Operations · 03
Voice & Language
Sophisticated but not cold; warm but not generic; insightful rather than promotional; selective but welcoming; calm, articulate, human.
Language
Use
- Designed journeys
- Thoughtful travel
- Guided with care
- Concierge-style support
- Culturally intelligent planning
- Meaningful shared travel
- Gathering with meaning
- Held, connected, changed by place
- Belonging, ease, discovery
- Attentive encounter
- Considered rhythm
- Place-based understanding
Never use
- VIP travel
- Exclusive access
- Hidden gems
- Authentic adventures
- Curated experiences
- Bucket list
- Luxury indulgence
- Unforgettable journeys
- Once-in-a-lifetime
- Locals-only
- Untouched or secret places
- Unapproved wellness / therapeutic claims
One message per item
Rule
One content item has one principal job. Do not combine education, booking, founder story, and full itinerary in a single post.
CTA library
Use only one CTA.| Funnel stage | Approved CTAs |
|---|---|
| Awareness | Save · Share · Follow · Discover how we travel |
| Consideration | Explore the journey / itinerary · See inclusions · Ask a question |
| Conversion | Begin a private conversation · Review deposit / booking details · Place deposit |