Your Mission Statement
Understating the concept of a Mission Statement is critical to travel agents. This a statement to the world of the principles for which you stand.
In a single clear and succinct statement a mission statement must:
Try to avoid industry jargon or cliché. Clarity in your mission statement is the absolute requisite to authentic marketing. Below, you will find tools to help you build your own. It will be the foundation for your new marketing plan. |
Mission Statement Purpose:
Your mission statement provides a benchmark for every corporate action. It’s a test! Apply it to every marketing effort and decision the company makes. If an act is consistent with the mission statement, then it passes the test for consideration. If an act is inconsistent with the mission statement, then it is discarded. By aligning all of your actions with your mission statement you avoid confusing your clients and increase your client's perception of your authenticity. Additionally, your mission statement should motivate you and those with whom you work. It should also inspire and comfort your clients. Your Mission Statement's Formula REMEMBER to be concise. Provide a short statement of what you do, and the audience for which you do it. Make a list of the actions you are going to take and the people who will be affected by those actions. For example, the mission statement for Travel Research Online is "To enhance the lives of travel professionals." |
Essentially, you have at least three audiences for your mission statement, and each audience can take away different strengths from your formulation.
Examples of mission statements
Let's now examine the mission statements of several companies with which you may be familiar. While not all follow strictly the guidelines we set out above, I believe you will find most adhere closely to the formula.
Examples of mission statements
Let's now examine the mission statements of several companies with which you may be familiar. While not all follow strictly the guidelines we set out above, I believe you will find most adhere closely to the formula.
Interestingly, the Apple mission statement above is no longer used by Apple and the current mission statement is very "product centric" rather than focusing on customers. The statement above, however, is included on many of their press releases and is closer to a classic mission statement. One has to wonder if the lack of innovation recently exhibited by the company is somehow reflected. Here is a good article on the topic.
One of my favorite mission statements is the Humane Society International. You can see their "About Us" page here.
Exercise: Create your own Mission Statement!
It's time for you to consider creating your own Mission Statement. This is your opportunity to develop your company's "reason for being" and to articulate why you are a travel professional. Download the worksheet on the next page and get to work!
It's time for you to consider creating your own Mission Statement. This is your opportunity to develop your company's "reason for being" and to articulate why you are a travel professional. Download the worksheet on the next page and get to work!