The Power of a Big, Bold Promise: How to Make Your Travel Business Stand Out

What makes people stop scrolling, take notice, and say, "Wow, I need that!"? 

A Big, Bold Promise. 

The most successful brands in the world don’t just sell products or services—they make audacious claims that demand attention and make potential customers feel something. These promises are memorable, create trust, and ultimately drive sales. 

Think about some of the most well-known Big, Bold Promises: 

• FedEx: “When it absolutely, positively has to be there overnight.” 

• Domino’s: “30 minutes or it’s free.” Even though they eventually modified the policy due to safety concerns, the brand promise of speed and reliability remains central to Domino’s success today. 

• Geico: “15 minutes could save you 15% or more on car insurance.” 

These statements aren’t just catchy—they define the companies that use them. They communicate confidence, clarity, and a compelling reason to choose them over the competition. 

So, what does this have to do with your travel business? 

Why Travel Advisors Need a Big, Bold Promise 

Too many travel advisors rely on generic marketing messages like: 

• "I book dream vacations!” 

• "Let me help you plan your next getaway!" 

• “I take the stress out of travel!” 

While these are all true, they don’t stand out. Your prospects have seen them a hundred times before. A Big, Bold Promise immediately tells potential clients what makes you the best choice. 

Imagine If You Made Claims Like: 

• “I guarantee you’ll save 10 hours of travel planning—or I’ll refund my planning fee.” 

• “I’ll plan your entire Caribbean vacation in just one phone call.” 

• “I’ll get you VIP perks or extra amenities on every trip—or you don’t pay my planning fee.” 

• “I’ll match you with the perfect destination—even if you have no idea where to go.” 

• “Never stress about canceled flights again—I’m here to give backup options if the airlines let you down.” 

• “You’ll never wonder ‘What do we do next?’—I’ll create a seamless itinerary where every detail is handled.” 

• “You’ll never wait on hold again—one call to me, and I handle everything.” 

• “You’ll be the most prepared traveler in the airport—with customized travel tips and insider advice tailored to your destination.” 

• “You’ll arrive relaxed, recharged, and ready for adventure—because I handle every stressful travel detail for you.” 

You don’t have to offer refunds or guarantees if that’s not your style, but make sure your promise is something you can consistently fulfill. 

How to Create Your Big, Bold Promise 

1. Identify What You Do Better Than Anyone Else

Your Big, Bold Promise should focus on something you already excel at. Ask yourself: 

• Do I have a system that makes trip planning ultra-efficient? 

• Do I offer ultra-responsive support when clients are traveling? 

• What amenities do I have access to that I can turn into a big, bold promise? 

• Do I have a focused niche that allows me to quickly assess a client’s needs within that niche? 

• Do I have a great standardized format for presenting itinerary and travel documents that can be an advantage? 

Your promise should reflect what you truly deliver—so think about the things your current clients rave about. 

2. Make It Specific and Measurable

The best promises are clear and quantifiable. “I plan luxury trips” is vague. Make your promise so specific that your potential client immediately understands what they’ll get. 

3. Be Confident and Unapologetic

A Big, Bold Promise shouldn’t feel safe. It should make you feel a little nervous—because that means it’s strong. Take a stance. Stand behind your expertise. Say something that makes people take notice. The right clients will be drawn to your confidence. 

4. Deliver on It Every Time

If you promise VIP treatment on every trip, make sure you’re leveraging your supplier relationships. If you promise hassle-free planning, make your process seamless. The more you deliver, the more referrals you’ll earn. 

Your Challenge: Create Your Big, Bold Promise 

Take a few minutes this week to brainstorm your statement. What’s one thing you can promise that makes you stand out? 

Best success, 
Jason