Social media has become crucial for businesses to connect with customers and find prospects. Its role is particularly vital in the travel industry, where both large suppliers and smaller travel agencies use it to reach wider audiences and boost sales.

However, for those not operating or selling on social media, the task can seem difficult, with new platforms, and seemingly new languages, appearing regularly. But the reach of social media is only increasing.

Over only the past four years, more than 1.3 billion people worldwide have joined social media to connect with others, keep in touch with the latest trends, and promote businesses. Today, social media platforms have close to 4.9 billion total users, which is expected to grow by 25% in the following years. So, advisors who haven’t need to take note and start developing strategies for social media.

To help, TMR and Cruise Planners today launched a new research report into social media called From Travel Agents to Travel Influencers: Adapting to the Social Media Age, an inside look at how some advisors are succeeding on social, and tips for those who have yet to take the plunge.

The report includes travel advisor success stories from different advisors who were able to build their business on different social media platforms, including how their different strategies can lead to different kinds of success. It also includes a guide to audiences and strategies on each social media platform—Facebook, Instagram, TikTok, YouTube, LinkedIn, and X (formerly Twitter).