Every advisor agrees the money is in the list, and almost every advisor's newsletter is three enthusiastic issues followed by eight months of silence. Mine included, once, my own team went quiet between launches for longer than I'll admit. The fix wasn't discipline. It was a system that removes the blank page entirely.
“Take those ten topics and times it by how many destinations you're well versed in. That's thirty emails.”
The system
- Fixed sections, every issue: trip of the month, a travel gadget, a quote, a destination highlight. A template anyone on your team can assemble, including you at 11 p.m.
- The topic-bank multiplication: list ten things you can write about any destination, hotels, restaurants, activities, seasons. Multiply by the destinations you know deeply. Ten topics times three destinations is thirty emails before you've had a creative thought.
- Calendar moments: the big game means Vegas hotels, February means Galentine's destinations. The calendar is a content strategist that works free.
- The industry roundup: a new hotel opening, rewritten in your voice with credit. Be your clients' travel news source and they'll open everything you send.
Batch a month at a time, pick a cadence you can actually keep, and remember the benchmark: the brands your clients hear from constantly are the brands they book with. Consistency isn't a virtue in email marketing, it's the entire strategy.
Claire's own numbers
The framework, step by step
- 1
Fixed sections
every issue: trip of the month, a travel gadget, a quote, a destination highlight. A template anyone on your team can assemble — including you at 11 p
- 2
The topic-bank multiplication
list ten things you can write about any destination — hotels, restaurants, activities, seasons. Multiply by the destinations you know deeply. Ten topi
- 3
Calendar moments
the big game means Vegas hotels, February means Galentine's destinations. The calendar is a content strategist that works free.
- 4
The industry roundup
a new hotel opening, rewritten in your voice with credit. Be your clients' travel news source and they'll open everything you send.
Claire's own framework from this essay, in the order she teaches it.
Source: Claire B. Soares, from her own travel business and live trainings.
Common Questions
How often should a travel advisor send a newsletter?
On a cadence you can actually keep. Consistency matters more than frequency, and the brands clients hear from regularly are the ones they book with.
What should a travel newsletter include?
Fixed recurring sections remove the blank page: a trip of the month, a travel gadget, a quote, and a destination highlight, assembled from a template anyone on the team can fill.
How do you never run out of newsletter ideas?
List ten things you can write about any destination, then multiply by the destinations you know deeply. Ten topics across three destinations is thirty emails before you have had a creative thought.
Written By
Claire B. Soares
6× Condé Nast Top Travel Specialist, Certified AI Consultant, and founder of Travel AI University. $3.4B+ in enterprise travel software sold to Google, IBM, Boeing, the federal government, and the DoD; $16M+ in luxury travel sales with Up in the Air Life.
About Claire
