Updated August 1, 2024
One website page causes travel agents more anxiety than any other. Many of us sit, staring at that blinking cursor, at a loss for what to write.
It's not a sales page.
It's not a destination page.
It's the About page.
We can talk all day about why we love travel, why you should love travel, our favorite destinations, and the resorts that delight our clients.
But that elusive travel agent bio? Most of us freeze up when it comes to that page on our website.
So let's change that.
Let's make writing our about pages as easy as talking to a friend.
What is an "About" page?
Your "About" page is more than a digital business card or an autobiography squeezed into a page. It needs to contain your travel agent bio, but it's also more than that.
Think of it as the pilot's announcement telling an airline passenger who's flying the plane.
As someone who used to hate flying (I know, right? And I work in travel!), there have been times that I've felt anxious, but the pilot has one of those voices that reassures me, even if I can't really say why.
That's what a well-crafted "About" page does. It tells your website visitors that they're in capable hands.
With the right words, will showcase your travel expertise and help potential clients see that you're the perfect travel advisor to help with their next vacation.
Unfortunately, many travel agent bios are about as thrilling as reading the safety card on a plane. They do nothing for your travel agent marketing efforts. They may even turn off the potential clients you're hoping to attract!
Why an authentic "About" page matters
The travel industry thrives on trust. That means your "About" page does more than just let people know you exist. It should also build connections that span locations and time zones.
An authentic travel agent bio and well-crafted "About" page can take a potential client from window-shopper to paying customer. It helps them feel connected, confident in your ability to serve their travel needs, and excited to work with you.
It's also often the second-most visited page on your website after your homepage, so it's hugely important.
So, how do you create this masterpiece of a website page that does all this heavy lifting? It's actually quite simple.
Components of an authentic "About" page
A hard-sell "About" page is about as much fun to read as an appliance user's manual. But a well-crafted page is a delight.
It can be fun, witty, and unexpected while still communicating that you're the travel agent your ideal client is looking for.
Here are a few things your "About" page can include:
Your travel agent bio and stories
Share those personal stories. That childhood memory that sparked your love for the world. What are the things that help make you relatable to the type of client you want to work with?
Real experiences
Did an amazing travel experience shape you in an unexpected way? Or did a lousy experience planning a trip, or someone else's bad experience, make you decide to become a travel advisor? How did those things change how you look at the work you do?
Adding examples of what you've done for other clients to your travel agent bio helps build credibility and trust, two vital parts of engaging with a new potential client!
Why you love what you do
Let the joy you feel for what you do seep into your written words. Show someone that arranging travel doesn't feel like work to you - you love planning unforgettable journeys.
Steps for building an authentic "About" page
Step 1: Your travel agent bio is about you, but needs to speak to your client
Your "About" page needs to be centered around what your client needs and wants to know.
The more you keep your customer's needs in mind as you write your "About" page, the better it will serve them.
Step 2: Decide on the structure for your page
An "About" page doesn't have to have a bunch of paragraphs. In fact, it shouldn't.
Paragraphs can be exhausting in our TikTok, Instagram, and Twitter-focused soundbite world. Your text should be skimmable and easy to read because, let's face it, most people aren't reading every word of anything.
Want some great travel agent bio samples? Check out the CIRE Travel About page.
Step 3: Remember the CTA!
Every page on your website, including your "About" page, must have a call-to-action, or CTA.
The last thing you want is for someone to read your "About" page and think, "Yes! They seem awesome and I want to work with them!" and then have to search for their next step to start travel planning with you.
That's a great way to lose a potential client, so make it easy for them. Include their next step right there while browsing your page.
It's time to write your travel agency bio
Ok, you know everything that goes into writing a great travel advisor bio. Now it's time to actually do it.
To make it easier for you, I've created an email course that will take you step by step through writing your “About” page.
You’ll get:
One email each day for three days with a few simple steps and writing prompts for you to follow
Simple, fillable PDFs to take you step-by-step through writing an awesome “About” page
How-tos for structuring your page and exactly what it should contain so potential travelers understand your travel planning experience and why they should work with you
At the end of the three days, you’ll be ready to hit publish on your brand-new travel agency “About” page.
The Bottom Line
A well-crafted "About" page injects authenticity into your marketing, puts a human face on your travel business, and invites potential clients to join you on an exciting journey to explore the world.
By using the words that speak directly to your ideal client and making sure your About page resonates with them, you help create a connection between you and your potential clients.
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