By Anke Föller-Carroll, member of our Professional Educators Program and professor, Humber Polytechnic
1. What is the purpose of your posts?
To make money, would be the obvious answer. While that is legit (after all, we need to put food on the table), the bottom line is only one component of sustainability. The others are serving the planet and the people, and if you want to tap into regenerative tourism, also look for purpose, cultural immersion, and community orientation, to only mention a few aspects. Besides using social media for self-promotion benchmarked by clicks, likes, and shares, would you be willing to create and facilitate an idea exchange on your platform where your past, present, and future guests find inspiration, growth, and peers to discuss their trips with? Side effect: your algorithms will love the engagement!
2. What is your message strategy?
Too often, we only speak about what’s in it for the paying guests; how they can maximize their experiences, and live life to the fullest on their vacation, without ever highlighting the biggest asset – the locals whose culture it is that we ultimately buy a ticket to. When I see blogs where locals are mentioned, the narrative often frames them as a host whose service is a paid-for commodity for guests to consume. They fail to note that the greatest gift in meeting locals is personal growth, the broadening of horizons, and the privilege to enjoy the genuine care of the local host who opens their doors. What benefits do you highlight?
3. Who is included in your message strategy?
Are your posts full of glossy images with just the traveler in the picture, but seemingly devoid of any civilization (or locals)(and don’t get me started on those victory poses)? Who is it that helped those travelers get to those incredible sceneries dotted by majestic mountains, gushing rivers, and tranquil beaches? Do you mention them? Are they showing up in your pictures and do you tag them (with their permission of course)? Do you highlight the learning, the stories, or fun facts that they shared with you?
4. How are you connecting with people online?
Can they ‘hear’ the joy coming from your writing? Are you answering their questions? Are you asking them questions? Are you gently educating them (and I don’t mean patronizing them)? Do you have ethical guidelines? I think it’s safe to say that no traveler would ever want to purposely inflict harm on the local hosts or their environment, but they often don’t know how their presence impacts the local community. Do you harness the power of your voice?
5. How do you provide value?
Have you done some learning on cultural contexts yourself? Do you show up for your guests as a continuous learner who evolves through travel, and thus leads by example? Do you speak about the value of opening your mind and heart? Do your local hosts enjoy welcoming you and your guests (best endorsement ever)?
If you would like to connect with Anke on LinkedIn, please click here.
