Case study · Walks in Europe
The people behind the tours are the brand
Walks in Europe runs small-group and private tours across five countries, with six hundred hand-picked guides. The people were the best thing the company had, so we put them at the center of its channels, starting with the founder’s own profile.
The clientA travel house that operates Europe
Walks in Europe does not only sell tours. It operates them: it chooses and backs its guides and runs the ground itself in Italy, France, Greece, Spain and Turkey. Beyond travellers, a key audience is the travel advisor, who needs a partner that will not lose the client halfway through a trip.
The starting pointFrom tour company to travel house
Walks in Europe had decided to be a travel house, not a tour company. The channels were the next step: a new voice, new visuals and a new category.
- The real problem underneath
- Growth had come through the big travel platforms. That works until you want a direct channel, and a direct channel needs a brand people look for by name.
The positionNobody was showing how the ground is run
Almost every competitor talks to the traveller and shows the destination. Travel advisors, who decide where a client books, are left without a partner that shows how the ground is actually run. That became the position.
Based on the SoulClip market study for Walks in Europe, April 2026.
↑ Shows how it is run · Speaks to advisors →
Specialist operators
Expert guides, but the message is aimed at the traveller
Walks in Europe
Operations as the story, for advisors and travellers
Booking marketplaces
Inventory and reviews, built for the booking moment
Advisor networks
They reach advisors, but show little of the ground itself
The systemFive channels, five jobs
Instagram: the showcase
Where the guides and the team show who is behind the tour.
The founder’s LinkedIn: the authority
Arzu’s own experience, written for travel advisors and corporate planners.
The LinkedIn page: the proof
Posts and documents that help an advisor decide: which client a tour fits, how it slots into an itinerary.
TikTok: discovery
Short answers for travellers who are still planning.
Facebook: the bridge
The carousels, mirrored for a more mature audience.
- Every month
- 8 short videos, 8 carousels or static posts, one report and one strategy call
The founder’s profileA founder’s voice, written for advisors
Arzu Tutuk started Walks in Europe as a day guide in Istanbul. Advisors ask her the question that decides a booking: how do I know you are not just a broker? Her profile answers it. We run it end to end: we choose the story, write it in her voice from the material she sends us, publish it and read what advisors react to.
Her five best posts
0115 Jul · “We don’t do hotels. We don’t do flights.”97026 Aug · “My first business plan was a single sentence.”510310 Jul · Why we stopped selling the Sagrada Família (video)440419 Aug · Is the David worth a guide?400529 May · One EU company instead of five38
Interactions are reactions, comments and shares. Source: Metricool, 29 May to 26 October 2026 (27 posts), against the previous twelve months (57 posts, 577 interactions).
The pattern is consistent: what moves advisors is a real moment, a decision or a judgment call that only the operator could make.
InstagramPeople start the conversation
Compare July to September with January to March, before we started, and Instagram moved on every line that matters to this business, on about the same number of posts (45 and 41).
Source: Metricool, Instagram, organic. January to March and July to September 2026.
The conversation came from people. Comments went from 10 in August to 37 in September, and 31 of the 35 comments on reels came from the three reels with a person in them, not from the destination reels that got the most views.
Comments on each reel, September 2026
Source: Metricool, September 2026, organic.
A place opens the door and a person keeps it open: the Palma reel reached 705 people, the most of the month, and earned no comments.
They are comfortably handling all our social media. I’m very happy with the work that they are doing. They are also very serious with their work, very disciplined and very easy.
Arzu Tutuk, Founder, Walks in Europe
LinkedIn pageAdvisors click what helps them decide
The page’s job is to prove the operation to travel advisors. It posted much less than before and earned far more clicks, because the posts were written to help an advisor decide: which client a tour fits, how it slots into an itinerary.
Source: Metricool, LinkedIn page, January to March and July to September 2026. The page’s videos of people earned reactions, but few clicks.
The journeyHow it unfolded
- Apr 2026Market study and strategy
- 29 MayFirst post on the founder’s profile
- JulThe profile finds its angle: what the operator does, and what it chooses not to do
- AugGuides on camera: the top reel of the month, 3,297 views
- SepThe people series: the team, Silvia and Charlene
- 20 OctFirst Meta campaign goes live
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