You could be losing potential bookings every time you rely solely on email.
Here’s why: while your carefully crafted travel promotions sit unopened in crowded inboxes (average open rate: 21.5%), SMS messages are typically seen within 3 minutes of hitting send.
Ready to transform your booking rates?
Let’s dive into building your SMS strategy…
Building Your SMS Strategy
You need more than just a list of phone numbers – you need a strategy that turns casual browsers into loyal travellers.
Building a high-converting SMS list requires finesse, especially in the travel industry where purchase cycles are longer and decision stakes are higher.
Smart List Building That Actually Works
Your first instinct might be to import your entire contact database. Stop right there.
In marketing, quality beats quantity every time.
Start by integrating SMS opt-in opportunities at key decision points on your website.
Your trip quote form is prime real estate – this is where travellers are actively planning. Add a simple checkbox offering instant price alerts via text.
The key is providing clear value: “Get $XX off your first package” works better than “Sign up for texts.”
When building your list, remember that every touchpoint needs its own unique appeal.
Here’s what consistently drives the highest opt-in rates:
- Exclusive deal access
- Real-time price drop alerts
- Instant booking confirmations
- Last-minute getaway notifications
Segmentation That Drives Revenue
Your honeymoon couples don’t need family package deals.
This seems obvious, yet many agencies blast the same messages to everyone. Smart segmentation starts with understanding travel styles and booking behaviours.
Consider how differently a weekend explorer behaves compared to a family vacation planner.
The weekend explorer wants last-minute deals and quick getaway ideas. The family planner needs early booking incentives and school holiday packages.
By tracking these patterns in your booking system, you’ll spot golden opportunities.
Your most profitable segments will be:
- Past bookers (they already trust you)
- Quote requesters (showing active interest)
- Deal alert subscribers (price-sensitive but ready)
Just like email marketing, SMS marketing segments need its own messaging strategy.
When someone books a beach vacation, they’re telling you something about their preferences. Use this information to personalize future messages. A one-size-fits-all approach is the fastest way to kill your SMS effectiveness.
Ready to craft messages that convert? Let’s move on to the types of SMS that drive real bookings…
Message Types That Drive Bookings
Every text you send either builds trust or erodes it here are some tips on how to build up goodwill (and sales) with your subscribers.
Deal Alerts: Timing Is Everything
The key to successful deal alerts isn’t just the discount – it’s the context. When you spot a price drop on that Hawaii package that a customer viewed three times last week, that’s your moment.
A compelling deal alert looks like this:
“[Name], that Maui trip you viewed dropped to $899. 6 seats left at this price. Book now: [link] Reply STOP to opt out”
Notice what makes this work: personalization, specific pricing, scarcity, and a clear call to action. All in under 160 characters.
Service Messages (Building Trust)
Your best SMS opportunities often aren’t about selling at all. Think about your traveler’s journey: from booking confirmation to departure countdown, weather updates to document reminders.
These service-focused messages show you’re thinking about their entire experience.
For example, sending a weather alert three days before departure isn’t just helpful – it’s the difference between a traveller packing the right clothes and starting their trip frustrated. These small touches build the trust that leads to repeat bookings.
Key service messages that boost satisfaction:
- Booking confirmations with instant access to itineraries
- Document deadline reminders
- Local event updates for their destination
- Welcome home messages with feedback requests
Engagement Messages
Depending on your brand, you can use text messages to link to useful and relevant information like destination tips, travel inspiration, and local insights.
Every message should either help your customer prepare for a trip, enhance their current travel experience, or inspire their next adventure. Anything else is just noise.
Let’s explore how to implement them effectively…
Practical Implementation
You’ve got your strategy and message types down. Let’s look at a few tips you can use to generate bookings.
The difference between good and great SMS marketing often comes down to these implementation details.
Choosing Your SMS Platform
Don’t get drawn in by fancy features you’ll never use. Your SMS platform just needs to be easy to use, reliable and offers affordable pricing options.
Additionally, you’ll need to be able to segment your list and if they have an API that allows their platform to plug into your current ecosystem.
Writing Messages That Convert
You’ve got 160 characters to work with (actually, you can have more characters up to 450 but it does cost additional SMS credits). Make them count. Here’s a standard SMS message structure that works well:
- Personal opener
- Clear value proposition
- Specific details
- Strong call to action
Here’s what works:
“Sarah, your dream Bali trip is now $200 less. 5-star beachfront resort, $1,299/person all-in. See photos: [link]”
Here’s what doesn’t:
“HUGE TRAVEL SALE!!! Amazing deals on exotic destinations! Don’t miss out! Book now!”
The difference? The first message is specific, personal, and valuable.
Always include your agency name inside the message, alternatively, you can use Sender ID which uses your brand name rather than a mobile number but just know that people cannot reply back to you with this method.
SMS is more personal than other marketing channels. You’re showing up in the same space where people text their friends and family. Make every message worthy of that privilege.
Compliance & Best Practices
Getting SMS marketing wrong doesn’t just cost you customers – it can cost you thousands in fines. But don’t let compliance concerns stop you from using your most powerful marketing channel. Here’s how to stay both compliant and effective.
The Legal Essentials
The rules around SMS marketing are strict. ACMA is Australia’s watchdog for communications so it’s worth reading up on the rules around messaging to stay out of any legal headaches.
Clear consent is your foundation. “By checking this box, you agree to receive text messages about your travel bookings and exclusive offers” needs to be prominently displayed at opt-in.
Building Trust Through Transparency
Trust comes from consistent, respectful communication. Set clear expectations about:
- Message frequency (don’t say “occasional updates” then send daily texts)
- Data usage (explain how you’ll use their travel preferences)
- Third-party sharing policies (be clear if you share data with travel partners)
When Things Go Wrong
Even the best systems have hiccups. Have a clear process for handling:
- Accidental opt-outs (make rejoining simple but compliant)
- Complaints (respond within hours, not days)
- Data update requests (make it easy to update preferences)
Remember: Every compliance measure should enhance the customer experience, not detract from it. When done right, strong privacy practices become a selling point.
Let’s explore the metrics that matter…
Performance Tracking
Let’s focus on the measurements that actually predict revenue growth for your travel agency, and how to use them to optimize your SMS marketing.
Beyond Basic Open Rates
Yes, SMS boasts impressive open rates, but that’s not the metric that pays your bills. Here’s what actually matters:
Booking Velocity: How quickly do recipients move from message to purchase? Track the time between sending a promotional SMS and completing a booking.
Revenue Per Message (RPM): Calculate this by dividing total booking revenue by the number of messages sent. Break this down by:
- Message type (promotional vs. service)
- Customer segment (past bookers vs. new leads)
- Destination category
- Season
The Metrics That Predict Growth
Monitor these leading indicators to spot trends before they impact revenue:
Segment Performance: Different segments should show different patterns. If your family vacation segment books at 2.3%, but your adventure travel segment only converts at 0.5%, that’s not necessarily a problem – it’s an insight into resource allocation.
Testing Framework
Every test should answer a specific question about your customers’ behaviour. Start with:
- Timing tests: Does your audience book more readily on Tuesday mornings or Thursday afternoons?
- Offer structure: Do they respond better to percentage discounts or dollar amounts?
- Message length: Are shorter, punchier messages outperforming detailed ones?
Track these results against your baseline metrics.
Red Flags to Watch
Pay attention to these warning signs:
- Sudden spike in opt-outs after specific messages
- Declining response rates in previously strong segments
- Increasing the time between message delivery and booking completion
Let’s look at your quick-start guide…
Quick Start Guide: Your First 7 Days
You don’t need months to launch an effective travel SMS campaign. Here’s a sample plan that you can use to give you an idea of what this could look like.
Each day builds on the previous one, creating a sustainable foundation for growth.
Day 1: Foundation Setup
Start with the essentials. Today is about getting your basic infrastructure in place:
- Choose your SMS platform (think about what you need not what you might need)
- Draft your compliance language
- Set up your segments
- Create your initial opt-in form
Don’t overthink this stage. Pick a platform, make a decision, and move forward. You can optimize later.
Day 2: List Building Begins
Launch your first two opt-in points:
- Add SMS opt-in to your quote request form
- Create a simple “Get Travel Deals” popup for your website
Your goal today isn’t perfection – it’s getting real phone numbers from interested travellers. Start collecting data.
Day 3: Create Your Core Messages
Develop templates for your three essential message types:
- Welcome sequence
- Deal Alerts
- Booking confirmations
Remember the formula: personal opener + clear value + specific details + strong call to action. Write these once, then customize them for each segment later.
Day 4: Schedule Setup
Build your first scheduled messages:
- Welcome message (immediate)
- Destination info (day 2)
- First offer (day 4)
- Engagement check (day 7)
Test this sequence extensively. Send yourself the messages. Click every link, etc.
Day 5: Testing and Tracking
Set up your essential tracking:
- UTM parameters for all links
- Booking source tracking
- Response rate monitoring
- Conversion tracking (i.e. special codes or dedicated landing pages just for SMS offers)
Don’t launch without knowing how you’ll measure success.
Day 6: Staff Training
Brief your team on:
- How to collect phone numbers properly
- Compliance requirements
- Handling customer responses
- When to escalate issues
Day 7: Launch Day
Start small:
- Send your first campaign to 50 subscribers
- Monitor responses closely
- Address any issues immediately
- Document everything for future optimization
Common First-Week Pitfalls to Avoid:
- Sending too many messages too quickly
- Making offers without clear tracking
- Forgetting to test links before sending
- Neglecting to train staff on response handling
Ready to scale up? Let’s look at your next steps…
Next Steps: Scaling Your Success
You’ve laid the foundation and sent your first campaigns. Now it’s time to transform your initial momentum into sustained growth. This roadmap will take you from your first successful messages to a sophisticated, revenue-generating SMS marketing operation.
30-Day Implementation Timeline
Weeks 2-3: Refinement
Focus on optimizing what’s working:
- Analyze your first week’s data
- Adjust message timing based on response patterns
- Expand your best-performing segments
- Fine-tune your scheduled messages
Week 4: Expansion
Add these proven elements:
- Abandoned booking recovery sequences
- Price drop alerts for watched destinations
- Weather-triggered promotions
- Post-booking experience enhancement
ROI Calculator
Understanding your true return helps justify further investment. Use this simple formula:
Monthly ROI = (Revenue from SMS bookings – Total SMS costs) / Total SMS costs x 100
Typical costs to consider:
- Platform fees ($150-500/month)
- Per-message costs ($0.01-0.03)
- Staff time for management
- Content creation
Resource Allocation Guide
Invest your resources in this order:
- List growth (40% of budget)
- Message optimization (30%)
- Automation development (20%)
- Testing and tools (10%)
Success in travel SMS marketing isn’t about having the biggest list or the most features. It’s about delivering the right message to the right traveller at the right moment in their booking journey.
Ready to begin? Start with your first week’s plan and build from there. Focus on one improvement at a time, measure everything, and always keep your traveller’s experience at the centre of every decision.