Have you ever considered the power of tourism branding surrounding a travel experience?
Tourism branding refers to the finer details of a tourist location or company. If it’s effective, it can transform a simple trip or visit into a great experience.
This kind of branding is crucial, after all, tourism is one of the biggest industries in the world. In 2023, the travel and tourism industry contributed about 9.9 trillion U.S. dollars to the gross domestic product (GDP).
It’s safe to say that in the industry, competition is high.
Tourism branding is a strategic process that involves creating a strong and distinct identity for a tourist experience or destination. This kind of effective place branding will create a lasting impression on a person and help a business stand out in the crowded travel industry.
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Coupling great tourism branding with effective tourism marketing is the key to getting people to visit. If a place has effective branding and uses marketing to catch people’s attention and showcase it, it works well for getting people interested.
They go hand in hand, and an effective pairing can attract people from all over.
In this post, we’re exploring some great examples of tourism branding and how they’ve used effective branding to stand out in a competitive market.
Airbnb
Airbnb, founded in 2007 by Brian Chesky and Joe Gebbia, has revolutionised the travel and tourism industry.
Initially created as a way for the founders to cover their rent by offering their loft as lodging for a design conference in San Francisco, Airbnb has grown into a global phenomenon.
Their innovative approach was built on offering a more personal and affordable alternative to hotels, starting with air mattresses and home-cooked breakfasts.
Today, Airbnb has over 5 million hosts worldwide.
From treehouses in France to “a giant seashell unicorn” in Texas (Google it, it’s amazing), Airbnb offers more than just your standard hotel room with a bed.
It has transformed holiday experiences by aiming to create a sense of community and belonging, a concept central to the brand’s values.
The brand’s warm, inviting colour palette contrasts with the cooler tones typically associated with high-end hotels. This choice conveys Airbnb’s values of inclusion.
The Airbnb team discussed the 2014 rebrand on the “A Change of Brand” podcast. They explain that the idea behind the logo was to be simple and simple enough for anyone to draw, portraying the accessibility of the brand.
In the podcast, “Our product are people” is said, reflecting Airbnb’s commitment to its community.
The company’s slogan, “Belong Anywhere,” encapsulates its mission to make guests feel at home, wherever they are. The iconic logo, called “Bélo”, which stems from this, symbolises this sense of community with its simple, continuous line forming an “A”.
Designed to be easily recognisable and accessible, it reflects the brand’s identity and emphasis on simplicity and connection.
Airbnb is also known for its strong focus on user experience and user-generated content.
Both hosts and guests can leave reviews, contributing to a community-driven platform that reinforces the brand’s commitment to belonging.
Tripadvisor
Have you ever held off clicking “book now” on a hotel resort to check if the rooms are clean enough? Or have you ever searched for “places to go” in a certain location before a weekend away?
Of course, you have. And of course you went straight to Tripadvisor.
Tripadvisor’s iconic owl logo, with its bold, authoritative design, is instantly recognisable. The thick lines and confident look reflect the company’s authority in the travel industry, while the green “TripGreen” colour symbolises freshness and growth, symbolising the benefits of travel.
The owl, a symbol of wisdom, represents Tripadvisor’s wealth of travel knowledge. Its large eyes add a friendly, welcoming touch, in contrast to the old logo. Pre 2020 rebrand, the logo one had a more chaotic, unsettling appearance with large and intense eyes with mismatched colours.
Founded in 2000 by Stephen Kaufer and Langley Steinert, Tripadvisor aimed to create a vast travel database.
While they initially hired travel writers, user-generated reviews quickly became the site’s most valuable feature. These reviews, which cost nothing to produce, are fresh, authentic, and unbiased, allowing travellers to share honest experiences.
This open, user-driven approach has become Tripadvisor’s key strength. The company has built its brand on trust, positioning itself as a go-to source for reliable travel advice.
Because of their authoritative position, if a destination lacks Tripadvisor approval, it almost feels unworthy of a visit.
The Ritz-Carlton
The Ritz in London is an iconic hotel. It’s renowned for its afternoon tea and Michelin-starred restaurant, symbolising high-end luxury.
Opened by César Ritz in 1906, it set the standard for elegance, and 5 years later, he introduced the Ritz-Carlton in the US.
Both hotels are synonymous with luxury, making “Ritz” a household name. Because of this, people who haven’t heard of the “Ritz-Carlton” will assume its status, thanks to popular culture.
There’s also a Ritz-Carlton yacht collection, so you can take your pick and sail into the sunset surrounded by sleek and sophisticated exteriors and interiors.
According to the company, you can:
Discover new worlds, cultures, tastes — the serene quietude of an underwater ecosystem, or the transcendent flavors of an unexplored cuisine. Along the way, discover another side of yourself.
Offering these experiences to travellers seeking the epitome of high-end service, the Ritz-Carlton presents itself as a getaway that opens travellers up to new experiences and adventure.
This is a key selling point, as it positions the experiences that the brand offers to be truly one of a kind.
The Ritz-Carlton has got brand consistency completely locked in.
Every experience they offer, no matter the location, follows the same level of luxury. Whether tourists are in New York, Hawaii, the Maldives, or Spain, they’re all promised the same high-class experience.
This creates a large amount of brand trust and credibility, adding to the brand’s identity of exuding excellence for a top-notch experience.
Anyone seeking a holiday or hotel stay that offers them the chance to live in the lap of luxury, will have the utmost confidence in the Ritz-Carlton brand. The company’s branding focuses on exceptional experiences all over the world.
Their branding efforts are strong, and when exploring the website you can practically smell the essence of luxury.
Singapore Airlines
Singapore Airlines is known for its high-end service and luxurious comfort.
It’s more than just your average airline and flight experience. Instead, it’s one that promises travellers the opportunity to begin their holiday way before they even land.
A lot of the time, before they even take off too. The lounges look like 5 star restaurants.
We all know how effective Singapore’s airport branding is. The waterfall in Changi Airport is known around the world!
However, due to there being so many airports, Singapore Airlines has used effective branding to stand out. In this highly competitive market, the company is built entirely on the promise of passenger comfort due to a comfortable and spacious journey.
The brand’s colour palette involves deep blue and luxurious gold which symbolises quality, as part of the brand’s values. It almost looks regal.
The airline is known for having fewer seats for more comfort and a top-class menu created by professional chefs.
Say goodbye to Pringles and a watery cup of tea, and hello to top-class chef standard meals.
Each meal has been carefully tested to ensure the cabin pressure doesn’t alter the taste and that every bite is full of rich flavours and an exceptional taste.
A rare occasion when it comes to plane food!
A key element of the airline’s identity is the Singapore Girl, dressed in a traditional sarong kebaya, symbolising the brand’s connection to Asian culture and hospitality.
Featured in Madame Tussauds in 1993, she embodies “Asian values” and represents the warm, caring, and elegant nature of Singapore Airlines’ cabin crew. This links to nation branding because it draws on the experience of visiting the country.
The airline’s success has set the standard for luxury, with competitors like Emirates and Etihad striving to replicate its model.
Singapore Airlines’ consistent focus on high-end service and cultural authenticity has firmly established its reputation as a leader in the 2.
The Louvre Museum
The Louvre Museum in France is a place full of history and art. And it’s pretty iconic.
It stands strong as one of the most visited art museums in the world.
According to Statistica, it had 8.9 million visitors in 2023.
If you’re a football fan, you’ll probably know the “Hang it in The Louvre” meme. The meme is usually referred to when a video or photograph is seen as being so spectacular that it needs to be on show in this iconic building.
Being home to the Mona Lisa, Venus de Milo, and more, The Louvre is seen as more than just a museum. It’s the place where you can experience the true masterpieces that are iconic all around the world.
Branding itself as an exceptional piece of universal culture, The Louvre has the reputation of being an idyllic place for cultural enthusiasts and art lovers. Therefore, it attracts a diverse audience.
It positions itself as a place to explore historic creations, and this even sparks interest for people who aren’t necessarily interested in art.
The building itself has become instantly recognisable through its prominent pyramid shape that’s made of glass. Despite holding some of the oldest sculptures and paintings in the world, the architecture looks modern and abstract.
This contrast represents the museum’s ability to blend old and new and historical and contemporary ideas.
And, it shows its ability to evolve.
The Louvre has used its iconic architecture to boost brand recognition, as it’s striking. The transparent glass symbolises the museum’s openness and accessibility, creating a welcoming feel for visitors.
And the aesthetic appeal of the pyramid creates a captivating first impression. The pyramid is a focal point, and it’s used throughout The Louvre’s marketing to boost its identity further. The website mentions “escaping” with The Louvre, which alludes to its ability to take you back in time.
The Louvre’s tourism branding is exceptional. Not only is it a museum, but visitors are offered the ultimate experience to take a stroll through history and witness some of the world’s most iconic pieces.
By using city branding, Paris is already viewed as a place to tick off your bucket list. The Louvre is viewed with the same regard.
National Geographic (and Their Expeditions)
National Geographic has partnered with the Walt Disney Company, offering once-in-a-lifetime, enriching travel expeditions.
By partnering with Disney, it appeals to all ages while maintaining authority in the industry through its connection to National Geographic, a leader in exploration.
The instantly recognisable yellow rectangle logo symbolises warmth, creativity, and adventure, resembling a lens that frames to another world of exploration and adventure. Combined with a clean, professional typeface, the logo reinforces the brand’s connection to nature and exploration.
They have the reach and size to produce amazing photography and it effectively shows the power of high quality photography, and what it can do for a brand. It makes National Geographic even more legitimised than it already is.
Each expedition promises unique trips for anyone who wants to see the world. From expedition cruises to Antarctica and private jet trips around the world, it’s got something for everyone.
Alongside the fun trips, the company sets itself apart by offering educational and enriching experiences, as opposed to just surface-level travelling. Every trip is equipped with experts, signifying the passion and expertise evident in each one. Travellers aren’t wandering around taking in the sights, they’re learning and exploring.
The travel experiences that National Geographic Expeditions offer sets them apart, as they use expertise, science and authority to their advantage.
The trips offered don’t just allow travellers to see the world, but they can join in and participate in projects and enrich their minds.
Viking Cruises
Founded in 1997, Viking Cruises is renowned for its river and ocean voyages, offering luxury and culturally immersive experiences. Unlike typical cruise lines focused on onboard entertainment, Viking emphasises the culture of each place. With activities like cooking classes and performances, it aims to connect passengers to the destinations they visit.
Positioning itself as culturally enriching, Viking Cruises aims to meet the needs of travellers who are looking for a more in-depth cruise. Excursions are led by experts, ensuring every passenger is able to learn about the place they’re visiting as opposed to sightseeing.
The tagline “Exploring the World in Comfort” solidifies the brand’s dedication to customer experience too.
This showcases the company’s commitment and promise to the high level of comfort all travellers will experience, as well as the opportunity to explore the world. The words “explore” and “comfort” feel like a juxtaposition, but they highlight the unique service the cruises offer.
Viking’s advertising strategy is targeted, showing TV audiences on specific channels what’s on offer. This reflects the company’s understanding of its refined clientele and target audience, rather than trying to appeal to the masses.
This selective marketing, along with its sophisticated ships and unique experiences, differentiates Viking from other cruise companies, positioning it as the epitome of luxury and cultural discovery for discerning travellers.
The cruise ships themselves are impressive, blending Scandinavian-inspired design with environmentally considerate features. With infinity pools, fine dining, and state-of-the-art amenities, these ships epitomise luxury and comfort.
Much like iconic landmarks such as The Louvre, Viking Cruises uses its ship designs to strengthen brand recognition and create a distinct identity.
In addition to offering extraordinary destinations, Viking’s branding appeals to a sophisticated audience seeking both comfort and cultural enrichment. It aims to make sure that each journey is as memorable onboard as it is at the destination.
Expedia Group
Expedia Group is a major player in the travel industry, offering a comprehensive platform for all travel needs. It owns a wide range of companies, including Expedia, Hotels.com, Vrbo, Travelocity, Orbitz, Trivago, and more.
Expedia Group’s branding is all about simplifying the travel process and experience.
The platform provides insights on destinations worldwide, from Dubai to Chester, positioning itself as an authority in travel.
The company uses its convenient nature to its advantage and over time it’s become synonymous with stress-free trip-booking.
By incorporating all of the different travel services into one place, the company adds ease to the process. Instead of having different tabs open and trying to coordinate timings and travel arrangements, Expedia Group keeps it all in one, easy-to-use space.
Further simplifying the process, the company now also has an app.
They also showcase a fun and approachable feel, as opposed to high end and luxury, which is attractive to people seeking convenience.
Expedia Group’s branding positions the company as one that has customer experience at the forefront of their minds. The company simplifies the travel process and exudes reliability and trustworthiness to stand strong as an accessible and useful travel companion.
Universal Studios Theme Parks
Universal Studios will no doubt spring to mind with its incredible attractions and unforgettable experiences.
Based in Hollywood, Florida, and other destinations around the world, Universal Studios Theme Parks create an all-consuming experience that showcases the scale of the well-known movies and beloved characters.
You’ll know the iconic Universal globe that pops up at the start of films.
Usually, it’s a sign of potential. Or a familiar movie we all know and love. This also adorns the entrance of their theme parks, strengthening brand identity. By connecting film and reality, it emphasises the immersive experience.
Universal Studios theme parks are known worldwide for their fun and immersive experiences, bringing iconic scenes to life. From the World of Harry Potter to the splashing scenes of Jaws, all visitors are promised an unforgettable experience that takes them on a captivating journey.
To accelerate growth, this brand also taps into other brands with a strong identity. For example, Harry Potter as a brand was already huge before it was added to their parks. Jurassic Park/ World is another example, and it stands strong as a popular brand on its own.
The brand is all about immersive experiences, and the parks reflect this. For example, you can use a wand to interact with the environment in Harry Potter land.
And there’s set to be a new Wicked immersive experience coming in late October. So get ready to visit the Emerald City.
It’s also continuously expanding its ideas and coming up with new and innovative ideas. Even if you’ve visited the park in the past, there’s a high chance that it’s changed and is equipped with new and fun attractions.
The parks are continuously updating, keeping people interested and wanting to go back for more. Each visit feels like a once-in-a-lifetime trip and you feel like you’ve seen it all. But bigger brands and new attractions keep people going back for more.
This is key to the park’s success. It’s consistently updating and adapting to the current landscape.
Four Seasons Hotels and Resorts
Four Seasons Hotels and Resorts is synonymous with luxury and high-end service. The first hotel opened in 1961, and since then, it’s become one of the most well-known hotels across the globe.
Offering “a tale of continual innovation, remarkable expansion and a single-minded dedication to the highest of standards”, the company stands strong as the embodiment of class.
Renowned for outstanding customer service and stunning locations, Four Seasons offers holidays in cities from Paris to Madrid and tropical paradises like Koh Samui and Costa Rica. Each property showcases meticulous architectural design, combining scale with attention to detail.
The architectural designs also stand strong with this brand, as every hotel is built with scale and attention to detail in mind. The brand’s logo features a tree, symbolising strength and reliability, while reflecting its harmony with nature, as many hotels are nestled within natural surroundings.
Fine dining is another aspect the company is so well-known for and their slogan “It’s magic at the table” expresses the exceptional culinary experience. This caters to a high-end clientele who are seeking a luxurious escape from reality.
As soon as you enter the gates of the company’s website, you’re faced with private jets and yachts. There’s no ambiguity. You know instantly that you’re dealing with a luxurious brand.
The Four Seasons website states:
To us, true luxury is a meaningful sense of belonging. It is a dedicated focus on how people want to be treated, grounded in the genuine care you experience during your stay and defined by an abundance of humanity and generosity.
This emphasises the Four Seasons’s aim to create a meaningful and memorable experience through building connections. It goes beyond physical comfort to the way each and every guest feels during their stay there.
The genuine care that the Four Seasons Hotel strives for comes through in its branding, and it sets it apart from other hotels aiming to offer a luxury stay.
Crafting Experiences: The Strategic Art of Tourism Branding
The tourism industry is highly competitive, so branding and effective marketing could be the deciding factor when it comes to people planning a holiday or an excursion.
An engaging brand identity, through colour palettes, typography, and imagery, can evoke emotions and create anticipation. When potential customers see an enticing visual representation of an unforgettable experience, they’re more inclined to consider it during their decision-making process.
If it’s everything they thought, they’ll return time and time again.
Brands within the tourism industry need to go beyond the destination and create an identity that offers a unique and memorable experience. It’s more than just achieving visibility, but is about creating an authentic and emotional connection with everyone who visits.
Effective tourism branding can build lasting loyalty and turn an ordinary trip into an unforgettable experience.
Are you now in the mood to book a trip? I certainly am…
