By Kevin Tjoe — 14 Mar 2022
Picture this: Your tourism guests from one year ago are standing at a barbeque, and in conversation, they happen to rave about the great experience they had with your company. When neighbor Bob asks who he should book with, will your business be remembered and recommended? This is the power of branding travel and tourism.
Whether you’re building your brand from scratch or wanting to refresh your existing business identity, read on for a clear guide to branding travel and tourism businesses.
What is tourism branding, exactly? It can encompass the name, visual identity, tone of voice, experiences, and industry associations of your tourism organization. Branding can also have powerful benefits for your business. Some of these can include:
So where do you begin as you’re developing a robust, memorable brand in tourism?
Whether your guests are booking through a reseller, direct on your website, or with a local agent, your brand needs to be unique and consistent. Here’s how to make that happen.
It turns out, there’s a lot in a name. A catchy and unique brand name will increase your chances of recommendations and repeat bookings. This handy article dives into how to create the right name for your tourism brand. In short, aim to:
Importantly, your brand name should also reflect the unique qualities and experiences your tour or activity business offers. Amaz’n Kayak Tours sounds fun and friendly, for example, while a name like Pinnacle Cruise Experiences exudes luxury and exclusivity.
Every business needs a strong visual identity, and it can be worth hiring professionals to help you with this process. Ideally, you’ll set up a Style Guide to ensure consistent visual branding. This might typically include information on your:
What’s the reason for your company existing? What inspired you to get started, and what did you get started with? Elements that makes your tours or activities entirely unique, and what makes your team remarkable? What is that special magic element that made you want to run tours, events, or activities in your local area?
Answering these questions can help you form a compelling brand story, which can then be shared on your website, social media, and booking system. A passionate brand story helps your target audience to form an emotional connection with your brand and makes for a far more meaningful tourism experience for guests.
To develop your brand’s tone of voice, think about who your brand would be as a person. How would they talk? What are the idiosyncrasies that make them likable? Your brand voice can be used across SEO web content, video content, booking steps, and any other marketing collateral where guests might interact with your brand.
For example, a surf lesson company might get on board with touches of laid-back surfy lingo in their automated emails. Or a company offering high-end, multi-day cruises might use more descriptive words to describe silky white sands and their indulgently soft pillows.
Tourism marketing can be unique in that you’re promoting your location as much as you’re marketing your products or services. Destination marketing, where you work with other operators to promote your location at a certain time, can be incredibly important. In fact, research from one accommodation association found that every $1 million invested into destination marketing could return around $16 million in ROI for the local economy. Destination branding is similar to destination marketing but focuses more on shaping the general perception of the location. Just consider the very different tourism experiences you’ve come to expect from London, Las Vegas, and Tokyo.
It’s important that your tourism branding strategy aligns with destination marketing for your area so that guests can build consistent and accurate expectations when booking. It can be really useful to network with other tourism operators and work with local agents, such as visitor information centers in your area.
A strong, consistent brand can be one of your most valuable assets when running a tour or activity business, anywhere in the world. If you’re currently building your branding in travel and tourism, then Rezdy makes it simple to create a professional website, gain bookings via your network and grow your reservations.
Ready to build your brand with Rezdy? Book a free demo, or register for a FREE 21-day trial today.
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