In short
Travel agency positioning is the specific place your agency holds in a traveler's mind: who you're for, what you do better than the alternatives, and why it matters to them. This free guide walks agency owners through seven steps, ending with a one-sentence positioning statement, a message map, and standards your team can live by.
What's inside
Seven Steps to a Clear Position
Work through each step with your team. Every step ends with questions to answer together.
- Step 1
Start With Why You Exist
Purpose, vision, and the three promises you'll always keep.
- Step 2
Know the Traveler You Serve Best
Build a profile your whole team can picture.
- Step 3
Map the Alternatives
See what travelers compare you to, including booking it themselves.
- Step 4
Choose Your Difference
Three tests for a difference that's relevant, sustainable, and hard to copy.
- Step 5
Write Your Positioning Statement
A fill-in formula for the sentence that guides every decision.
- Steps 6–7
Message Map and Team Standards
Turn your position into words, behaviors, and measures.
A look inside
Built for Agency Owners and Their Teams
- Team-first. Designed to work through together, not alone.
- Worksheets included. A positioning map, statement, and checklist.
- Measurable. Four signals that show whether your position is working.
Who it's for
For Agencies Ready to Sharpen Their Story
Growing agencies
Keep a bigger team saying the same thing.
Agencies competing on price
Give travelers a reason beyond the lowest quote.
Owners adding a niche
Decide where your next difference comes from.
Teams refreshing a website
Get the message right before the design.
Read next
Where Your Next Clients Come From
Once you know who you're for, find more of them. Seven lead sources and how to choose your first two.
Questions
Before You Download
Is the guide really free?
Yes. Fill out the form and you can download it right away. A copy goes to your inbox, too.
What is positioning for a travel agency?
Positioning is the place your agency holds in a traveler's mind: who you serve, how you're different from the alternatives, and why that matters to them.
How is positioning different from branding?
Your brand identity, like your name, logo, and colors, is how travelers recognize you. Positioning is why they choose you once they do.
How long does it take?
Plan two team sessions of about 90 minutes: steps 1–4 in the first and steps 5–7 in the second.
Is it only for large agencies?
No. Any agency with at least one other person, including part-time advisors, can use it. Solo advisors can work through it too.
Free guide
Give Travelers a Clear Reason to Choose You
Download the guide, bring your team, and leave with one sentence everyone can say.
Get the Positioning Guide