Key Takeaways:

• Having a strong LinkedIn profile in advance of Small Business Saturday is a good way to capitalize on the holiday
• There are two types of LinkedIn pages that may be suitable for travel advisors – ALGV’s Julia Gilbert explains if a personal or business page, or both, are right for you
• Key components of a complete LinkedIn profile include a headshot, headline, brief bio, and experience

In continuation of the ALG Vacations® tradition of providing additional support for travel advisors in preparation for Small Business Saturday, we’re back with another pro for TravelBlogue’s Ask a Pro series: ALGV’s own Julia Gilbert, Associate Manager of Public Relations & Communications.

As a longstanding member of the PR team and co-host of our recent webinar on this platform (view the recording right from our Know. Grow. GO! campus – click here!), Julia is just the expert to walk you through what it takes to create the right kind of profile for you and your travel agency business on LinkedIn.

Why should travel advisors receive specific training on LinkedIn?

The social media team at ALG Vacations® is a wonderfully active one. If you clicked on the recording of the LinkedIn 101 webinar, you may recognize easily recognize Megan Weisser, Associate Manager of Emerging Media for ALGV, a frequent presenter on the consumer-facing, more recreational or entertainment social media platforms Facebook, Instagram, and TikTok.

However, it’s Gilbert’s team, the PR division, that manages ALGV’s LinkedIn page, because, as she says, “LinkedIn operates a little differently,” from the audience to the tone, all the way out to the kind of content that performs well.

Best known as a networking and hiring platform, “LinkedIn has evolved way beyond job-hunting,” she says. “Today, it’s the biggest professional networking platform in the world, and not just for jobs, but for visibility, credibility, and staying connected with your industry. So unlike Facebook or Instagram, the vibe here is professional-first. People expect to see business-related content, tips, insights, and thought leadership.”

To find out more about why LinkedIn matters for travel advisors, click here to read Ask a Pro: Does LinkedIn Matter for My Travel Agency? with Keighty Noreen.

I see two types of pages on LinkedIn. Which one is right for travel advisors?

“There are two main ways to show up on LinkedIn: personal profiles and business pages,” Gilbert explains.

“There’s your personal profile, which is about you. This isn’t your agency’s page — it’s your own unique, personal brand. It’s where you share your story, engage with others, and post your own wins. This is the foundation of your LinkedIn presence. Get that right first, because that’s how you connect authentically and start building credibility.”

“Then there are business pages, which are optional but powerful if you want analytics and broader marketing tools.” Suited for agency owners versus individual travel advisors, these are great for establishing your agency as a thought leader and share news of growth, resources, and building strategies and supporting marketing for the organization.

However, whether the latter applies to you or not, remember “Your personal profile is the hub that everything else connects back to,” she says.

What should I put on my LinkedIn profile?

Gilbert says, “You’ll want to start with your headline,” which is the line of copy that accompanies your name. “LinkedIn will auto-fill this with your job title, but it doesn’t have to stay that way. Be intentional — think about how you want to be seen and what keywords will help the right people find you. Instead of just ‘Travel Advisor,’ you might say ‘Destination Wedding Specialist | Luxury Travel Expert.’”

Next up is populating your About section. This is where you tell your professional story, where you can sum up your specialties, passions, and what sets you apart, she explains. “Be sure to write it in first person, and highlight the value you bring … don’t just copy your resume – that’s for a later section, the Experience section,” she says.

After that, it’s time to upload some photos.

“Visuals are critical. You have two spots to market yourself visually: your profile photo and your header image.

“Your profile photo should be a professional headshot. Not a logo, not a vacation selfie. A clear, friendly image builds trust instantly,” she says.

“Your header photo is your second chance. Don’t waste it on another photo of yourself.” Instead, she suggests using a destination image of a place you specialize in, “or, better yet, create a branded header graphic that includes your agency name and specialties,” which can be easier than you think with the right tools. Gilbert recommends Canva, as “they have hundreds of templates and is a free and powerful way to visually reinforce your expertise.”

Filling out your Experience block is the next step. While this may feel the most daunting, it doesn’t have to be, because you want your travel advisor profile page to be recent and relevant to your current goals and context.

For instance, she says, “If you have a day job outside of travel, you don’t have to include it unless you want your LinkedIn to serve both purposes. Otherwise, focus on your agency, specialties, and industry involvement.”

Then it’s time to list your Skills & Certifications, which adds another layer of credibility. Her advice? “Be intentional here! Instead of listing general skills like ‘customer service,’ highlight travel-specific ones: group travel, luxury, honeymoons, destination weddings. That’s what helps the right people find you. And,” she adds, “keep your certifications up to date. Outdated ones don’t help your credibility.”

What if I want to go beyond the LinkedIn profile basics?

Then it’s time to explore advanced features, which – thanks to platform algorithms – might actually feel even simpler than summing up your own individual professional history!

“The ‘Open To’ section lets you showcase that you provide services or are open to collaborations,” Gilbert says; it’s no longer reserved just for folks who are looking for specific employment. Rather, it’s about an active desire to begin conversations.

She continues, “The Add Profile Section button expands your profile with extra details — there are core, recommended, and additional categories you can add to.”

Finally, “Don’t underestimate Recommendations! Ask clients, colleagues, or suppliers to endorse you. These carry weight on LinkedIn — and you can also repurpose them elsewhere, like your website, Instagram, Facebook, or advisor directories.”

The Bottom Line

It only takes about 20 minutes to set up a solid LinkedIn profile page – make it a goal to get started this week, using the tips above. By following this step-by-step guide Gilbert outlines, you’ll be connecting with brands like ours and getting access to exclusive content, such as ALGV Unpacked on the ALG Vacations® LinkedIn page, and building credibility and visibility in no time.