Travel Counsellors turns to influencers for marketing push

Travel Counsellors is planning two further trips for social media influencers later this year following the success of a collaboration with a blogger who visited Sri Lanka.

The homeworking agency invited Instagrammer Katie Woods (@comedowntothewoods) on a nine-day trip to Sri Lanka as part of its wider marketing strategy and rebrand programme.

Harrogate-based Travel Counsellor Sarah Holstead arranged the trip in partnership with Colombo-based destination management company Columbus Tours.

Holstead has been using Woods’ content on her own Instagram account and received new enquiries since the trip.

She has also enlisted the help of nine other Travel Counsellors through the company’s TC Teams technology, to help with enquiries.

Holstead said: “I must say a big thank you to Columbus Tours for all their efforts in helping me with this complex, multi-destination itinerary and making it the holiday of a lifetime.

“It’s also been brilliant to see the effect that social can have and I’m sure this will only continue as we’ve got lots of content from the trip that other Travel Counsellors are able to use.”

Several brand assets from the partnership have been created including a tailor-made video, a customised itinerary, a bespoke offer to Sri Lanka with Columbus Tours and a hosted trip to the country for 12 agents, thanks to the DMC.

Throughout the trip, Woods was given envelopes to open each day to find out her next destination.

Excursions included an evening climb of Sigiriya Rock Fortress, a safari in Minneriya National Park, a boat safari in Gal Oya, a visit to Halpewatte Tea factory and zip lining in Ella.

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Dave Callan, customer director at Travel Counsellors, added: “Our foundations as a brand are built on personal network and advocacy and so, we see the power in scaling this into social network and advocacy.

“This will provide us with compelling and inspirational content to support our key focus of premium leisure bookings and comes as part of our wider marketing strategy and rebrand programme in the coming months.

“We’ve seen how storytelling on social can have real weight for our brand and support our Travel Counsellor community by helping us to build brand awareness, reach new customers by breaking down the barrier of geographies that can sometimes feel like a limiting factor to business owners and provide inspiration for those looking to travel.”

Woods has since booked a family holiday through Holstead.