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The Social Takeoff Podcast with Kelli Hayes Smith: Daily Summaries Delivered
by Kelli Hayes Smith
The Social Takeoff is the marketing podcast for travel agents who want their content to actually sound like them and give people a reason to remember them. Hosted by Kelli Hayes Smith, Travel Industry Marketing Expert, former travel agent, and marketing educator with more than a decade in the travel industry, the show explores content creation, positioning, storytelling, and practical marketing strategy without generic prompts, recycled advice, or pressure to post just to post. Each episode helps travel agents find the stories in the work they already do, show how they think, and turn their expertise, discernment, and client conversations into marketing that builds trust. Because your marketing should do more than fill a content calendar. It should let people watch you be good at your job.
Latest Episodes
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- 3 days ago25 min
- Travel Agents: The Loyalty Marketing Strategy That Creates Repeat Clients | PLOT Part 5
You worked hard to earn the client. So why would your marketing stop once they book?In the final episode of the PLOT series, we're talking about the T: Tiny Detail. And this one is a little different.Instead of finding another piece of content to post on social media, we're using the tiny details you learn about your clients to create better loyalty marketing and turn first-time clients into repeat clients.Because by the time someone has planned and taken a trip with you, you know A LOT about them. You know what they loved, what they didn't love, what they were willing to spend more on, what surprised them, what their kids couldn't stop talking about, what they would never do again, and maybe even where they're dreaming about going next.The question is: are you actually capturing that information and using it?In this episode, we're talking about how to:• collect Tiny Details before, during, and after a client's trip• use post-trip feedback to build a living client profile• create personal, one-to-one touchpoints that don't feel like sales pitches• segment past clients based on what they actually care about• make mass email marketing feel more personal without pretending a first-name field is personalization• use your CRM to help you remember what your brain absolutely will not • create marketing that makes your clients think, “She knows us.”Your CRM shouldn't just tell you where someone traveled. It should get smarter every time they travel with you. Because the proposal gives you marketing material. The relationship gives you marketing intelligence.And some of the most powerful marketing you do may never be posted publicly at all. This is the final piece of PLOT, and it's all about keeping the clients you've already worked so hard to earn.Come find me on Instagram: @kellihayessmithhttps://www.instagram.com/kellihayessmith/
- 2 weeks ago23 min
Travel Agents, Stop Waiting for a Big Story | PLOT: Part 4
Travel agents, when I say Challenge Story, I am NOT telling you to wait until somebody loses a passport, gets stranded somewhere, or has a full-blown travel emergency before you have something worth talking about.Most of the obstacles you solve are a whole lot more ordinary than that.The budget doesn’t quite match the wish list. The better flight costs more. The resort your client found on TikTok doesn’t actually fit the vacation they described. The perfect family resort doesn’t have the room setup they need. Two people on the same trip have completely different priorities.Nothing went wrong. Something just made the answer less straightforward.In Part 4 of my PLOT series, we’re unpacking O: OBSTACLE → the Challenge Story.We’re talking about how to recognize the ordinary obstacles hiding inside the proposals you’re already working on, the difference between a Challenge Story and the Decision Stories we talked about in Part 2, and why showing the problem-solving between a client’s request and your eventual recommendation can make some of your most valuable work visible to potential clients.I’m also breaking down the boundaries I think matter when telling these stories, because this isn’t about manufacturing drama, making a client look difficult, sharing private information, or positioning yourself as the hero who swooped in and saved the day.And we’ll get practical about turning one Challenge Story into a talking-head Reel, carousel, B-roll Reel, email or Stories.Your assignment this week is simple: go back to your last proposal and don’t look for what went wrong. Look for what wasn’t completely straightforward.What did you have to solve, balance, adjust or work around?That’s your Challenge Story. Ordinary obstacles count, too.CONNECT WITH KELLIInstagram: @kellihayessmithLinkedIn: Kelli Hayes Smith
- 3 weeks ago32 min
Travel Agents, Your Clients Are Giving You Content. Are You Listening? | PLOT: Part 3
Show NotesTravel agents, some of your best content is already happening in conversations with your clients. The question is: are you listening for it?In Part 3 of the PLOT framework, we're digging into LISTEN and the Client Story.This is the content that shows what you do with what your clients tell you, including the tiny comments they may not even realize completely changed what you recommended.We're also rethinking social proof. Because no, I don't want you taking another great Google review, putting it on a pretty Canva graphic, adding five stars and calling it content. Your testimonials are valuable, but the story behind those words is where the good stuff is.In this episode, we're talking about how to recognize those stories in client conversations, mine your existing reviews and testimonials for content, use the actual language your clients use, and let potential clients watch you be good at your job instead of simply telling them you are.And if you're a brand-new travel agent without a bunch of bookings or testimonials yet, we're talking about you too. Your own travel, training, questions you're asked and conversations with real travelers can all help you start building this skill now.Because your clients don't have to tell people you're good at your job.Your content can let people watch you be good at your job.PLOT: Part 3LISTEN → Client StoryThe question: What did they say that mattered?Next week: OBSTACLE → Challenge StoryLet’s ConnectInstagram: @kellihayessmithLinkedIn: Kelli Hayes SmithAnd if this episode gives you a Client Story idea, come tell me about it on Instagram. I want to hear what you found.And if The Social Takeoff is helping you market your travel business differently, I’d love it if you’d leave a rating or review wherever you listen. It helps more travel agents find the show, and yes, I’m absolutely a words-of-affirmation girl.
- Sep 8, 202624 min
Stop Posting “Just Booked.” Tell the Decision Story Instead | PLOT: Part 2
Travel agents, your booking is probably not the most interesting part of the story.In Part 2 of my PLOT Framework series, we're digging into the P: PICK, and the Decision Story hiding inside the proposals and bookings you're already creating.Because a “just booked” post tells me what happened. A Decision Story tells me why it happened.Why did you choose that resort over another one? Why did you tell your client to spend more on the hotel and save somewhere else? Why did you rule out the option they originally thought they wanted? What did you know, notice or consider that helped you make the recommendation?THAT is the part that shows me your expertise.And we're also talking about why I've changed my mind about the educational content I used to tell travel agents to create. When information was harder to access, sharing information could help demonstrate what you knew. But your clients now have Google, AI and endless information at their fingertips.Your marketing can't stop at “look what I know.”It needs to let people watch what you do with what you know.In this episode, I'm unpacking how to:Tell a Decision Story instead of a Booking StoryTurn educational content from telling your expertise into showing itFind the PICK hiding inside even the most “run-of-the-mill” proposalUse three questions to uncover the actual story: What did I pick? Why did I pick it? What would have made me pick differently?Find the piece of your decision your potential client wouldn't know to considerTake ONE Decision Story and turn it into carousels, Reels, talking-head videos, emails, LinkedIn content and long-form contentBuild PLOT into your workflow so creating marketing content stops feeling like an entirely separate jobI also walk through one Decision Story and show you exactly how I'd change the angle and format to use that same story across different platforms.Because that's the bigger goal of PLOT:Story first. Format second.You don't need to sit down and come up with an Instagram idea, an email idea, a LinkedIn idea and a blog idea.Do the work you're already doing. Find the PLOT. Then decide where you want to tell the story.Next week, we're moving to L: LISTEN and the Client Story: the questions, conversations and things your clients say that are already giving you another entire category of content.Your homework: Pull up your most recent proposal and ask yourself:What did I pick?Why did I pick it?What would have made me pick something different?Come hang out with me:📲 Instagram: instagram.com/kellihayessmith💻 LinkedIn: linkedin.com/in/kellihayessmith
- Sep 1, 202617 min
Every Travel Proposal Has a PLOT: Here’s How to Find It
SHOW NOTESTravel agents, what if your biggest content problem isn't that you don't know what to post, but that you aren't recognizing the content you're already creating?In this episode, I'm introducing The PLOT Framework, a new framework I've developed to help travel agents find the stories hiding inside the work they're already doing.Because every time you create a proposal, you're making decisions. You're listening to what your client is actually telling you. You're navigating challenges. And you're noticing tiny details that can completely change the vacation you recommend.That's the content.PLOT gives you four places to look:P — PICK: The Decision StoryWhat did you pick, and why?L — LISTEN: The Client StoryWhat did your client say that mattered?O — OBSTACLE: The Challenge StoryWhat did you have to work around or solve?T — TINY DETAIL: The Difference StoryWhat small detail changed the recommendation or experience?We're also talking about why storytelling matters more than ever in travel agent marketing, how AI is changing the research and booking process, and why showing your discernment is more powerful than simply telling potential clients you're an expert.And this is only the beginning. Over the next four episodes, we're breaking down each part of PLOT and talking about how to recognize these stories, frame them, and turn them into Reels, carousels, emails, captions, Stories, blogs and more.YOUR HOMEWORK: Pull up the last proposal you sent and find the PLOT. Then come tell me what you found in my Instagram DMs.LINKS + RESOURCESCome talk marketing with me on InstagramConnect with me on LinkedInWatch The Social Takeoff on YouTube
- Feb 24, 202627 min
Positioning vs Marketing for Travel Advisors: The FAME Framework That Converts
Most travel advisors think they need better marketing.More reels.More visibility.More followers.But visibility without positioning is just noise.In this episode of The Social Takeoff Podcast, Kelli Hayes Smith breaks down the difference between marketing and positioning for travel advisors.. and why you need both to build a predictable, scalable travel business.You’ll learn:The real difference between travel marketing and travel positioningWhy you can go viral and still make no salesHow positioning builds trust while marketing builds visibilityWhy authority is what turns followers into booked clientsThe FAME Framework for travel advisors who want consistent growthThe FAME Framework:F — Find Your PersonA — Articulate the ProblemM — Market With IntentionE — Establish AuthorityIf you’ve been creating content but not seeing consistent bookings, this episode will help you audit your strategy and fix what’s missing.Want more strategy like this?Get your free Wanderlust Campus account at:👉 wanderlust-ceo.comConnect with Kelli on Instagram:👉 www.instagram.com/kellihayessmithNew episodes every Tuesday.
- Feb 10, 202632 min
The Travel Marketing Questions That Make Clients Book Themselves
Episode DescriptionMost travel agents think clients book once they’ve seen the right destination, deal, or itinerary.That’s not actually how decisions get made.In this episode, Kelli breaks down how questions — not explanations — are what help potential clients move from researching and scrolling… to feeling ready to book.These are the kinds of questions you can use in your content, emails, conversations, and social media that help clients understand themselves.. which is what actually leads to confident decisions.In this episode, you’ll learn:Why clients don’t struggle with where to go — but with what they want from the tripHow to use questions to surface emotional and logistical frictionThe difference between pressure-based CTAs and momentum-based clarityHow to reframe your value without talking about priceHow to turn one topic into multiple pieces of content that guide clients forwardIf you’ve ever felt like people are “almost ready” but never quite booking, this episode will change how you think about marketing.Key Topics CoveredQuestions that reveal the real problem clients are facingClarifying expectations before destinations or itinerariesIdentifying friction without shaming or pressureReframing value away from price and toward supportInviting momentum without urgency or scarcity tacticsAction StepPick one upcoming trip type you sell (family travel, cruises, Disney, honeymoons, etc.), Create content using questions, not explanations, and watch how your conversations change.
- Feb 3, 202637 min
The Psychology Behind Why People Book (And How to Post for It)
Ever feel like you’re saying the “right” things… and still not getting the DMs, leads, or bookings you expected? In today’s episode, I’m breaking down why that happens — and how to fix it without posting more.Here’s the truth: different buyers need different things to feel comfortable spending money. So if you’re only creating content that makes you feel confident… you’re going to miss entire groups of your ideal clients.In this episode, I’m walking you through 4 buyer personalities and exactly how to create content that speaks to each one — using the same topic, just said in a different way.And yes… I’m giving you an assignment. 😄What you’ll learn:Why “more content ideas” isn’t the answerHow to stretch one topic into 4 conversion-ready piecesThe 4 buyer personalities (and what each one needs to hear)Why this isn’t manipulation — it’s clarity + kindnessHow to use data to figure out which types you connect with mostYour homework:Pick one topic this week → create 4 pieces of content (one for each buyer type) → watch what your audience does.Links:Get your free Wanderlust Campus account: wanderlust-ceo.comInstagram: www.instagram.com/kellihayessmithChapters:00:00 – Why this episode matters (and why last week didn’t go out)02:00 – You don’t need more ideas… you need to say the same thing differently04:22 – Buyer personalities: how to use one topic for multiple types05:20 – Buyer #1: The Connector (trust, relatability, “do you get me?”)13:55 – What this buyer really needs (safe, seen, understood)14:10 – Buyer #2: The Confident Chooser (authority, decisiveness)18:38 – How to create content for “decide for me” people20:51 – Buyer #3: The Researcher (clarity, logic, process)25:36 – What content formats work best for this type26:45 – Buyer #4: The Momentum Buyer (easy next step, low friction)30:20 – Soapbox moment: your content doesn’t need to chase promos32:13 – The strategy: 1 topic → 4 doorways34:37 – Why this isn’t manipulation (it’s communication)36:47 – Assignment + DM me your buyer type
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About The Social Takeoff Podcast with Kelli Hayes Smith
The Social Takeoff is the marketing podcast for travel agents who want their content to actually sound like them and give people a reason to remember them. Hosted by Kelli Hayes Smith, Travel Industry Marketing Expert, former travel agent, and marketing educator with more than a decade in the travel industry, the show explores content creation, positioning, storytelling, and practical marketing strategy without generic prompts, recycled advice, or pressure to post just to post. Each episode helps travel agents find the stories in the work they already do, show how they think, and turn their expertise, discernment, and client conversations into marketing that builds trust. Because your marketing should do more than fill a content calendar. It should let people watch you be good at your job.
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