Armed with stunning destination photos and insider knowledge on the most vacation-worthy destinations in the world, travel advisors should have no trouble marketing themselves. After all, this is exactly the type of content that gets clicked, shared and saved on social media — and that attention can be the first step in generating new leads.
So, why do so many travel advisors struggle to market themselves consistently?
Entrepreneur Nikita France saw the problem firsthand. As a digital marketing consultant in the travel industry, she kept hearing from travel advisors that they knew social media was important, but they didn’t know where to begin sharing content and growing an audience. And they didn’t have time to do it consistently.
With this insight, she created the Travel Agent Collective: a platform designed to help travel advisors develop social media strategies and ready-to-post content in mere minutes. It began in 2019 as a simple content membership program that gave travel advisors access to images and captions they could use on their social media channels.
“Since we launched, we’ve kept reiterating to incorporate what’s going on in social media right now and what’s proven to work and put that into the content we provide every single month,” France said. “Travel advisors don’t need to stress about keeping up with the trends — that’s the beauty of it.”
Today, the proprietary software helps travel advisors develop and implement their digital marketing — from strategy to scheduling — in as little as an hour a month. Members get access to monthly content calendars filled with ready-to-customize images, captions and reel templates, all tailored to their niche and brand colors. Rather than scrambling to figure out what to post each morning, members plan it out in advance and always have something to share on Instagram, Facebook and LinkedIn (with new channels like TikTok coming soon!).
The platform also includes a built-in hashtag generator to make sure your content shows up in the right conversations, and analytics tracking to help you understand which posts resonate most with your audience.
Beyond social media, the Travel Agent Collective tackles email marketing, too. Members can tap into a library of Canva templates, pre-written email copy and shareable lead magnets. Need help putting your personal spin on the content? Just ask Estelle, the platform’s AI-powered marketing assistant, to help you make tweaks. She’ll even ask you about recent success stories or travel insights you’ve picked up to help find inspiration for your next batch of content.
“If you think of digital marketing like an accordion, we’ve squished it down and taken out some of the steps of creating really good content,” France explained.
Membership costs $57 per month, and there’s a $20 discount for your first month. France said that making the investment gives you back hours each month to focus on what you do best, like serving your clients and booking dream vacations, or to build your marketing skills through the platform’s library of bite-sized courses.
But it’s not just about saving you time. It helps you show up online consistently and build your credibility, France said.
“We’re giving our advisors the power to create content that really positions them as an expert, trusted authority and the guide on travel,” she explained. “Instead of just talking about how beautiful Jamaica is, which is only a small part of what an advisor should be posting about, they’re building credibility that makes people want to book that trip with them.”
That can lead to big results in a travel business. France shared real-life examples of members who’ve landed $60,000 and $70,000 bookings from new clients who discovered them through the content they developed on the platform.
At the end of the day, the photos and advice you share on social media aren’t just for likes and comments: They should help you stay visible, build trust and connect with clients. Finding a simple way to stay on top of your digital marketing (consistently!) can make a big difference in whether someone scrolls right by your post or slides into your inbox with an inquiry that turns into your biggest booking of the month.
Originally appeared in the Summer 2025 issue of The Compass magazine
Joni Sweet
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