Embarking on the journey of naming your travel business is an exciting and pivotal step in building your brand. Your business name is not just a label; it's a representation of your identity, your values, and the promise you make to your clients. It's the compass that will guide you through the vast landscape of the travel industry. But naming your travel business involves more than just brainstorming creative ideas. It's a strategic decision that requires careful consideration. In this article, we'll explore five essential tips to help you choose the perfect name for your travel business.

Do Your Research

Search for your potential name online before you commit to it fully. There may be businesses that are already using that exact name, or that have a similar one. Look to see if the URL is available, as well as social media handles. Even if someone else has the same or similar name but may not have it trademarked, or they are in a different industry, you don’t want potential clients to get lost looking for you or to accidentally land on someone else because of the similar name.

Think Of The Overall Brand

When choosing your name, think about all the ways you will use it and how it will translate. Will it be easy to turn it into a great logo? If you have your branding colors or overall aesthetic in mind, does this name fit well with them? If the name is abbreviated, will the letters spell a different word or acronym that you won’t want associated with your business? Will this name resonate with and attract your target audience?

Identify The Purpose

Your business name goes beyond mere identification; it conveys a deeper meaning or reflects the core values and mission of your business. When your business name carries a purpose, it becomes a powerful tool for brand storytelling and connection with your audience. It communicates not just what you do but why you do it, creating a more meaningful and memorable brand identity. So, when choosing a name, consider how it aligns with the purpose and values that drive your business.

“Soft Launch” It To Your Community

After you’ve decided on a name, try it out on your friends and family to get their thoughts before you lock it in. Ask them for their honest feedback about the name. You personally are very close to this project, so asking someone who doesn’t have a vested interest and isn’t necessarily in your same industry might illuminate a potential snag. For example, you might have a word or pun in your name that relates to the travel industry and feels obvious to you, but it will be lost on someone who doesn’t speak the language of a travel advisor.  

Future-Proof Your Name

When selecting a business name, think long-term. Consider whether the name will still be relevant and appealing as your business grows and evolves. You don't want to outgrow your business name in a few years. For example, if you plan to expand your travel advisory services to cover a wider range of destinations or travel-related services, choose a name that accommodates these future changes. A name that's too specific might limit your business's potential. Select a name that provides flexibility and room for expansion while still being meaningful and memorable.

Still feeling stuck? No worries, the network of GTN advisors is here to help! Check out some of the examples below:

Example 1:
Ortensia Blu Travel Adventures

GTN Advisor Laney Sachs shares the origin of her business name actually came from...

I started my business importing olive oil from Italy and the original name was Ortensia Blu. Ortensia Blu means blue hydrangea in Italian and my garden had the most gorgeous blue hydrangeas. They are my favorite flower and I was able to enjoy them for 2 months every summer. Then I started taking people on trips to Italy and changed the name to Ortensia Blu Italian Adventures. When I became a travel advisor and started booking more than just Italy, I changed the name to Ortensia Blu Travel Adventures.

Example 2:
Zorka's Travel

GTN Advisor Bianka Salvador shares the bigger meaning behind her business name is...

I named my travel agency after my amazing mother, Zorka, whose father was from Croatia. In Croatian, “zorka” means “dawn”—a word that perfectly captures the feeling travel evokes, the anticipation and excitement that bubbles up as you embark on a new journey.

Example 3:
Acacia & Lime Travel Designs

GTN Advisor Patricia Castoro shares the inspiration behind her business name decision was actually because...

“Acacia & Lime" was inspired from my time living and traveling on safari in Africa. It's truly where luxury meets the wild. After a day on safari, it is typical for your guide to find an incredible spot for "sundowners", always with breathtaking views, and the iconic Acacia tree dotted across the landscape. At sunset, gin & tonics are served, with a twist of lime. It's in this moment that you reflect on the wonders of the day. There is no feeling like it, and I knew I wanted to create these moments for my clients - in any destination!

Example 4:

Opal & Finch

GTN Advisor Martha Day shares the process it took to find exactly what she was looking for...

To be very honest, it took me two months to come up with the name Opal & Finch. While I knew the essence of what I wanted the name to conjure when people read or heard it, it took me a while to find the right words. There were two things I was trying to capture. One, a business name that sounded like an old-fashioned firm. Second, and most important piece, was a name which reflected the ethos of how I see travel, connection.  

I reflected on Hans Christian Anderson’s quote “To move, to breathe, to fly, to float, To gain all while you give, To roam the roads of lands remote, To travel is to live.” This quote seemed to fit why I have come to have my own travel business.  

So, in the name Opal & Finch there are two parts. Opal, for a stone of the ground, and Finch, a bird of the air. Together they represent our body and soul, two parts connected perfectly to make up our whole. And do I hope, that the name speaks connection, not just to ourselves, but also to our community and the greater world.

Example 5:

Wild & Precious Travel

GTN Advisor Jenny Park shares the purpose behind her business and its name...

Life is short, and I founded my business in order to help people build amazing memories in travel throughout their lives, not just holding off until the later years. The name of my business- Wild & Precious Travel- is a nod to Mary Oliver's poem "The Summer Day," which concludes with the question: "Tell me, what is it you plan to do with your one wild and precious life?"

Example 6:
Mer Bleue

GTN Advisor Dianna Hetzel shares the meaning behind the name and colors of her business...

The sea has always been a grounding element in my life. It has the power to cleanse and refresh the soul, much like travel does. My happy place on earth is the South of France, Provence-Alpes-Côte d’Azur. I drew from these inspirations for both the name and colors of my business, which is as much a part of my soul as the inspirations themselves.

Whether it's ensuring online visibility, seeking feedback, or contemplating future growth, the perfect name awaits – one that not only represents your business but resonates with your audience. Now, dive in and let the creativity flow as you shape the identity of your future travel business!