Compelling Brand Promises for the Travel and Tourism Industry

Branding is more than a wordmark or an icon or a color palette. It is a representation of who you are as a company, what you stand for and what your customers can expect from you. In a way it seems like an abstract concept, but it is anything but abstract. In fact, when you have a solid brand, you have a concrete foundation to build and grow your business, anchored by a strong brand promise.  

What is a Brand Promise?

Your brand promise is an important part of your overall brand. It’s more than just words—it’s the experience you commit to providing every time. This promise is meant for everyone who interacts with your brand, from your team to your customers. For employees, it gives a clear direction and helps them understand what the company stands for. For customers and partners, it builds trust by assuring them of the quality and consistency they can expect.

When we launched our new brand, Travel Alliance Partnership, we revealed our brand promise at the same time. Our brand promise is the promise of the experience we aim to provide in every interaction. It’s the experience that brings our customers the value they have come to expect every single time they engage with our organization. The more we deliver on our promise, the stronger the trust, brand value and loyalty in the minds and hearts of our customers. 

The Importance of a Strong Brand Promise

Our new branding was led by Big Bold Brand, a strategic branding consultancy based in Vancouver, BC Canada. According to Big Bold Brand, there are several reasons why you need a brand promise.  

• A brand promise is the core principle for creating or improving your brand experience for everyone you serve (your customers, your strategic referral partners, your suppliers and team members). 

• It enables you to set people’s expectations and generate curiosity and excitement. 

•  It can allow you to set the bar in your industry or sector amongst the competition. 

•  It makes you a more attractive partner for other purpose-driven brands. 

• It can differentiate you amongst your competitors if you set or imply, a higher or different standard with your promise. 

•  It shows the people that you serve (i.e. your customers and team members) that you care enough to set a standard for which you can be measured. 

To hear more of Big Bold Brand’s insights, tune into episode 284 with CEO Karley Cunningham.  

The Travel Alliance Partnership Brand Promise 

Our brand promise is to create impact through connection, community and collaboration.  

Stating this is our promise is one thing, having our community (clients, members, team members, strategic partners) experience it is what it’s truly about. This promise is more than just words on a paper, it is the essence of what we do every day at Travel Alliance Partnership. Recently, I got to witness our brand promise in action when I watched Colleen Onuffer, our Director of Public Relations give a presentation with one of our clients at the NYS tourism industry association annual meeting.   

Our client, Tour Cayuga located in the Finger Lakes of NYS and known for being Harriett Tubman’s chosen hometown, was receiving a tourism excellence award for a FAM tour that we helped them plan and execute. Claire Dunlap, Tour Cayuga’s Director of Marketing & Sales and Colleen were asked to make a 10-minute presentation about the award-winning FAM. As I watched the two of them present, I could clearly see our brand promise of impact through community, connection and collaboration come to life.  Colleen and I discuss this on episode 400 of Destination on the Left.

Reflecting on how our brand promise has come to life over this past year, I wanted to know what other brands in the travel space were doing to live out their brand promises. So, I turned to Google and ChatGPT for some inspiration. Here are some of my favorite examples that I found.  

Brand Promises of Travel Companies 

These stories illustrate how these travel brands live out their brand promises by delivering thoughtful, personalized service that goes beyond expectations, creating lasting emotional connections with their customers. 

Hawaiian Airlines – “Ho’okipa – Hawaiian Hospitality.” 

In 2022, a TikTok video went viral showing a Hawaiian Airlines flight attendant using ASL to talk with a young deaf child aboard the flight. This is a perfect example of the airline’s brand promise of friendly and welcoming culture, known as ho‘okipa (Hawaiian hospitality). With the flight attendant making this simple yet meaningful connection, the airline shows its dedication to ensuring that all passengers have a pleasant and memorable flight experience, truly bringing the spirit of aloha to the skies.

@thelacouple

Hey @Hawaiian Airlines …we love to see the inclusion. Thanks for making babies first flight a memorable one 🤟

♬ Stories 2 – Danilo Stankovic

Ritz-Carlton – “We Are Ladies and Gentlemen Serving Ladies and Gentlemen” 

The Ritz-Carlton is famous for its legendary customer service. One famous example comes from a family who stayed at a Ritz-Carlton property in Bali. Their son had severe food allergies, and the chef specially prepared meals to meet his needs. But the story takes an even more extraordinary turn: when the family left the resort, they forgot a beloved stuffed giraffe named Joshie. To comfort their distressed child, the father jokingly told him that Joshie was just extending his vacation at the hotel. When the staff at Ritz-Carlton found Joshie, they played along with the story. The hotel sent photos of Joshie lounging by the pool, enjoying a massage, and working at the hotel spa. They even returned Joshie with a photo album documenting his extended stay. 

This story demonstrates how Ritz-Carlton employees embody the hotel’s brand promise, offering a level of service that is not just luxurious but also thoughtful, personalized, and filled with unexpected delights that create emotional connections with guests. 

Brand Promises of Museums 

Several museums around the world have strong brand promises that reflect their unique missions, cultural significance, and visitor experiences. Here are some examples of standout brand promises from museums: 

The Louvre (Paris, France) –  “A Museum for All, a Museum for the World”   

 The Louvre promises to be a universal museum that serves as a bridge between different cultures and time periods, offering a vast and diverse collection of art and artifacts. Its aim is to make art accessible to all, regardless of background, by fostering curiosity and education through its exhibitions and programs. This promise highlights the Louvre’s commitment to inclusivity and global relevance. 

Smithsonian Institution (Washington, D.C., USA) – “The Increase and Diffusion of Knowledge”   

The Smithsonian’s brand promise is rooted in its founding mission to expand and share knowledge. The institution’s museums and research centers aim to educate, inspire, and engage the public in a wide array of disciplines, including history, science, and culture. Its focus on accessibility and providing free access to its museums speaks to its dedication to democratizing knowledge. 

@spencer2thewest

My 2 Fav Accessible Museums in DC #WashingtonDC #smithsonian #museum #accessibility

♬ In the Summertime – Mungo Jerry

Brand Promises of Travel Agents and Tour Operators 

Several travel agencies and tour operators have distinct brand promises that highlight their unique value propositions, customer service philosophies, and commitment to providing unforgettable travel experiences. Here are some standout examples: 

Intrepid Travel – “Real Life Experiences”   

Intrepid Travel’s brand promise centers on offering sustainable and immersive travel experiences that connect travelers with local cultures and communities. They aim to create small-group adventures that are ethical and meaningful, promoting responsible travel. Their emphasis on authenticity, local immersion, and off-the-beaten-path experiences reflects a commitment to making travel a positive force for both travelers and the communities they visit. 

Audley Travel – “Your Trip, Your Way”   

Audley Travel specializes in bespoke, tailor-made journeys, and its brand promise is all about customization. They promise to create personalized, meaningful travel experiences that reflect the unique preferences and passions of each traveler. By offering one-on-one consultations and crafting itineraries based on individual desires, Audley focuses on ensuring that each trip feels personal and exclusive. 

Brand Promises of Destinations

These destination brand promises focus on creating an emotional connection with travelers, often highlighting unique qualities and experiences that can only be found in these locations. 

Las Vegas, USA – “What Happens Here, Only Happens Here”   

Las Vegas positions itself as a place of unparalleled entertainment, excitement, and indulgence. The promise emphasizes exclusivity and the idea that the experiences in Las Vegas are unlike anything else in the world. 

Puerto Rico’s – “Live Boricua” 

The brand promise encourages visitors to immerse themselves in the rich culture and unique lifestyle of Puerto Rico, which is deeply connected to the island’s identity and history. “Boricua” refers to the indigenous Taíno name for the island, and the phrase embodies the warmth, spirit, and vibrancy of Puerto Rican culture. It invites visitors to experience Puerto Rico in a way that goes beyond typical tourism by engaging in its local traditions, cuisine, music, and community, thus living as the locals do. 

This brand promise emphasizes Puerto Rico’s authenticity, natural beauty, and cultural pride, aiming to provide travelers with an immersive and genuine experience of the island’s distinctive heritage. 

To learn more about how Puerto Rico’s brand was developed, tune into episode 302 with Leah Chandler, CMO for the destination.  

Canada – “Openness” 

Canada’s destination brand promise focuses on “openness”, highlighting its vast open spaces, welcoming culture, and open-mindedness. It invites travelers to experience personal growth, connection, and emotional renewal through meaningful travel experiences. The brand emphasizes Canada’s natural beauty, cultural diversity, and spirit of inclusivity, offering opportunities for travelers to explore with curiosity and embrace new perspectives. Canada positions itself as a place where visitors can break free from everyday restrictions and find transformative, life-changing experiences.

Your Brand Promise 

What are some of your favorite brands? Exploring their brand promises and how they deliver on them can offer enlightening insights into what makes them so compelling. As you think about your own brand’s promise, consider how it reflects your values. How can you strengthen your organization’s brand to build your reputation and create brand loyalty?