Marketing advice from the creators of a new 2021 content planner

Wellbeing focus

As well as including information such as currency grids, time differences, seasonality for destinations and dates for popular events around the world, the diary also includes elements that help with goal-setting, revenue-boosting and personal development.

“We wanted the planner to help with mindset, with goals around wellbeing, so there are reminders in there to get your steps in and drink enough water,” explains Holroyd.

“There are also sections to help agents reflect and visualise. We want it to be about personal development as well as a tool for business,” she adds.

The planner is available at beyondthebookings.co.uk, priced at £39.99 including delivery.

Agents who purchase it will also gain access to a Facebook group where Holroyd and Walmsley will run weekly Facebook Lives and monthly marketing training sessions, while encouraging members to share their newfound knowledge.

“It can be hard as a business owner to keep track of everything that’s going on in marketing, which is why building this Facebook community where we can share ideas and wins is important,” Holroyd says.

Human approach

With successful marketing careers behind them, Holroyd and Walmsley have learnt plenty about how the discipline can benefit them in their current professions.

“One of the things I love about marketing is that it’s constantly evolving and the trends are always shifting – like in travel,” says Holroyd.

Both have taken learnings from the planner to help formulate their marketing strategies.

“I’m going to focus on my niches this year and what I love selling, and then work that into my marketing strategy,” says Walmsley.

Meanwhile, Holroyd will reduce the number of social media channels she uses. “I know where I’m getting a return on my time and investment,” she says.

She advises other agents not to feel pressure to be active on every social media channel. “If Facebook is where you’re getting your leads from and you’re happy with the type of business coming from it, put all your energy into that – especially if it’s returning you decent figures.”

If agents are taking a multichannel approach,
she advises: “Understand what your goal is on each channel, and monitor if you’re delivering on that goal.”

Both Holroyd and Walmsley believe it’s vital for agents to promote their personal service, expertise and human approach – especially since they predict this year will see a shift away from bookings with OTAs and towards high street agents.

“The digital revolution has been huge since I first started in marketing. Now we’re going to see a shift in the other direction with the idea that the high street agent should be buoyed over an OTA,” says Holroyd.

Walmsley agrees that human interaction will win this year. “People are craving that human connection since lockdown – they’ll want to sit down and chat with someone and dream more than ever before.”