Brand Tone

A carefully crafted blend of aspirational luxury and trendy, casual conversation, with an underlying inspirational and empowering secondary tone.

Brand Values

• •Curated Luxury
• •Community & Connection
• •Convenience & Stress-Free Experience
• •Aesthetic & Image
• •Adventure & Vibe

Best Practices

• •Master the High-Low Blend: Always balance aspirational, luxury terms ('curated,' 'exclusive,' 'first-class') with trendy, relatable slang ('vibe,' 'lit,' 'squad'). This mix is the core of the brand's voice and prevents it from sounding either too stuffy or too informal.
• •Lead with the 'Why': Focus on the feeling, not just the features. Instead of 'We offer trip planning,' say 'Experience the world with zero pressure and maximum vibes'. Sell the outcome: connection, adventure, and stress-free luxury.
• •Use 'You' and 'We' to Build Community: Address the audience directly with 'you' and 'your.' Use 'we' and 'squad' to create a sense of an existing community that they are being invited into. Language like 'Hop in, squad!' or 'Join our travel fam' is inclusive and welcoming.
• •Embrace Action-Oriented Language: Use strong, energetic verbs that inspire excitement. Words like 'unlock,' 'explore,' 'ignite,' 'vibe,' and 'jet set' are more powerful than passive descriptions.
• •Keep it Visually Scannable: Use short sentences, line breaks, and emojis (✨, 🥂, 🌍, 🤝) to break up text, especially on social media. This reflects the modern, dynamic energy of the brand and makes the information easy to digest for a fast-scrolling audience.

Social Perception

Positively perceived as a trustworthy and aspirational travel curator, highly organized, fun, energetic, ideal for solo travelers, and a brand others want to be a part of, often described with words like 'unforgettable' and 'top tier'.

Copy Examples

• •They told us to live our best lives in Greece. We said, 'Say less.' 🥂✨ From Santorini sunsets to vibing on private yachts, we didn't just visit—we owned it. This isn't just a vacation; it's main character energy activated. Ready to find your squad and your new favorite memories? Tap the link in bio for our 2026 trips. #JetsetSquad #LuxuryTravel #Greece #SquadGoals #TravelVibes
• •YOUR SQUAD IS WAITING. WE'LL HANDLE THE PLANS. Curated luxury trips for those who crave more than just a vacation. More vibes, more life, zero stress. Explore Trips.
• •That Bali trip you've been dreaming of? It's planned.
• •Tired of group chats that go nowhere? We get it. Jetset Squad curates co-ed luxury trips for travelers who want unforgettable experiences without the planning headache. Think VIP treatment, instant friends, and professional photos to make everyone jealous. All you have to do is pack your bags. Learn more about our upcoming trip to Jamaica!
• •The Ultimate Tulum Vibe Check: Your Travel Guide. 🌴 So you're ready for Tulum, but you want to do it right. This isn't your average guide. We're spilling the tea on the best beach clubs, the hidden cenotes, and the spots with the best lighting for your pics. No stress, just the best. Download now and jet set like a pro.