Storytelling for Travel Agents: Tell Me a Real Story, No Tall Tales


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MSC Croisières


In the first episode, we talked about personal branding: the image you leave behind, the way you’re identified, what makes people want to trust you.

Today, we move to the second pillar: storytelling. And no, storytelling isn’t about spinning stories to embellish reality like a Titanic trailer, sunset, violins and the promise of eternal happiness as extra baggage.

Storytelling is much simpler. It’s giving meaning to what you do. It’s turning information into a living message, turning an offer into a projection, turning advice into useful content, turning a hassle into a lesson, turning expertise into concrete proof.

In plain terms, it isn’t about inventing a story. It’s about knowing how to tell the right one. And in tourism, there’s no shortage of material.


Your role is to restore meaning

A product sheet informs. A story makes it understood.

Saying: « A well-located hotel with a pool. » is information.

Saying: « This hotel, I would especially recommend to a family that wants to unpack, avoid long travel times and enjoy real comfort without spending their vacation in transit. »

There, you’re already telling something. You’re giving context. You’re helping the client to picture themselves. You’re transforming a technical spec into advice.

And that’s exactly where storytelling becomes useful. Because today, the traveler is overwhelmed by comparison sites, Google reviews, TikTok videos, platforms, influencers and promises of “best price.” He sees it all.

But he does not always understand what is truly meant for him. Your role is to restore meaning. A bit like in Men in Black: everyone sees the scene, but few really know what lies behind it.

In travel, behind a beautiful offer, there is often a detail that changes everything.

And this detail is often you who spots it.


Find all of JC’s best tips here by clicking here


Educating: Make it understood

A good storytelling doesn’t start with: “What am I going to tell?

It starts with: “What do I want to make them understand?

Example. You want to explain that an agency isn’t necessarily more expensive than booking directly.

You could write: “Using an agency doesn’t always cost more.” That’s true, but it won’t make a room jump up like a Freed from Desires chorus.

You could also tell: “This week, a client arrived with three tabs open, two hotels compared, a flight spotted and a real question: am I making a good deal or a mistake? By going through the file point by point, we found that the cheapest hotel was 45 minutes from everything, the return flight required an extra night, and baggage wasn’t included. In the end, the best price wasn’t the one they thought.

There, you’re no longer in argument. You’re in demonstration. And that’s much stronger.


Telling a hotel story is telling an experience

In our profession, details are essential: dates, flights, schedules, board basis, transfers, hotel category, terms. But that’s not always what triggers interest.

A raw offer says: “7-night stay with all-inclusive, direct flights, transfers included, 4-star hotel.

A told story offers:Do you want to travel with family without worrying about every meal, every transfer and every expense on site? This formula is for that: you arrive, you drop your bags, the kids head to the pool, and you can finally breathe.

The traveler no longer reads just a service. They picture themselves in it. As Forrest Gump would say, an offer is sometimes like a box of chocolates: what matters isn’t just the packaging, it’s knowing what’s inside… and whether the client will like the taste.


Behind the scenes: your best scenario


In tourism, our role isn’t to say yes to everything. Our role is to advise. And sometimes, advising means saying no.

No, this destination isn’t ideal at this time. No, this hotel doesn’t fit the profile. No, this cheaper offer might hide constraints.

When told intelligently, that “no” becomes proof of expertise.

People often ask me if I can find something cheaper. The answer is yes, sometimes. But my real role isn’t just to find cheaper. It’s to find fair. And sometimes the cheapest becomes very expensive when it doesn’t suit the traveler.

In Ocean’s Eleven, the plan works because every detail is thought through. In travel, it’s the same.


Storytelling must stay sincere!

Storytelling doesn’t mean writing a novel. A good narrative can fit in a few lines.

She absolutely wanted a seaside hotel. After discussion, she mainly wanted to be able to do everything on foot. So it wasn’t the beach that needed to be sought first, but the right neighborhood. That’s also our job: understand the real demand behind the demand.

Short. Clear. Useful.

A too-short correspondence, an out-of-the-way hotel, a transfer not foreseen, or an offer that hides constraints can become useful content.

Of course, we anonymize and respect clients. But we draw a lesson.

This week, a traveler thought they had found a great offer. On paper, yes. In reality, the arrival airport was two hours from the city, the transfer cost a fortune, and the schedules wasted nearly a day on site. A good offer isn’t just a price. It’s a coherent whole.


Storytelling is more about explaining to whom a destination fits… and to whom it does not fit.

I would recommend this destination to those who like to take their time and enjoy a true local atmosphere. On the other hand, if you’re looking for constant activity and very festive evenings, it may not be the best choice.

Storytelling must stay sincere! This is the key point.

Storytelling works when it is sincere. It should not turn a travel agent into a manufactured character, but reveal your view, your experience, your beliefs and your way of working.


Conclusion: tell simply, tell truthfully

At heart, storytelling isn’t about telling more. It’s about telling better.

Behind every offer, every hotel or every destination, there is a reflection. Our job isn’t only to reserve. It’s to listen, understand, advise, safeguard and accompany.

If we don’t tell our value, others will summarize it for us. So we might as well take control.

With sincerity, pedagogy, personality and hands-on experience. Because good storytelling isn’t about inventing a pretty story. It’s about telling the true value of your profession.


JC, whose real name is Jean-Charles Franchomme, has been working in the tourism industry for more than 20 years.

Since 2024, he is a sales and web executive for groups at Steam Evasion, where he leverages his dual field and digital expertise.

He is also the founder of the Facebook community “100% travel deals and expertise” which brings together 3,800 travelers.

An entrepreneur at heart, he also co-founded two influential Facebook groups in the sector: CDMV (Collective for the Defense of Travel Trades) and Helpdesk for Tourism Pros, which have become essential exchange spaces for professionals.

Experience the Real Australian Bush Life Near Darwin at This Lodge

After a stretch of red dirt road, less than two hours from Darwin, the landscape gradually reveals a different face. Fences fade into tall grasses, termite mounds rise in the middle of the plains, and wetlands become the realm of birds and crocodiles. In June, while we were filing a report in the Northern Territory, we discovered the Finniss River Lodge, nestled at the heart of a vast cattle operation. An immersion accessible right at the core of Australia’s Top End.

In a Real Australian Family Station

The Finniss River Lodge story begins with Leo Venturini in 1987, when he purchases this enormous property spanning more than 20,000 hectares. Nearly forty years later, it still belongs to the family and functions first and foremost as a cattle station typical of the region, with around 4,500 head of cattle. Since 2022, however, the family business has diversified with the creation of the lodge, steered by his granddaughter, Olivia.

Staying at the Finniss River Lodge thus means stepping into the workings of a genuine cattle station. The wet season measures its reach. When rains push the water levels up by several meters, the roads can disappear under the floodwaters and cut the property off from the rest of the world. An airstrip enables the arrival of a small plane, and a helipad is also planned for helicopters. Large tanks collect rainwater, enabling the lodge to be entirely autonomous in its water supply.

With six rooms only and a pool facing the floodplains, the place can accommodate at most a dozen guests. Two guided excursions are organized each day, in the morning and late afternoon, and the small capacity makes it possible to travel with a guide in a very small group, or even individually. The station can be explored by 4×4 or by boat, observing the animals, discovering the different ecosystems of the property (floodplains and wetlands, paperbark forests, wooded savannas, pockets of rainforest, and coastal and mangrove zones) or learning about the station’s work. Depending on the season, one can witness the cattle gathering, see the animals move through the enclosures, or participate in certain tasks.

And then there is the “Cows and Canapés.” At sunset, visitors join a small group for the pre-dinner apéritif with a group of fewer than a hundred cattle selected for their particularly sociable temperament. The cows come of their own accord, seeking strokes, and some do not hesitate to lick hands or legs. A rather unconventional way to discover Brahman cattle, recognizable especially by the shoulder hump and their long ears. Native to tropical regions, they endure the intense heat and the harsh conditions of northern Australia.

From Giant Termite Mounds to Crocodiles, Wildlife to Discover

But the cattle are far from the only animals encountered here. The lodge’s guides are invaluable allies for discovering this wildlife: with so few visitors, you can take the time to pause, observe, and above all learn things that would easily escape an untrained eye. Without a guide, a termite mound might be just a big dirt bump at the edge of a track. But with someone who knows the bush, it becomes the starting point for a true lesson on insects, their organization, and the architecture of their habitat.

Did you know, for instance, that some Top End termite mounds reach six to eight meters tall, growing by about a meter every ten years? Inside, the termites construct a genuine network of galleries that allows them to regulate temperature naturally. Heat enters through certain parts of the mound, air circulates through the galleries, and exits through other openings. This natural ventilation system keeps interior temperatures much steadier, despite the scorching heat outside. This architecture is all the more remarkable because it is built and maintained continuously by tiny insects.

And these structures serve other species as well. The forest kingfisher (Todiramphus macleayii) uses the termite mounds to install its nest. To carve the entrance, the small bird darts at the wall with its beak leading, striking repeatedly in violent blows. And as our guide explained, it is this same bird that inspired an invention seemingly unrelated to the Australian bush: the nose of the Japanese Shinkansen.

In the 1990s, engineer Eiji Nakatsu sought to solve a problem faced by high-speed trains: when they entered a tunnel, they produced a large pressure wave that caused a deafening roar as they exited. By studying the shape of the kingfisher’s bill, particularly its streamlined profile, he conceived this principle to design the nose of the Shinkansen 500. The new shape significantly reduced the pressure wave and noise, while improving the train’s energy efficiency.

Even around the lodge, there’s no need to search far to find other inhabitants. At dawn and dusk, wallabies are everywhere, while Corella cockatoos number in the dozens in front of the rooms. More generally, the property is a paradise for birdwatchers, its wetlands and papyrus swamps hosting more than 1% of the world’s population of certain water birds (such as the semipalmated canaries), which classifies the site as an aquatic ecosystem of high conservation value.

Then comes the crocodile, the undeniable star of the Top End. On the property, you can observe the two species present in northern Australia: the saltwater crocodile (Crocodylus porosus) and Johnston’s crocodile (Crocodylus johnstoni). The former is decidedly more aggressive and imposing. It can live in freshwater, brackish, or marine waters. The latter, smaller, stays mainly in rivers, billabongs, and freshwater wetlands. In an airboat, the guide also explains how the station’s inhabitants live with these predators.

A coexistence that comes with its share of surprises: it is not uncommon to see cattle wading into water bodies, despite the presence of the reptiles. There are even occasions when cows are killed by them. But when temperatures rise, they do not hesitate to venture into the water, where they find both cooling and food.

Near Darwin, the Finniss River Lodge thus offers a concrete glimpse into the daily life of the extreme north of the country, between cattle farming and wildlife. A first approach before continuing on to Litchfield and Kakadu National Parks.

What If the Real Barrier to Recruiting French Cabin Crew Was… English?


Recrutement PNC : beaucoup de candidats français maîtrisent les règles de la langue anglaise mais bloquent lorsqu'il faut improviser une réponse - Depositphotos.com, garagestock

IFTM prenez RDV avec TourMaG


Ten years ago, a B2 level in English sufficed to join a French airline.

 

Candidates would obtain their certification, tick the box, and move on to the next step.

Today, the rules have changed.

The official criteria remain the same, but recruiters now verify what a certificate does not always measure: the ability to hold a fluent conversation.

This shift comes as France shows a marked lag in spoken expression.

According to the EF English Proficiency Index 2025, the French rank 32nd out of 35 European countries for spoken English. A heavy handicap in a sector where interviews are increasingly conducted in English.



French Companies Raise Their Requirements

En 2022, Air France demandait un niveau B1 avec listening (compréhension orale) et reading (lecture) uniquement. Le speaking (expression orale) n’était pas encore exigé.

 

En 2024, les critères ont évolué : la compagnie demande désormais soit un a minimum B2 on the LILATE, soit un Linguaskill score de B2 dans chacun des trois skills (compétences).
Pour l’anecdote, la majorité des candidats retenus chez Air France et HOP! en 2026 et accompagnés par l’organisme de formation SkySuccess affichaient un niveau C1 au LILATE.

Le TOEIC, dans sa version la plus courante, ne teste que le listening et le reading, pas l’expression orale. Une version avec les 4 skills existe et est acceptée chez French Bee.

Le TOEIC classique n’est d’ailleurs plus accepté par le groupe Air France. Linguaskill et LILATE évaluent les 4 compétences, et les compagnies exigent cette option.

French Bee, qui a récemment ouvert une campagne de recrutement, accepte le Linguaskill B2 ou le TOEIC B2, tous deux avec les 4 skills. Pour le LILATE, le seuil de recevabilité est fixé à C1.

Lors du salon SFMA, plusieurs compagnies françaises et internationales expliquaient que les candidats titulaires d’un C1 étaient valorisés. Certaines testaient même l’anglais directement sur leur stand.

Lire aussi : TOEIC, Linguaskill, LILATE : quelle certification d’anglais choisir pour devenir PNC ?


32nd out of 35 in Europe: the French handicap

The EF English Proficiency Index 2025 measures, for the first time, the four language skills separately. The French results are unequivocal.

In reading comprehension, France scores 555 points. In speaking, it drops to 456 points. Close to a 100-point gap. This gap places France at the 32nd position out of 35 European countries for spoken English. Only Moldova, Turkey, and Italy perform worse.

A Cambridge Assessment English study, echoed by Le Figaro, confirms this finding: the average level of French people in English is around B1. Yet airlines require a minimum B2. Bridging this gap is real.

The explanation is well known. For decades, the French school system prioritized grammar and reading at the expense of speaking.

Many candidates master the rules of the language but freeze when they have to improvise an answer.


Find all articles by Rémi Duchange by clicking here.


How do candidates close the gap?


A challenge for the sector

Against the rankings, the French paradox becomes clear.

 

French applicants often possess solid theoretical knowledge. But the skill where France ranks 32nd in Europe is precisely the one recruiters prioritize in evaluations.

 

This raises a question for the sector. With more than 25,000 annual recruitments according to GIFAS and 678 000 cabin crew members to recruit worldwide by 2034 according to the CAE 2025 study, the level of spoken English among French candidates remains a challenge to overcome.


Who is Rémi Duchange?


Rémi Duchange - Photo : SkySuccess

Rémi Duchange is the cofounder of SkySuccess, a Qualiopi-certified training organization dedicated to future cabin crew, with nearly 15 years of experience in aviation, including roles as a PNC, cabin chief, and instructor within an international airline.

 

With his team, he offers a human, bilingual (French/English) and individualized approach: preparation for the LILATE and Linguaskill certifications, personalized recruitment coaching up to hire.

 

For four years, SkySuccess has helped more than 1,000 students join an airline. The organization supports all profiles, with or without a CCA, beginners or seasoned, thanks to a tailor-made method.

 

Backed by more than 50,000 followers on Instagram and LinkedIn, as well as its newsletter, Rémi daily shares on his career hub job openings for PNC and ramp agents, as well as tips for succeeding in aviation recruiting.