We have developed a brand guide for travel companies called ‘How to set yourself apart‘, which is designed to help you express your brand personality by creating an individual look, language and community. Read on for a snippet of the guide about how you can differentiate yourself in today’s crowded market, or download the entire piece here.
This might sound harsh. But if travel companies tried to differentiate themselves based on product alone, it would be impossible.
You may well be able to organise a good trip. It might cater perfectly to your clients’ every need, and your booking experience might be impeccable.
But before a person becomes your client, you’re just another advert regurgitating their search terms. There are thousands of tour operators and travel agents out there; so what makes your villas, ski breaks, or honeymoons better than those of the company ranking above you?
We’re all aware of the seismic shift in our industry. It’s easier than ever for people to organise their own travel, and now big tech players like Google and Airbnb are entering the tailor-made holiday market too.
But there is good news. Global tourism is at a record high. ABTA’s Travel Trends Reports show that people still crave a personal touch when it comes to making high value purchases. And Forbes has reported that surveys show “people young and old are opting for experiences over things”.
Nowadays, more than ever, the tour operator needs to become part of the experience; to provide a service that is so distinctive and compelling that no potential client will ever turn around and say “But… can’t I just book this myself?”
This guide is designed to help you express your brand personality by creating an individual look, language and community. Whoever your brand and your travellers may be, we want to help you find each other. This isn’t about what you sell. It’s about connecting with your tribe.
It’s January 2012, and Tony Bean is stuck. He’s in Geneva airport on his way home from a skiing holiday, and his flight has been delayed by several hours.
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A brand’s tone of voice is how it says what it says. And, in today’s market, how you say what you say is every bit as important as the content itself.