TARGET AUDIENCE
Primary Audience
Women in their 50s
Self-made, middle-class
Suburban
Often single or traveling without spouse
Budget: $8,000–$15,000
Emotionally ready for something new
Psychographics
She always wanted to go to Italy
She feels intimidated by international travel
She doesn’t want to figure out flights, trains, hotels
She aants authenticity, not a bus tour
She wants to feel safe
She wants someone she trusts
She is not buying logistics. She is buying confidence.
BRAND PERSONALITY
This brand is not corporate travel.
The service and the trips will be fun, simple, glamorous, and casual with creativity and plenty of room for improv, of-th-beat engagement
“Your well-traveled girlfriend who knows Italy better than Google.”
You voice should feel warm, inviting, story-driven, personal, slightly playful, and absolutely never stuffy
THE SLAM DUNK MESSAGE
The Problem: Your target audience has always dreamed of Italy… but you doesn’t know where to start. And, the idea of planning it feels overwhelming.
The Solution: Susan Blair, travel curator, has spent more than 20 years exploring Italy, building relationships, and discovering the hidden gems most tourists miss.
The Result: Your target audience will savor Italy without the stress of planning it.
CLUTTER BUSTER
“I take the guesswork out of traveling to Italy so you can savor every moment.”
GOING FISHING
(How They Find You)
Social media (especially Instagram & Facebook)
Word of mouth
Storytelling social posts from Italy
Before/after travel stories
Personal connection marketing
Your authority comes from repetition of “I’ve been there over 15 times.”
BULLSEYE PRODUCT
Custom Italy Travel Planning Experience
Includes:
Pre-trip consultation
Flight planning guidance
Hotel recommendations (correct area, not just good ratings)
Private tours
Restaurant gems
Transportation navigation
Personal connections in Italy
Local insider knowledge
FOOT IN THE DOOR
“The Bella Viaggio Consultation”
A paid or free discovery call that includes:
Travel dream mapping
Budget clarity
City matching
Experience goals
Timeline planning
She walks away feeling:
Relieved
Excited
Heard and Seen
TRUST THE PROS
Authority pillars:
Over 20 years traveling Italy
Married in Oderzo
Personal relationships in local towns
Knows the language (even conversationally counts)
Knows all transportation systems
Knows what NOT to do
Story asset:
“We didn’t just get married in Oderzo. We married the whole town.” That’s not marketing fluff. That’s credibility wrapped in romance.
TRIGGERS
What causes her to act?
Milestone birthday
Divorce recovery
Retirement
Empty nest
Friend group trip
“If I don’t do this now, when will I?”
Your marketing should lean into “Stop waiting.”
REMOVE SPEED BUMPS
Her fears:
Safety
Language
Transportation
Booking wrong hotels
Traveling alone
Spending too much
Your job will make Italy feel familiar before she boards the plane.
Putting it all together
THE OFFER STRUCTURE
Tier 1:
The Bella Viaggio Plan
Personalized itinerary planning.
Tier 2:
Concierge Italy
Full booking support + insider experiences.
Tier 3:
Hosted Experiences
Small curated trips led personally.
DIFFERENTIATION
Other travel agencies and companies:
Plan all of Europe
Feel impersonal
Use generic tours
Sell pre-packaged trips
Bella Viaggio:
Italy only
Personal connections
Town-level intimacy
Real restaurant recommendations
Personal stories
Authentic experiences
This is niche authority, and niche authority builds trust fast.
BRAND PROMISE
“The time of your life.”
More refined version: An Italian journey so beautiful it leaves you breathless, and wanting more.
COLOR DIRECTION
Not bright Italy flag red. Think vineyard, not pizza box.
NAME EXPLORATION
Because “Italy Travel Company” won’t carry this.
Some elevated options:
Bella Viaggio
Savor Italia
La Dolce Journey
Bella Savor Travel
Italia, Unscripted
The Italia Collective
Passaporto italiano
Italian Soul Travel
Andiamo in Italia
ONE LINER OPTIONS
“Savor Italy without the stress.”
“Travel to Italy with those who knows it by heart.”
“Italy curated by family.”
“Your Italian journey, beautifully curated.”
GROWTH STRATEGY
Immediately:
Custom trip planning
Build testimonials
Gather client photos
Create story-driven social presence
Year 5 (or sooner):
Group experiences
Retreats
Culinary trips
Women-only “Hop the Pond” experiences
THE REAL EMOTIONAL DRIVER
This brand is about freedom, confidence, courage, romance, and discovery.