HF Holidays highlight winter breaks

HF Holidays highlight winter breaks

Tuesday, 25 October 2016 14:00

HF Holiday...

Flybe puts more summer 2017 routes on sale

Flybe puts more summer 2017 routes on sa…

Tuesday, 25 October 2016 11:00

Flybe has put more early release routes on sale as part of its preliminary summer 2017 schedule.

YHA submits plans for London’s first ‘Super Hostel’

YHA submits plans for London’s first ‘Su…

Tuesday, 25 October 2016 08:00

A planning application has been submitted by YHA (England and Wales) to open its first Super Hostel in London.

£2.3million immigration hall upgrade plans at Bristol Airport

£2.3million immigration hall upgrade pla…

Monday, 24 October 2016 14:00

Following a major overhaul of the security search area for departing passengers, Bristol Airport has unveiled plans to address congestion in arrivals.

Intrepid targets socially conscious Gen Z with new Geckos age-range

Intrepid targets socially conscious Gen …

Monday, 24 October 2016 11:00

30 year olds will be ‘too old’ for Geckos Adventures next year, as the Intrepid Group has announced that it will cut the age range to meet a growing demand...

New survey reveals just one in 12 Brits manage to wangle an upgrade

New survey reveals just one in 12 Brits …

Monday, 24 October 2016 08:40

New research from Jetcost.co.uk has revealed that only 8% of British travellers have actually managed to secure a free upgrade for their holiday, with flight upgrades and hotel room upgrades...

Just You launches travel trade solo experience

Just You launches travel trade solo expe…

Friday, 21 October 2016 14:00

Just You has announced its largest investment to support the travel trade with the launch of 200 joint marketing events to promote solo travel.

Spontaneous people are happier according to Snaptrip survey

Spontaneous people are happier according…

Friday, 21 October 2016 11:00

Spontaneous people are often believed to lead more exciting or glamorous lifestyles and a new study has confirmed that they are happier in all aspects of their lives.

Top Brighton attractions on Combi-Saver tickets for half term

Top Brighton attractions on Combi-Saver …

Friday, 21 October 2016 09:00

Visitors to Brighton this October half term can save up to 20% on its top three paid-for attractions with combination tickets now available for British Airways i360, SEA LIFE Brighton...

Free cabin upgrades with Cosmos Tours

Free cabin upgrades with Cosmos Tours

Thursday, 20 October 2016 14:00

There still’s time for agents to book a Croisieurope river cruise for their customers with a free cabin upgrade on a range of river cruises throughout Europe, when booked with...

Last minute autumn breaks available at Haven

Last minute autumn breaks available at H…

Thursday, 20 October 2016 11:00

Agents can still give their customers a last minute family break this autumn from £99 when booking a Haven holiday between now and November 5.

Skiers urged to head east for best piste costs reveals new report

Skiers urged to head east for best piste…

Thursday, 20 October 2016 08:00

Cash-conscious skiers can avoid the slippery slope of higher prices for their annual downhill trip by heading to ski resorts in Eastern Europe.

Design an anniversary poster for DFDS competition

Design an anniversary poster for DFDS co…

Wednesday, 19 October 2016 14:00

Ferry operator, DFDS, is putting out a call to professional and amateur artists to create a poster that will be used in their 150th anniversary celebrations this year.

Savings on worldwide adventures with Explore

Savings on worldwide adventures with Exp…

Wednesday, 19 October 2016 11:00

Explore has launched a new collection of worldwide adventures with a launch offer of up to 10% discount on all new trips booked by November 7.

New route to Seattle makes it one to watch for 2017

New route to Seattle makes it one to wat…

Wednesday, 19 October 2016 09:12

Seattle is expected to be one of the fastest growing US destinations for UK travellers next year with a Virgin Atlantic direct non-stop daily flight launching March 2017, new hotel...

Air Transat launches 2017 programme with increased connections across Canada

Air Transat launches 2017 programme with…

Tuesday, 18 October 2016 14:04

Air Transat has expanded its programme of flights from the UK to Canada with increased capacity and connections for travel in 2017.

Dan Lafferty examines the psychology behind audio branding and how travel agents can use sound to influence customer behaviour.


Visual branding is a key component of any travel agency’s marketing strategy. From signage to travel brochures and websites to confirmation emails, the importance of visual marketing is fully understood and is often the first point of call for businesses wanting to communicate company values and reinforce the intended brand image.


But what about how your business sounds?

Audio branding is often overlooked in favour of its visual counterpart, yet companies are still unaware of how sound can have a powerful impact on the subconscious of customers.

Take, for example, the voice and music heard over the telephone. If a customer calls to make an enquiry, their ears are their only tool for formulating an initial judgement so simply by using the wrong tone of voice, inappropriate music or an impolite manner can have a lasting detrimental effect.

The voice of your business

When it comes to constructing an audio profile for your company, it pays to choose an expert who can best determine the most suitable style, tone and overall sound of your business.

Rather than forcing a particular piece of music or a random voice to fit, start by taking your existing visual branding and work forwards. This gives a framework of the company’s desired image and values which can be adhered to.

There are a number of different attributes to consider when choosing the voice of your business. For example, the voice could be male or female, young or old and even using an accent. Ultimately, it comes down to what these different elements represents and communicates to the customer.

When booking a holiday, consumers need to know that they can trust your business with their money and to provide them with a top-level service.

In this context, it is somewhat unsurprising that research has found the most popular voice of the industry is male and aged between 45 and 55-years-old. A masculine voice is typically perceived as distinguished and authoritative, which is reinforced by the dependability and professionalism of the age profile.

A feminine voice, on the other hand, tends to be perceived as soothing and welcoming, while a younger voice suggests vibrancy and enthusiasm. Ultimately, it is a case of choosing the best combination to suit your particular brand.

For companies with a strong sense of regional identity, an accent could work well. It provides listeners with a feeling of familiarity and could be the difference in whether a customer chooses one business over another due to the sense they will be better understood.

Hitting the right notes

Emotions, either positive or negative, can be attached to songs so using a popular music track on your phone line could be dangerous.

Like with voice, an existing music track shouldn’t be made to fit a new purpose to convey a message it was never intended to. By creating a new, bespoke tune, it is guaranteed to be unique to your business and ensures it perfectly complements the existing brand values.

Pitch, volume and tempo all have to be taken into consideration when constructing a tailor-made tune. The physical attributes of the track – major, minor, loud, quiet, fast or slow – are all used to communicate with the customer emotionally and each have different connotations.

The travel industry has been found to use music which is personable, bright and charming. When people go to book a holiday, it’s with excitement so using an upbeat, optimistic tune reflects the intended mood of the customer.

This, alongside the professional voice, ensures that even though the business promotes fun and enjoyment, the company is still seen as reliable and trustworthy.

Refresh and engage

Hearing something on repeat will eventually become aggravating, so it is important to be aware of this when deploying audio messages. When a customer hears the same thing each time they ring the company, they will eventually reach a point where they simply switch off.

Refreshing the content of the messages ensures callers are not only kept aware with updated information on the latest travel offers and new destinations, but also makes sure they are kept engaged and entertained so as to retain their attention and keep them on the line.

Sound functions as a less-intrusive marketing tool, warming a customer up for purchase before they even speak to someone. It grabs attention, creates a positive impression and sparks brand recognition and has a more profound, lasting effect than bold, visual advertising. The implications for profitability are truly clear. 

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