For travel marketers, telling a compelling story is critical in an environment where budgets are tight and choices are plentiful. Why not draw inspiration from some of the best storytellers in the galaxy as you look to bring your brand to life?
Recognize protocol droids are a reality
Protocol droids like C-3PO provide their masters with insights into etiquette, diplomacy, and most importantly, clarity about the six million languages in the galaxy.
When they have a protocol droid, the heroes in Star Wars embark on adventure with an AI companion that provides translation, cultural tips, and more. Isn't that essentially a smartphone? The internet broke down considerable barriers to travel; smartphones shattered even more. Now, we're seeing AI-empowered smartphones transcend some of the most daunting barriers, including the language barrier.
Have you played with the Google Translate app recently? Well, 500 million daily active users have, and they'll tell you it's made a tremendous leap forward from the novel app that first appeared in 2006. AI has amplified its translation capabilities, making it easier than ever to translate speech, text, and even images. Protocol droids are no longer science fiction, they're in travelers' pockets.
If you're a travel brand, start planning around a crumbling language barrier to realize new levels of international business. Design signage that's accessible to image recognition technology. Train staff to anticipate and support guests mid-interaction using translation apps. Integrate translation tech into your app or website to make it easy for guests to toggle between languages with built-in tools.
Identify and embrace your brand archetype
Early in his career, George Lucas realized there was a lack of modern mythology and began extensive research into fairy tales, folklore, and mythology. This exploration led him to Joseph Campbell's writings on archetypes, which inspired his storytelling approach. Many classic archetypes are brought to life across Star Wars IP. Rey and Luke are Heroes. Yoda is a Sage. Han Solo is an Outlaw. Grogu is an Innocent.
Marketers have also leveraged Campbell's teachings as they build brands. Brand archetypes are especially powerful for travel brands because they tap into universal human desires and motivations—the very things that inspire people to pack a bag, book a ticket, and explore the world.
To harness the power of archetypes, travel brands should identify the deeper emotional needs they fulfill, whether it's adventure, belonging, transformation, or something else. Start by choosing one clear archetype to guide your brand voice and imagery (and don't automatically assume every travel brand is an Explorer). Align your messaging with that archetype's core motivations. And finally, let that archetype shape the experiences you create, from ad campaigns to on-the-ground interactions. You'll appreciate the head start a well-defined archetype gives you.
Balance nostalgia with new experiences
One of Star Wars' greatest storytelling feats is its ability to balance the familiar with the new. While the galaxy expands with each new show or film, there are always echoes of what came before: a familiar planet, a recognizable alien species, the hum of a lightsaber. Nostalgia is used not as a crutch but as a creative ingredient. It's woven into new narratives to reignite passion among longtime fans. The Mandalorian is a prime example, offering fresh adventure while rewarding viewers with callbacks and cameos that feel earned, not forced. It's a franchise that understands how to honor its history while still charting new territory.
Travel brands can take a similar approach. Winning new customers takes time, money, and effort, but reactivating past customers can be a smarter, more emotionally resonant play. People often form deep attachments to a destination, hotel, or experience, especially if it ties to a meaningful moment in their lives. A travel brand that knows how to trigger emotional memory while showing what's changed can build loyalty that lasts. Like Star Wars, it's about tapping into what people already love while inviting them into something new.
So, show them what's changed since their last visit. Highlight upgrades and new experiences, but frame them in the context of what returning guests already know and love. Let nostalgia be the invitation—then surprise them with what's next.
In this cluttered, competitive world, the brands that win are those that know how to tell a timeless story. Use archetypes, tap into emotion, and embrace technologies transforming travel today. The Force—and your future customers—will be with you.
