Values Based Branding for Travel Advisors

You’ve probably heard that your brand message is “what you say and how you say it”.

That’s true, but it’s only the top layer.

Your brand message is really what you stand for.

It’s the voice of your values. You know, the beliefs that shape how you show up, connect with clients, and run your business. 

A “core value” is more than just a word. It connects with people's emotions.

Before we look deeper at what this means for you and your business, let's look at a couple examples of companies that are great at values based branding.

Real Life Examples of Values Based Branding

Virgin Voyages is a great one. They value self-expression, nonconformity, and modern touches of luxury. 

They use a playful, cheeky, and bold tone in their marketing. Every detail reflects independence and adult fun. 

They’re a great example of a company turning their values into personality. They may not be for everyone, but they’re wildly successful at pulling people in who share their values.

Disney is another good one. They value happiness, storytelling, family, and shared experiences. 

Every Disney marketing piece reinforces emotional connection (wonder, nostalgia, belonging). Their copy focuses on feelings, not logistics (where dreams come true, the happiest place on earth).

Disney is a great example of emotion and storytelling carrying their values through the entire experience. If you're building a brand focused on families, and families are important to you personally, let your personal values come through in your messaging. 

Both of these examples are giant brands with huge marketing departments. So what does this look like for you?

Let’s dive in.

Why Your Values Matter in Your Brand Message

Your values are the foundation of your marketing. They’re what make your message sound like you instead of like every other travel advisor out there.

Without them, your copy can still sound nice and polished. 

But it’s a little hollow. I mean, it’s technically fine. But also forgettable.

When your values lead the way, everything you say and write has more weight and clarity. 

Your content becomes magnetic for customers who share those values. And it gently repels the ones who don’t (which is a good thing!).

How Values Show Up in Real Life

You don’t need a list of “core values” or “brand values” sitting on your website somewhere. 

Your values should show up naturally. They’re in the words you use, the stories you tell, and even the trips you design. 

They even show up in your brand perception, or how people think about your brand.

Here’s what that can look like:

If you value care:

• Your tone feels nurturing and personal

• You focus on anticipating client needs, service, the customer experience, and making them feel supported

• Your message may include words like “ease”, “comfort”, “quality”, or "attention to detail”

If you value adventure:

• Your content feels bold and energetic, and often is full of discovery

• You share stories that spark curiosity and courage

• Your visuals are dynamic and full of movement

If you value simplicity:

• Your message centers on clarity and calm

• You highlight easy planning, clear communication, and streamlined experiences

• Your design and layout has plenty of “white space”, not clutter

If you value connection:

• Your stories center around people and relationships, not just places to go and things to do

• Your tone is warm, conversational, and community-focused

• You may include client testimonials or partner highlights as part of your storytelling

How to Identify Your Values (If You’re Not Sure Yet)

If you’re new, or haven’t intentionally thought about your values, here’s where to start.

Ask yourself:

• What matters most to me about how I do this work?

• What do I want people to feel after working with me?

• What am I not willing to compromise on, even if it costs me a booking?

Your answers will lead you to your values.

Maybe it’s integrity, inspiration, curiosity, connection, or efficiency.

Whatever they are, write them down and test them against your marketing.

Revisit and Refine

Your values evolve as your business grows. What mattered to you five years ago might not be what drives you now.

If your message or website feels out of sync, it might be because your business matured, but your values (on paper) didn’t.

Revisit them yearly. Check whether your visuals, tone, and services still match who you are today.

How to Bring Values Into Your Messaging

You don’t need to say your values directly. You just need to show them.

Try these ways to naturally infuse them:

• Use language that reflects your values (thoughtful, guided, smooth, exciting, etc.)

• Align your visuals (colors, fonts, and photos) with the emotion your values convey

• If you share client stories, use ones that demonstrate your approach

When your brand message reflects your values, it creates a consistent and authentic experience for your audience. From the first post to your final client follow-up.

Consumers feel it at a deeper level and it begins to build trust and loyalty.

The Bottom Line

Your values aren’t a checklist item to add to your website. Yes, they're part of your marketing strategy but it's more than that. They’re the foundation that gives meaning to all you say and do. 

When you lead with your values, your marketing doesn’t just sound better. It feels better. It gives it authenticity. And clients can sense that immediately.

Want to know more about branding for your travel agency? Read more travel advisor branding posts here.