Travel agents face increasing competition from online platforms and direct bookings, yet personal service remains the core advantage. Agencies must shift from broad advertising to targeted, relationship-based marketing that builds trust over months. Customers now research destinations independently before contacting an agent, meaning the first interaction often occurs when a client already possesses detailed knowledge.
Daniela Cintra told the annual conference of the Irish Travel Agents Association in Alcobaca in Portugal that success in 2026 depends on collecting client data early, segmenting audiences, and delivering personalised content through email, WhatsApp, and social media. She demonstrated how one agency turned a casual follower into a high-value booking through consistent, relevant contact over several months rather than immediate sales pressure.
Agencies achieve higher conversion rates by focusing on niche markets and creating specific offers for defined client types rather than general promotions. Regular communication via newsletters, targeted social media posts, and direct messaging keeps the agency visible without overwhelming potential clients. Cintra stressed that staff training in digital tools and data management represents a low-cost route to growth.
Internal influencers within agencies can become the public face of the business on social platforms, building authentic connections at minimal expense. Automation tools handle routine follow-ups while staff concentrate on relationship building. Agencies that combine systematic data collection with personalised outreach report booking increases of 40pc or more.
Key takeaways include the shift from mass marketing to individual client journeys, the importance of patience in nurturing leads over three to six months, and the opportunity for every agency to develop its own micro-influencer from existing staff.
