Breakfast Sandwiches 🍳and Better Emails

Every Thursday morning, I’ve got a little ritual. Breakfast sandwich and latte, at a little cafe. Bring my journal, scribble out ideas for the next week. For an hour, it’s my favourite office.

And the breakfast sandwich?

It’s a thing of glory. Vegan sausage, egg, and a fresh-baked brioche bun, with a little grilled tomato and spinach.

But it’s not the sexiest sandwich in town. But I keep coming back. I’m a convert.

Make Your Email Like a Messy Breakfast Sandwich

Let’s get something out of the way: your Instagram grid is gorgeous. The sunsets? Glorious. The drone shots? Chef’s kiss. The perfectly posed traveler holding a hat while looking wistfully at the horizon? You nailed it.

But here’s the thing.

All those followers? They don’t matter if they don’t convert.

And by "convert," I don’t just mean book a trip (although that’s great). I mean engage with your brand beyond the scroll. Ask questions. Click your links. Sign up. Show up. Buy something.

If your follower count is climbing but your bookings are flat, your problem isn’t visibility.

It’s connection.

And the smartest travel brands have figured out where that connection really happens.

Spoiler alert: It’s not on TikTok.

The Harsh Truth: Social Media Is a Rented Couch

Think about it. Your content—every dreamy reel, every clever caption, every painstakingly curated carousel—is at the mercy of an algorithm that changes more often than your flight gate at LAX.

You’re not in control. You’re renting space on someone else’s platform. And if Zuckerberg wakes up tomorrow and decides your reach should drop by 80%? Poof. So long, engagement.

Now compare that to email:

• You own your list.

• You’re not competing with dancing teenagers or outrage bait.

• You’re talking to people who literally asked to hear from you.

Why are you putting all your energy into chasing followers when your best audience is sitting right there—quietly waiting in your inbox?

Email Is Not Dead. It’s Just Dressed in Sweatpants.

Let’s be real: email doesn’t look sexy. It’s not shiny. It doesn’t “go viral.” No one’s watching your open rates while sipping a margarita on a rooftop.

But do you know what email does better than any other platform?

It sells.

That’s why every savvy travel brand—big or boutique—is investing in email. Not just to push promos, but to:

• Tell stories

• Build relationships

• Nurture trust

• Stay top-of-mind

And let’s be clear: good emails aren’t boring updates about your “summer sale.” They’re conversations. Campfire chats. Little slices of your world that keep fans close—even when they’re not ready to book.

Followers Are Flaky. Email Subscribers Are Curious.

You know how easy it is to follow someone? Tap. Done. No commitment.

But joining an email list? That’s a choice. A micro yes. A moment of intent.

That person is saying:

“I want to hear from you—on purpose. In my inbox. Where I keep my credit card receipts.”

And when you nurture that trust with useful, funny, human emails?

That curiosity turns into bookings.

If You Only Talk on Social, You’re Just Background Noise

Travel is crowded. And every brand is shouting:

“We’re authentic!”

“We’re luxurious!”

“We’re eco-conscious and curated and deeply inspiring!”

Cool. So’s everyone else.

But email lets you cut through the noise. It’s where you get to be you.

Tell behind-the-scenes stories. Share awkward mistakes. Confess your airport snack obsessions. Introduce your team. Explain why you do what you do—not just what you offer.

The most magnetic brands don’t just look good.

They feel real.

What Better Emails Actually Look Like

Still not sure how emails could possibly replace social? Picture this:

• A weekly note that starts with a story about the time your driver had to chase down a monkey with someone’s passport.

• A tip-packed newsletter on how to choose the right suitcase (complete with personal disasters).

• A simple sequence that welcomes new subscribers, shares your origin story, and nudges them toward your most bookable package—without ever sounding salesy.

Doesn’t that feel more fun than cramming your story into a 90-second Reel?

You Don’t Need Fancy Funnels. You Just Need a Voice.

The truth is, most travel brands avoid email because they think it has to be technical, corporate, or salesy.

It doesn’t.

You don’t need a complex funnel. You need consistency.

You don’t need perfect copy. You need personality.

You already know how to delight travelers. You just need to bring that same energy into their inbox.

Start small. Write how you talk. Be useful, or entertaining—or ideally both.

And for the love of sandy toes and window seats, stop hiding behind generic “travel inspiration” subject lines.

So… Do You Actually Want More Bookings?

Then stop obsessing over going viral.

Stop chasing followers who’ll never click your link.

Stop spending hours on content you don’t even enjoy making.

Put your energy into the one platform that:

✅ You control

✅ Builds real trust

✅ Converts curiosity into cash

Better emails. That’s the move.