The 7 Ways to Get Leads as a Travel Agent
Understanding the Client Journey
The Four Stages:
- Prospects - People who might be interested but haven't expressed it yet (followers, subscribers)
- Leads - People who have actively expressed interest (joined Facebook group, opted into email list, met you at an event)
- Sales - Actual clients who book trips and generate commissions
- Repeat Customers - The gold standard; clients who return and refer others
Why Repeat Customers Matter:
- Saves time, money, and stress
- Provides business stability
- Reduces constant need for new lead generation
- Allows focus on efficiency and profitability
- 20-50 loyal clients can sustain a full-time business
What You Actually Need to Succeed
Good News for New Agents:
- You DON'T need a huge email list
- You DON'T need 100,000 followers
- You DON'T need to be a social media influencer
- You DON'T need a large existing community
What You DO Need:
- A systematic approach to lead generation
- Multiple lead generation methods working together
- Ability to turn prospects into leads
- Skills to convert leads into sales
- Strategy to create repeat customers
The 7 Types of Lead Generation
1. Leverage Your Existing Network
Who This Includes:
- Friends and family
- Co-workers
- Church/religious community members
- Sports leagues/hobby groups
- Any organizations you're part of
- Online connections
How to Do It Right:
- Reach out personally (not mass messages)
- Simple approach: "Hey, I'm a travel agent now. Are you traveling soon?"
- If they say no: "No worries, think of me when you do. Do you know anyone else who is?"
What to Ask For:
- The sale (if they're traveling)
- A referral to someone who is traveling
- A social media post/tag about your new business
- Consideration for future travel planning
- Contact information for prospects they know
Why Start Here:
- No tech required
- No social media following needed
- Just talking to people you already know
- Most people know 100-300 people personally
Important Note:
- Do this the RIGHT way (not MLM/spammy)
- You're asking for favors since you lack experience initially
- Talk about your own travels to build credibility
- Be genuine and helpful, not pushy
2. In-Person Networking
Mindset Shift Required:
- DON'T go in only caring about the sale
- DO think: "How can I help this person?"
- Focus on adding value to their time
- Give recommendations freely WITHOUT requiring them to be a client first
Strategies:
One-on-One Networking:
- Goal: Make 5 new friends and help them
- Show your expertise through genuine helpfulness
- Give travel recommendations when people mention trips
- Let them remember you naturally
Organized Events:
- Chamber of Commerce events
- Travel and Adventure Shows (rent vendor booth)
- Local city/town events
- Events in tourist destinations
Tools & Tactics:
- Keep it simple: clipboard with names, emails, phone numbers
- Run giveaways/drawings (works in-person AND online)
- Speak at local events
- Partner with Destination Marketing Organizations (DMO) or Companies (DMC)
Cost Range:
- Some events are free
- Some require booth rental or fees
- Start small and grow from there
3. Borrow Someone Else's Network
The Concept: You don't need to build your own audience from scratch—leverage existing communities.
Facebook Group Strategy:
The WRONG Way:
- Just posting/spamming in groups
- Gets you blocked and damages reputation
The RIGHT Way:
- Contact group admins directly
- Ask: "What would you need from me to post about my trips/services here?"
- Answer people's questions in the group for 10-15 minutes weekly
- Have your profile clearly show your travel business
- Be genuinely helpful—people will check your profile
Compensation Models:
- Flat referral fee: $50-100 per booking
- Commission split: 5-7% of each booking
- Pay per post: $25-50 per promotional post
- Negotiate respectfully based on transaction size and group size
Other Platforms:
- Instagram collaborations
- TikTok partnerships
- YouTube collaborations/guest appearances
- Going live with influencers
Key Principle: Figure out what makes sense for the platform, audience, and niche.
4. Build Your Own Network Organically
The Three Pillars:
- Audience (followers, subscribers)
- Email List
- Community
Content Strategy:
Long-Form Content (choose at least one):
- YouTube channel
- Podcast (recommend VIDEO podcast for double-dipping)
- Blog
Short-Form Video (choose at least one):
- YouTube Shorts
- TikTok
- Facebook/Instagram Reels
Community (choose one):
- Private Facebook Group: People answer more truthfully, more intimate
- Public Facebook Group: Searchable by Google and ChatGPT, better discovery for destination-specific content
Benefits of Video Podcasts:
- Post to YouTube AND Spotify
- Create clips for TikTok, Reels, etc.
- Maximize content from one recording session
Long-Term Value:
- Build your own stage
- Create uniquely yours based on your niche
- Sustainable foundation for business growth
5. Grow Your Network with Paid Ads
When to Start: AFTER you've built some organic audience first
Why Wait: You need to know:
- What type of traveler you're serving
- Which destinations/regions you focus on
- Your specialization/niche
- What messaging resonates
Platforms:
- Facebook Ads
- Instagram Ads
- TikTok Ads
- YouTube Ads
Investment Approach:
- Test with small budgets initially
- Scale what works
- Track ROI carefully
6. Collaborate with Others
Collaboration Types:
Shared Group Trips:
- Collaborate on service delivery itself
- Partner with other travel agents
- Work with travel influencers/bloggers
- Host trips for people who want to lead but not handle logistics
- Share reach and audience
Speaking Opportunities:
- In-person summits
- Online summits/conferences
- Virtual events
Content Collaborations:
- Guest podcast appearances
- Blog post swaps
- Joint YouTube videos
- Shared social media content
- Build collaborative platforms (3-4 people share a Facebook group or podcast)
Bundle Contributions:
- Participate in industry bundles
- CAVEAT: Email marketing differs for service providers vs. course/membership sellers
- Freebies work differently for non-scalable one-on-one services
- Adapt strategies accordingly
Authentic Sharing:
- Share each other's content genuinely
- Support creators even with "competitive" offers
- Share unique perspectives and experiences
- Build reciprocal relationships
7. Press & Branded Mentions
Why This Matters:
- Reach hundreds of thousands at once vs. your 700-7,000
- Builds professional credibility
- Improves Google search rankings
- Positions you as an expert
- Do less work, reach more people
How to Get Started:
Sign Up For:
- HARO (Help a Reporter Out) - journalists looking for expert sources
- Qwoted - another journalist connection platform
Action Steps:
- Check daily emails from these platforms
- Respond when they need travel experts
- Position yourself as a professional resource
Potential Outlets:
- Forbes
- Business Insider
- Condé Nast Traveler
- CNN Travel
- Major publications and news sites
Expert Development:
- Know what you believe
- Develop your expertise
- Get clear on your positioning
- Put yourself out there confidently
- Become a true authority in your niche
Recommended Resource: Sahara Rose DeVore's Travel Coach Network certification program (builds strength and confidence to put yourself out there as an expert)
Key Principles for Success
Holistic Marketing Approach:
- Don't rely on just ONE method
- Use multiple lead generation types simultaneously
- Start with one and add more as you grow
- Create a comprehensive marketing plan
Value-First Mindset:
- Help people BEFORE they become clients
- Give recommendations freely
- Demonstrate expertise through generosity
- Build relationships, not just transactions
Service Providers vs. Product Sellers:
- Email marketing works differently for services
- One-on-one services aren't scalable like courses/memberships
- Adapt strategies for service-based business model
- Can't always follow advice meant for product sellers
Legitimacy Mindset:
- ANY money earned makes this a real business
- Celebrate every dollar
- Don't feel pressure to hit certain income levels
- Side hustle hours can generate six-figure income
- It's possible to make serious money working fewer hours
Getting Started Action Plan
- Choose your first lead generation method (recommend starting with existing network)
- Set specific goals (e.g., make 5 new connections this week)
- Focus on helping, not selling
- Track your results (prospects → leads → sales → repeat customers)
- Add additional methods as you gain confidence and capacity
- Build towards all three pillars: audience, email list, and community