SheScalesSheScales
Portfolio
Travel & Experiences Division

She saves it. She sends it to the group chat. Then she books it. Be the trip she picks.

Positioning, premium UGC and CRM for hotels, tours, apps and destinations that want the booking, not just the save.

Women make 55%+ of travel bookings worldwide. Most travel brands still market to a generic 'traveller' — or to a man on a mountain. Meanwhile she plans the trip, books it, and tells everyone about it.

We reposition the brand, produce the content she trusts and build the email that turns a saved post into a confirmed booking. Beautiful destinations don't sell themselves.

Book a strategy callSee the work

Netherlands based · Global clients · 14 years e-commerce & marketing

The Market Opportunity

The fastest-growing segment in travel. Also the most ignored.

Great destination. Good reviews. Happy guests. And conversion that still underperforms. It isn't the experience — it's that nothing in your marketing speaks to the person choosing the trip.

55%+
Of Bookings

Share of global travel bookings now made by millennial and Gen Z women.

70%
Household Trips

Of household travel decisions are made or led by women.

85%
Pinterest Is Female

And travel is its number one searched category — most brands don't optimise for it.

How she travels

  • · Solo travel, adventure experiences and wellness retreats.
  • · Group trips with friends, couple travel and honeymoons.
  • · Family holidays, cultural and educational experiences.
  • · Luxury stays as well as budget and backpacking travel.
  • · Activities and add-ons — she books 2–3× more per trip than the average traveller.

Why the gap exists

  1. 1. Male-default adventure narrative — conquest and extremes, instead of connection, experience, safety and aesthetics.
  2. 2. Generic 'traveller' positioning — brands that speak to everyone speak to no one.
  3. 3. No female social proof — few travel brands feature real women travellers and their perspectives.
  4. 4. Missing the research phase — she plans on Pinterest, Instagram and TikTok — where most travel brands are invisible.
  5. 5. Weak email strategy — no segmentation by wellness, culture, group travel, safety or budget interest.
  6. 6. Clunky booking experience — mobile-first research meeting a desktop-era booking flow.

What changes when you position for her

· Experiences positioned for women convert 2–3× better.

· Female travellers drive 3–4× more referrals than the average traveller.

· Content built on her values (authenticity, aesthetics, safety, sustainability) is shared 3–5× more.

· Organic reach and word-of-mouth cut acquisition cost by 40–55%.

Real numbers that matter
  • · 70%+ of travel planning now starts on social instead of travel websites.
  • · Travel content from female creators earns 4–6× more engagement than brand content.
  • · Email segmented on women's travel interests sees 3.2× higher open rates.
  • · 62% of millennial women say peer-reviewed content beats brand marketing when booking.

That gap is the whole job. We reposition the brand, make the content she trusts, and turn inspiration into direct bookings and repeat stays.

Services

Five services. One growth engine.

Take one, take all five. Every one of them exists to move her from saved post to confirmed booking.

01 · Premium UGC

Travel UGC that makes destinations and experiences irresistible.

Short- and long-form video that shows your destination through the lens of how women actually travel: aesthetics, authenticity, connection and the emotion of the trip — not generic sightseeing.

What's included
  • 15–60s short-form UGC (destination highlights, experience reviews, activity walkthroughs)
  • Long-form 60–180s for deeper storytelling and detailed showcases
  • Platform-native for TikTok, Reels, Shorts, Pinterest, Instagram
  • Professional editing — 8+ years experience
  • Trend-driven hooks and formats
  • 1-year social + website usage rights
Results focus: Awareness, engagement, clicks to booking and inquiry conversion.
Pricing
  • Short-form (15–30s): €650–€950 per video
  • 60s experience review: €850–€1,200
  • Long-form (2–3 min): €1,500–€2,200
  • Activity or destination walkthrough: €900–€1,400
  • Honest traveller review: €750–€1,100
02 · Social Management

Social management where women discover travel.

We run your presence across Instagram, Pinterest, TikTok and YouTube Shorts — the platforms where millennial and Gen Z women research, plan and book.

What's included
  • Content calendar and strategy, planned 30–60 days out
  • Daily posting and engagement management
  • UGC integration (brand + traveller-generated)
  • Community management on comments, DMs and travel questions
  • Pinterest strategy and SEO — critical for travel
  • Trend monitoring and real-time content opportunities
  • Performance reporting and optimisation
Results focus: Followers, engagement, website traffic, booking clicks and inquiries.
Pricing
  • Monthly management (2–3 posts/week + Pinterest): €1,800–€3,000/mo
  • Premium management (5–7 posts/week + Pinterest + UGC): €3,500–€5,500/mo
  • Add-on 2–4 UGC videos/month: €2,000–€3,500/mo
03 · Email & CRM

Segmented email built on female booking behaviour.

Most travel brands have a list but no strategy. We build and run segmented campaigns around her travel interests and booking patterns to drive repeat bookings, upsells and referrals.

What's included
  • Segmentation by travel type, interest, past booking and season
  • Campaign creation and copywriting
  • CRM setup and integration (Klaviyo, HubSpot, Brevo, Mailchimp or yours)
  • Automated flows: welcome, post-booking, post-trip, referral, win-back
  • A/B testing and optimisation
  • Monthly reporting on opens, clicks and booking conversion
Results focus: List growth, repeat bookings, lifetime value and referrals.
Pricing
  • Email strategy + setup: €2,500–€4,000
  • Monthly management (3–5 campaigns): €1,800–€2,800/mo
  • Full CRM setup + ongoing management: €2,800–€4,500/mo
04 · Copy & Messaging

Website, social and brand copy for female travellers.

Your site, emails and captions should speak to her travel values, concerns and dreams. Most travel brands don't. We rewrite the messaging that turns browsers into bookers.

What's included
  • Copy audit and rewrite (home, destination pages, experience descriptions, booking pages)
  • Social caption and copy strategy
  • Email copy templates and campaign copywriting
  • Brand messaging and positioning refinement
  • FAQ and informational content
  • Booking page and CTA optimisation
  • Trust copy: safety, sustainability, community, authenticity
Results focus: Higher engagement, higher booking conversion, more direct bookings.
Pricing
  • Website copy rewrite (5–8 pages): €4,000–€7,000
  • Social copy templates (30–60 days): €2,500–€3,500
  • Email copy strategy + templates: €3,000–€4,500
  • Full brand messaging workshop: €3,500–€6,000
05 · Growth Retainer

Full-service retainers for sustained booking growth.

The complete growth partner package: UGC, social, email, copy and strategy working together to make your travel brand essential to millennial and Gen Z women.

What's included
  • 4–8 UGC videos per month, platform optimised
  • Social management (5–7 posts/week across TikTok, Instagram, Pinterest)
  • 3–5 segmented email campaigns per month
  • Copywriting support across social, email and website
  • Pinterest SEO and long-term strategy
  • Monthly strategy review and reporting on bookings and revenue
Results focus: Sustained growth in awareness, traffic, booking conversion, repeat bookings and lifetime value.
Pricing
  • Growth Retainer (4 videos + social + email): €5,500–€8,500/mo
  • Premium Retainer (8 videos + full social + email + copy): €10,000–€16,000/mo
  • 3-month minimum on both retainers
Portfolio

Receipts.

Selected campaigns for hotels, tour operators, travel apps and experience brands — with the traffic, bookings and revenue attached.

Case 01

Luxury resort — Instagram & Pinterest destination series

8-video aesthetic series showing the resort through a female traveller lens: wellness, design, community and authentic experience rather than generic resort marketing.

Results: 312k Instagram views (81% female). 2.1M Pinterest impressions. 4,200+ clicks. 340 direct bookings at €3,800 average.
Case 02

Solo travel tour operator — empowerment and safety series

6-part series positioning solo female travel around safety, community, empowerment and authentic local experience, with honest traveller reviews.

Results: 187k views (76% female). 2,800+ clicks. 124 tour bookings at €2,100 average. Referral rate 41%.
Case 03

Travel app — user-generated content campaign

12-video UGC series from real female travellers using the app: booking stories, trip highlights and how planning got simpler.

Results: 445k views (79% female). 5,200+ app downloads from social. 3,200 in-app bookings. Retention up 38%.
Case 04

Wellness retreat — email + social campaign

Integrated campaign of 5 social videos and 4 email sequences for women exploring wellness retreats. Transformation, community and self-care.

Results: 156k views (84% female). Open rate 42% (from 18%). 67 retreat bookings at €1,850 average. Referral rate 48%.
Case 05

Group travel platform — friend dynamics content

7-video series on group trips and friend dynamics: friendship, memories, affordability and effortless planning.

Results: 278k views (77% female). 3,600+ sign-ups. 1,200 group bookings at €4,200 average. 52% user-generated referrals.
Case 06

Budget travel brand — honest reviews and affordable tips

8-part series of honest destination and accommodation reviews, showing how to travel well on a real budget.

Results: 201k views (72% female, Gen Z dominant). 189 bookings via affiliate links. 340 email sign-ups. Share rate 28%.
Case 07

Hotel chain — experiences marketing + email nurture

6-video experience highlight series plus a 5-email campaign to previous guests, focused on activities, local culture and a reason to return.

Results: 234k views (75% female). 89 repeat bookings (+156% repeat rate) at €2,600 average. Email open rate 38%.
Case 08

Destination marketing organisation — multi-channel campaign

10-video series with Pinterest optimisation and an email campaign positioning the destination for millennial women: culture, safety, aesthetics and authenticity.

Results: 567k impressions. 6,800+ clicks to partner hotels and tours. 420+ partner bookings. Destination awareness +156% in the target group.

Case figures are anonymised and indicative of typical campaign performance; client names are withheld under NDA.

Aggregate Results

Results across travel brands and female travellers.

  • · 8+ travel brands and destinations grown through UGC, social, email and copywriting.
  • · Average 2.8–3.8× increase in website traffic from social campaigns.
  • · Consistent 75–85% female audience composition across campaigns.
  • · Average 150+ booking inquiries or direct bookings per campaign.
  • · Acquisition cost reduced by 40–55% through organic and email channels.
  • · Repeat booking rates up 25–50%; average booking value up 15–30%.
  • · Email open rates 2–3× travel industry average.
  • · 14 years in e-commerce, digital marketing and brand strategy.
About

Built by someone who is also the target audience.

SheScales is founder-led. Behind the agency is a strategist with 14 years in e-commerce, digital marketing and brand strategy — and 60+ countries of personal travel — who kept watching travel brands miss their biggest opportunity: millennial and Gen Z women.

The background behind the work

  • · MA in Luxury Brand Management (positioning, customer psychology, storytelling)
  • · 14 years in e-commerce, digital marketing and tech
  • · Founder of multiple apps and digital products
  • · 8+ years professional video editing and content creation
  • · 15+ accounts grown to thousands of followers with high engagement
  • · Extensive personal travel: 60+ countries, solo, group and wellness travel
  • · Dutch and English native (AI voice for other languages)

Why we created the travel division

Travel is one of the largest consumer spending categories in the world, yet most travel brands still market generically or through a male adventure lens. We saw the same mistake we knew from tech and home: great experiences that aren't positioned for the actual customer.

The opportunity is enormous. Destination inspiration is infinitely shareable, travel email is badly underused, and her decisions are driven by aesthetics, authenticity, safety, connection and values — exactly what travel marketing tends to ignore.

If you run a hotel, tour operator, travel app or destination brand, you need a partner who understands female traveller psychology and can create content and copy that actually converts bookings.

What makes us different

We're not a travel videographer with a social calendar. We're strategists: we know how women research and decide on travel, what converts and what doesn't, how to build email and CRM that increases repeat bookings, how to position an experience as essential and desirable, and how to leverage Pinterest — the number one travel research platform for women. We don't just make pretty destination videos; we make videos that make her feel seen, safe and ready to book.

Book a Call

Let's make you the trip she books.

Thirty minutes. We review your positioning and channels, name the fastest wins with female travellers, and map a 90-day growth plan — whether or not you hire us.

Book a strategy callgrow@shescales.nl

EU, US and Asia-Pacific timezones · Hotels, tours, travel apps, experiences and destinations