Travel Industry Marketing

Toiletries & ancillaries, the secret to boost for your brand? Leading brands never neglect these categories; in many cases, they are the gateway to the brand. Driven by the growth of mobility, tourism, travel, and the hospitality industry, ancillary and toiletries categories are not a minor business. Perhaps it is the opportunity you are looking for for your brand! > DRIVER 1 : Growing mobility. There is no doubt that the world is globalized; the new generations of consumers travel more than ever before. Therefore, products adapted to travel, tourism, and the hospitality industry form a sector that is growing above average and could be the perfect complement to your lineup. > DRIVER 2 : The rise in the hospitality sector. The hotel toiletries market is expanding due to the hospitality sector's growth, SMEs, better hygiene standards, and increased global travel. Challenges include plastic waste and market fragmentation, but eco-friendly packaging and product innovation offer opportunities. → Luxury discovery sets. In 2024, luxury brands led the market, creating collections of products that accompany their general product lines and best sellers. Ancillaries complement and expand the brand experience, making it suitable for travel and, in many cases, more economically accessible. → Excellence in Product Experience. This concept revolves around creating exceptional product interactions that resonate with users. Brands are increasingly incorporating premium ingredients into their toiletry products. These ingredients range from botanical extracts to organic oils. → Multi-Functional Products. Ancilliaries and toiletries market is growing as manufacturers develop new hybrid products like body wash and moisturizers mixwa. Space-saving, multi-purpose toiletries, such as shampoo-body wash combos and moisturizer-conditioners, simplify user routines and declutter bathroom counters. → Eco-Friendly Toiletries. Brands could emphasize sustainability by offering eco-friendly toiletries, such as refillable containers, biodegradable packaging, and natural ingredients. Transitioning from single-use plastics reduces waste. Sustainable packaging and zero-waste initiatives enhance eco-consciousness, while guest education promotes responsible behavior. → Customized Scents. Boutique and luxury brands use signature scents in toiletries to create memorable experiences for guests. Familiar scents become intertwined with memories, serving as a powerful marketing tool to reinforce brand identity and leave a lasting impression. Concluding. With the rise in mobility, hospitality, and exclusive experiences, ancillaries and toiletries are more popular than ever. They offer brands a chance to reach specific segments and targets. Here is my curated selection of examples to inspire your next success. #beauty #toiletries #ancillaries #hospitality #travelsize

Your messaging might be the reason why you're not getting enough sales. Complex messages confuse potential clients. And confused clients don't buy. Keep it simple. Follow these steps to aim for simplicity: 1. Know your audience ↳ Understand their pain points ↳ Speak their language 2. Focus on benefits, not features ↳ Explain how it helps them ↳ Show the transformation 3. Use clear, concise language ↳ Avoid jargon and technical terms ↳ Short sentences are more impactful 4. Have a strong value proposition ↳ What makes you different? ↳ Why should they choose you? 5. Use stories and testimonials ↳ Real stories build trust ↳ Testimonials add credibility 6. Be consistent across all platforms ↳ Same message on your website, social media, and emails ↳ Consistency builds recognition 7. Test and refine your message ↳ Gather feedback ↳ Make adjustments as needed 8. Make it easy to understand ↳ Use simple visuals or infographics ↳ Break down complex ideas 9. Highlight your unique selling points ↳ What sets you apart? ↳ Make it clear and obvious 10. Keep the customer at the center ↳ Focus on their needs and desires ↳ Show empathy and understanding 11. Use a strong call to action ↳ Tell them exactly what to do next ↳ Make it compelling and urgent 12. Review and simplify regularly ↳ Keep refining your message ↳ Simplicity is an ongoing process Simplicity in messaging leads to clarity. Clarity leads to more sales. Over the last 13 years, I've refined my messaging to speak directly to my audience. My coaching clients were also able to replicate the same results! If you need help in creating a clear messaging for your offers, this is your sign. Send me a DM and let's explore areas for collaboration to help you achieve the 6-digit income that you deserve!

𝗪𝗵𝘆 𝗔𝗶𝗿𝗹𝗶𝗻𝗲𝘀 𝗔𝗿𝗲𝗻’𝘁 𝗠𝗮𝗸𝗶𝗻𝗴 𝗠𝗼𝗻𝗲𝘆 𝗳𝗿𝗼𝗺 𝗙𝗹𝗶𝗴𝗵𝘁 𝗣𝗮𝘀𝘀𝗲𝗻𝗴𝗲𝗿𝘀: 𝗧𝗵𝗲 𝗖𝗮𝘀𝗲𝘀 𝗼𝗳 𝗥𝘆𝗮𝗻𝗮𝗶𝗿 𝗮𝗻𝗱 𝗗𝗲𝗹𝘁𝗮 In recent years, there has been a growing perception among travelers that airlines are more focused on profit from ancillary services than from ticket sales. Despite the high costs of air travel, many airlines are struggling to yield substantial profits from actual flight passengers. 𝗧𝗵𝗲 𝗦𝗵𝗶𝗳𝘁 𝗶𝗻 𝗕𝘂𝘀𝗶𝗻𝗲𝘀𝘀 𝗠𝗼𝗱𝗲𝗹 Historically, airlines relied on ticket sales as their main revenue source. However, a paradigm shift has occurred. Today, many airlines generate significant income from ancillary revenues—this includes fees for checked luggage, seat selection, in-flight services, loyalty programs, and partnerships with banks to promote co-branded credit cards. 1. 𝗥𝘆𝗮𝗻𝗮𝗶𝗿: 𝗧𝗵𝗲 𝗨𝗹𝘁𝗿𝗮-𝗟𝗼𝘄-𝗖𝗼𝘀𝘁 𝗠𝗼𝗱𝗲𝗹 Ryanair is one of the best examples of an airline that has successfully leveraged ancillary revenues: 𝘼𝙣𝙘𝙞𝙡𝙡𝙖𝙧𝙮 𝙍𝙚𝙫𝙚𝙣𝙪𝙚 𝙎𝙩𝙧𝙖𝙩𝙚𝙜𝙮: Ryanair has mastered the ultra-low-cost model, offering cheap flights while charging for additional services. In recent reports, ancillary revenue made up more than 30% of Ryanair's total revenue, showcasing the airline's commitment to monetizing every aspect of the travel experience. 𝘽𝙖𝙨𝙞𝙘 𝙁𝙖𝙧𝙚 𝙫𝙨. 𝙏𝙤𝙩𝙖𝙡 𝘾𝙤𝙨𝙩: The publicity around Ryanair’s low base fares often obscures the reality that the total cost of flying with them can be significantly higher once add-on fees are included. This has led to debates about whether the airline's business model compromises passenger experience for profit. 2. 𝗗𝗲𝗹𝘁𝗮 𝗔𝗶𝗿𝗹𝗶𝗻𝗲𝘀: 𝗧𝗵𝗲 𝗣𝗼𝘄𝗲𝗿 𝗼𝗳 𝗟𝗼𝘆𝗮𝗹𝘁𝘆 𝗣𝗿𝗼𝗴𝗿𝗮𝗺𝘀 Delta Airlines provides a different but equally compelling case for the shift in focus from ticket sales to alternative revenue streams: 𝗖𝗿𝗲𝗱𝗶𝘁 𝗖𝗮𝗿𝗱 𝗣𝗮𝗿𝘁𝗻𝗲𝗿𝘀𝗵𝗶𝗽𝘀: Delta has positioned itself as a bank masquerading as an airline, generating significant revenue through its SkyMiles loyalty program. This program allows Delta to sell miles to credit card companies (like American Express) at high rates. In fact, it was reported that in 2019, Delta earned more money from selling miles than from ticket sales—indicating the small profit margins associated with flying passengers. 𝗙𝗼𝗰𝘂𝘀 𝗼𝗻 𝗙𝗿𝗲𝗾𝘂𝗲𝗻𝘁 𝗙𝗹𝘆𝗲𝗿𝘀: Delta caters significantly to frequent flyers and loyalty program members, such as those with premium credit cards.  𝗖𝗼𝗻𝗰𝗹𝘂𝘀𝗶𝗼𝗻: 𝗣𝗿𝗼𝗳𝗶𝘁𝘀 𝗢𝘃𝗲𝗿 𝗣𝗮𝘀𝘀𝗲𝗻𝗴𝗲𝗿𝘀 The underlying issue of airlines not making substantial profits from flight passengers revolves around their strategic shift toward ancillary revenues and loyalty programs. While ticket sales remain vital to an airline's revenue, they are often dwarfed by other income streams. Airlines now prioritize profits from loyalty programs and fees rather than the flying experience itself.

Most people think concierge is a service. It isn't. It's a coordination engine. When a guest requests a last-minute Michelin-starred reservation, a private jet, a security team, or a fully customised family journey, the concierge rarely owns those services. Instead, they activate a carefully built ecosystem of specialist partners. Behind a single request may sit: • Membership concierge firms • Luxury travel networks • Hotel concierge associations • Chauffeur providers • Private aviation operators • Yacht brokers • Dining access platforms • Security & medical assistance providers The guest experiences one seamless journey. The industry manages dozens of suppliers, relationships, systems, and handovers behind the scenes. That's the paradox of luxury hospitality: The more sophisticated the operation, the less visible it should become. The concierge isn't the provider. The concierge is the orchestrator. As luxury travel becomes increasingly personalised, competitive advantage will belong to those who build the strongest ecosystems—not necessarily those who own the most inventory. Which brands or organisations do you believe are quietly shaping the future of luxury concierge behind the scenes? #LuxuryTravel #LuxuryConcierge #Hospitality #HospitalityLeadership #TravelInfrastructure #TravelEcosystem #GuestExperience #LuxuryHospitality #TravelTechnology #TravelIndustry #PrivateTravel #TravelManagement

Why Rooms Are No Longer the Main Profit Driver (Especially in Luxury Hotels) 🛎️💼 For decades, the primary revenue driver for hotels was simply filling the rooms. But in today’s world, luxury hotels are evolving, and it's clear — the real profit lies in creating unforgettable, multi-dimensional guest experiences. 🚀 Here's why the game has changed: 🔹 Guest Experience is the New Profit Center ✨ Luxury properties are no longer just selling rooms; they’re selling experiences that guests remember, cherish, and share. Think bespoke wellness retreats, immersive culinary journeys, and unforgettable moments at every touchpoint. Guest experience is now the currency that drives long-term loyalty and maximizes future bookings. 🔹 F&B, Spa, and Wellness Are Key Profit Sources 🍽️🧖♀️ Gone are the days when food, beverage, and spa were considered secondary. These departments now serve as major revenue drivers, and when optimized correctly, they can outperform room revenue. Elevate your offerings, streamline operations, and focus on creating exclusive, premium experiences for your guests — profitability follows. 🔹 Ancillary Services — Silent Profit Makers 💎 From valet parking to transportation and VIP services, these smaller departments often hide untapped potential. When aligned with the guest journey and strategically enhanced, they can become consistent profit generators, increasing overall revenue without the need for major investments. 🔹 Brand Storytelling & Personalization Drive Premium Pricing 📖💎 Luxury hotels that succeed communicate a clear, emotionally resonant brand story. Personalizing the guest experience and weaving that narrative through every interaction doesn’t just create satisfaction; it justifies premium pricing. Guests are willing to pay more when they feel connected to the hotel’s essence. 💡As a Luxury Hotel Consultant, I help upscale hotels unlock hidden opportunities and optimize revenue across all departments, not just rooms. My expertise includes: 🔑 Tailored Sales Strategy — Crafting bespoke plans that focus on sustainable, long-term profitability. 🔑 Guest Experience Transformation — Elevating guest touchpoints to build emotional connections and loyalty. 🔑 Wellness & F&B Optimization — Turning your F&B and wellness departments into key profit centers. I work collaboratively, leveraging data-driven insights to drive growth and maximize revenue in every aspect of your hotel. 📩 Ready to elevate your hotel’s revenue? Let’s connect! I offer customized mini-audits to identify growth opportunities and help take your hotel’s performance to the next level. #LuxuryHotelManagement #HotelRevenue #LuxuryHospitality #HospitalityExcellence #PremiumHotels #HotelDevelopment #HighEndHotels #GuestJourney #LuxuryTravelConsulting #HotelGrowth #HotelInnovation #HotelStrategyConsulting #HotelOperations #TravelIndustryExperts #LuxuryExperiences #HotelMarketingStrategy #BoutiqueHotelConsulting #LuxuryServiceExcellence

The Real Reason Airlines Charge for Seats (and why we keep paying) Have you ever wondered how selecting a seat on a flight—something that was once automatically included—became an extra fee? This transformation represents one of the most fascinating shifts in business strategy. When airlines faced shrinking margins from rising fuel costs and fierce competition, they had to innovate beyond simply raising fares. Their solution was brilliant: unbundle services passengers valued but took for granted. Seat selection became the perfect target—costing airlines virtually nothing to provide while holding immense psychological value for travelers. What makes this strategy so effective isn't that we're paying for luxury—we're paying to avoid discomfort and gain control. The anxiety of potentially getting stuck in a middle seat or being separated from family creates just enough worry that millions willingly pay to avoid it. These individual fees may seem small, but collectively generated ~ $150 B in 2024 (Up 26% from 2023) in ancillary revenue for airlines such as seat selection, baggage, food, and WiFi. For some budget carriers, these "extras" now represent over 40% of total revenue—making the base ticket merely the gateway to their actual profit center. The industry has fundamentally shifted from selling transportation to selling the avoidance of inconvenience. Next time you click "select seat" and reach for your credit card, remember you're participating in a masterclass of behavioral economics that transformed an entire industry—and consider how this same principle might apply to your own business or career. What other examples of "convenience pricing" have you noticed in your daily life? #AirlineEconomics #BusinessStrategy #ConsumerPsychology #AncillaryRevenue #TravelInsights

In 2024, airline ancillary revenue soared to $148.4 billion globally, a 26% increase from the previous year. This surge isn’t just about baggage fees or seat selection; it’s a fundamental shift in how airlines approach profitability. For low-cost carriers, ancillaries are the backbone of their business model. The challenge now is to innovate beyond traditional offerings: • Personalized Bundles: Tailoring services to individual passenger preferences. • Dynamic Pricing: Adjusting prices in real-time based on demand and customer behavior. • Subscription Models: Offering unlimited travel for a fixed annual fee. The question isn’t if ancillaries will drive growth, but how airlines can maximize their potential. #ancillary #airlines #revenue

If you’re also getting #DMs like this, read this before replying! “Couple Travel before 15 Feb Dubai / Bali / Thailand / Vietnam Please share prices With or without flights Only group tours” If you’re in travel, you’ve received this DM. On the surface, it appears to be a good enquiry. Dates mentioned. Destinations shortlisted. Group tour preference. But most agents lose this lead within the first reply. #What this query really mean? This is not a destination-led enquiry. It is a price + availability-led enquiry. The traveller is saying: “I have time off. Show me what fits.” Not: “Design something special for me.” If you reply with: • 4 destination prices • Long PDFs • Too many options You’ve already lost control. #Why these queries rarely convert Because most agents: • Start quoting immediately • Treat it like a normal package request • Compete on price unknowingly The traveller then: • Compares silently • Gets confused • Delays the decision • Or books with whoever replied last or cheapest Busy inbox. No booking. #How to handle such queries better? The goal is not to answer everything. The goal is to reduce choice and increase clarity. Here’s what actually works: 1️⃣ Acknowledge, don’t overwhelm Do not send prices immediately. First, respond with: • Confirmation of dates • One clarifying question • A promise of 1–2 best-fit options This shows control, not desperation. 2️⃣ Narrow destinations fast Four destinations means zero clarity. Based on: • Travel window • Group departures • Visa timelines Shortlist a maximum of two. Choice converts. Options confuse. 3️⃣ Anchor the conversation around fit, not price Instead of: “Here are the prices for Dubai, Bali, Thailand, Vietnam…” Lead with: “For your dates, these two group departures make the most sense. Everything else will either be rushed or poorly timed.” You’re selling judgment, not inventory. 4️⃣ Quote with context When you do share pricing: • Explain why this option fits • Mention inclusions that reduce stress • Set expectations on pace and experience Price without context invites negotiation. Price with logic builds trust. 5️⃣ Ask one decision-driving question Not: “Let me know what you think.” Ask: “Do you want a relaxed group trip or a packed sightseeing one?” This moves the conversation forward. #TheRealTruth These DMs are not bad leads. They’re unguided leads. If you treat them like catalogue requests, you compete on price. If you treat them like planning conversations, you compete on expertise. Busy agents reply fast. Smart agents reply with direction. #Question for fellow travel professionals: What’s your biggest challenge with such Instagram DMs conversion, time waste, or price pressure? This pattern is unlikely to change anytime soon.

When you’re caught up in working to make tourism better each and every day, it’s easy to get lost in 𝗺𝗮𝗶𝗻 𝗰𝗵𝗮𝗿𝗮𝗰𝘁𝗲𝗿 𝗲𝗻𝗲𝗿𝗴𝘆 👑 “We’re certified by X.” “We’ve reforested Y km2” “We’ve won the Z award for 5 years running.” That’s great, but if you were at a party and introduced yourself like that, I’d probably think that you’re 𝗮 𝗯𝗶𝘁 𝗼𝗳 𝗮𝗻 𝗮𝗿𝘀𝗲 🤷♂️ Now, think about someone who shares stories that resonate, who listens, and who makes you feel 𝘀𝗲𝗲𝗻. That's the kind of connection travellers seek. The role of your business, especially in responsible tourism, is not to be the hero of the story. It's to help your guests become the best version of themselves through a meaningful, fulfilling, or transformative travel experience 💡 When it comes to your messaging, it’s a shift from “𝗟𝗼𝗼𝗸 𝗮𝘁 𝘂𝘀!” to “𝗛𝗲𝗿𝗲’𝘀 𝗵𝗼𝘄 𝘄𝗲 𝗰𝗮𝗻 𝗵𝗲𝗹𝗽 𝘆𝗼𝘂 𝗱𝗼 𝘀𝗼𝗺𝗲𝘁𝗵𝗶𝗻𝗴 𝗺𝗲𝗮𝗻𝗶𝗻𝗴𝗳𝘂𝗹.” You’re not the hero. You’re the guide. The Gandalf to your guest’s Frodo. The Dumbledore to their Harry Potter. The Obi-Wan to Luke Skywalker 🪄 Think about your marketing. Does it speak to your customers’ emotional wants and needs? Does it offer clarity, guidance, reassurance? Or are you just listing credentials? More importantly than understanding what you do and what you offer, travellers want to know if this trip will light them up, challenge their perspective, or give them a story they'll tell for years 📖 I made the same mistake, albeit in a B2B context. On my website a year ago, you would’ve been greeted by the boring heading, “Responsible Tourism Marketing.” But now, it reads, “𝗖𝗼𝗺𝗺𝘂𝗻𝗶𝗰𝗮𝘁𝗲 𝗧𝗿𝗮𝘃𝗲𝗹 𝘄𝗶𝘁𝗵 𝗣𝘂𝗿𝗽𝗼𝘀𝗲.” See the difference? It’s about 𝘆𝗼𝘂, not me. So, instead of positioning your business as the hero of the story, be the guide who helps them become 𝘁𝗵𝗲 𝗸𝗶𝗻𝗱 𝗼𝗳 𝘁𝗿𝗮𝘃𝗲𝗹𝗹𝗲𝗿 𝘁𝗵𝗲𝘆 𝘄𝗮𝗻𝘁 𝘁𝗼 𝗯𝗲❤️ Lead them towards connection, nature, culture, impact. Because in the end, it's their story; 𝘄𝗲'𝗿𝗲 𝗷𝘂𝘀𝘁 𝗵𝗲𝗿𝗲 𝘁𝗼 𝗵𝗲𝗹𝗽 𝘁𝗵𝗲𝗺 𝘁𝗲𝗹𝗹 𝗶𝘁. For more tips, 𝗱𝗼𝘄𝗻𝗹𝗼𝗮𝗱 𝗧𝗵𝗲 𝗚𝘂𝗶𝗱𝗲 𝘁𝗼 𝗥𝗲𝘀𝗽𝗼𝗻𝘀𝗶𝗯𝗹𝗲 𝗧𝗼𝘂𝗿𝗶𝘀𝗺 𝗠𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴 𝗵𝗲𝗿𝗲: https://lnkd.in/eWJSXmu2

Destination marketing boards keep saying they want more tourists, more engagement, more visibility, yet most of them still communicate like the audience has no options. They release glossy videos nobody saves, promote awards nobody values, and approve campaigns that make internal teams feel good but make zero impact in the real world. They don’t understand the attention economy. They don’t understand how people consume content today. And that’s exactly why most destinations feel invisible. If a destination wants attention, it has to earn it. Not with budgets, not with committees, but with relevance, consistency, and storytelling that actually makes people feel something. Here’s how any destination can fix this with real, tactical action: 1. Publish daily content captured by real people who live in the destination. Show real streets, real food, real moments, real characters. Authenticity always wins because travelers trust what feels human. 2. Build a creator in residence program and let one creator live in the destination for a full month. Let them document the journey from sunrise to night. Audiences follow people, not institutions. Borrow the trust creators already built. 3. Train your tourism board staff to think like creators instead of admins. They need to understand hooks, storytelling psychology, on platform behavior, audience retention, and why content works. Posting isn’t strategy. Storytelling is. 4. Create a daily trend and insight review inside the team where someone monitors social shifts, content patterns, and audience reactions. You can’t operate in today’s attention economy if you don’t study it every day. 5. Partner with local chefs, artists, guides, hoteliers, musicians, and small businesses. They’re the soul of your destination. Let them lead the storytelling. Their voices carry more credibility than any slogan. 6. Focus less on perfection and more on energy. Travelers want to feel the heartbeat of a place, not stare at a brochure. Show the imperfect realities, the hidden gems, the unexpected moments. That’s what pulls people in. 7. Turn your destination channels into a living media brand. Educate, entertain, inspire, and surprise daily. When your content becomes part of someone’s routine, you win trust long before they book a flight. 8. Build a storytelling identity instead of chasing what other destinations post. Travelers remember destinations that know exactly who they are and communicate it with confidence and clarity. Destinations that embrace this mindset become impossible to ignore. Destinations that stay stuck in old habits slowly fade from relevance. The attention economy rewards speed, honesty, personality, and consistency. It rewards destinations that behave like creators and not committees. If you want the world to care about your destination, you have to show the world why it should care every single day. --- If you like the way I look at the world of hospitality, let’s chat: scott@mrscotteddy.com