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TikTok ‘Masterclass’

Get TikTok Ready: Critical pathway for How to TicTok

Heath Michael Heise

Co-Founder and Brand Llama

Llama Travel Marketing Consultancy

Journey Reimagined - The Advantage Conference 2025

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Heath Michael Heise

25 years in brand marketing
Ex British Airways/Qantas, American Express, Amex Travel, STA Travel
Visited 90+ countries, lived in 9
Leads a travel brand marketing consultancy for small and mid-sized businesses:

Journey Reimagined - The Advantage Conference 2025

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Introduction & Agenda

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Understanding the "How": Key TikTok Content Principles for Travel

Five Focused Breakout Sessions: Dive Deep into Practical Skills

Share & Learn: Group Presentations of Your Ideas

Q&A and Resources to Keep You Going

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The ‘How’: Thinking Like a

TikTok Traveler

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Cracking the Code: What Makes Travel Content Pop on TikTok

Authenticity Wins: Ditching the brochure feel for genuine experiences.

Short & Sweet Storytelling: Capturing attention in seconds.

Sound is King: Leveraging trending audio and music.

Visual First, Text Second: Making it scroll-stopping.

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TikTok across the Marketing Funnel

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Funnel Stage	TikTok’s Strength	Best Practices for Travel Agents
Awareness	★★★★★ Great attention grabbing: high-reach, high-engagement short videos	Use trending sounds, hooks, and storytelling to showcase destinations, deals, and your brand personality
Consideration	★★★★☆ Travel inspiration is major; often to browse dream trips and itineraries	Post “Top 5” lists, how-tos, or day-in-the-life travel tips to build credibility and interest
Action / Booking	★★☆☆☆ Not yet the go-to for conversion, but TikTok Shop and links in bio are evolving	Drive traffic to booking pages via link-in-bio tools (e.g. Linktree); promote time-sensitive offers
Loyalty	★★☆☆☆ Lower retention than other platforms, but growing with follow-based communities	Keep posting helpful content post-booking (e.g., travel prep, packing tips, reminders)
Advocacy	★★★☆☆ UGC potential is strong—people love sharing trips and tagging brands that helped them	Encourage customers to tag your agency in trip videos and share highlights or testimonials

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The ‘How’: Turning Views into Leads

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From Likes to Bookings: Practical Conversion Tactics

Clear Calls to Action: Guiding viewers on what to do next.

Profile Optimization for Conversions: Making your bio and links work.

Direct Messaging Strategies: Engaging with inquiries effectively.

Subtle Promotion within Value: Balancing information and offers.

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Hands-On Breakout Sessions: Your Time to Create!

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From Likes to Bookings: Practical Conversion Tactics

Now it's your turn to brainstorm and develop practical TikTok strategies in focused groups.

You'll have 20 minutes to collaborate and prepare a brief summary of your key ideas to share.

Here are the five exciting challenges you'll be tackling:

Group 1: Showcasing Destinations Authentically: Craft compelling video ideas that highlight destinations in a genuine way.
Group 2: Creating Engaging Travel Tips & Hacks: Develop valuable and concise travel advice in TikTok format.
Group 3: Leveraging Trends & Sounds for Promotion: Brainstorm creative ways to use trending audio and challenges for travel promotion.
Group 4: Building a Personal Brand as a Travel Expert: Develop video concepts that showcase your expertise and personality.
Group 5: Turning TikTok Engagement into Bookings: Outline strategies to convert TikTok interactions into actual client bookings.

After 20 min, you’ll have 3 min to present back to the wider group the ideas that your breakout came up with and we will discuss.

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Breakout Group 1: Showcasing Destinations Authentically

Breakout 1: Authentic Destination Vibes

Instructions: Brainstorm 3-5 creative TikTok video ideas showcasing a specific destination type authentically. Consider user-generated content inspiration.
Materials: Using phones for quick mock-ups, and/or find examples on TikTok, or write then on flip chart paper..
Time: 20 minutes in breakout and 3 to present back.

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Breakout Group 2: Creating

Engaging Travel Tips & Hacks

Breakout 2: Your Go-To Travel Hacks

Instructions: Develop 3-5 concise TikTok video concepts offering valuable travel tips related to a specific niche. Describe the niches and described the type of content that will appeal to that group.
Materials: Jotting down key phrases and types of content on flip chart paper.
Time: 20 minutes in breakout and 3 to present back.

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Breakout Group 3: Leveraging

Trends & Sounds for Promotion

Breakout 3: Riding the TikTok Wave

Instructions: Identify 2-3 current trending travel sounds/challenges/transitions and brainstorm how to adapt them to promote a travel package/service. Identify the trend and then state how you would use/link it to your content/video.
Materials: Have a quick search for trending and scroll through TikTok for inspiration. Detail your ideas on the flip chart paper, or on a phone if you prefer.
Time: 20 minutes in breakout and 3 to present back

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Breakout Group 4: Building a Personal Brand as a Travel Expert

Breakout 4: Your Expert TikTok Persona

Instructions: Develop 3-4 short video ideas showcasing your expertise, personality, and passion for travel as a travel agent.
Materials: Think about your unique selling points, either from a personal perspective, or about your agency. Detail your ideas on flip chart paper.
Time: 20 minutes in breakout and 3 to present back

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Breakout Group 5: Turning TikTok Engagement into Bookings

Breakout 5: From Engagement to Enquiry

Instructions: Outline 2-3 clear strategies for converting TikTok engagement into client inquiries and/or bookings. Consider calls to action and messaging. Think about the full marketing funnel on TikTok, how do you move from awareness and consideration all the way to a response
Materials: List practical steps and inclusions, call to actions, list on phone or flip chart.
Time: 20 minutes in breakout and 3 to present back.

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Sharing Our Breakthroughs

Let's See What You've Got! Group Presentations

Each group to share their key ideas (2-3 minutes per group).

Let’s discuss the merits of each group presentation and how you can take this into your business?

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Key Takeaways & Next Steps

Your TikTok Launchpad: Key Actions

If you want to create a TikTok video, from your trip to Malta, or whatever really, we will be happy to give our professional opinion.

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Q&A

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‘Advantage are looking at the different ways they empower you with marketing and social media to grow your business…watch this space.’

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Thank you!

heath@wearellama.co.uk

marta@wereallama.co.uk

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