Why branding matters in travel

Some time ago, the CEO of a Chinese travel agency that sold tours in Latin American destinations reached out through Linkedin to offer me a job. I was open to work at the time, but I quickly passed up on the opportunity. Not because of the salary nor the role, but because it was a relatively small company based far away with an unclear brand identity. Their intentions might have been sincere, but their personality did not come through.  

Now imagine them asking a potential buyer to make a deposit in advance - as it is usual in travel- to book a trip. There’s always some risk in making a purchase but it grows substantially when you factor in time, distance and online service. If I screened them out for lacking an identity, how many clients might  have done the same?

I have seen potential buyers asking to speak to the CEO before wiring any money to mitigate the anxiety that comes from not trusting the person on the other side. Others seeking reassurance on Reddit forums before buying from an agency with great deals, but generic branding. If weak branding feels risky, guess what strong branding does.

It’s not just about aesthetics. It’s what a brand stands for, that translates into a consistent image and voice that clients feel they can rely on. It is a critical step towards building trust, especially for online travel services who demand it well in advance, and at a distance. That is why branding in travel is not just advertising, it is also risk mitigation for prospect clients.