Turning Holiday Shoppers into Future Bookers

A Training by Ash from Ash Knows Travel

Training Overview

Purpose

Learn how to use the holiday season to build connections, nurture leads, and fill your calendar with bookings for 2025 and beyond.

Key Message

Not everyone who engages with you will book immediately—but that doesn't mean they won't book later. This training teaches you how to turn curious browsers into long-term loyal clients.

Training Goals

Understand buyer psychology during the holidays
Learn how to transition shoppers through the buyer journey
Build nurture flows that convert later
Turn personal engagement into booked revenue

The Holiday Shopper Mindset

Holiday shoppers are:

Dreaming

Thinking about next year's goals and destinations
Need emotional, inspiring content with visuals
Want to see where they're going

Planning

Considering new trips for 2026
Good time to promote bucket list travel
Looking ahead to next year's possibilities

Distracted but Cautious

Busy with holiday gifts and budgets
Being careful with spending
May need to wait until after the holidays to book

Your Goal: Move them from window shopping to vision planning by putting ideas in their head through inspirational content.

Content Strategy

What Works Best

Inspirational content gets the most dreamers
Deal-based content works better after building with inspirational posts
Mix your content types so followers see variety

Recognizing Buyer Stages

Hot Leads

Asking for dates or pricing
Ready to book soon
Dropping inquiries into your form
Action: Follow up immediately

Warm Leads

Engaging quietly (liking, commenting)
Interested but not ready yet
Action: Nurture through the next few months

Cold Leads

Just liking posts with no interaction
Still in the dreaming phase
Action: Re-engage with New Year content, bucket list travel for 2026

Remember: Not every person who likes your post wants to book now, but they might want to book in the future. These are still valuable leads.

The Conversion Path: Turning Shoppers into Future Bookers

Step 1: Capture Interest

Use clear calls to action
Encourage DMs, form signups, lead captures
Try "tag your now/soon/later" posts
Use checklists and "comment below" strategies

Step 2: Segment by Readiness

If someone has shown interest in specific destinations, tag them when deals come up
Send relevant information via DM
Match content to their travel timeline

Step 3: Provide a Mini Win

Send "Top 25 Destinations" guides
Offer planning checklists
Share client success stories ("I just saved my client...")
Show how you've handled similar situations
Position yourself as an expert

Step 4: Transition the Conversation

Invite them to pre-plan
Share your inquiry form
Offer consultation opportunities
Make it easy to take the next step

Step 5: Promise to Reach Back Out Post-Holidays

Even if they don't respond to an inquiry
Even if timing isn't right now
Set follow-up dates for everyone showing interest
Don't let leads go cold

Building Your Future Bookers Funnel

The Free Method

Capture Interest
- Use Google Forms or Jotforms
- Add to your link tree (create a "VIP Club")
Send Automated Thank You Email
- Triggers after form completion
- Immediate acknowledgment
Share Free Resources
- Planning guides
- Upcoming training invites
- Valuable content
Follow Up Early January
- New Year, new deals
- Fresh start messaging
- Re-engagement campaign

Nurture Systems That Convert

Email Campaigns

"Where Everyone's Booking in 2026"
"You Saw the Deals—Here's What's Next"
Client spotlights and success stories
Countdowns and behind-the-scenes content

Social Media Stories

Polls (find out what to market)
Quizzes (engage and learn preferences)
Reminders (stay top of mind)
Why stories? Safest place for first-time engagement—they can click and keep scrolling

Live Content (if applicable)

"Top Trips I'm Planning for 2025 Clients"
"Next Year's Must-Visit Destinations"
Q&A sessions

Pro Tip: You can use the "New Year, New Trip" angle for several months into the year—ride that wave!

Smart Follow-Up Strategies

Re-engagement Tactics

Every time someone likes or comments: Send them a DM with more information
Use personalized openers (no ChatGPT templates!)
- ❌ "Hello, thank you for reaching us"
- ✅ "Hey! I saw you liked my post. Thank you so much! If you're interested, here's more information..."

Lead Tracking

Track all conversations in a lead sheet
Include: Name, platform, interest, stage, date captured, follow-up date, notes, next step
Don't forget about past clients—they travel again!

The Follow-Up Reality Check

Be honest: How many of us actually follow up with leads?

The Problem: Not following up is one of the main issues for travel agents

The Solution: Set reminders, use tracking systems, commit to consistent follow-up

Message Scripts and Templates

DM Script Example

"Hey! I saw you liked my holiday post. Are you thinking about a 2025 getaway? I'd love to send you a few trip ideas based on what's trending right now."

Email Example - Post-Holiday

"I hope your holidays were amazing! My travelers are starting early on their 2025 plans to grab better rates and better flight options. [Insert destination/offer details]"

Re-engagement - January Check-In

"Wave season is officially here! This means the best resort and cruise deals of the year. Have you decided on where you want to go?"

New Year, New Adventures

"Hey! Just popping in to say hi. Any fun trips on your 2025 wish list? I've been helping clients lock in early deals and I thought of you."

Important: These scripts are for warm leads who have shown interest—NOT for cold leads you haven't talked to. Don't spam people!

Automation Tools and Systems

Recommended Tools

Meta Business Suite

Schedule posts
Manage engagement
Track interactions

MailChimp

Email drip campaigns
Free version: 50 contacts
Automated email flows based on opens/clicks

System.io

Email campaigns and newsletters
Also offers free version
Good for automation

Google Sheets

Lead tracking (see template in guide)
Easy to organize and update
Free and accessible

Canva Magic Write

Reply templates
Design automation
Content creation assistance

ChatGPT

Script writing
Email templates
Content ideas

How to Keep Leads Warm Without Being Pushy

1. Deliver Value

Share helpful resources
Provide destination insights
Offer planning tips

2. Be Consistent

Regular posting schedule
Predictable communication
Reliable presence

3. Celebrate Them

Remember birthdays
Engage with their posts
Comment on their content
Build genuine relationships

Lesson from Beach Boss: They celebrate all their leads, know their birthdays, and engage authentically. If you're Facebook friends with a potential lead, engage with them like you would any friend.

4. Share Social Proof

Show other clients traveling
Share screenshots of happy feedback
Post client success stories

5. Re-engage at Milestones

New Year
Spring break planning
Back to school season
Holiday planning
Natural touchpoints throughout the year

Remember: Staying present equals staying profitable

Important Mindset Shifts

Don't Give Up After One Quote

Just because someone didn't say yes to that quote doesn't mean they don't want to ever book. Keep reaching out to interested leads.

Example: The Aunt Strategy

"My aunt does tours to Ireland. She's always going to be a warm lead for me. I know she travels. I always have a follow-up date. If I have a good deal, I tag her and show it to her."

The Point: People travel continuously. Stop doing "one time and done."

You Must Follow Up

Don't scroll through social media two months later and see that a lead is already traveling when you could have booked it. They're going to travel regardless—make sure it's with you.

Lead Management System

Create a Simple Tracking Sheet

Columns to Include:

Name
Platform (where you connected)
Interest (what they're interested in)
Stage (hot/warm/cold)
Date Captured
Follow-Up Date
Notes
Next Step

How to Use:

Add anyone showing real interest
Include all past clients
Set follow-up reminders
Update regularly
Don't let anyone fall through the cracks

What NOT to Do

Don't Spam Cold Leads

Only reach out to people who have shown interest
No mass messaging to people you haven't talked to
Respect boundaries

Don't Overcomplicate It

Start with simple systems
Add complexity as needed
Focus on consistency over perfection

Don't Forget to Reference Sensitive Information Appropriately

Store sensitive attributes only when essential
Provide universally applicable responses when possible
Use personal information thoughtfully

Key Takeaways

Every like or comment equals a potential client - Don't dismiss small engagements
Capture, nurture, follow up - This is the complete cycle, not just one step
Consistency = staying top of mind - Regular presence leads to bookings
Give value before asking for bookings - Build trust and authority first
Plan your January reconnect week now - Set yourself up for success in advance
Future bookers come from consistency and connection - It's a relationship business

Action Steps

This Week's Challenge

What's one thing you're going to start doing this week to turn more shoppers into future bookers?

Recommended: Start following up with existing leads

Implementation Plan

Review your current leads
Set up a simple tracking system
Create message templates
Schedule follow-up reminders
Commit to consistent engagement

Resources Included in Free Guide

✅ Message scripts for DMs and emails
✅ Email templates and examples
✅ Lead nurture checklist
✅ Lead tracking spreadsheet template
✅ Canva AI prompts for designs
✅ Step-by-step nurture system guide
✅ Bonus tips and encouragement

To Get Your Free Guide: Comment "GUIDE" in the chat or comments

Final Thoughts

The holidays bring traffic, clicks, and DMs—but not everyone buys right now. That's okay. Your job is to:

Stay visible
Provide value
Build relationships
Follow up consistently
Be there when they're ready

The leads you nurture now will become the bookings you celebrate next year.

Turn Holiday Shoppers into Future Bookers 🎁 | Travel Advisor Training ✈️