Most Effective Copy: Slogans & Taglines Used by the Most Successful Travel Companies
If you could describe your travel company in a couple of words, what would you say? That’s exactly what a slogan is for: communicating the essence of a business with few words. In the travel industry, however, we can find tons of these taglines and phrases. Some are made for specific marketing campaigns, while others have accompanied their companies since the very beginning. We wanted to dive deep into understanding how the most successful companies convey their messaging to their customers.
During our investigation, we found several taglines, slogans, phrases and campaigns. The difference between a corporate slogan from a commercial one is pretty blurry. We overcame this obstacle and gathered some interesting insights on taglines and slogans of more than 50 of the main OTA’s and travel companies: from simple advertisement copies to iconic catchy phrases.
Length doesn´t matter
Travel passion can be transmitted in two words…or two sentences. From our list, we found slogans as short as Tripadvisor´s “Speed Wins” tagline, but also whole phrases that communicate the essence of the service, like TravelBrands´slogan: “without travel agents, there would be no TravelBrands”.
From one to eleven words, we can find variety on the length of travel slogans. However, three words slogans are quite the standard in the travel industry: “The Obvious Choice” from Hotels.com, “Selective Hotel Bookings” from Prestigia, “Playground for Professionals” from GoGlobal, “Making travel simple” from Cleartrip.com, “Making travel better” from Kiwi.com just to name a few examples.
The most used word in travel slogans? Take a guess
As expected, "travel" was the most used word amongst the slogans.
But it’s not just the word “travel” that appears a lot. As tourism is a pretty competitive field, every company always looks to be the “better” compared to the market, which is why it was the second most popular word: “where families travel better together” from Vrbo, “Making travel better” from Kiwi.com or “Everything's better” from On the Beach.
We were able to identify complex words that were used pretty frequently. The phrase “the world” is used plenty of times: “We travel the world together” from Lusanova, ”the World's N°1 Bedbank” from Hotelbeds and “to open up the world for those who want to see” from Flight Centre. We found more patterns like “do it”, “making travel” or “travel better”; but not with as much frequency as the previouis phrases.
What are the travel companies telling us with their slogans?
The slogans we used for our analysis came from different sources: internal slogans, commercial slogans and taglines that are an essential part of the brand (and that you may even find on their logos). These are some of the taglines that these companies have used:
TravelBrands Inc.: Without travel agents, there would be no TravelBrands
Vrbo: Where families travel better together
Jumbo Tours: Whatever you do, do it with passion
Lusanova: We travel the world together
Despegar.com, Inc: Vivir Viajando
Fareportal: Uniting People and Places across the Planet
Bedfinder: Travel Services Worldwide
Gattinoni: Travel in style
PriceTravel: Viaja fácil, sin pretextos
Flight Centre: To open up the world for those who want to see
Hotelbeds: The World's N°1 Bedbank
Helloworld Travel: The Travel Professionals
Riya Travel and Tours: The travel expert!
Hotels.com: The Obvious Choice
Italcamel Travel Agency: The leading Italian specialist
Hotelspro.com: The Key to Global Travel
TripActions Inc.: The best experience in business travel
Tripadvisor: Speed Wins
Prestigia: Selective Hotel Bookings
Virgin Holidays: Screw it, let's do it.
Go Global Travel: Playground for Professionals
HotelTonight: Plan Less, Live More
Jet2holidays.com: Package holidays you can trust
COX & KINGS : 260 YEARS OF DISCOVERY
Skyscanner: Never miss a flight
Priceline: Name Your Own Price
Perla Tours: Mediterranean Touch
Cleartrip: Making travel simple
Kiwi.com: Making travel better
Triporate: Make your business trips easy
Lol.travel: Make it real
Abercrombie & Kent: Luxury Travel & Luxury Vacations Since 1962
Lastminute.com: Love Living Lastminute
AccorHotels: Live Limitless
Beds With Ease: Like a dream
Agoda: Less Hassle, More Travel
Atrápalo: Ocio al mejor precio
DER Touristik Suisse: Kuoni - cheaper than you think
Klook Travel Technology: Klook it, Worth it
KAYAK: It's not luck, it's Kayak
Easymarket: Innovation, technology and avant-garde service for Travel Agencies
Methabook: Hotels Everywhere
Snaptravel: Hotel Deals Over Messaging!
Alpharooms: Holidays with an a rating
On the Beach: Everything's better
Viajes El Corte Inglés: Todo lo demás será perfecto en viajeselcorteingles.es
Expedia.com: Don’t just travel. Travel right.
TUI: Discover your Smile
MakeMyTrip Limited: Dil Toh Roaming Hai (Heart is roaming)
Yatra Online Private Limited: Creating happy and satisfied travellers
Airbnb: Belong anywhere
Booking.com: Be a booker!
Viagens CVC: SempreComVC
Engaging copy is critical for conveying your company´s message to your customers. This article disects the copy strategy used by 8-10 figure-size companies. We hope these insights give you the relevant data needed in order to craft your own compelling slogan!