By Susan Li, Content Manager
Summer is in our rearview mirrors, but #TravelTuesday is always in style. We tend to romanticize travel with new cultures, adventure, and self-discovery. You know, eat, pray, love. When it comes to engaging a travel brand’s audience, one of the core narratives we tap into at Persado is wanderlust: the strong, almost possessive yearning to go someplace else.
Conversely, travel in real life involves lots of logistics—say hello to itinerary planning, packing-induced stress, and budgeting, budgeting, budgeting. But that doesn’t stop us, does it? While it’s cliché, the privilege of travel gives us a chance to press refresh. Whether you’re hitting one of the many beaches in Mykonos or hiking Mt. Fuji, there’s no denying that getting away from the familiar allows us to reflect on what really matters. As for getting there, that’s another story.
It’s so important for brands to not only build the right products but tell the right story to appeal to audiences. In this next installment of Brands That Are Changing The Narrative, we’re taking a look at brands who are doing just that and winning over the travel-obsessed.
The Stylish & Functional Packing Solution
Away makes packing feel… kind of cool. According to Forbes, the luggage startup recently picked up $50M in Series C funding and is already profitable, and for good reason. The brand refers to its products as “first-class luggage at a coach price.” The luggage is known for its lightweight, minimalist design and built-in, ejectable battery pack. Style, meet function. Away has reclaimed the schlepping-through-the-airport narrative, making the necessary evil sound a little more attractive to its travel-hungry customer base. The market is no longer satisfied with a bi-fold box with a TSA-approved lock—it’s looking for better amenities, even before the trip begins.
It’s Not Wanderlust; It’s A Lifestyle
The Chase Sapphire Reserve is more of a way of life than a piece of metal. We’re all familiar with the gamification of rewards credit cards: strategically spending in featured categories to rack up and redeem cash back points for, well, more stuff. Chase has mastered the art of tapping into that feeling of achievement with the Reserve, which offers cardholders both a chance to earn big rewards on travel expenditures and get instant access to perks that make you feel like you’re always flying business. Perks include a TSA PreCheck application waiver, a complimentary Priority Pass membership, and an annual $300 allowance for any travel-related expense. Business Insider reported earlier this year that the millennial segment craves travel more than any other generation—this card helps satiate that craving and then some. Elite status, achieved.
Not Your Average Travel Agency
Looking to skydive in the Grand Canyon? How about hot air ballooning in Cappadocia? There are no shortage of activities that booking agencies can set up, but finding and booking tours and tickets to attractions can be overwhelming and frustrating due to dated interfaces and listings. Cue Klook. This Hong Kong-based activities booking agency is looking to reclaim the travel agent narrative, securing $200M in Series D funding in the process. Klook partners directly with local hosts to offer exclusive experiences and discounts you won’t find anywhere else. Plus, with a price match guarantee and instant, safe bookings that can be accessed through a mobile app, users can expect a seamless experience and rest assured that their itineraries are budget-friendly and exciting.
Final Word: Telling the right story can make or break a brand. In addition to tapping into emotional appeal, understanding the narratives your customers relate to most is vital to gaining and retaining a loyal audience. With more and more of the millennial workforce opting for flexible work/travel balances than any other generation, brands have the unique opportunity to shift the story to accommodate them.