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Talking Travel: How To Infuse Your Travel Agent Website with Personality

Updated November 29, 2023

Picture this: You open a travel agent's website, and from the moment you start reading, you're captivated by the words that transport you to far-off places, stirring your desire to venture out to new destinations.


You feel an instant connection, like you've found the perfect travel partner.

What makes that happen? It's the magic of brand personality infused into their travel website copy!

For travel professionals, having a standout website is essential. But what truly sets apart a remarkable travel agency website is its brand personality - the soul, the vibe, the character that shines through its marketing copy.

Brand personality is more than just colors and logos. It's the unique voice that sets you apart from the crowd. It's the magnetic messaging that makes your travel agency website a dynamic online destination that's completely unique.

Understanding your brand personality

So, what exactly is a brand personality?

In a nutshell, it's the unique set of traits and characteristics that define your travel agency's identity. Think of it as human characteristics that are unique to your brand.

If you're a single-agent travel agency, your travel agency brand personality may be very similar to your own. But understanding your travel agency brand personality becomes even more critical if you have more than one travel advisor in your agency.

That brand personality helps customers and potential clients feel they know what to expect. Those unifying characteristics are part of what determines how your agents interact with clients, the words that are used on your website and in emails, and even the way your agents conduct themselves when they're representing the agency.

Have you ever visited Chick-fil-a and noticed that everyone you encounter says "My pleasure!"? It's never "You're welcome," "No problem," or "Absolutely!". It's always, without fail, “My pleasure.”

Those words are part of their company brand personality. They demonstrate a service-first mentality, which permeates the company. They're so crucial that every employee learns to say them automatically, no matter where they're from or what job they do.

Think about what characteristics are part of your travel agency brand personality. For instance, are you a luxurious, high-end travel agent catering to a once-on-a-lifetime dream trip? Or are you a budget-friendly, adventure-packed travel agency specializing in adrenaline-inducing vacation packages and an off-the-beaten-path experience?

Knowing your brand personality lets you reflect these characteristics into your copy, making your travel agency marketing more personalized.

No matter what your brand personality is, embrace it fully. It's the foundation of your magnetic messaging.

Using brand personality in your travel agent website copy

Now that you've spent time thinking about your brand personality, it's time to work magic with your words.

You don't need to turn your travel agent website into a verbose Shakespearean play. It's not about the number of words you use. It's about thoughtfully choosing the right words, tone, and storytelling elements that align with your brand.

For instance, a luxury travel brand could use polished, sophisticated language and create vivid imagery of premium experiences and a luxury travel style. A budget travel company could use exciting, dynamic language filled with action and adventure.

Aim for a language style that mirrors your agency's essence - whether it's elegant and refined or approachable and friendly.

Once you've decided on the style that reflects your brand personality, it's time to sprinkle in a dash of storytelling.

As humans, our brains are wired for stories. They make your travel copywriting more engaging, relatable, and persuasive.

Storytelling has a fantastic ability to whisk readers away on an adventure, and that's precisely what you want to do on your website. Paint vivid pictures of exotic destinations and amazing travel experiences, include short stories from past travelers, and ignite a spark of wanderlust.

Emotions and your brand

All buying decisions are usually made based on emotions. We don't rationalize ourselves into making most purchases. Instead, we make an emotional decision and then justify to ourselves why the decision was reasonable.

This is especially true in the travel industry. A vacation is never truly a need, it's always something we want, and that's tied directly to our emotions. Infusing your copy with emotions that align with your brand helps you create an emotional bond with your audience that lasts beyond a single website visit.

A high-end brand can convey luxury, exclusivity, and sophistication, triggering feelings of desire and aspiration. A budget travel agency can evoke excitement, spontaneity, and an unforgettable experience, resonating with a budget-conscious thrill-seeker.

Think about the emotions you want your website visitors to associate with your agency. Do you want them to feel excitement, relaxation, or a sense of wonder? Whatever it is, tap into those emotions through evocative language, captivating photos, and relatable stories.

Stirring those emotions will help make your travel agency memorable and keep clients coming back for more.

Consistency is key

Consistent messaging is reassuring to a potential customer and helps them remember your brand. It's the glue that holds your brand personality together.

In order for your brand personality to resonate with your audience, it needs to be consistent across all potential touchpoints. That includes your website copy, web design, social media, emails, and more. Consistency builds trust and helps clients recognize your brand instantly, even in a crowded online world.

Brand personality and your ideal clients

Now that you understand your brand personality, think about who your ideal client is and what they're looking for.

Would your ideal client and your brand be friends? Is there anything about your brand's personality that would drive your ideal client crazy? Anything they'd love?

If your ideal client and your brand personality would get along like two peas in a pod, you've struck gold! That's exactly what you want. Your ideal client should meet your brand personality and feel like they've found someone they didn't even know they were looking for.

But suppose your brand personality and ideal client would have difficulty getting along in real life. In that case, you'll struggle to attract your ideal client to your brand. You'll need to look closer at your ideal client avatar and brand personality to see what changes will help them get along.

The bottom line

Now that you understand your brand personality, it's time to whip up some magnetic marketing copy.

Keep the language and tone in sync with your brand personality and target audience. Let your brand personality shine through every interaction, from the words on your website homepage to booking confirmations you send to your clients.

Let it reflect in the words you use, the photos you choose, and every little detail on your website. Stand out, mesmerize, and win clients - that's the power of brand personality!

Do you need to figure out who your ideal client is and how to find them? Use our client avatar worksheet to get crystal clear on who you want to work with.

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