A Luxury Upgrade

After several successful years of selling travel, Dave Gapin wanted his brand to evolve into a more luxury-focused travel agency.

Making the decision to shift your focus or niche can be exciting - but it's critical that you bring your branding along with you! Just stating that you're doing something differently isn't enough. You have to ensure that every customer touchpoint reflects your new focus - from your logo, to your website, to how your prospects and clients communicate with you. Luxury doesn't just mean that you look fancy - it means that you're elevating the entire experience for your prospects and clients from the moment they connect with you. That can mean saving them time, addressing their needs proptly and anticipating new ones - and communicating differently about what it is you offer.

We had to shift the tone of all of our communications from one that was price focused, to one that was completely driven by the experience. This in turn attracts new clients that are focused on the same thing. When you're offering a luxury experience to an audience who can't get past price shopping mode - you'll never connect. So that's exactly what aimed to fix.

The logo, the website, emails, and social media now have a much more refined feel. We barely mention price, or sales, or specials. We took the palm trees away so that the agency could evolve into other types of experiences without causing confusion. And we completely changed everything down to the forms that we were using to collect client information. They feel more like a conversation now, rather than the same old same old.