportunities to grow your email list. These real-life connections can significantly enhance your networking and marketing efforts.

3. Harness the Power of Facebook Groups

Social media continues to evolve, with platforms like Facebook becoming more interactive and conversational. Special interest groups on Facebook can boost your visibility and engagement, thanks to their algorithmic advantages. Consider joining or creating groups that align with your niche to tap into these benefits.

4. Collaborate and Expand Your Reach

Collaboration with other professionals is a powerful strategy to broaden your reach. By "borrowing" audiences through joint events or partnerships, you can increase your exposure and attract new clients. For years I was a guest writer for “Macaroni Kid,” which had my exact audience for family travel.

5. Optimize Your Online Presence

Creating a Google Business page is a foundational step for increasing visibility. Regularly monitor your online presence through Google searches to gain insights into your visibility and engagement levels.  

6. Email Consistency Is Key

Consistency in all marketing is integral, but I find that advisors most often are inconsistent with email marketing. Reflect on your email frequency from the previous year and set goals for 2026. Brainstorm twelve email topics that will resonate with your audience, focusing on providing valuable content like travel tips.

7. Leverage AI Tools

AI tools, such as ChatGPT, can be invaluable for brainstorming and generating content ideas. Use these tools to develop structured plans for your marketing efforts, ensuring that your content aligns with your sales objectives.

By implementing these strategies consistently and effectively, travel advisors can enhance their marketing efforts in 2026. The focus on connection, collaboration and the use of digital tools will ensure that you continue to grow in your business.