If you’ve ever wondered how to land press coverage for your travel business, you’re not alone. Most travel advisors recognize the credibility boost that comes from being featured in major publications, but few know where to start. In this episode of Tique Talks, we sat down with Mindy Poder, editor-in-chief of Travel Age West, to unpack how travel advisors can secure press coverage, build visibility, and develop lasting media relationships.

Visibility Starts With Value

Mindy makes it clear: media professionals are always looking for interesting stories. But your angle needs to be more than just “I exist.” Start by identifying the unique aspects of your business model, client approach, or niche expertise. Advisors who show up with something of value, whether it’s a new way to package services, a niche group trip, or an innovative process, immediately stand out.

Credibility isn’t just about your years in business or sales volume. It’s about how you’re shaping the conversation within your niche. Mindy shared that being searchable, having a professional online presence, and being proactive in outreach makes it easier for journalists to validate and feature you.

Relationships Over Random Pitches

The fastest way to kill a media opportunity is to approach it like a transaction. Mindy encourages advisors to think long-term: build relationships without leading with expectation. A simple introduction email that says who you are and what you’re building can go a long way. Often, those emails sit with an editor until the right story comes along and when it does, you’re top of mind.

Jennifer shared her own journey of reaching out to Mindy early on, not with a pitch, but with curiosity. That connection opened the door to multiple features and eventually a Trendsetter Award. It’s a clear example that media visibility often starts with authentic relationship-building.

Make It Easy To Say Yes

Want to get discovered? Make your story easy to understand and compelling to tell. Mindy recommends:

• Be searchable with a clear, updated website.
• Show up professionally online.
• If you’re pitching, offer a unique angle relevant to the outlet’s audience.

Travel Age West, for instance, is always looking for stories about innovation, client experience, and the advisor journey. If you’ve pivoted your business, tried a new booking model, or launched a travel-adjacent service, those are golden opportunities.

One example Mindy shared was an advisor who launched a Taylor Swift-themed cruise. It started as a small idea, but its originality grabbed attention across major outlets. What made it media-worthy? It was timely, niche, and emotionally resonant, which are all elements editors look for.

What Not To Do

Media relationships require trust. Don’t recycle the same quotes across multiple outlets or ghost a journalist after committing to contribute. Mindy shared a cautionary tale where an advisor provided the same quote to two competing publications word for word. It undermines credibility and can damage long-term relationships.

Instead, tailor your commentary. Offer fresh perspectives for each publication, and be transparent about where else you’ve been featured. Media editors talk. The B2B travel media space is smaller than you think.

Press Builds Credibility—If You Use It

So you’ve landed a feature. Now what? Too many advisors let press coverage come and go without maximizing its impact. Link to your feature from your website, repurpose quotes on social media, and add media logos to your homepage. When potential clients search for you, these touchpoints build trust.

As Mindy puts it, “Credibility matters. And it’s not just about sales. It’s about showing up, innovating, and contributing to the larger travel advisor community.”

Press coverage is not just a badge of honor, it’s an asset. Use it in your client communication strategy to show prospects you’re a thought leader, not just another booking option.

How To Get Started

Make it a point to reach out to two media outlets each month. Start with a simple intro: who you are, what makes your business different, and how you’re serving clients in a way others might learn from. If you’ve launched a new initiative or navigated a challenge with creative thinking, that’s your pitch.

Also, consider leaning on your host agency or consortia. Many have PR teams that pitch stories on behalf of their advisors. But those teams can only pitch what they know, so keep them in the loop.

A Final Note

“You don’t have to be a fancy agency owner to be featured. You just have to be doing something meaningful and be willing to share it.”

This episode is your invitation to start showing up and to stop underestimating the power of press.

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