The Instagram
Travel Playbook.
The blueprint for building a personal brand that attracts the right clients. Eight chapters. Built to apply.
You're in.
Now we get to work.
We built this Playbook because we got tired of watching brilliant travel advisors waste their time on the wrong work. Posting more. Chasing trends. Optimising the colours of the grid while their positioning stayed completely undefined.
Between us, we've spent the last decade inside Amazon, Expedia, Gucci and Chanel — and the years since helping travel and hospitality founders apply that thinking to their own brands. The patterns are remarkably consistent. The advisors who grow are the ones who get crystal clear on three things: what they believe, who they serve, and how they sound. The advisors who don't grow are the ones who keep looking for the magic post.
This Playbook is built to be applied. Each chapter follows the same rhythm: the diagnosis, the framework, the examples, the case study, the common mistakes, what to do this week. We've stripped out anything that wasn't earning its place.
Read in order if it's your first time through — the chapters build on each other deliberately. Skip to the one that's currently broken if you've been here before. Either way works. The architecture holds.
A note before you begin. The strategy in this playbook is the easy half. The harder half is the mindset — showing up consistently when the metrics are quiet, posting on the days you'd rather not, trusting your point of view when the algorithm makes you doubt it. Every account you admire was built by someone who kept going through that exact stretch. The work in here is the map. Your willingness to walk it daily is the actual currency. You've got this.
We're cheering you on.
The Chapters.
Building Your Personal Brand
Point of view, niche, voice — the three pillars that make you the obvious choice.
Know Who You're Talking To
Pain points, aspirations, buying behaviour. Specificity is what stops the scroll.
Building Trust
Discover, Explore, Trust, Act. The four-stage journey — and how to design content for each.
Content Themes
Five rotating pillars: Human, Educate, Inspire, Opinion, Promote. The framework does the thinking.
Content Formats
Why carousels are king. The format-by-format rules for what does the work.
Captions That Convert
Hook, body, CTA. The caption architecture, plus hooks engineered to stop the scroll.
Metrics That Matter
Stop checking likes. Track saves, profile visits, link clicks, DM volume. Real intent.
Generating Leads
Instagram starts the relationship. Email closes it. The four-step bridge from follower to client.
Your templates & tools.
The secret chapter:
The Viral Reels Playbook.
The IG Playbook gets your strategy right. The Reels Playbook is how you reach the audience that hasn't found you yet. Hook structures, retention principles, and the travel-specific Reels formats that actually convert. Add this on for $9. Usually $19.
Grab viral Reels — $9 →