Here’s the thing about About Us pages: most of them are boring.
You’ve probably seen your fair share, generic photos, vague mission statements, and lines like “we are passionate about providing the best travel experiences.” It all starts to sound the same.
But people actually read the About page. Especially when they’re thinking about spending money. It’s where they go to decide if they can trust you. That’s why getting it right matters.
If you run a travel agency, whether it’s you solo or a whole team, your About page isn’t just a background story. It’s a trust builder, a vibe checker, and in a lot of cases, the reason someone clicks “Book Now” or moves on to someone else.
So let’s talk about how to make your About page actually work for you. Not in a fake, marketing-jargon kind of way. Just honest, clear writing that shows people who you are and why you do what you do.
Why the About Page Matters (More Than You Think)
People don’t buy trips from websites. They buy them from people they trust.
When someone lands on your About page, they’re not just looking for facts. They want to know:
- Who’s behind this agency?
- Why should I trust them with my vacation?
- Do they know what they’re doing?
- Do they get what I’m looking for?
It’s not about how long you’ve been in business. It’s about whether your story clicks with theirs.
Especially for travel, which is emotional. People are spending thousands of dollars and taking time off work. They want to know they’re in good hands.
The Biggest Mistake Most Travel Agencies Make
They try to sound like a big company.
Here’s what happens: instead of writing like themselves, they start writing like a brochure. “We are committed to excellence in travel planning.” “Our mission is to provide unforgettable journeys.”
It’s like everyone’s copying each other. But the problem is, no one remembers that stuff. And no one believes it either.
Instead of trying to sound professional, try sounding real.
What to Put on Your About Page (And What to Leave Out)
Let’s get into the actual structure. Here’s a simple way to think about it. Your About page should answer three big questions:
1. Who are you?
This is where you introduce yourself or your team. Use real names. Add photos if you can. And don’t be afraid to show personality.
Instead of:
“We are a full-service travel agency with years of experience planning international trips.”
Try something like:
“I’m Lena. I started this agency in 2015 after spending a year backpacking across South America. Since then, I’ve helped over 300 families plan trips they actually enjoy (without wanting to kill each other by Day 2).”
If you have a team, introduce them too. People like knowing who’s behind the scenes.
2. Why do you do this?
Here’s where you share your story, but keep it relevant. This isn’t your whole life story. Just the part that helps people understand why you care about travel and why you’re good at what you do.
Maybe it started with a bad travel experience. Or a once-in-a-lifetime trip that changed how you see the world. Whatever it is, this section should show that you get it, because you’ve lived it.
Example:
“I used to work at a corporate travel agency where everything was about sales numbers. No one cared if the trip was actually right for the client. That’s why I started my own agency, to slow things down, ask better questions, and actually listen.”
This is where trust starts to build.
3. Who is this for?
This part’s important; most people skip it. Your About page should make it clear who you serve. Because when a visitor reads it and thinks, “This is for me,” you’ve already won.
So say it clearly.
“We help retired couples plan slow, relaxed trips to Europe, the kind where you can actually sit at a cafe and enjoy the moment.”
Or:
“We work with busy families who want their kids to experience the world without needing a vacation after their vacation.”
This makes the reader feel seen. And it filters out people who aren’t a good fit (which is a good thing).
Tone: Talk Like a Human
Here’s something simple that makes a big difference: write like you talk.
If you wouldn’t say “we are passionate about curating bespoke travel itineraries” out loud to a friend, don’t put it on your About page.
Use plain words. Use contractions (we’re, don’t, it’s). Ask rhetorical questions. Start sentences with “and” or “but.” That’s how people actually talk, and it makes your writing easier to read.
Here’s a rewrite of something you might see:
Bad:
Our agency specializes in delivering exceptional travel experiences tailored to each client’s unique desires.
Better:
We plan trips that actually feel like you. No cookie-cutter itineraries. Just travel that fits the way you like to move.
See the difference?
Add Photos, Real Ones
A photo of you (or your team) goes a long way. It doesn’t have to be super polished. It just has to be real.
A selfie in front of Machu Picchu is better than a stock photo of a beach.
People want to see you. The real you. If your agency is just you working from a laptop, that’s fine. Show it. If you’ve got a team, show them too.
And don’t forget captions. A quick line like “That’s me, trying not to fall off a camel in Morocco” gives it personality.
Include a Few Quick Facts (But Make Them Fun)
Some people don’t want to read a whole story. They just want the bullet points. So give them a few.
But skip the boring ones like “Established in 2013.” Instead, try things like:
- Trips planned: 842
- Favorite place to get lost: Kyoto side streets
- Weirdest client request: A beach wedding with llamas (yes, really)
- Trip I’ll never forget: Taking my mom to Paris for the first time
Stuff like this makes you memorable.
A Call to Action, But Low Pressure
Your About page should have a next step. Something simple. “Want help planning your trip? Reach out here.” Or “Not sure where to start? This guide might help.”
Just don’t make it pushy. You’re not selling a car. You’re inviting them to reach out, if it feels like a good fit.
Examples of Travel Agency About Pages That Work
Here are a few examples of About pages that get it right. (These aren’t real businesses, just made-up ones to show the point.)
1. Solo Travel Coach for Women Over 40
“I’m Priya, and I help women over 40 take their first solo trip, safely, confidently, and without apologizing for wanting time to themselves. After my divorce, I took a trip to Portugal that changed everything. Now, I help other women do the same.”
Why it works: It’s clear, specific, and emotional. You immediately know if it’s for you.
2. Family Travel Expert for Disney + Beyond
“Hi, I’m Marcus, dad of 3, certified Disney planner, and spreadsheet nerd. I help families plan theme park trips without the stress meltdowns (from kids or parents). We talk budget, nap times, food allergies, and how to still have fun when it rains.”
Why it works: Honest, helpful, and funny. Feels like a real person who’s been there.
3. Eco-Tour Operator Focused on Nepal
“Born and raised in Pokhara, I started MountainHeart Travel to show people the side of Nepal most tourists miss. We support local guides, avoid mass-tourism traps, and help you experience this country the way it should be, slowly, respectfully, and with heart.”
Why it works: Personal story meets clear values. You know what to expect and why it matters.
Common Questions People Have, And How to Answer Them
A good About page can also answer the stuff people are too shy to ask.
Like:
- “Do I need a huge budget?”
- “Do you plan everything or just help with parts?”
- “Will I have a say in the itinerary?”
You can either add a quick FAQ at the bottom or just write conversationally and address these questions as you go.
A Quick Checklist
Before you hit publish, run through this list:
✅ Did you say who you are, in your actual voice?
✅ Did you explain why you do what you do, without making it sound like a resume?
✅ Did you make it clear who your service is for?
✅ Are there any photos of real people (not stock photos)?
✅ Did you give a next step, without sounding like a sales pitch?
✅ Would a stranger reading it feel like they get you?
If you said yes to most of these, you’re probably in a good spot.
Final Thoughts
Here’s what to remember: your About page isn’t about you. It’s about why you matter to them.
It’s not about sounding impressive. It’s about sounding real.
If you can show people that you understand their travel hopes, and that you’re the kind of person they’d want to email, you don’t need fancy writing. You just need honest words.
So don’t overthink it. Be yourself, be specific, and keep it simple.
That’s what makes an About page work.
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