With countless operators, agencies, platforms, and professionals vying for attention, credibility is currency, and few things boost credibility quite like winning (or even being shortlisted for) an industry award.
At The Travel Vox, we’ve supported travel businesses through the entire awards process, from identifying the right categories to crafting compelling entries. We’ve seen first-hand the power that recognition can have. It’s not just about the trophy; it’s about validation, visibility, and long-term growth.
In this guide, we’re sharing why entering awards is essential for your business and how to approach the process strategically to give yourself the best chance of success.
Why Entering Awards Matters
1. Trade Recognition
Awards signal to the industry that you’re doing something exceptional. Whether it's innovation in technology, customer service excellence, or leadership in sustainability, a respected award shows that your peers and sector leaders recognise your contribution.
This kind of trade recognition doesn’t just boost your reputation. It opens doors. Awards can lead to new partnerships, improved supplier terms, invitations to speak at events, and a seat at the table in wider industry conversations.
2. Trust and Credibility
A win or even a finalist placement adds weight to your brand. When potential clients or partners research your company, an award logo or mention in a trade press article instantly strengthens your credibility. It tells people: others trust us, so you can too.
3. Team Morale and Talent Retention
Internally, awards are powerful motivators. They recognise your team’s hard work and reinforce a sense of pride and purpose. It’s a brilliant way to celebrate achievements, keep people engaged, and help retain talent in a fast-moving industry.
Awards can also be used in recruitment, giving you an edge when competing for the best people.
4. Marketing and PR Gold
Winning an award gives you a ready-made marketing moment. From press releases to email campaigns and social media posts, the promotional opportunities are endless. Finalist or winner badges can also be added to your website, proposals, and email signatures, reinforcing your expertise every time someone interacts with your brand.
5. Business Growth
Awards raise awareness. New clients, partners, and stakeholders start paying attention. This increased visibility can drive direct business results, including lead generation, improved conversion rates, and long-term brand equity.
How to Enter Trade Awards Strategically
Not all awards are created equal, and entering shouldn’t be an afterthought. Here’s how to make award entries part of a meaningful business strategy.
1. Choose the Right Awards
Start by identifying the awards that carry weight in your sector. In the travel industry, some are more prestigious or more widely recognised than others. Look at who the past winners have been and whether your competitors are entering. Some popular options include:
- TTG Travel Industry Awards
- Travolution Awards
- Travel Weekly Globe Travel Awards
- Business Travel Awards
- British Travel Awards (for consumer recognition)
- Regional business or SME awards (great for local visibility)
Also consider niche awards such as those focused on sustainability, diversity, tech innovation, or customer service. They can be just as powerful if they align with your values and objectives.
Top tip: Don’t spread yourself too thin. Enter fewer awards and focus on strong submissions rather than submitting average entries to every category.
2. Read the Criteria Carefully
This sounds obvious, but it’s the most common mistake. Award entries are often scored against specific criteria. If you don’t respond to these directly, you’ll fall at the first hurdle.
Print out or copy the entry requirements into a document. Break them into bullet points or questions and make sure your entry clearly addresses every one. Judges are busy, and if they’re not seeing the answers quickly, they won’t dig deeper.
Checklist:
- Are you answering the exact question?
- Have you included evidence to back up your claims?
- Are you using clear, non-jargon language?
3. Tell a Story
Judges read dozens, sometimes hundreds of entries. The ones that stand out are the ones that tell a compelling story. Start with the challenge you faced, show how you approached it, and demonstrate the results.
Use emotion. Use facts. And most importantly, show impact.
Example:
Instead of:
"We improved our customer journey and saw increased bookings."
Try:
"With no-code AI tools and new payment functionality, we reduced booking time from 15 minutes to 5, resulting in a 28 percent increase in conversions within six months. Customer satisfaction scores rose from 3.8 to 4.6. One client described it as a game-changer that finally makes booking feel effortless."
4. Use Data and Testimonials
Back up your story with real evidence. Include metrics like growth percentages, booking volumes, customer feedback scores, revenue shifts, or engagement stats. If you can show return on investment or operational improvements, do it.
Customer testimonials or internal feedback can also add weight, particularly if they’re recent and relevant.
5. Get Internal Buy-In Early
Gathering data and stories takes time. Start your entry process early and get your team involved. Your customer service manager might have great examples. Your tech lead might have stats you don’t. Involving the wider team also helps build momentum and increases morale.
It’s also useful to assign a project lead, whether it’s someone internal or a consultant, to manage deadlines and ensure the entry meets the brief.
6. Edit Ruthlessly
Word counts matter. Stick to them. Don’t overwrite. Clarity and impact win awards, not long paragraphs. Cut the fluff, avoid buzzwords, and aim for simple, powerful language.
Once you’ve written the draft, have someone else read it. Ideally, choose someone who doesn’t know the full background to ensure it’s clear and easy to follow.
7. Prepare Supporting Materials
Many awards allow or request additional evidence. This could be:
- Screenshots or mock-ups
- Marketing materials
- Client quotes
- Case studies
- Short videos
- Infographics
Do not overwhelm the judges, but do include a few strong pieces that support your claims. Label everything clearly and keep it relevant.
8. Reuse and Refine
Entering multiple awards over time? Reuse and repurpose your content. Tweak each entry to suit the specific award criteria, but don’t reinvent the wheel every time. Your key achievements will remain consistent. You’re simply tailoring the angle.
9. Celebrate and Promote Your Success
If you’re shortlisted or win, make the most of it. Post on LinkedIn, update your website, create a press release, and add the badge to your email signature and proposals. Celebrate with your team and thank your partners. Use it as an opportunity to reconnect with clients and build momentum.
Even a simple message saying you’ve been shortlisted helps reinforce your credibility.
What If You Don’t Win?
Not winning isn’t a failure. If you’re shortlisted, that alone is valuable recognition. And if you don’t make the list, treat it as a learning opportunity.
Review your entry. Ask the organisers for feedback if available. Revisit your case studies and data. Most importantly, keep going. Many award-winning businesses didn’t succeed the first time they entered.
Final Thoughts: Make Awards Part of Your Strategy
Entering awards should not be a last-minute marketing tactic. It should be part of your wider strategy for brand growth, reputation building, and stakeholder engagement. It’s about positioning yourself as a leader in your space and giving your team, partners, and clients something to be proud of.
At The Travel Vox, we believe every travel business has a story worth telling. When told well, that story can win awards, open doors, and build a brand that lasts.
Need help crafting a winning award entry?
The Travel Vox supports travel businesses with strategic communications, award submissions, and brand storytelling that gets noticed. Get in touch to find out how we can help you position your brand for recognition and growth.
