Mission, Vision & Values For Luxury Travel Branding 


Luxury travel branding is about connecting  with your customers through
presenting new missions, visions and values that they can relate to.

For luxury travel branding, it is about understanding what luxury means to you and your customers. In other words, it is not a product or a price point, it is a mindset. This mindset can be explained through your brand mission, vision and values.

Through your luxury travel branding, you need to be able to understand the reason for the existence of your company and brand.
By having a strong purpose, you then have to visualise how your mission, vision and values are portrayed through your brand. Consequently, this will affect how your branded assets are being portrayed to your customers.

For a luxury travel brand, many people focus on the physical offering first; they forget how your online presence can transform your business from a company to a luxury travel brand. However, the design and style of your service across customer touchpoints must be representative of your mission, vision and values. Above all, the differences between mission, vision and values may seem small, but they are essential when you’re putting together your brand strategy.

luxury travel branding
luxury travel branding


Your brand mission should excite , your brand vision should project 
& your brand values should differentiate.

A brand mission is the core purpose and reason your business exists. In addition, the mission statement should be specific and actionable as it will lead to your strategic goals.
These goals are then what the business will aim to achieve. For instance, by stating why the brand exists it will allow targets to be made that support achieving the mission statement and staying true to the brand.

Your vision should project what you hope to achieve and become. However, a brand’s vision does not need to be specifically measurable, it is more about a feeling. It is a visual image of what you hope to achieve which will inspire and motivate not only your employees but your consumers as well.
Therefore, this part of your business should encourage people to want to be a part of your brand.

Your values are what the company believes, this may be personal to you or personal to the way in which you provide your product/service. These values are a set of guidelines that show direction and support to your employees. It gives them a clear guide in what the company stands for. They include how they are to act and represent the company. Brand values are vital from any company as it is how your consumer will see you. In conclusion, this is based on how your business acts as a whole, from everyday activities, marketing communications, events etc.

Align Your Branding With Your Values

In conclusion, a brand will help encourage someone to buy a product, and it directly supports whatever sales or marketing activities are in play, but the brand does not explicitly say “buy me”. Instead, it says “This is what I am. This is why I exist. If you agree, if you like me, you can buy me, support me, and recommend me to your friends.”

Customers who are looking to engage with a luxury travel brand are gaining increasingly high expectations and look further into a brand and its values. As a result of this, it could also be said that luxury travellers are becoming a younger target market. This type of consumer will look closely at the values of a brand before making a purchase.

As a creative branding agency,  a companies mission, vision and values are something that we explore at our initial discovery meeting with each of our clients. Consequently, you can understand how important your branding is for your luxury travel brand. In addition, it must clearly express your brand’s mission, vision and values to the customer. Taking this into consideration, we look at authentically portraying your values through a strong brand and online presence.


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