Four travel professionals on how they created podcasts during the pandemic

The marketeer

Rob Burley’s Travel Marketing Made Simple podcast offers agents digital marketing advice, from how to create inspiring video content to advice on understanding clients’ intent.

Burley explains: “When I first started my own travel business specialising in Formula One Grand Prix trips, I built up business by taking online courses on marketing and using Google AdWords, and I realised agents needed help working out online marketing too.”

When Covid hit, Burley set up a new venture, Travel Expert Accelerator, offering training for agents, and created a podcast to complement it.

“I want to help agents identify niche travel product, build up their web pages and find success by using paid advertising,” he explains.

Burley’s podcasts include guest speakers such as Carol Savage, creator of Not In The Guidebooks, and Travelguru.tv’s Cathy Bartop.

The podcasts are hosted on Burley’s website (nichetravelbrands.com) for agents to access for free, and since his podcasts are also filmed, he plans to post the videos on YouTube for extra exposure.

The podcast has helped Burley build trust among his listeners. “It’s raised my profile and built trust and authority, as well as helping agents by offering free advice,” he says.

The entrepreneur

Brave, Bold, Brilliant is the brainchild of entrepreneur and former Saga chief executive Jeannette Linfoot. The be-weekly podcast picks the brains of “people at the top of their game” from all walks of life, with travel industry guests including Miles Morgan of Miles Morgan Travel and TTG Media’s CEO Daniel Pearce.

“I believe everyone has greatness within them and I’m fascinated by how some people can unlock that and be successful,” explains Linfoot of her podcast concept, which is aimed at “business people who want to fulfil their potential”.

Her advice to agents who want to create their own podcast is to make use of their network to find guests and promote the podcast. “Tell everyone what you’re doing and get the word out on social media,” she says.

When it comes to having a theme, she recommends “being broad enough to have a wide appeal, but still having a niche”.

Linfoot adds that consistency is vital to building up a loyal audience. “Always publish your podcast on the same day and time each week or month,” she advises.

“If you have a clear proposition, interesting guests and are consistent, you can gain traction quite quickly.”

THE MENTAL HEALTH ADVOCATE

Mental health and wellbeing is the focus for Travel Counsellor Lizzie Adamson-Brown’s Mind. Body. Travel podcast, which she presents with her husband Colin. “I’ve always been passionate about mental health and thought travel can help lift our spirits,” she explains.

Her guests have included DMCs who talk about a health and wellbeing options in a destination, while a recently recorded session features Michael Finnigan, a psychologist who talks about the science behind why travel is good for wellbeing and mental health.

The podcasts have already helped Adamson-Brown secure new clients, with a plan to sell and escort yoga and wellness groups alongside some of her Travel Counsellor colleagues later this year. “I’ve had a good January and some of that is thanks to new business from the podcast. It’s reaching a massive new audience,” she says.

Her tips for others are to pick a subject you are passionate about. “That passion will shine through and can’t be faked,” she says.

Choosing enthusiastic guests who are experts in their field is also vital.

And her final tip? “Have a giggle and enjoy it,” she says. “We have a lot of banter on our podcast. It’s good fun, I’m meeting new people and it’s keeping travel top of mind for listeners.”