Most travel advisors think they need better marketing.

More reels.
More visibility.
More followers.

But visibility without positioning is just noise.

In this episode of The Social Takeoff Podcast, Kelli Hayes Smith breaks down the difference between marketing and positioning for travel advisors.. and why you need both to build a predictable, scalable travel business.

You’ll learn:

• The real difference between travel marketing and travel positioning
• Why you can go viral and still make no sales
• How positioning builds trust while marketing builds visibility
• Why authority is what turns followers into booked clients
• The FAME Framework for travel advisors who want consistent growth

The FAME Framework:

F — Find Your Person
A — Articulate the Problem
M — Market With Intention
E — Establish Authority

If you’ve been creating content but not seeing consistent bookings, this episode will help you audit your strategy and fix what’s missing.

Want more strategy like this?

Get your free Wanderlust Campus account at:
👉 wanderlust-ceo.com

Connect with Kelli on Instagram:
👉 www.instagram.com/kellihayessmith

New episodes every Tuesday.

Episode Description

Most travel agents think clients book once they’ve seen the right destination, deal, or itinerary.

That’s not actually how decisions get made.

In this episode, Kelli breaks down how questions — not explanations — are what help potential clients move from researching and scrolling… to feeling ready to book.

These are the kinds of questions you can use in your content, emails, conversations, and social media that help clients understand themselves.. which is what actually leads to confident decisions.

In this episode, you’ll learn:

• Why clients don’t struggle with where to go — but with what they want from the trip
• How to use questions to surface emotional and logistical friction
• The difference between pressure-based CTAs and momentum-based clarity
• How to reframe your value without talking about price
• How to turn one topic into multiple pieces of content that guide clients forward

If you’ve ever felt like people are “almost ready” but never quite booking, this episode will change how you think about marketing.

Key Topics Covered

• Questions that reveal the real problem clients are facing
• Clarifying expectations before destinations or itineraries
• Identifying friction without shaming or pressure
• Reframing value away from price and toward support
• Inviting momentum without urgency or scarcity tactics

Action Step
Pick one upcoming trip type you sell (family travel, cruises, Disney, honeymoons, etc.), Create content using questions, not explanations, and watch how your conversations change.

Ever feel like you’re saying the “right” things… and still not getting the DMs, leads, or bookings you expected? In today’s episode, I’m breaking down why that happens — and how to fix it without posting more.

Here’s the truth: different buyers need different things to feel comfortable spending money. So if you’re only creating content that makes you feel confident… you’re going to miss entire groups of your ideal clients.

In this episode, I’m walking you through 4 buyer personalities and exactly how to create content that speaks to each one — using the same topic, just said in a different way.

And yes… I’m giving you an assignment. 😄

What you’ll learn:

• Why “more content ideas” isn’t the answer
• How to stretch one topic into 4 conversion-ready pieces
• The 4 buyer personalities (and what each one needs to hear)
• Why this isn’t manipulation — it’s clarity + kindness
• How to use data to figure out which types you connect with most

Your homework:
Pick one topic this week → create 4 pieces of content (one for each buyer type) → watch what your audience does.

Links:
Get your free Wanderlust Campus account: wanderlust-ceo.com

Instagram: www.instagram.com/kellihayessmith

Chapters:
00:00 – Why this episode matters (and why last week didn’t go out)
02:00 – You don’t need more ideas… you need to say the same thing differently
04:22 – Buyer personalities: how to use one topic for multiple types
05:20 – Buyer #1: The Connector (trust, relatability, “do you get me?”)
13:55 – What this buyer really needs (safe, seen, understood)
14:10 – Buyer #2: The Confident Chooser (authority, decisiveness)
18:38 – How to create content for “decide for me” people
20:51 – Buyer #3: The Researcher (clarity, logic, process)
25:36 – What content formats work best for this type
26:45 – Buyer #4: The Momentum Buyer (easy next step, low friction)
30:20 – Soapbox moment: your content doesn’t need to chase promos
32:13 – The strategy: 1 topic → 4 doorways
34:37 – Why this isn’t manipulation (it’s communication)
36:47 – Assignment + DM me your buyer type