HAR's Guide to Writing Job Descriptions That Wow! [+Free Workbook Download]

If you want to find the top talent to hire on at your agency, you need to write top-of-the-line job descriptions. 

When you invest time in creating a job description that reflects the individuality of the role and highlights your unique company culture, you’ll attract more motivated and talented applicants! 

Here’s how to do it and do it well! 

The 5 Essential Components of an Effective Travel Agent Job Description

1. Craft an Attention-Grabbing Job Title

One challenge of creating a great job title is to find a balance between something that is searchable yet creative. 

A good title will target what kind of travel advisor you’re looking for. Instead of simply writing "Travel Agent" (snooze), include some of these types of descriptors below so great talent can find you on the Googleverse: 

• Niche/Specialization (leisure, corporate, groups, etc.)
• Work location (remote/storefront)
• Time commitment (full-time/part-time)
• Experience level (entry-level/senior) 

Keep in mind you don’t have to cram it all in! Chances are, where you post jobs will automatically include filters that job searches will use. So if your company is called “Destination Experts,” do you need to put: “Experienced Full-Time Leisure Travel Consultant and Destination Expert”?

In this case, something like: “Remote Leisure Travel Consultant” might do!

Real-Life Examples of Effective Job Titles:

• Experienced Tour Consultation (Destination Expert): Descriptive and also touches on experience level, niche and product knowledge required.
• FT Executive Assistant and Travel Coordinator: Brief, yet touches on a dual role and intimates that travel coordinating is for business travel (so is not needed in title). 
• Online Travel Researcher & Booking Agent - Entry Level: Gives an idea that this isn’t your typical direct customer service travel advisor position and will attract applicants who may love to plan travel but are more wallflowers!
• Corporate Travel Specialist (Remote): By calling it a “travel specialist” rather than travel consultant, it intimates you need to know your stuff. Says a lot with a little!

Real-Life Examples of Ineffective Job Titles

• Corporate Traveler - Corporate Travel Consultant - Ottawa, ON: Kudos for including location in the title, but in IMHO (in my humble opinion), the company name makes the job a little too busy. It’d get more mileage if it read: “Senior Corporate Travel Consultant (Ottawa, ON)”. 
• Travel Coordinator: Oof, so vague, yet such a common job title. Tell me more. 
• Hiring for Future Opportunities - Travel Consultant: Granted, this was a title for an unnamed giant corporate behemoth, but you can save this title for a job fair. As a job title, it’s likely only going to attract folks who are entry-level and curious about learning more (which is great if that’s what you want). 

2. Write a Compelling Summary

A compelling job description or summary is an opportunity to make great applicants excited about applying for your job opportunity.

You want to be the cream that rises to the top, so applicants bring their A-game! Make sure your summary hooks candidates while giving them a clear picture of the role and what makes YOUR company unique. Keep it conversational and authentic.

Example of an effective job summary:

"Our family-owned luxury travel agency is seeking an experienced advisor who lives and breathes travel. If you find yourself planning your friends' honeymoons for fun and have a knack for creating unforgettable experiences, we want to talk to you! We're known for our attention to detail and the little surprises we create for our clients. Sound like you? Keep reading!"

There are exclamation points. There’s engagement. There’s a clear description of the agency, the role, and what type of applicants they are looking for! The other cool thing is that it is addressing the reader! That’s a great strategy for an industry that is service-oriented. 

Example of an ineffective job summary:

This role is crucial in supporting the named partners of the firm optimizing their time and productivity, and supporting travel coordination for the entire firm. This position manages complex schedules, coordinates high-level meetings, and handles sensitive information with discretion. A key aspect of the role involves orchestrating domestic and international travel arrangements, ensuring seamless logistics, and adhering to firm policies and executive preferences. The ideal candidate excels at multitasking, problem-solving, and maintaining composure in fast-paced environments while providing indispensable support to the executive team.

Man. Travel is exciting. But you wouldn’t know by reading this description. This description is rehashing what is likely going to be posted in the roles and responsibilities. Also, it’s not engaging and doesn’t give a pulse on the company culture. 

3. List Clear Job Duties

Be specific about daily responsibilities while highlighting what makes the role exciting. Include both routine tasks and unique aspects of the position.

If your position is multi-faceted (consider the Executive Assistant & Travel Coordinator above), you might want to include a breakdown of how much time they’re spending on different types of tasks. This way an applicant won’t feel like it’s a bait-and-switch if they apply thinking they’ll spend most time putting together itineraries but end up spending all their time with front-line client support.

Here’s a look-see at what key responsibilities might include (I’ve included percentages, but you can take it or leave it depending on what’s a good fit for you!). 

Key responsibilities will include:

• 60% Creating customized travel itineraries 
• 15% Managing client relationships from inquiry to post-trip follow-up
• 10% Attending supplier training and maintaining certifications
• 10% Participating in client events and travel shows
• 5% Contributing to the agency's social media presence

4. Define Requirements Thoughtfully

Separate "must-have" requirements from "nice-to-have" qualifications. This will ensure that you attract clients whose strengths align with the requirements of your position.

Be specific about the requirements you list. For example, instead of saying “customer service experience” say: “1-year minimum of customer service experience.”

Remember that too many requirements can discourage potentially great candidates. Focus on 5-8 for your job description! 

Example of Must-Have Requirements:

• Strong customer service background
• Excellent attention to detail
• Proficiency with basic computer systems
• Ability to work some evenings/weekends as needed
• Strong written and verbal communication skills

Example of Nice-to-Have Qualifications:

• 3+ years of previous travel industry experience
• GDS knowledge 
• Social media marketing experience
• Second language proficiency
• Experience with VactionCRM (or other travel CRM systems)

5. Showcase Your Company Culture

While this is last, it’s arguably the most important step to creating an amazing job description. 

This is your chance to stand out! Share what makes your agency unique and why someone would want to join your team beyond “standard” benefits like vacation time and 401ks. 

Example:

"At Wanderlust Travel, we believe in work-life balance and practicing what we preach – that's why we offer generous vacation time and regular FAM trip opportunities. Our tight-knit team celebrates each other's successes, and we're proud to have been voted 'Best Travel Agency' in Portland three years running."

Go the Extra Mile - 4 Pro Tips for Writing Job Descriptions that Convert

1. Be Human: Write like you're having a conversation, not creating a legal document. Let your agency's personality shine through.
2. Add a Screening Question: Include a simple task that helps identify detail-oriented candidates. For example, "In your cover letter, please share your favorite travel experience and what made it memorable."
3. Highlight Growth Opportunities: Mention professional development opportunities, mentorship programs, or advancement paths within your agency. This way, you’ll attract applicants who are ambitious and may have more staying power!
4. Inclusive? Don't Be Shy!: Beyond a EOE (equal opporutnity employer) statement, if you're serious about attracting diverse talent and it's integral to your mission, let applicants know with a statement in your description! This can empower an awesome applicant to join. 
5. Use Clear Formatting: Just like you don’t want to read a resume with 1,000-word block paragraphs, applicants don’t want to drown in a sea of info. Break it up. Keep sentences just as long as they need to be. Engage. Use bullet points to get to the facts.  
6. Break up text with bullets and headers
7. Keep paragraphs short and scannable
8. Use consistent formatting throughout

6 Most Common Pitfalls for Travel Agency Job Descriptions

I’m not going to spend too much blog real estate on this because you won’t do it after downloading Steph’s workbook! 

But in general, here’s a few things to avoid:

1. Vague or generic descriptions: 
2. Does it sound like AI spit it out? Do you get bored writing it? Red alert! 
3. Overwhelming lists of requirements: A list of requirements isn’t a wish list. Focus on the 5-8 must-haves. You don’t want to keep your dream candidate from applying. 
4. Focusing too much on tasks rather than opportunities: Don’t ask yourself, “What can your candidate do for you? Ask yourself, “What can you do for your candidate?” 
5. Using industry jargon without explanation: Jargon shouldn’t be a filtering device for qualified applications. Not only is it alienating and may detract someone with great skills but less industry-specific experience, but it’s kind of boring!
6. Failing to differentiate your agency from competitors: Don’t forget the work culture piece. Give an honest friend your job description and another that is for a different company. Can they tell which one is yours without hesitation? If not, then it’s time to make a few changes!

Download HAR’s Free Workbook, “Job Descriptions that Wow!”

1. Job Description Template Download our customizable template to create your perfect job posting.
2. Example Job Descriptions View real-world examples of successful travel agency job postings.

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Ready to Write Your Job Description?

Remember, your job description is more than just an itemized list of requirements, it’s a marketing tool for YOUR agency. Take time to craft a description that reflects your company culture and attracts candidates who will thrive in your environment! 

Want to elevate your job description? Download our Job Description Workbook to make your job description go from “meh” to amazing!