Running a personality led travel website

Lets generalise for a bit. Small businesses tend to be “personality led” while larger ones tend to be dominated by the bland brand (which will be distinct to the staff who work there).

One of the ongoing discussions with travel websites is how to demonstrate the expertise and knowledge that the individuals have in a travel company - either about a specific destination, an activity - or perhaps a niche such as disabled travel. Becoming a personality lead website can help with this.

Traits of a personality lead website

Lots of use of the word “I”
For example - “I have lived in Costa Rica for 10 years and know the hotels and activities well” or “I am a qualified divemaster” or “Here are my selected tours that would suit you”

Companies that are brand lead tend to say ”Our team know Costa Rica well” or are completely depersonalised. Not so confidence inspiring. Dull.

The person answering the email is the person featured on the website
You could argue that my company is “personality lead” - i.e. you are reading this blog - it is me - you can see who I am. Indeed, if you send me an email, I will read it. I may even reply if you are lucky.

The person’s character must be allowed to be exposed - rather than just bland corporate speak
For example I tend to use words when writing on this blog that I would use in the bar. This means you get a bit more character from me. No point just having a few pictures of staff and then not providing content or functionality that exposes their character.

One great way of introducing a character is a video. People get too worried that videos have to be TV quality. No they don’t - stop making excuses and get on with it. Another way may be to write a blog - although if you don’t have the skills they can be bland.

Can you run a personality led website if you are a large business?
Yes of course it is easy to run a personality led website if you are a small business (for example 2-25 staff). Indeed if you are a small business and you are not promoting the personality of the founders then you are probably doomed to failure.

I accept it is much harder when the business is larger. However it is not impossible. One way may be to introduce a “team” of named experts - with one person responsible for each “niche”. That could work. Again, their character must be allowed to be exposed - no point just having a photo of someone saying “here is your guide” and that is it.

Risks for large businesses having a personality figurehead

• The person could “go under a bus”
• Just likely celebrity product endorsement, what happens if the figurehead is found taking drugs - or - to a lesser problem - is accidentally rude to someone!
• At some stage they will “move on”. What happens then?

Last thought. I suggest that if you choose to have a personality led website that you use a real person. I did a web project once for a London advertising agency where we created a “fake” personality on the site. Problem was on some pages we gave them one name and on other pages (where it hadn’t been updated) they had another. Ooops. Luckily I picked it up in QA !

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