Social Media & Email Marketing That Actually Converts
Pretty Instagram photos are nice, but in tourism, your marketing should go beyond looking good it needs to build trust, spark action, and create lasting connections. In this part, we cover how to use social media and email not just to “be there” but to actively drive bookings, build loyalty, and keep your brand top-of-mind before, during, and after your guests’ trips.
Don’t ignore organic social media
Organic reach may be lower than it once was, but social media still plays a vital role in trust-building. Post consistently with high-quality content that reflects your brand.
Whenever I’m booking with a tour operator, I always check their social media channels. I scroll through their tagged photos to see real people enjoying their experience. I also look to see if the business is posting regularly—because if I see they posted yesterday, I immediately trust them more. It shows they’re active, engaged, and likely still in business.
Use stories, reels, behind-the-scenes moments, customer shoutouts, and staff introductions to bring your brand to life.
Create lead magnets and use a CRM
Offer a local guide or trip planning checklist in exchange for email addresses. Then manage those leads in a CRM. With tools like Resmark Cruise Control, you can:
- Automate follow-ups
- Segment audiences
- Send targeted campaigns
Western River Expeditions and Kanab Expeditions, two ResmarkWeb clients, do a great job at this!
Keep visual branding consistent
Your brand isn’t just your logo—it’s the visual language that communicates who you are and what guests can expect. This includes your colors, fonts, logo placement, and photo/video style. These elements should feel cohesive across every platform:
- Website
- Social media
- Email campaigns
- Printed materials
When your branding looks and feels the same everywhere, it builds familiarity. Familiarity builds trust. Trust leads to bookings.
Collaborate with travel influencers & photographers
Partner with local influencers, travel bloggers, or content creators who align with your brand. They can help you:
- Generate high-quality content you can repurpose
- Introduce your tours to new audiences
- Build credibility through authentic recommendations
You don’t need mega influencers—micro-influencers with smaller, engaged audiences often deliver better results for less cost.
Create (and use) more video
Video helps guests visualise your experience. Use it for:
- Homepage hero sections
- Instagram Reels and Stories
- Tour previews and recaps
- Even simple iPhone videos can boost engagement significantly.
Get user-generated content
Encourage guests to share photos, tag your brand, and leave testimonials. Feature their content on your website and social feeds to:
- Build social proof
- Show authentic experiences
- Encourage future engagement
Some operators run annual photo competitions to encourage UGC—offering a discounted tour to the winner in exchange for content rights.
Automate your email marketing
Instead of manually sending follow-ups, set up automated email flows to:
- Welcome new leads
- Confirm bookings and send reminders
- Recover abandoned carts
- Request post-tour reviews
- Re-engage past guests
Resmark Cruise Control and other tools make it easy to create sequences that keep your brand in front of customers without extra manual work.
Ready to Turn Interest Into Action?
Social media and email marketing aren’t about chasing algorithms—they’re about staying present and valuable in your audience’s lives. Get these two channels right, and you’ll have a direct line to your guests before, during, and after their trip.
Check the full
Guide to Digital Marketing for Tourism Businesses
or keep going with Part 5: Tools, KPIs & Next Steps
