5 Automated Email Sequences Every Travel Agent Should Have

Email marketing is your quiet MVP—it nurtures, informs, and books clients behind the scenes.

While social media gets all the glory with its visible likes and comments, email marketing is often working harder behind the scenes to actually convert followers into clients. In fact, email marketing delivers an average ROI of $42 for every $1 spent—making it one of the most powerful tools in your marketing arsenal.

The secret to email success? Automation. When you set up strategic automated sequences, you're essentially creating a 24/7 sales team that nurtures relationships and moves potential clients toward booking—even while you're sleeping, traveling, or serving other clients.

Set up these 5 sequences and watch your list turn into leads:

1. Welcome Sequence – Introduce your brand, freebie, and next steps

The welcome sequence is your digital first impression—and it can make or break your relationship with new subscribers. This is your opportunity to turn a casual email subscriber into someone who actively looks forward to hearing from you.

What it includes:

• Email 1: The Welcome & Delivery (Immediate)
  • Deliver your lead magnet or freebie with clear instructions
  • Share a brief, friendly introduction to you and your business
  • Set expectations for what they'll receive from you
  • Include a surprising tip or insight that demonstrates your value
• Email 2: The Origin Story (Day 2)
  • Share why you became a travel advisor
  • Highlight your unique approach and who you serve
  • Include a personal photo and story that builds connection
  • Ask a simple engagement question
• Email 3: The Problem Solver (Day 4)
  • Address a common challenge your ideal clients face
  • Provide a useful framework or approach to solve it
  • Position your services as the complete solution
  • Include social proof (short testimonial or result)
• Email 4: The Differentiation (Day 6)
  • Explain how your approach differs from DIY travel planning or other advisors
  • Highlight your specific process or framework
  • Address common objections preemptively
  • Share a brief case study or transformation story
• Email 5: The Invitation (Day 8)
  • Extend a clear invitation to work with you
  • Outline exactly what happens when someone books a call
  • Include scarcity elements if applicable (limited spots, booking timeline)
  • Make the next step crystal clear and easy

Pro tip: Personalize your welcome sequence with details gathered during the sign-up process. For example, if they downloaded a "Family Disney Vacation Guide," tailor your examples and stories to family travel.

2. Inquiry Follow-Up – Keep the convo going after someone asks for info

When someone inquires about your services, they're expressing interest—but that interest can quickly cool if not nurtured properly. An automated inquiry follow-up sequence ensures no potential client falls through the cracks.

What it includes:

• Email 1: The Acknowledgment (Immediate)
  • Confirm you've received their inquiry
  • Set expectations for next steps and timeline
  • Share a relevant quick tip based on their inquiry
  • Include your photo and signature to add personality
• Email 2: The Value Builder (Day 1 if no response)
  • Share a success story relevant to their inquiry type
  • Provide additional value related to their specific interest
  • Remind them of the next step (call, questionnaire, etc.)
  • Address a common concern people have at this stage
• Email 3: The FAQ Answerer (Day 3 if no response)
  • Address the most common questions people have before booking
  • Include a brief "what to expect" section about working with you
  • Offer alternative ways to connect (text, social media DM, etc.)
  • Restate your limited availability if applicable
• Email 4: The Final Invitation (Day 5 if no response)
  • Make a final, low-pressure invitation to connect
  • Share one last valuable insight or tip
  • Clearly state that you'll stop following up after this
  • Leave the door open for future connection

Pro tip: Use conditional logic in your email service provider to customize follow-up based on their actions. For example, if they click on all-inclusive information, adjust subsequent emails to focus more on all-inclusive options.

3. Pre-Booking Series – Share testimonials, FAQs, and the value of working with you

The pre-booking series bridges the gap between initial interest and making the decision to book with you. It's designed to overcome objections, build confidence, and create desire for your services.

What it includes:

• Email 1: The Process Clarifier (After consultation or initial contact)
  • Recap your conversation or their expressed interests
  • Outline your booking process in simple steps
  • Address timeframes and expectations
  • Include a simple next step
• Email 2: The Proof Provider (Day 2)
  • Share 2-3 relevant client testimonials or case studies
  • Include specific results or transformations you've created
  • Highlight awards, certifications, or expertise that builds credibility
  • Answer the unspoken "why should I trust you?" question
• Email 3: The Objection Handler (Day 4)
  • Proactively address common concerns ("Is it worth the fee?" "What if I could book this myself?")
  • Provide concrete examples of your problem-solving abilities
  • Share specific ways you add value beyond booking
  • Include a mini FAQ section for practical concerns
• Email 4: The Deadline Reminder (Day 6 or appropriate timing)
  • Create gentle urgency around booking deadlines
  • Remind them of limited availability if applicable
  • Restate the core benefits of working with you
  • Make the booking process explicitly clear and simple

Pro tip: Include specific details from your consultation or their inquiry throughout this sequence to make it feel personalized rather than automated.

4. Pre-Travel Countdown – Build excitement and reduce pre-trip questions

The pre-travel sequence serves multiple purposes: it builds anticipation, provides practical information, reduces last-minute questions, and lays the groundwork for referrals and reviews.

What it includes:

• Email 1: The Booking Confirmation (Immediately after booking)
  • Express gratitude and excitement
  • Confirm key details (dates, destination, etc.)
  • Set clear expectations for what happens next
  • Include any immediate action items for the client
• Email 2: The Planning Progress (At appropriate milestone)
  • Share updates on the planning process
  • Highlight special arrangements or unique elements
  • Ask for any outstanding information needed
  • Build excitement through destination-specific details
• Email 3: The 30-Day Countdown (30 days before travel)
  • Provide a pre-trip checklist
  • Share destination-specific tips (weather, packing, customs)
  • Address common pre-travel concerns
  • Remind them of any remaining deadlines or decisions
• Email 4: The Final Details (7-10 days before travel)
  • Send final itinerary and documents
  • Include emergency contact information
  • Share last-minute tips specific to their trip
  • Set expectations for any during-travel communication
• Email 5: The Bon Voyage (1-2 days before travel)
  • Express excitement for their upcoming adventure
  • Provide any last-minute reminders or notifications
  • Mention how and when you'll check in during their trip
  • Wish them amazing travels with a personal touch

Pro tip: Time these emails based on both their departure date and key booking deadlines to ensure they receive information right when they need it.

5. Re-Engagement Series – Reconnect with past clients or cold leads

The re-engagement series helps you recapture past clients or warm up cold leads who haven't interacted with you in a while. This sequence is particularly valuable for seasonal bookings and repeat business.

What it includes:

• Email 1: The Check-In (3-6 months after trip or last engagement)
  • Ask about their recent travels or life updates
  • Share what's new with your business or destinations
  • Include a valuable travel tip or insight
  • Keep it conversational and friendly
• Email 2: The Value Reminder (3-4 days after Email 1)
  • Share a relevant client success story
  • Highlight new services, destinations, or partnerships
  • Include any limited-time opportunities or exclusives
  • Reference their past engagement or interests
• Email 3: The Perfect Timing (3-4 days after Email 2)
  • Mention ideal booking windows for upcoming seasons
  • Share trending destinations aligned with their interests
  • Include a "did you know?" fact that highlights your expertise
  • Make a specific, tailored recommendation
• Email 4: The Direct Invitation (3-4 days after Email 3)
  • Extend a clear invitation to reconnect
  • Offer a specific reason to book now or soon
  • Include a simple, low-pressure next step
  • Express genuine interest in working with them again

Pro tip: Segment your re-engagement campaigns based on past travel type, destination interest, or time since last booking to make them feel more personalized.

Bonus: Make these sequences evergreen and set them to run automatically. Once they're set up, you'll consistently stay top of mind without lifting a finger.

From Setup to Success: Implementing Your Email Sequences

Setting up automated email sequences might seem daunting, but the long-term benefits far outweigh the initial time investment. Here's a simple approach to implementation:

1. Start with one sequence at a time – Begin with your welcome sequence, perfect it, then move on
2. Use templates as starting points – Customize them to match your brand voice and specific offerings
3. Keep sequences focused – Each email should have one primary purpose or message
4. Test before launching – Send test emails to yourself to check links, formatting, and flow
5. Review and optimize regularly – Check open rates and click-through data to improve performance

Inside the Travel Agent Marketing Studio, we give you the exact templates, swipe files, and automations you need to make email your secret weapon.

Ready to learn more?

With these five automated sequences in place, you'll create a comprehensive email system that supports your business goals, nurtures relationships, and turns subscribers into booked clients—all while freeing you to focus on delivering exceptional travel experiences.

Remember: Email marketing isn't about bombarding potential clients with promotions—it's about delivering the right message, to the right person, at exactly the right time. And automation makes that possible at scale.

If you're a podcast listener, be sure to check out the Passports, Profits and Pixie Dust podcast available wherever you listen for more FREE value!

Have you taken my free lead generation quiz yet?  Do that now!