Differentiation in Travel: How to Stand Out in a Competitive Market
Trust My Travel Co-Founder & CEO
In a fiercely competitive industry such as travel, businesses must ensure they are differentiating themselves from competitors. When it comes to the attention of travellers ready to spend their hard-earned money with a travel company, brands need to attract customers with great experiences. By focusing on value over price and building a strong brand, travel companies can succeed in a saturated market.
Travellers remember great experiences
Creating memorable experiences is the cornerstone of building a loyal base of brand advocates. Consumers are more likely to recommend a travel company and return for future trips if they thought your brand offered an exceptional experience. Here’s how travel companies provide their customers with unforgettable experiences:
Customers don’t see personalised communication as a nice-to-have—it’s essential. In fact, one survey found that 63 per cent of customers will stop buying from brands that use poor personalisation tactics. Tailor travel packages to suit the individual customer preferences, including their budget and interests. Utilise the customer data you gather to understand their needs and pain points to create curated experiences that they won’t soon forget.
One of the best ways to stand out from competitors is to create unique experiences that are hard to ignore. This may include special access to attractions, collaborations with local businesses, or themed tours that cater to individuals with niche interests.
Excellent Customer Service
More than 65 per cent of people have higher expectations for customer service today than they did five years ago. Well-trained, friendly and knowledgeable staff that go above and beyond to help customers have the best experience possible will do wonders for your travel business.
Value for money
Price is an important factor in the decision-making process, especially as the cost-of-living crisis continues. However, excessive focus on low prices may come at the price of things customers care about. Travellers want good value experiences rather than cheap ones. Here’s how travel companies can offer value to their customers:
Make sure customers know exactly what is included in their travel package, and don’t include hidden fees that’ll make them feel swindled. Transparent pricing helps to build trust (something that was badly damaged during the pandemic), and makes customers feel confident that they will receive good value for money.
Offer travellers additional benefits or services that will enhance their experience. This can range from airport transfers, room upgrades, travel insurance, access to mobile apps, exclusive access to local attractions and private tours, loyalty programmes and more.
Building strong brands
A strong brand identity will set your travel company apart from competitors. By curating brand identity and prioritising consistency, brands can increase revenue by 33 per cent. Here’s how to build a strong brand:
Develop a unique value proposition that communicates what sets your company apart from others in the industry. Your messaging should be clear and concise, highlighting your brand values, offerings, and the benefits customers receive by choosing your company over other industry players.
Consistent Visual Branding
Establishing a consistent visual identity will increase brand awareness and leave a lasting impression on your target audience. Key elements that make up a consistent visual identity include a unique and memorable logo, a complementary colour palette, easy to read but appealing typography, and consistent use of visual styles in illustrations and photography. To maintain consistency across your travel brand, create brand guidelines that all relevant stakeholders can access.
In an increasingly competitive market, travel brands must do all they can to differentiate themselves from other industry players, including focusing on delivering value and building a strong, recognisable brand. By implementing these strategies, travel companies can attract and, most importantly, retain loyal customers, ensuring their long-term success in the industry.