He showed us his phone before he said hello. It was a Sunday morning, and the owner of a travel agency in Kakkanad, whom we'll call Arun (name changed), had come to our Kochi office with a cup of tea in one hand and his phone in the other. On the screen was an Instagram post of a Munnar package, with a few hundred likes and a long thread of comments.
"Look at this," he said. "Good response, no? Now tell me how many people booked."
We waited. He answered his own question. "Nobody."
- Likes, views and comments show attention, not necessarily a plan to travel.
- Social media is useful for visibility, but it reaches many people who are not ready to book.
- People who search for travel services usually have a trip in mind and a decision to make.
- The strongest approach is usually a mix of both, not a choice between them.
A page that was busy, and a phone that was quiet
Arun's agency was about two years old, with himself and one assistant handling everything. He had been disciplined about social media. A new holiday package went up almost every other day, with a poster, a short caption and sometimes a reel with background music. He told us he spent about an hour every evening designing, scheduling and replying to comments.
By any visible measure, it was working. People watched the reels, liked the posters and left comments.
The problem was what came after. He showed us the messages that arrived in his inbox, and they followed a pattern we recognised:
- "Price?" with no other detail, no dates and no number of people.
- "Details in DM" from someone who never replied after he sent them.
- A friendly emoji, followed by silence.
- "Will think and tell," and then nothing.
Every so often, a serious customer appeared, and he treasured those. But they were few, and most of his evenings went into replies that led nowhere.
Why this happens, and why it is not his fault
We told Arun something we have seen across many agencies in Kochi. Social media works by interrupting people. Someone is scrolling, a pretty picture of a houseboat appears, and they stop for a few seconds. That moment can create interest, even a wish to go somewhere someday. But it rarely means the person is ready to plan, pay and travel.
Compare that with a person who opens Google on a Tuesday evening and types "Munnar tour package for four from Kochi, December." That person has chosen a destination, has a rough date and a group size, and is looking for someone to help. They are not scrolling. They are searching.
Both kinds of people matter, but they behave very differently. Arun was spending most of his energy on the first group and almost none on the second.
What he wasn't doing wrong
We were careful here. Arun was nervous that we would tell him to abandon his pages, and we did not. Social media does real work for a travel agency:
- It makes an agency look active and trustworthy.
- It lets past customers share photos and stories.
- It introduces destinations and ideas to people who had not thought of them.
- It keeps the agency visible to people who may travel later.
The point was not that his effort was wasted. It was that he had only one channel, and that channel was better at creating interest than at catching ready buyers.
The questions we asked him
As usual, we asked before advising. His honest answers shaped everything that followed.
- If someone searched for a travel agency in your area today, would they find you? He searched on the spot, on his own phone, and was quiet for a moment. His page appeared, but his agency did not show on the map, and the website was on the third page of results.
- What does a customer see when they arrive at your website? A home page with the same posters as Instagram, with no clear way to ask for a customised trip.
- How quickly do you answer enquiries? During the day, when he was out meeting suppliers, often several hours. In the evening, quickly.
- Which of your packages do serious customers actually ask for? He thought, and said that most real bookings were family trips and honeymoon packages, not the posters he spent the most time on.
The steps we suggested
We did not hand him a long plan. We gave him a short sequence, in the order that made sense for a two-person team.
1. Make the agency findable on Google
A complete Google Business Profile with the correct address, phone number, hours, a few real photos and a short description helps people who search for travel agencies nearby. It is free, and for a local business it is often the most useful first step.
2. Create a simple page for what he actually sells
Instead of a home page full of posters, we suggested one or two clear pages for his best-selling trips, such as family tours or honeymoon packages. Each page would answer the questions travellers ask: what is included, who it suits, approximate duration and how to contact him.
3. Make it easy to ask
A short enquiry form, with just destination, dates, number of travellers and a phone number, and a WhatsApp button. We explained that every extra field loses some people, and that a vague "Price?" message is usually the result of a vague form.
4. Use social media to build trust, not just to advertise
We suggested mixing in real customer photos, short honest tips and behind-the-scenes moments, such as checking a homestay in Munnar. Social media then does what it does best, which is to make strangers feel they know the agency a little.
5. Reply fast, even with a short message
A quick "Got your message, will send details by evening" holds the conversation. It matters more than most owners expect.
6. Add a channel where people are already looking for travel services
This is where Travel Steps India fits in. We are a Kochi-based platform that connects travel agencies and tourism businesses with travellers who show real interest in trips. We told Arun honestly that this is one more place where serious travellers look, not a replacement for his own effort. You can see how agencies appear in our travel agent listings or read about how to become a vendor.
What we told him not to expect
He asked, half joking, whether this would double his bookings by Diwali. We laughed with him, and then gave the honest answer.
- Search visibility and reviews take weeks or months to build.
- People who enquire through any channel may still compare, delay or book elsewhere.
- Some of his social media followers will always be window-shoppers, and that is fine.
- We cannot promise a number of enquiries or bookings, and neither can anyone honest.
He nodded slowly. "At least you are not selling me a dream," he said.
What changed in the weeks that followed
Arun did not abandon Instagram. He cut his posting from nearly every day to a few times a week, which gave him back several evenings. He set up his Google Business Profile, wrote a simple page for family tours, and added a WhatsApp button to his website. He also asked a few recent customers, politely, to leave honest reviews.
When he messaged us after about a month, he was careful not to exaggerate. The numbers had not exploded. But he mentioned something small that stood out to him: a couple of enquiries had arrived with proper details, such as dates, group size and a question about airport pickup, instead of a one-word "Price?". One of them became a booking for a family trip to Munnar and Thekkady.
"It is not many," he said. "But I am talking to people who actually want to go."
What other agencies can take from this
- Keep your social media, but be honest about what it does: attention and trust, more than ready-to-book customers.
- Be present where people search, not only where they scroll.
- Make contact easy. A clear form or WhatsApp button turns vague interest into useful enquiries.
- Measure what matters. Count genuine conversations and bookings, not only likes.
- Be patient. New channels take time.
Frequently asked questions
Why do social media posts bring many likes but few bookings?
Social media shows your content to people who are scrolling, many of whom are not planning a trip. Likes and comments measure interest, not intent to book.
Should a travel agency stop using social media?
No. Social media helps build trust and visibility. It works best alongside channels that reach people who are actively searching for travel services.
How can a travel agency reach people who are actively looking for trips?
Complete a Google Business Profile, create clear pages for your main packages, add an easy enquiry form or WhatsApp button, reply quickly and consider listing on a travel platform where travellers browse agencies.
How long does it take to see results from search and listings?
It varies. Visibility and reviews often build over several months. Be cautious about anyone who promises fast, guaranteed results.
Can Travel Steps India guarantee bookings?
No. We help connect travel businesses with travellers who show real interest, but bookings depend on the traveller's decision and on how the agency responds, prices and builds trust.
How can my agency get started with Travel Steps India?
Send us a message with your agency name, location, speciality and goals. Our Kochi team will reply and tell you honestly how we can help.
Posting regularly but wishing for more serious enquiries?
You are not doing it wrong. You may simply need a second way to be found. Talk to the Travel Steps India team. Tell us what you sell best, how you handle enquiries today and where you hope to grow, and we will tell you plainly what to fix first and where we can help.