In today's information age, podcasts have become one of the most popular forms of media consumption. Increasing by over 30% in the last decade, almost 80% of American consumers, twelve years and older, are aware of podcasts1. These digital audio episodes offer a convenient and engaging way for audiences to access content on a wide range of topics, from a vast number of creators. Podcasts have permeated various industries, from crime to comedy and entertainment to education, providing a platform for individuals and businesses to share their expertise and insights through conversation.
Within the travel industry, podcasts have emerged as a powerful tool for communication, allowing travel advisors to connect with their audience in a personal and informative manner, as well as share the experience of travel in an audible fashion. Let's delve into the 6 reasons why travel advisors should consider harnessing the power of podcasting to enhance their visibility and credibility in the competitive world of travel planning.
Almost 80% of American consumers, twelve years or older,
are aware of podcasts.
Podcasting provides travel advisors with a platform to showcase their expertise and knowledge in the industry in a unique way. This is crucial because with many options for booking travel out there, building trust and credibility with clients proves why they should trust you with their travel plans. By sharing insider tips, destination insights, and personal experiences, advisors can position themselves as trusted authorities in the travel space.
Conversation-based episodes not only help in conveying information effectively but also in building a sense of authenticity and relatability, which are crucial factors in establishing credibility. You can form a connection with your audience and demonstrate the value you bring beyond mere transactional services. This also reminds listeners that booking with a travel advisor has many perks that AI or self-booking platforms do not offer, including a human touch. It is a top-of-mind marketing strategy ensures that when listeners think of travel or are ready for their next trip, they think of you, the agent they've come to trust through listening to their podcast.
2. Expanding Your AudiencePodcasts offer travel advisors the opportunity to reach a global audience. According to Forbes, there are over 400 million podcast listeners worldwide2. The United States has the largest share of listeners at upwards of 100 million, that is a lot of potential clienteles. Whether it's adventure travel, luxury vacations, or budget-friendly getaways, podcasts allow you to tailor messaging to resonate with different segments of the market, breaking down geographical barriers and expanding your reach beyond local clientele. For travel advisors who specialize in a specific travel niche, hosting a podcast is a great way to publish content that caters to specific interests and attract listeners who are genuinely interested in your expertise.
Over 400 million podcast listeners worldwide.
On top of that, podcasts can attract listeners who may not have actively sought out a travel agent before. By providing valuable insights, tips, and inspiration, you can capture the attention of individuals who are in the early stages of trip planning or those who have been considering booking their next vacation but not taken any action on it yet. This expands the pool of potential clients and creates opportunities for you to convert listeners into customers.
3. Personalized Engagement & Compelling ContentA huge benefit of podcasting over other forms of digital and social media is that it enables travel advisors to showcase their personality and storytelling skills, fostering a deeper connection with their audience. By sharing personal anecdotes and engaging in candid conversations, you can build trust and rapport with potential clients, reinforcing the human touch that you will add to their travel experience. Q&A sessions and guest interviews further enhance engagement, providing listeners with valuable insights and perspectives.
61% of Gen Z monthly podcast listeners report: visiting a company’s website, or wanted the product or service as a result of listening to the podcast.
Additionally, hearing personal experiences shared on podcasts, such as a testimonial interview of a client who just returned from a successful trip you curated for them, can be the final push someone needs to book a trip they've been considering. 61% of Gen Z monthly podcast listeners have reported visiting a company’s website after listening to a podcast, the same percentage say they wanted the product or service as a result of listening to a podcast3. The emotional connection formed through storytelling and the authenticity conveyed through voice can be more persuasive than written content alone. This personalized engagement helps you stand out from the crowd and establishing a loyal fan base who are more likely to turn to you for their travel needs.
4. Cost-Effective MarketingCompared to traditional forms of advertising, podcasting offers a cost-effective way for travel advisors to market their services. With minimal equipment and production costs, you can create high-quality content that resonates with your audience. Additionally, recorded podcasts have a long shelf life, continuing to reach new listeners over time and reinforcing messaging without additional spending.
78% of millennials value experience, such as travel, over material goods4 making them some of the most likely to be interested in a travel advisors’ content or use their services. Millennials are also the generation with the most podcast listeners at about 44.3 million,3 making podcasting a no-brainer for marketing to this group that is itching for experiences.
Furthermore, podcasting will assist you in cross promoting your travel business and its social media. You can leverage the podcast audience to drive traffic to your website or social media channels, and vice versa. This integrated approach maximizes the impact of marketing efforts while minimizing costs, making podcasting a highly efficient marketing strategy.
5. Networking OpportunitiesHosting a podcast opens doors to valuable networking opportunities within the travel industry. By inviting other professionals for conversations and featuring guest experts on their podcasts, you can expand your network and forge relationships while learning from and working with each other. These connections can lead to collaborations, partnerships, and additional business opportunities, ultimately driving growth and innovation within the travel sector and future friends within the industry.
Cruise Planners Travel Advisor, Juan Velazques, makes the most of these opportunities as he has been a guest on numerous podcasts and recently started his own. The first episode featured a Business Development Manager from a supplier, showcasing a brand and making a connection. Many other Cruise Planners Travel Advisors have been featured on podcasts, building relationships within the industry though these opportunities. Find podcast episodes featuring Cruise Planners Travel Advisors below.
Further, networking with brands and suppliers can lead to special deals or unique opportunities for your listeners by collaborating with and generating excitement about their brand. Podcasting provides you with a platform to showcase travel brands, offers, or exclusive experiences to your audience in a more convincing way, as well as incentive for those brands to team up with you. This not only helps in driving business but also in establishing the agent as a go-to resource for all things travel-related for the consumer, and as a source of promotion for the suppliers.
6. Additional Revenue Stream – Ads & SponsorshipBeyond brand building and client acquisition, podcasting can serve as an additional revenue stream for travel advisors. Through the previously discussed networking, there is opportunity for ads and sponsorships that advisors can use to monetize their podcast content, generating passive income while providing value to their audience.
Advertisers will spend over $2 billion on advertising on podcasts in 2024. Podcast ads are typically sold on a CPM (cost per mile) basis, where advertisers pay a fixed rate for every 1,000 listens. Similarly, sponsorships can be sold at a fixed rate for a specified duration, allowing advisors to capitalize on their podcast audience to attract advertisers and sponsors interested in their niche. For advisors who are new to podcasting and have a smaller audience, sponsorships can be a particularly attractive option. By partnering with brands or companies that align with their target audience or niche, you can leverage sponsorships to generate revenue while building your brand and attracting new clients.
Overall, podcasting offers travel advisors a powerful platform to enhance their visibility and credibility in the competitive travel industry. By embracing podcasting as a strategic tool, you can establish yourself as a trusted authority, expand your reach, and cultivate meaningful connections with not only your audience, but with others in the travel industry as well. Like anything, podcasting takes practice, but take some advice from another who gained fame from tales of adventures,
“The secret to getting ahead is getting started” – Mark Twain
So, if you're a travel agent looking to elevate your brand and enhance your business, it's time to hit the airwaves and embark on the journey of podcasting.
Listen to Cruise Planners Travel Advisors shine on these podcasts:
- Chuck Elias hosts The Confident Traveler Podcast, listen here.
- Juan Velazquez has been featured on numerous podcasts and hosts The Travel People Podcast, listen here.
- Kyle Nichols was featured on The Travel Agent Podcast, listen to the episode here.
- Janell Murphey and Cherity Kerns were featured on The Kevin and Phillip Project, listen to the episode here.
- Mary Smith was featured on Cashflows Podcast with Cash Matthews, listen to the episode here.
Sources:
3https://www.emarketer.com/insights/the-podcast-industry-report-statistics/
