If you're running any kind of tourism business — whether it's a cozy bed and breakfast, a thrilling adventure tour company, or anything in between — you've probably faced this challenge: How do you make sure you sound like you, everywhere your customers might encounter your brand?
We've been thinking about this a lot lately and we know that in tourism, consistency isn't just nice to have — it's everything.
Let's be real for a moment. When someone's planning a trip, they're not just buying a service—they're buying into a promise. They're trusting you with their precious vacation time, their hard-earned money, and sometimes their once-in-a-lifetime experiences.
That's a big deal to your customers.
When your brand sounds the same whether someone's chatting with you on your website, reading your social media posts, or seeing how you respond to reviews, something magical happens. People start to trust you. They get a feel for who you are, and if they like what they hear, they're much more likely to book with you.
Here's what happens when brands get this right:
People remember you. In a sea of generic travel companies, the ones with personality stand out. You become the "oh, those are the fun adventure guides" or "that's the luxury resort that actually cares" company.
You build real connections. When your tone resonates with people, whether you're the laid-back surf instructor or the sophisticated wine tour guide, travelers feel like they know you before they even meet you.
Customers come back. And better yet, they bring their friends. When people know what to expect from you (in a good way), they're comfortable recommending you to others.
You might have seen great tourism businesses shoot themselves in the foot with inconsistent messaging. Your Instagram posts sound fun and adventurous, but your email responses are formal and cold. Your website chat feels friendly, but your review responses sound like they were copy-pasted from a template.
These mixed signals make people uncomfortable. And uncomfortable people don't book trips.
The thing is, as your business grows, it gets harder to keep that personal touch everywhere. You might have different people handling different platforms, or you're just too busy to personally craft every single response. That's completely normal, but it's also where smart tools can save the day.
The most successful brands in the world have one thing in common: they’ve stayed true to their message and their brand over time, allowing them to build trust, recognition, and loyalty among consumers.
WVU Marketing Communications Research
Here's where things get interesting (and where we get involved): AI chatbots like ours are designed specifically for tourism businesses, and we know how no two businesses are alike, even in the same niche and same location. That's why Yonder has features that can help you maintain your unique voice, even when you're not personally handling every interaction.
The first interaction with your bot will set the stage for the rest of the interaction; this is an opportunity for you to immediately prove that you've thought about your website visitors. Take pride in your brand (and your chatbot) with a chatbot persona!
These simple steps will set up your chatbot as a brand ambassador to all website visitors, wherever they are in the buyer journey.
Think of Special Instructions as giving your AI assistant an onboarding session in being you. You can tell it things like:
We love this feature because it's like having a little piece of your brand DNA in every response. Your AI doesn't just give generic answers — it gives your answers.
Pro tip: Update these instructions regularly. If you're running a seasonal promotion or there's a local festival coming up, make sure your AI knows to weave that into conversations naturally.
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Let's talk about online reviews for a minute. They're public, they're emotional, and they're incredibly important for your business. But responding to them consistently can be exhausting, especially when you're dealing with difficult situations.
The Tone Adjuster lets you generate responses that sound authentically like your brand, whether you're celebrating a five-star review or addressing a concern.
Instead of a generic "Thanks for your feedback," you might get something like:
"We're absolutely thrilled you loved your whale watching tour with us! Captain Sarah will be so excited to hear you spotted three different species. Thanks for choosing us for your adventure!"
Or for a more challenging review:
"We're genuinely sorry your experience didn't live up to your expectations. Your feedback helps us improve, and we'd love the chance to make things right. Please reach out to us directly so we can discuss how we can do better."
See the difference? One sounds like it came from a real person who cares. The other sounds like... well, a template.
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While AI tools are incredibly helpful, here are some other things I've found that work:
Write down your voice. Create a simple document that captures how you talk. Are you casual or formal? Enthusiastic or calm? Adventure-focused or relaxation-centered? Share this with anyone who communicates on behalf of your business.
Check in regularly. Every few months, take a look at your website, social media, and review responses. Do they all sound like they came from the same business? If not, it's time to realign.
Remember: AI is your assistant, not your replacement. Use it to help you scale your voice, but don't lose the human touch that makes your business special.
In tourism, every single interaction matters. From the moment someone discovers your business to the day they leave their review, they're forming an impression of who you are.
When you sound like yourself everywhere — consistently, authentically, and genuinely — people trust you. And trust is what turns browsers into bookers and first-time visitors into lifelong advocates.
The good news? You don't have to do this alone. With the right tools and a little planning, you can make sure your unique voice comes through in every conversation, every response, and every interaction.
Because at the end of the day, people don't just book trips; they book experiences with people they trust. And being consistently, authentically you is the best way to earn that trust.
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