Why Personal Influence Matters in B2B Travel Marketing—And How to Use It Effectively
The travel trade industry has always been built on relationships. Whether it’s securing a new tour operator partnership, investing in a travel technology platform, or working with an agency consortium, trust plays a central role in every decision. And while corporate marketing is crucial in driving brand awareness, credibility, and long-term success, there’s another powerful tool that too many businesses overlook:
the personal influence of their team members.
Personal branding in B2B travel is no longer a “nice-to-have”—it’s a strategic advantage. The way individuals show up, engage, and share their expertise on platforms like LinkedIn directly impacts how their company is perceived. It’s not about replacing corporate marketing but enhancing it. When individual voices within a business become trusted sources of knowledge, they strengthen the entire brand.
At The Travel Vox, we help clients integrate personal influence into their broader marketing strategy. We train teams to understand the importance of their LinkedIn presence, how to create meaningful engagement, and how to align personal content with the company’s objectives.
Because here’s the reality:
B2B marketing works best when corporate and personal strategies work together.
The Role of Personal Influence in B2B Travel
Traditional corporate marketing plays a crucial role in shaping brand identity, reaching new audiences, and creating demand. Websites, brochures, PR campaigns, and company social media accounts establish credibility and keep businesses top of mind. But in the B2B travel sector, where decisions involve significant investments and long-term commitments, buyers need more than just a strong brand—they need confidence in the people behind it.
People engage with people.
Studies show that LinkedIn posts from individuals receive 10 times more engagement than those from company pages.
Why? Because people trust experts, not just logos. When a business’s key people share insights, discuss industry trends, and offer genuine perspectives, they humanise the brand. They transform it from just another provider into a trusted partner.
This doesn’t mean corporate marketing is ineffective—far from it. What it does mean is that corporate marketing and personal influence should work hand in hand. A strong personal presence on LinkedIn supports and amplifies the wider marketing efforts of the business.
How Personal Branding Supports B2B Sales in Travel
Decision-makers in travel don’t make impulse purchases. They take time to evaluate options, compare solutions, and assess risks before making a commitment. This is where personal influence accelerates the sales process.
When key individuals within a business consistently share valuable insights, it:
Builds trust—Buyers feel like they already know and understand the people behind the company.
Creates engagement—Thoughtful LinkedIn content sparks conversations and keeps businesses top of mind.
Shortens the sales cycle—When a potential client already trusts the people behind a brand, they’re more likely to say yes faster.
Enhances corporate messaging—Personal content reinforces the broader marketing strategy, making campaigns more effective.
At The Travel Vox, we guide our clients on how to leverage LinkedIn and other platforms strategically. It’s not about posting for the sake of posting. It’s about understanding how to craft messages that align with business goals, speak to the right audience, and contribute to the overall brand strategy.
How We Train Teams to Build Personal Influence
Many professionals in the travel trade understand the power of networking in face-to-face settings—at industry events, conferences, or trade shows. But in today’s digital-first world, LinkedIn and other online platforms are extensions of those networking opportunities. The problem? Many don’t know where to start.
That’s why we don’t just tell our clients to be active on LinkedIn—we train them and their teams on how to do it effectively.
1. Understanding the Role of Personal Influence in Travel Trade Marketing
We start by helping clients see how personal branding fits into their broader marketing strategy. It’s not about vanity metrics or becoming an “influencer” in the social media sense. It’s about establishing credibility, building trust, and supporting the company’s marketing efforts.
2. Crafting a Professional and Engaging LinkedIn Presence
Your LinkedIn profile is your digital business card. We guide professionals on how to optimise their profiles, write compelling bios, and ensure their presence reflects their expertise and company values.
3. Creating and Sharing Valuable Content
What you post matters. We train teams on:
How to share industry insights that add value.
How to comment and engage with the right people.
How to align personal posts with the company’s marketing strategy without sounding like a corporate mouthpiece.
4. Engaging in Meaningful Conversations
Building influence isn’t just about posting—it’s about engaging. We teach professionals how to interact with industry leaders, join relevant discussions, and establish themselves as go-to experts.
5. Measuring Impact and Adjusting Strategies
Personal branding isn’t a one-time effort. We help clients track engagement, understand what’s working, and refine their approach to get the best results.
The Future of B2B Travel Marketing: People-First Strategies
The travel trade industry is evolving, and so is the way businesses market themselves. Buyers are looking for authentic connections, valuable insights, and trusted voices. Corporate branding remains essential, but the companies that stand out are the ones that integrate personal influence into their strategy.
At The Travel Vox, we believe in a people-first approach to B2B travel marketing. We work with businesses to build not just strong brands, but strong voices within their teams—voices that command trust, spark engagement, and ultimately drive sales.
So the question is: Are you leveraging the power of personal influence?
If not, it’s time to start. Because in the world of travel trade, the most trusted voices are the ones that get heard.
#TheTravelVox #B2BTravelMarketing #PersonalBranding #ThoughtLeadership #TravelTrade
