When was the last time someone told you “I’m booking a trip because I love sitting on an airplane for 8 hours!”?
Umm…never.
Except for my one friend-of-a-friend who literally flies to anywhere in the world every weekend, just because he loves to fly that much! The destination doesn’t matter. It’s the time in the air that counts most. Yep, it’s a little odd! But I digress…
Did you know your travel advisor messaging plays a huge role in whether someone spends time on your website or keeps scrolling?
People don’t book travel just for the destination. They book for the experience they want to have once they get there.
If your messaging doesn’t reflect that, you’re blending in with every other advisor out there.
Let’s fix that.
What is travel advisor messaging and why does it matter?
Travel advisor messaging is how you communicate what you do, who you serve, and the value you provide.
It’s the language you use on your website. In your social media. Through your emails. Even in your conversations.
But it’s not just about what you do. Or the services your travel agency provides. Or how long you’ve been in the travel business.
It’s how you say it.
The way you say it can either attract ideal clients who feel connected to your vibe and value. Or leave people thinking “Nah, I’ll just Google it myself.”
What’s their biggest mistake?
Advisors focusing their message on the destination instead of the experience.
They say things like:
I book trips to Italy
I plan magical Disney vacations
I specialize in booking cruises
Or the worst one that I heard last week from a travel agent. “I can book trips to anywhere in the world that you want to go!”
Ok, that’s great and all. But isn’t that just part of what the travel industry does? Oh, and Google, Costco, Expedia, and thousands of other advisors can do it too.
The message isn’t wrong. It’s just factual. And boring.
It’s not emotional. It doesn’t make anyone feel anything. It doesn’t differentiate you. It doesn’t speak to what a potential client is really looking for when they work with a travel agent.
Successful travel agents know that strong travel advisor messaging is about the experience travelers are looking for. It’s not just about where they want to go. It’s about what it feels like to be there.
Things like:
Sip the best wines in Tuscany with a private sommelier-led tasting experience at a family-run vineyard.
Feel like royalty as you explore ancient castles in Scotland with a private guide (and no busloads of tourists)
Skip the Disney overwhelm. I’ll design your seamless family vacation with VIP access, zero meltdowns, and plenty of Mickey-shaped snacks.
Your messaging needs to show the transformation you provide, not just the booking and logistics you handle.
How to improve your travel advisor messaging
All of the words you use, your site design, and the pictures and videos on your social media are part of your messaging.
If it feels flat, generic, or too focused on what you can book, don’t fret. You can change it.
Focus on the transformation, not the transaction
People don’t dream about a plane ticket (at least, most don’t). They dream about watching the Eiffel Tower sparkle at night from a dinner cruise on the River Seine. Or celebrating a happy engagement as crashing ocean waves provide the perfect soundtrack at a secluded Caribbean resort.
Instead of saying what you book, describe the moment or experience they’re craving.
Think about what your ideal client is really looking for.
Peace and quiet away from the kids?
A once-in-a-lifetime dream vacation or bucket list trip?
A week-long European food and wine tour?
A stress-free group trip that doesn’t require 47 back-and-forth emails between trip members?
Lead with what they want. Talk about the results, not the logistics.
Use emotional language
Travel is emotional. People want connection. Excitement. Relaxation. Adventure.
Your messaging should reflect that! Ask yourself: what will this trip feel like? Use sensory words or scenarios to paint a picture.
Your potential customers don't start by thinking “I need a travel professional to plan my trip.” Often they're looking for something they may not even be fully aware of. Maybe a feeling or experience they can't pinpoint.
Your ideal client should be able to see themself in the words you’re using. When they read it, you want them to think “yes, this! This is what I really want.”
Make it personal and specific
Don’t say “I plan luxury travel”.
Try “I help food-loving couples experience the best of Europe with private tours, exclusive wine tastings and food experiences, and boutique stays.”
Or “I create relaxed, stress-free getaways for couples who want to unplug without sacrificing comfort.”
It’s more memorable and targeted. And a lot more effective.
Audit your current messaging
Look at your website, bios in your social media, and your last few posts. Ask yourself:
Am I just listing places I book?
Am I talking about what makes my services different?
Would my dream client read this and feel seen?
Am I providing valuable and helpful information, or am I just trying to get someone to contact me?
Do I talk about the experience and feeling?
You don’t need to be flowery or overly salesy. Just be clear and emotionally connected.
Most importantly, focus on them, not you.
The bottom line
Strong travel advisor messaging isn’t about being the loudest voice in the room. It’s about being the most relevant one.
When you shift from “I book destinations” to “I help people experience what they’re really craving,” you stop sounding like everyone else. You start standing out to the right clients.
Remember, you’re not selling travel.
You’re selling transformation. Freedom. Joy. Connection. Adventure. And how working with you connects them with what they’re looking for.
Make sure your messaging says that. Loud and clear.
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