CTA Social Media & Referral Marketing 2 — Questions and Answers
Question 1: A travel agent wants to increase Instagram engagement. Which type of content typically generates the highest interaction rates for travel brands?
- Text-only travel tips
- User-generated photos and client travel stories (Correct answer)
- Price list graphics
- Links to external booking sites
Correct answer: User-generated photos and client travel stories
User-generated content (UGC) like client photos and stories builds trust and drives significantly higher engagement than promotional or text-only posts.
Question 2: Which metric best measures the effectiveness of a referral program for a travel agency?
- Total social media followers
- Referral conversion rate (leads that become bookings) (Correct answer)
- Number of referral emails sent
- Website page views from referral links
Correct answer: Referral conversion rate (leads that become bookings)
Referral conversion rate—the percentage of referred leads who actually book—directly measures how well the program generates revenue.
Question 3: A CTA professional is setting up a Facebook Business Page. Which section is most important to complete for local travel clients searching online?
- Photo albums
- About section with contact info and services (Correct answer)
- Events tab
- Friend suggestions
Correct answer: About section with contact info and services
A complete About section with accurate contact information, hours, and services improves local search visibility and helps potential clients reach the agency.
Question 4: What is the primary purpose of using hashtags in travel social media posts?
- To replace captions entirely
- To increase post discoverability beyond existing followers (Correct answer)
- To tag specific clients
- To schedule posts automatically
Correct answer: To increase post discoverability beyond existing followers
Hashtags categorize content and make posts searchable, allowing users who don't yet follow the account to discover travel content.
Question 5: A travel agent offers clients a $50 future travel credit for each successful referral. This is an example of:
- A loyalty tier program
- A double-sided incentive
- A transactional referral reward (Correct answer)
- A social proof campaign
Correct answer: A transactional referral reward
A transactional referral reward provides a specific monetary or credit benefit to the referring client in exchange for bringing in a new booking.
Question 6: When managing negative comments on a travel agency's social media page, the best practice is to:
- Delete all negative comments immediately
- Respond publicly with empathy and offer to resolve the issue privately (Correct answer)
- Ignore comments to avoid drawing attention
- Ask other followers to defend the agency
Correct answer: Respond publicly with empathy and offer to resolve the issue privately
Publicly acknowledging a complaint with empathy and moving resolution to a private channel demonstrates professionalism and reassures other potential clients.
Question 7: Which social media platform is most effective for reaching corporate travel clients and building B2B referral relationships?
- TikTok
- LinkedIn (Correct answer)
- Snapchat
Correct answer: LinkedIn
LinkedIn's professional network makes it the top platform for connecting with corporate travel managers, HR professionals, and business referral partners.
CTA Social Media & Referral Marketing 2
A travel agent wants to increase Instagram engagement.
Which type of content typically generates the highest interaction rates for travel brands?