Cabbage Jokes, my 95-year-old Aunt and Your Email
My Auntie Maureen is 95 years old.
Still living in her little bungalow, with a thriving garden. No internet, no TV.
But somehow we end up turning our weekly phone calls into a stand-up routine. We crack jokes (mostly about cabbage soup), tell family stories, and my aunt laughs (even more now).
And I call her weekly, and crack jokes about cabbage soup.
Because inexplicably, it’s our stand-up routine just for each other.
There’s something about the innocuous cabbage that is now our code word.
Uncover common gaps in travel brand email strategies—and what the smartest marketers do to stay top-of-inbox and top-of-mind.
Let’s start with a hard truth: If your travel brand’s email list is sitting there like an unused suitcase in the attic—technically available, but utterly neglected—then you’re missing out on the best marketing asset you actually own.
While you’re out there posting a dreamy Reel that vanishes after 48 hours, the smartest travel brands are doing something way less glamorous—but way more powerful:
They’re building relationships. With email. On purpose.
And they’re doing it really well.
If you’ve ever wondered why certain travel brands seem to have raving fans, repeat clients, and fully booked seasons while you’re stuck trying to get anyone—anyone—to click “Book Now”… keep reading. Because I’m about to break down what those brands are doing behind the scenes (that you probably aren’t).
Okay, here’s Auntie Maureen’s 7 Guidelines for Better Email (remember, she hasn’t sent an email ….ever????) so PAY ATTENTION.
1. Focus on Your 100 Year Game.
They Treat Their Email List Like a VIP Lounge—Not a Megaphone
Let’s get one thing straight: email is not just a place to dump your latest promo.
It’s your VIP room. Your backstage pass. Your secret club.
Great travel brands don’t just send emails when they’ve got something to sell. They show up regularly, with personality, value, and a sense of actual human connection. Their emails feel like a trusted travel buddy popping into your inbox, not a corporate robot screaming “LIMITED TIME ONLY.”
They know that real fans—the kind who tell their friends and book year after year—aren’t built in a flash sale. They’re built over time, through emails that entertain, inspire, and remind people why they love to travel in the first place.
2. Cabbage Soup Jokes FTW.
(Not Just Offer Discounts)
You don’t need another “Save 20% if you book before Sunday!” email.
And guess what? Neither does your audience.
Great brands know that people buy with their emotions, not their calculators. So they use their emails to tell irresistible stories:
The guest who found love at a surf retreat in Bali
The time a guide had to bribe a goat to get down a mountain
What the chef in Oaxaca taught them about happiness (and mole)
They don’t sell features. They sell feelings. Wanderlust. Connection. A good belly laugh. A reason to escape.
If your emails read like a hotel brochure, you’re not telling stories—you’re listing specs.
3. Be a Nosy Relative (But Not Too Nosy). ****
(Like, Creepy-Good Personal)
No, not creepy in a “we know your location” way.
Creepy in the “how did they know I needed this email today?” way.
Smart travel brands segment their lists. That means they send different messages to adventure junkies vs. wellness seekers. To honeymooners vs. solo backpackers. To past clients vs. new leads.
They tailor their content. Use names. Reference past trips. Ask questions. Build a dialogue, not a monologue.
You wouldn’t tell the same story to your grandma and your college roommate, right? So why blast the same email to everyone on your list?
4. Call ☎️…Even When You Think There’s Nothing To Say
A common travel brand mistake? Going totally silent between campaigns or seasons.
Then, boom—out of nowhere: “Hey, book this thing now!”
That’s like ghosting someone for months, then texting, “Wanna get married?”
Great travel brands don’t ghost their people. They stay in touch between the big asks—with behind-the-scenes glimpses, destination inspiration, packing tips, and even just checking in to say: “We miss you.”
This trust-building pays off huge when they do have something to sell. Because their audience already feels connected, curious, and ready.
5. Show Up Like a Favourite Auntie.
You can spot a bad email from the opening line:
“Greetings valued customer. We hope this finds you well…”
Yikes.
Meanwhile, your favorite travel brand starts their email like this:
“Okay, so I may have accidentally ordered goat soup at a street stall in Hanoi—and lived to tell the tale.”
Real voice. Real charm. Real connection.
The best emails sound like they were written by a person with a passport, not a PowerPoint. They’re funny. Casual. A little vulnerable. They make people feel something.
Your readers don’t want “professional.” They want personality. Especially in an industry driven by dreams.
6. Get To The Point.
My aunt’s lived through more history than most of us can even imagine. So, she doesn’t have time for beating around the bush.
If she needs help with something, she tells people. (Usually her four grown-up sons, who all live nearby and are very handy at repairing things.)
Shovel the walk, please. Dig up those buttercups. Take out this garbage bag.
“Learn more.”
“Click here.”
“See details.”
These CTAs are the beige wallpaper of travel emails.
Great travel brands don’t settle for neutral. They write click-worthy calls to action that match their brand’s energy:
“Yes, I need this trip in my life”
“Show me the seaside wine tasting itinerary”
“Book it before I chicken out”
A strong CTA isn’t an afterthought. It’s the bridge from inbox to booking. Don’t whisper it. Write it like you believe in it.
7. Keep Dialling.
You know who sends consistent emails?
The brands that aren’t desperate for bookings.
Why? Because they’ve built a reliable, warm, curious list of humans who trust them.
It doesn’t happen overnight. It takes showing up—even during slow seasons. Even when you don’t have “big news.” Even when Instagram feels more fun.
They make email part of their rhythm, not just a rescue boat when business is slow.
So… Are You Ready to Do What Auntie Maureen Would Do?
Your email list isn’t just a marketing tool. It’s a relationship engine. It’s where dreamers turn into bookers. Where fans become friends. Where your brand becomes unforgettable.
So if your list is collecting dust, or your emails sound like they were written by a retired travel agent with a fax machine… it’s time to level up.
You don’t need to be perfect. You just need to be present—with personality, purpose, and a story worth clicking.