The Instagram
Travel Playbook.
The blueprint for building a personal brand that attracts the right clients — and makes you impossible to replace.
Get The Playbook — $59
Instagram is not a volume game.
It is a clarity game.
on who they are and who they serve.
This isn't a beginner's guide to Instagram. It's a strategic framework.
We're Georgia and Claire — co-founders of Paper Planes Co., a marketing and operations agency for ambitious travel and hospitality brands. We've worked inside Amazon, Expedia, Gucci and Chanel.
This is the levelled-up Playbook. It's for the founder whose service is already excellent — but whose Instagram doesn't yet show it. The advisor ready to build a personal brand that makes them impossible to ignore, and impossible to replace.
Eight chapters. The exact frameworks we use with clients. Plus the templates, captions, and calendar to put it all into motion this week — not someday.
What this looks like in real life.
You don't need to clear your calendar. The Playbook is built for the founder who has thirty minutes a day, not three hours.
Open the 5-theme calendar. Pick this week's rotation.
Draft a carousel using the Hook → Value → CTA framework.
Pull a caption starter. Adapt it to your voice. Post.
Track saves and profile visits. Ignore likes.
Activate a comment trigger on your highest-performing post.
Eight chapters. One clear system.
Building Your Personal Brand
Point of view, niche, voice — the three pillars that make you the obvious choice for the right client.
Know Who You're Talking To
Pain points, aspirations, buying behaviour. Why specificity is what stops the scroll — and how to find yours.
Building Trust on Instagram
The four-stage journey from Discover to Act — and how to design content for each stage of the saved-post-then-DM behaviour.
Content Themes
The five rotating pillars: Human, Educate, Inspire, Opinion, Promote. The framework does the thinking for you.
Content Formats
Why carousels are king. The format-by-format rules for what does the work — and what's a waste of your time.
Captions That Convert
Hook, body, CTA. The caption architecture, plus a library of hooks engineered to stop the scroll.
Metrics That Matter
Stop checking likes. Start tracking saves, profile visits, link clicks, and DM volume. The numbers that signal real intent.
Generating Leads
Instagram starts the relationship. Email closes it. The four-step bridge from follower to client.
The Playbook is the strategy. These are the tools.
Eight chapters give you the thinking. Everything below puts it into practice this week — without you building a single template from scratch.
This is for you, and this isn't.
- You run a travel or hospitality brand and you're the one posting
- Your service is excellent — your Instagram doesn't yet show it
- You want frameworks, not hacks. Strategy, not trends
- You're done with generic advice written by people outside the industry
- You're ready to stop guessing on Sunday nights
- You're outside travel and hospitality (the examples won't translate)
- You want growth tricks, follower-count strategies, or trending sounds
- You'd rather hire someone to do it for you (talk to us about retainers)
- You're not willing to apply the work — this isn't a download to admire
I'd been posting for years and getting nowhere. Three weeks into the Playbook, I had five enquiries from my ideal client.
It's handled.
The Instagram Travel Playbook
Eight editorial chapters · 60-day content calendar · 45+ caption starters · 40 hooks · Carousel templates · Profile audit · DM scripts · Lead magnet brief · Lifetime access · All updates included.
Two ways to go further.
Most members know within five minutes whether they want one Playbook — or all of them. Both options sit waiting at checkout.
All three Playbooks. One price.
- No. 01 The Instagram Travel Playbook $59
- No. 02 The Email Marketing Playbook $59
- No. 03 The Viral Reels Playbook $19
- No. 04 Coming next — included free for Bundle members Free
The Viral Reels Playbook
How to create Reels that travel far beyond your current audience. Hook structures, retention principles, and the travel-specific Reels formats that actually convert.
Things worth knowing.
How is it delivered?
The Playbook lives inside The Lounge — our private member area. You'll log in and read each chapter as a long-form editorial feature, with examples, frameworks, and templates embedded throughout. Nothing to download, nothing to keep track of. It's there when you need it, on any device, forever.
How long until I see results?
Most members rework their profile and content pillars in week one. The framework starts shifting how you think about every post immediately. Compound results — saves climbing, profile visits up, the right enquiries arriving — typically show up around weeks four to six.
Is this just another social media course?
No. This is a strategic blueprint, not a content-creation course. There's nothing in here about transitions, trending sounds, or growth hacking. It's about positioning, pillars, and the conversion path — the parts most travel brands skip in favour of pretty grids that don't book.
Do I get updates?
Yes. Instagram changes — the Playbook evolves with it. When chapters are revised or new frameworks are added, your access updates automatically. No re-purchase, no expiry, no version tracking.
Wasn't this a downloadable PDF?
It was. We've moved the entire Playbook online into The Lounge — our private members area — so you get a far better experience than a static PDF could offer. Read it on any device, search any chapter, and receive every future revision automatically. Instagram changes constantly. Your Playbook now changes with it.
If it isn't right for you, it isn't right for us either.
Try the Playbook for fourteen days. Read a chapter. Open a template. Apply one framework. If by the end of those two weeks you don't feel clearer and more in command of your Instagram — email hello@wearepaperplanes.com and we'll refund you.