Bonjour Travel Whisperer,

It’s getting hot. This week's strategy is about booking some last minute summer trips.

How do we get an audience of luxury travelers (who usually plan way in advance) to 1) realize they need a summer trip and 2) trust us with building it?

What you'll learn from this week's strategy:

• The strategy: how to reach last-minute luxury buyers

• The ad + offer: what to show and say to create urgency

• The secret ingredient 🧪: our favorite tool to automate follow-up so your best leads never slip away (plus the best person you should follow to learn more about it)

Before we begin, one of our favorite Summer destinations: New Zealand. Milder temperatures, fewer tourists, and views like this:

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CLIENT STRATEGY: ATTRACT LAST-MINUTE SUMMER BOOKERS

Summer can mean a few different things depending on your audience.

It could be a romantic escape to Tuscany or New Zealand for empty nesters, or it could be a spur-of-the-moment trip to Disney World for the family.

Yes, it’s about finding the right people who are mentally (and financially) ready to book. But it’s just as important (if not moreso) to present these people with the right offer.

The Setup

This is where Meta ads will generally be more powerful than blasting messages to your existing followers.

But how much money should you be thinking about spending for this? How do you set up the campaign? What options do you choose?

I recorded a short video that walks through it all. Ok so I haven’t yet recorded our ad walkthrough (I’m 3 weeks away from having a baby so a lot of my time is dedicated to panic buying random things on Amazon), but this video does a pretty good job of breaking down how to structure your ad account:

Ours will be coming soon. Promise. Until then, use that video, this email (plus a couple of hours) and you’ll have everything you need.

Now then.

1: The Targeting Strategy

The targeting (aka making sure you’re getting in front of the right people) here does not change significantly from how you might normally do it for non-last minute travel.

Our favorite targeting strategies are demographic, interest, and behavior. Here are 4 specific ones that we recommend:

Empty Nesters (Behavior)
Target by: Behaviors > Demographics > Parents (All) + Ages 50–65
Why: They're flexible, value comfort, and are looking for reasons to enjoy their summer without their kids.

Frequent International Travelers (Interests)
Target by: Interests > Frequent International Travel
Why: Higher intent, lower resistance to premium pricing, probably motivated to escape see more of the world.

Luxury Shoppers (Behavior)
Target by: Behaviors > Engaged Shoppers + Interests > Luxury Goods, Conde Nast Traveler, Aman, Four Seasons
Why: Buying behavior matches premium trip profiles.

High-Income Zip Codes (Demographic)
Layer in: Specific geo-targeting of affluent suburbs or cities.
Example: “Menlo Park” or “Westchester County”

🎯 Bonus: Lookalike Audiences
Upload your past client list or newsletter readers and create a Lookalike Audience. Let Meta find people who look a lot like people that have already booked trips with you.

2: The Ad + Offer

This is where you need to make last-minute bookers own up to their situation.

Help them realize they need an amazing trip on short notice, and they need your helping making it happen.

The goal here is to create urgency WITHOUT any sort of discount. We do not want to attract discount-seekers, or really even value-seekers.

We want exclusivity-seekers. Access-seekers. You get it.

The key here is ease + specificity.

You won’t get last-minute offers by leaving things wide open.

Saying “book your last minute trip with me!” is not specific enough. You must have a specific trip or experience that you are ready to offer. This is what creates the urgency and makes it easier to make a decision.

Here are two of our favorite offers for you to try:

✅ The “Rare Opening” Offer

This creates FOMO while keeping the tone high-end.

Using it: Substitute your location or offer as needed. It MUST feel like the traveler is lucky to have seen that this opening is available for them!

Here’s an example of what a simple image ad might look like:

Video ads are nice, but straight forward images can work well. Worry less about an incredible design and more about getting a clear message to a specific audience.

✅ The Neighborhood Offer

This one is about you, the advisor who is known for going above and beyond.

Not only do you have a rare bit of availability for a private consultation, you’re actually IN the same city!

I know—you can work with clients from anywhere. But there is a special connection (and excitement to learn more) when you are where they are.

Oh she gets me. We’re from the same place!

Using it: Call out the state, city or region that you’re in with a decent radius, and combine that with the “High-Income Zones” targeting mentioned earlier.

Sample copy:

The power here is the specific city call out. That’s what the Meta algorithm likes, and its what people can identify with.

Don’t be afraid be extra super duper clear about who you’re talking to.

When creating your ad creatives + copy:

• Call out the person you want to respond to your ad. “Hey luxury travelers age 55+” or “Hey moms of Disney lovers"

  • This is non-negotiable. This is the strongest signal that Meta can get on who to show your ads to. It will make sure you don’t waste your budget.

• One crisp image of the destination (avoid anything over-produced or stock-looking)

• A clear REASON to get in touch: “Limited private consultations available for July/August 2025”

3: The Secret Ingredient

is Manychat. Use Manychat.

When people engage with your ads, you can either ask for their info, or start a conversation. Manychat lets you do both.

Because then it opens the conversation, it doesn’t just fill out a form. So then you can have a real convo with them, and find out what they want - even if it isn’t that villa in Tuscany.

You can customize the flow OR step in and have the conversation yourself. I don’t use Manychat for every campaign, but this is a powerful use case.

Here’s the best person to learn from: @natashatwillis

I have no affiliation with her. But she really knows her stuff.

🌴 Places we wanna go (we’re in a sunset mood)

Wailea Beach Resort - Maui, HI

We’re huge fans of Wailea. I mean, look at this:

—

Mary Budden Estate – Binsar, India

Jimbaran Bay – Bali, Indonesia

Tyler’s Thoughts

Nothing deep to share this week.

But let me know how it goes with the last-minute summer booking strategy. They’re out there, and they need your help.

Until next time,

Tyler