Discord isn’t just for gamers arguing about who missed the headshot or discussing their latest Minecraft build. It’s quickly become the cool younger sibling of online communities—perfect for travellers who have ditched Facebook, avoid Instagram comment drama, and think Reddit is “too mainstream.”
As Web 3 marketing strategy expert Trent Kenelly (see video below) put it, Discord is “The biggest decentralized kid on the block.” Brands creating and leveraging discord servers are finding new ways to engage directly with their customers and build communities around their shared interests.
But wait, what is Discord anyway?
Imagine a Discord server as a modern, digital clubhouse—it’s a private chatroom where members hang out, chat instantly, share memes, photos, and even join voice or video calls. It’s sort of like Slack without your boss.
Each “server” has multiple “channels,” which are basically themed chat rooms for different topics (think: “General Chat,” “Food Recommendations,” “Funny Travel Stories”). You can easily switch between exchanging messages, sending voice clips, or jumping into live calls, making it a dynamic platform for conversations and community-building.
These are typically closed communities and tighter knit than what you can expect on other social media platforms – as all content is curated by the community, for the community.
Discord screen in Iphone 14. Discord mobile application from Microsoft Corporation on a smartphone. Set social network mockup template on gradient background. Discord button. Editorial
Who hangs out on Discord (besides gamers)?
Gen Z and younger Millennials – They prefer their chat instant, their memes fresh, and their online spaces free of ads and rants from their parents and older relatives.
Niche enthusiasts – Discord servers thrive on niche communities: foodies, hikers, photographers, and even “Weirdly Specific Historic Tours” enthusiasts. No topic is too niche for a Discord server. In fact, the more niche the better.
Digital nomads & remote workers – Think of Discord as their digital watercooler, a place to talk, travel, share Wi-Fi hacks, or discuss “authentic” local eateries. Because Discord is a decentralised platform, it lends itself to international and location independent users.
Discord terminology for newbies:
- Server: Think of it as your own online club or community hub.
- Channel: Individual chat rooms within your server for discussing specific topics.
- Voice Channel: Live audio chats, perfect for virtual meetups or casual conversations.
- DM (Direct Message): Private messages between members.
- Roles: Permissions you can give members to manage access and moderation.
Why bother with Discord?
User fatigue with other platforms is fueling the search for more community-focused, decentralised alternatives like Discord. From a marketing perspective, Discord gives you unique, direct access to superfans and enthusiasts across a range of interests.
Instant engagement – Discord is chat-based, meaning quick questions, quicker answers, and lively conversations.
Real-time feedback – Want opinions on your new tour itinerary? Discord users aren’t shy about telling you exactly what they think (brace yourself).
Community-building – It’s a space to create your own branded community without algorithm-driven content or Facebook-style drama.
Highly-qualified users – The nature of the platform means that Discord users are some of the most committed and enthusiastic customers and prospects. This is a great place to find qualified leads who want what you have to offer (just don’t be salesy about it–see below)
Discord servers to consider (or create!):
Destination-specific servers (“Travel Japan,” “Explore Scotland”) – Join these communities to give local tips, help with travel advice, or gently promote your tours. Remember, helpfulness and value rise to the top; salesy-ness gets you muted.
Interest-focused servers (“Hiking adventures,” “Street food lovers”) – Ideal for tour operators who specialise in niche experiences. This goes to our point about highly qualified users. These are places to connect with true enthusiasts.
Digital nomad servers – Great for connecting with long-term travellers who always have their next trip planned. There are a lot of them on decentralized platforms like discord, due to the remote, always-online nature of their work.
What works on Discord:
✅ Authentic interaction – Discord thrives on genuine conversation, not marketing-speak. While this is true on all social platforms, Discord’s chat-based communication makes it hard to get away with thinly-veiled sales pitches. Contribute, don’t sell.
✅Knowing your stuff – Part of being authentic is having a deep knowledge of the subjects that interest your audience and the members of the servers you engage with. In our “Don’ts” section, we say not to use jargon, but you should use insider language and group-specific slang that shows you know what you’re talking about and are in the right place.
✅ Hosting community events – Live Q&A sessions, trivia nights, or even virtual tours. Yes, virtual pub quizzes count. Make your server, or the servers you frequent, fun places to hang out.
✅ Creating your own server – Start your own space for past and potential customers to mingle, share experiences, and complain about airport security. To do this well, start by thinking about what your ideal customers are interested in and then brainstorm what a place to talk about those interests might look like.
What doesn’t work (and might get you muted):
❌ Spamming promotional content – Discord communities are allergic to ads; they’ll swiftly ban you or make you the subject of memes.
❌ Corporate jargon – Discord users will either mock you mercilessly or ghost your attempts to communicate. Just talk like you would in conversation.
❌ Neglecting the community – Creating a server and abandoning it is like inviting people to a party and leaving halfway through. Engagement is the oxygen your server needs to survive.
❌ Follow the rules – Every Discord has rules. Stick to them or you will be looking at a ban.
Funny Discord fails we’ve seen:
- The operator who popped into a chat, dropped a promo link, then vanished—quickly immortalised as a cautionary meme titled “Drive-by Marketing.”
- Someone who joined a niche travel server asking, “Do you guys travel?” (Answer: yes, obviously. Immediate roast ensued.)
- The brand who created a server, invited users, then forgot it existed until users renamed channels with increasingly sarcastic titles like “Abandoned Tours Inc.”
Final thoughts: Discord isn’t scary—just chatty
Discord might initially seem intimidating, but it’s simply about chatting, engaging, and building genuine relationships. If you’re willing to show up authentically, it’s an amazing platform for creating community loyalty, instant feedback loops, and yes—even booking tours.
Here are some other valuable hangouts and places to cross-promote your discord server:
- Facebook groups – Local groups are ideal for lively conversations and sharing memes disguised as travel tips.
- Reddit – Perfect for quirky, honest travel conversations (and memes).
- Travel Massive – Professional, yet laid-back enough to swap war stories about nightmare clients.
- Instagram & TikTok comments – Engage on popular posts to gently remind people your brand exists (just keep it classy).
- Local Guides Connect – A Google-run community buzzing with travellers who love leaving reviews, sharing photos, and swapping recommendations. Perfect if you want to charm travellers who practically live on Google Maps.
- TripAdvisor forums – Still popular for direct Q&A and credibility-building. Just brace yourself for occasional cranky reviews.
- Couchsurfing groups – Excellent for authentic connections with adventure-driven, budget-conscious travellers.
- Meetup.com – Ideal for hosting local events and building offline community connections that boost brand loyalty.
- LinkedIn groups – Perfect for professional networking, particularly useful if you target corporate or business travel markets.
- Quora – Great for answering detailed travel-related questions, subtly positioning your expertise without sounding salesy.
- Your own community – Private WhatsApp groups or loyalty programmes to remind customers why they chose you (besides your dazzling personality).