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The 7 Employer Branding Strategies Travel Agencies Need in 2025

Ian Cook

In 2025, travel demand is surging, and attracting and retaining skilled talent is becoming a major challenge for travel agencies.

Whether you're part of a global tourism group or a boutique agency, your employer brand is your secret weapon. But, how can you position your travel agency as a strong employer in a crowded and competitive market?

This article shares 7 actionable employer branding strategies to help your travel agency stand out, build trust, and attract high-quality talent.

1. Start With Video Storytelling Using Vouch

When it comes to employer branding, nothing beats authenticity, and Vouch is leading the charge. Vouch is a powerful video tool used by brands like Canva and Amazon Web Services to let current employees tell their story.

Why use Vouch?

  • Captures real employee experiences in short, engaging videos
  • Builds trust with potential employees through transparency
  • Helps bring your employer value proposition (EVP) to life across digital platforms

Statistic According to CareerBuilder, job postings with videos get 12% more views and 34% more applications than text-only listings.

2. Craft a Compelling Employer Value Proposition (EVP)

Your EVP is your north star. It tells job seekers what they'll gain if they choose to work with you.

A strong EVP for a travel agency might highlight:

  • Career growth: From junior agent to team lead or regional expert
  • Memorable experiences: Like annual familiarisation trips or cruise ship tours
  • Flexible work structures: Especially in hybrid or remote-ready setups
  • Company values: Connection, adventure, and service

Example: Flight Centre Travel Group, one of the biggest tourism companies globally and a Vouch user, offers a growth-focused EVP, highlighting career progression, travel perks, and wellness. See how they present it on their career site.

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3. Design an Engaging Employee Experience

Your employer brand isn't just what you say, it's how it feels to work there.

Improve the employee experience with:

  • Regular employee surveys: Gather real feedback and act on it
  • Career advancement programs: Training, mentorship, destination certifications
  • Wellness initiatives: Think beyond pay, offer gym memberships, fitness classes, or flexible days off

Research Insight: The Scandinavian Journal of Hospitality and Tourism (2020) emphasises that engaged employees improve customer service, boost reputation, and reduce turnover in hospitality and tourism settings.

4. Get Active on Employer Review Sites

Platforms like Glassdoor, Indeed, and Seek shape perceptions fast. If your current employees are leaving feedback - good or bad - you need to engage with it.

Steps to take:

  • Claim your profiles on major review sites
  • Respond professionally to reviews, especially critical ones
  • Use feedback to improve the employee experience and update job descriptions

Stat: 69% of job seekers would not accept a job with a company that has a bad reputation, even if unemployed (Glassdoor).

5. Align Company Culture with Your Employer Brand

Travel agencies are built on people and relationships, so your organisational culture must reflect this in every interaction, from onboarding to team outings.

Highlight your corporate culture through:

  • "Behind-the-scenes" content on social media
  • Interviews with team members across departments
  • Showcasing how the role of employees connects to customer satisfaction and brand purpose

Tip: Regularly spotlight how team members contribute to memorable travel experiences and business travel solutions. It's not just about booking flights, it's about creating stories and memories.

6. Work With Industry Experts

Employer branding isn't just an HR task; it's a strategic marketing initiative and company-wide mindset that can be fuelled by working with an expert team.

Try Collaborating with:

  • A branding consultant familiar with the tourism industry
  • A hospitality recruitment agency to understand travel agent motivations
  • Agencies that specialise in the German market, Asia-Pacific source markets, or specific travel niches like cruise tourism or luxury adventure

Study Reference: The Journal of Business Research (2022) found that cross-functional collaboration between HR and marketing significantly increases employer branding effectiveness in hospitality companies.

7. Use Internal Content to Boost Employee Engagement

Your current employees are your best brand advocates. Give them tools to share what it's like to work at your agency through an "employee-generated content corner."

Ways to do it:

  • Host monthly internal storytelling challenges
  • Ask employees to share their favorite customer success stories
  • Share authentic moments: "First solo trip planned," "Family booked dream cruise," etc.

Why it matters: Research from the International Journal of Contemporary Hospitality Management (2021) shows that internal brand-building strengthens employee performance and reduces turnover.

Summary

With travel making a roaring comeback, the future of travel employment depends on how well you communicate what it's like to work at your agency. These seven strategies help you not only attract top talent but also retain and engage the people who will take your travel business forward.

FAQs

What is employer branding in the context of travel agencies?

It's how travel agencies shape their reputation as a desirable place to work.

How can travel agencies improve employee engagement?

Through surveys, growth paths, wellness perks, and an inclusive culture.

Why is video important for employer branding?

It shows authentic experiences and builds trust with future employees.

What's an EVP in a travel agency setting?

Your offer to employees includes career growth, unique experiences, and a sense of purpose.

How do I deal with negative reviews on Glassdoor?

Respond calmly, address concerns, and work to improve internally.

Can small agencies compete with large travel brands for talent?

Yes, by being personal, flexible, and highlighting career development.

What are common employer branding mistakes?

Inconsistency, ignoring employee feedback, and trying to sound like everyone else.

See Why Employer Branding Managers Love Vouch!

Loved by companies like Canva, Nike, Cisco, Stryker, HubSpot, Amazon, and more, tools like Vouch make leveraging employer branding strategies in your business remarkably easy.

Book a Vouch demo today and chat with an employer branding expert about your business needs.

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