Glossary
Travel advisor marketing glossary
Every term below is defined the way it actually matters to an independent travel advisor selling luxury and experiential travel — no agency jargon, no acronym theatre. If a term connects to a deeper answer, the link takes you to the full article.
Search & AI visibility
- SEO (Search Engine Optimization)
- The practice of structuring a page so search engines can understand what it is about and show it to people searching for that topic. For a travel advisor, useful SEO means one clear page per destination or per client question, not keyword stuffing.SEO for travel advisors
- AEO (Answer Engine Optimization)
- Writing pages so an answer engine — ChatGPT, Perplexity, Google AI Overviews — can lift a clear, correct answer out of them and cite you. AEO rewards specific claims, a short summary near the top, question-shaped headings, and FAQ markup.SEO for travel advisors
- GEO (Generative Engine Optimization)
- The broader discipline of getting recommended inside AI-generated answers rather than in a list of links. It favours comparison pages, honest pricing pages, definitions, and firsthand expertise that a model can safely repeat.
- Quick answer
- A 40-to-60-word summary placed near the top of a page that answers the page's question outright. It is the block most likely to be quoted verbatim by an AI assistant or pulled into a featured snippet.
- Structured data (schema markup)
- Machine-readable JSON added to a page that labels what the page contains — an article, a product, an FAQ, a set of defined terms. Search and answer engines use it to trust and reuse the content.
- Landing page
- A single page built around one destination, trip, or offer, with one action for the reader to take. For advisors it replaces the sprawling agency website: fast to publish, easy to share in a DM, and indexable on its own.Do advisors need a website?
- Lead magnet
- Something genuinely useful you give away — a branded destination guide, a packing plan, a best-months calendar — in exchange for a reply or an email address. It converts a curious follower into a named contact.
Content & social
- Hook
- The first line of a caption or the first three seconds of a reel. Its only job is to stop the scroll by naming a specific tension or promise, not to summarize the post.Captions that book trips
- Carousel
- A multi-slide social post readers swipe through. Carousels suit teaching and comparison — itinerary breakdowns, cost ranges, best-months guides — because each slide can carry one idea.Reels vs carousels
- Reel
- Short-form vertical video used for reach. For advisors, the reels that convert are usually talking-head answers to real client questions, not travel montages set to trending audio.Reel scripts that work
- Content pillar
- One of the few recurring themes your feed returns to — a destination you own, a traveler type you serve, a point of view you argue. Pillars turn scattered posting into a recognizable body of work.What to post every week
- Repurposing
- Taking one piece of source material — a trip you just sold, a supplier page, a client question — and reshaping it into several posts across formats and platforms rather than writing each one from scratch.One trip, a month of content
- Brand voice
- The consistent tone, vocabulary, and sign-off that make your content recognizably yours. Documenting it is what lets AI drafts sound like you instead of like everyone else's AI.Sounding like a luxury advisor
- Content calendar
- A dated plan for what gets published where, so posting stops depending on inspiration. A workable advisor calendar is usually a five-post week on a monthly destination rotation.
- Smart Spread
- Unrivaled's scheduling behaviour that takes a freshly generated content suite and automatically spaces the pieces across roughly fourteen days, so a single generation session becomes two weeks of posting.
Audience & CRM
- Travel Circle
- An audience bucket inside the Unrivaled CRM — for example Warm Leads, Past Clients, VIP, or Hawaii Women's Trip — used to send the right message to a defined group instead of blasting your whole list.
- Warm lead
- Someone who has shown intent recently: replied to a story, asked a price, saved a post, or attended a call. Warm leads convert on a personal message, not on another public post.Following up with a ghosted lead
- Warmth score
- A simple read on how recently and how meaningfully a contact engaged with you. Unrivaled uses it as one input when ranking who to invite to a trip first.
- Client intake form
- A short public form you send a prospective client so their travel preferences, budget tier, and dates land directly in your CRM. Phone and email stay optional so the form does not scare people off.Client intake form questions
- Ideal client avatar
- A written description of the specific traveler you want more of — their life stage, budget reality, and what they are actually buying. It is the filter that makes every other marketing decision faster.Defining your ideal client
- DM script
- A reusable opening message with the personal details left blank, used to start real conversations at volume without sounding automated. Scripts save the structure; you still supply the specifics.DM scripts that book consults
Group trips & offers
- Group trip
- A departure you host or co-host with a fixed date and a limited number of spots. Group trips are the fastest way to turn an audience into revenue because they give followers a specific thing to say yes to.How to fill a group trip
- Curated trip
- A supplier, cruise, or tour departure you have saved into Unrivaled as sellable inventory, so content, landing pages, and invitations can be generated against its real details.Turn a supplier page into content
- Group Trip Matchmaker
- Unrivaled's scoring tool that ranks every CRM contact 0-100 for a specific trip using budget tier, region interest, traveler type, past trips, and circles, with plain-English reasoning for each match.Matching clients to trips
- Rooming list
- The document a supplier needs before a group departure: who is travelling, who shares a room with whom, and who is booked as a solo. Collecting it early is what prevents a scramble at the deadline.Rooming lists and roommates
- Trip roster
- Your working list of confirmed travelers for one departure, including room details, roommates, and whether each person has submitted their trip intake form.
- Wave invitations
- Inviting a trip in small ordered groups — best-fit contacts first, wider circles later — so early spots go to likely buyers and your list never receives a mass announcement.Matching clients to trips