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Your Unique Value Proposition: What Sets Your Travel Agency Website Apart

Updated November 29, 2023

So you've set up your travel agency website, poured your heart into choosing the perfect images of exotic destinations, and crafted service packages that even your grandma would buy.

But why isn't your phone buzzing with inquiries? Why isn't your email flooding with people dying to give you money? One missing puzzle piece could be your Unique Value Proposition (UVP).

Your Unique Value Proposition is like the North Star in a sky full of stars—visible, guiding, and distinguished.

It helps potential clients navigate the crowded world of travel industry websites and find their way to you. So let's dig into how you can uncover your UVP and position your travel agency for maximum impact.

Why your travel agency website needs a Unique Value Proposition

Think about it: There are probably thousands of travel agencies promising “tailor-made vacations,” “great value,” or “exceptional service.” The travel agency landscape is as crowded as a subway car during rush hour.

Your Ultimate Value Proposition is the personal space you carve out in that subway. It makes people look up from their screens and think, "Hmm, this agency might just be my ticket to a dream vacation."

What Your UVP is NOT:

Your UVP is not just a tagline or slogan. It's not a "limited time offer" or your agency's "since 20xx" history.

It's a declaration of what makes you different and how that difference creates a unique advantage for your customer.

How to Discover Your Travel Agency's UVP

Finding your UVP is like planning the perfect itinerary—you need to know where you're starting from, where you want to go, and what unique experiences you can offer along the way.

Here's a roadmap to help guide you as you discover your Unique Value Proposition:

Market Research

Understanding your competitors and audience is a key step in any marketing for travel advisors.

Check out other travel agency websites, especially if they have a similar niche or target audience. What are they offering? Then, evaluate your own services through a SWOT analysis—Strengths, Weaknesses, Opportunities, and Threats.

What makes you different? What do you think your ideal client is looking for that they don’t offer? How do you communicate what makes your agency different?

Identify Your Strengths

What's that special spice you add to every trip you plan? Is it local expertise? Exceptional customer service?

Identify the core strength that sets your travel business apart and accentuate it!

Customer Pain Points

People come to a travel advisor to solve problems. Identify the issues that your target market or ideal potential customer faces, and how you can address them.

Are they looking for stress-free family vacations, or solo trips that help them stay safe while they travel? Does your travel company provide travel services to corporate travel clients?

Tying it Together

Craft a statement that blends your unique offering with the customer's greatest need. It should be specific and targeted.

Does your target market want to discover authentic Italy and you spend half the year in Italy finding those special, authentic experiences that make their trips memorable? That’s unique, and you need to make that UVP crystal clear in your website copy.

Is your target market first-time cruisers, and you take every chance you can get to do ship inspections, take cruises, and understand each cruise line through the experience of a first-time cruise traveler? Yep, you guessed it… shout that from the rooftops!

Integrate your UVP into your travel agency website

Once you’ve determined your Unique Value Proposition, it needs to be front and center on your travel website.

You’ve heard me say repeatedly that your website isn’t about you. Guess what! Your UVP isn’t actually about you. It’s about what your clients need and want, and how you help them get something good (an amazing experience!) and avoid something bad (trips going wrong or poorly planned vacations).

Don’t hesitate to highlight your UVP all over your website, but make sure the language you use is about them, not about you.


Your UVP should be visible within the first 5 seconds of landing on your homepage.

If it takes a website visitor longer than that to figure out why they should choose you, you've lost them faster than a misplaced passport.

About Us

Your UVP isn't just what you do; it's who you are. Weave it into your story. How did your travel agency come to offer this unique value?

Services and Packages

The services you offer should be a direct reflection of your UVP. If your UVP is all about luxury travel and bespoke travel experiences, don’t offer a budget travel package. Keep it consistent.

Make it clear how your services are different those offered by an online travel agency, and how by booking with you they'll have an amazing trip.


Use past clients stories to amplify your UVP. If your UVP claims extraordinary experiences, let your satisfied customers do the talking.

Marketing your UVP: More than just a tagline

Your UVP should inform every piece of marketing material you create, from social media posts to email newsletters. Use it to guide your travel agency marketing and to tailor campaigns that will show potential clients exactly what they stand to gain by choosing you.

How A Strong UVP Helps You Get Clients as a Travel Agent

You may be wondering, "How does this UVP thing help me get clients as a travel agent?" The answer is simple: clarity and specificity attract.

When website visitors see that you offer something that resonates with them, they're much more likely to pick up the phone or shoot you an email.

In essence, a strong UVP can turn window-shoppers into loyal customers.

The bottom line

Finding your Unique Value Proposition is not a one-time task; it’s an evolving strategy that changes as your business grows and as you better understand how to get clients as a travel agent.

But it’s a critical component that could be the difference between someone clicking the “close” button or the '”schedule a consultation” button on your travel agency website.

Feeling inspired? Start crafting your own Unique Value Proposition and incorporating it into every part of your travel agency website and marketing. If you're still feeling a little lost, don't hesitate to reach out for some professional advice.


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