Welcome to
The Lounge
Join us
The Members-Only Area Where Big Plans Come to LifeWe're Paper Planes Co.
a marketing agency for ambitious travel and hospitality brands.The Lounge is the room we built for you. A members-only library packed with the thinking, frameworks and strategies we've used to grow client brands for the past five years.
We've built brands inside Amazon, Expedia, Gucci and Chanel. Now we do it for travel brands with big ideas and bigger goals, but who are still finding their feet in the marketing world.
We're starting with Instagram. In our opinion, the king of social for travel. The Lounge will grow from there…and once you're in, every future playbook is yours, automatically.
Your service is world-class. Your marketing isn't doing it justice.
You're posting consistently and the right clients still aren't finding you.
Your Reels are getting crickets.
You've started to hate Instagram.
You know your work is excellent. Your feed doesn't show it.
Playbooks
The complete library — three strategic playbooks built specifically for travel and hospitality.
Tools & Templates
Canva templates ready to drop your brand into. Plus the tech we use ourselves — with member-only discounts.
Insights
Our thinking, fortnightly. News, data and writing to help you make better marketing decisions.
Things We Love
Hand-picked hotels, books, films, products. The cultural references that shape how we work.
Launch price · rising to $97 in August
The Playbooks.
Space 01 · Three PlaybooksThe Instagram Travel Playbook
To grow your following — with the right kind of attention.
- 01 · Building Your Personal Brand
- 02 · Know Who You're Talking To
- 03 · Building Trust on Instagram
- 04 · Content Themes — the five-pillar system
- 05 · Content Formats
- 06 · Writing Captions That Convert
- 07 · Metrics That Actually Matter
- 08 · Generating Leads from Instagram
Five companion assets you can use this week.
- The Hook Library
- The Caption Library
- The DM Scripts
- The Lead Magnet Brief
- The 60-Day Content Calendar
The Viral Reels Playbook
To turn awareness into bookings.
- The five Reel formats that consistently work for travel brands
- Hook templates engineered to stop the scroll in 1.7 seconds
- The trend filter — what to use, what to skip, what to never touch
- How to write captions that move viewers off Instagram and onto your list
- Posting cadence, audio strategy, and the metrics that matter
- Bonus — The Reels Hook Library download (PDF)
- Bonus — Troubleshooting appendix for when things plateau
The Email Travel Playbook
To own the only platform you'll never lose.
- The welcome sequence that turns first-time subscribers into discovery calls
- Monthly newsletter frameworks that don't feel like work to write
- Segmentation strategy for advisors with mixed client niches
- The subject line swipe file — written for travel, not coaches
- List hygiene, automations, and the one metric to optimise for
- Lands in your library in August — no extra payment, ever.
Launch price · rising to $97 in August
Since implementing the Paper Planes strategy, my Instagram feed has never looked so good — and the quality of client enquiries is so much better aligned.
Launch price · rising to $97 in August
$147 of playbooks. $69 to get access.
- ✓ The Instagram Travel Playbook — full updated edition ($59)
- ✓ Hook Library · Caption Library · DM Scripts
- ✓ Lead Magnet Brief · 60-Day Content Calendar
- ✓ The Viral Reels Playbook + Hook Library ($29)
- ✓ The Email Travel Playbook — free in August ($59)
- ✓ Every future Lounge playbook — included for life
- ✓ Every revision and update — included for life
Secure checkout · Instant access · No subscription
Before you join.
Is this really a one-time payment?
Yes. $69 once. No subscription, no renewals, no upgrade fee. The Lounge currently includes the Instagram Playbook (with all five bonus templates) and the Reels Playbook — $88 of playbooks for $69. The Email Playbook launches in August and lands in your library automatically — at no extra cost. Same goes for every future volume. The library grows. Your price doesn't.
So if I join now, I really get Email free?
You do. The Email Playbook launches in August at $59, and The Lounge price will rise to reflect a three-volume library. Anyone inside The Lounge at that point gets the new volume automatically — at no extra cost, ever.
Can I buy the playbooks separately?
You can — head to Resources in the main menu and pick one up individually. That said, The Lounge is better value by some distance — every playbook, every bonus, every future volume, one payment. We'd always recommend joining the Lounge.
How long will the playbooks take me to work through?
Each playbook is built to be implemented in a weekend, not consumed over three months. You'll have a working content system inside the Instagram Playbook before Sunday lunch. We design for action, not completion.
I've worked with you before — is this different from the Frequent Flyer retainer?
Entirely. Frequent Flyer is our done-for-you marketing retainer for established travel brands — strategy, content, the full system, run by our team. The Lounge is for the operator who wants to do the work themselves with our playbooks in hand. Different space. Different price point. Same standard.
What if I'm not in travel or hospitality?
Honestly, this might not be the right space for you — and we'd rather say so up front. Every framework, hook and template inside The Lounge is built specifically for travel advisors, host agencies and boutique hospitality.
That said — the theory holds. If you're in an adjacent industry and you'd still find value in the strategic thinking behind it all, we'd never stop you joining.
How do I access everything?
The moment your payment clears, you'll receive login details for The Lounge — your members-only area on wearepaperplanes.com. Every playbook, every template, every download lives there. Yours forever, on any device.