How to design your B2B travel website for buyers: insider tips from trade experts

Your website isn’t just a marketing tool, it’s the first impression any company or individual will have about you and a key part of your image, reputation and sales pitch. Read our advice below to learn how to help potential partners quickly understand who you are, what you offer, and why they should trust you.

A company website is often the first thing that buyers (i.e. outbound tour operators and agents) check when considering a partnership with a local supplier (i.e. inbound operator, ground handler or DMC). Selling tours to consumers online directly requires complex websites with many different functionalities, but selling business to business is more about clearly conveying key messages that will resonate with buyers when presenting your company's unique selling points.

Having worked with hundreds of outbound tour operators and destination management companies over many years, The Adventure Connection is familiar with both sides of the equation and knows what works best to clearly highlight your expertise and offerings at a glance. Trying to show too much often results in cluttered and text-heavy websites that confuse visitors and even creates the wrong impression about a company. Whereas clear, simple designs that pay attention to the right details help convey professionalism and reliability.

Read on to find out our top design and content tips for websites that cut through the noise and clearly deliver the messages of your company to potential partners. You can also learn more about website services, get a free website assessment and contact our specialists directly here.

Home page: Present the essentials at a glance

The home page is often the first page your visitors will scroll through, so it should clearly summarise your entire offering succinctly and efficiently (in as few words as possible). 

Tour operators want to quickly understand what you do and what sets you apart. Start with a brief introduction of your company, the types of tours you operate, and your unique selling points (USPs). Next, highlight the destinations you cover - whether it’s regions, countries or key locations. 

Client feedback is essential for credibility, so a testimonials section is always a must. Make sure the quotes you provide are from business partners you’ve worked with instead of your actual guests - you are not targeting consumers but potential long-term B2B partnerships instead.

Keep each section concise and include a clear call to action, linking to relevant pages containing more detailed information. And don’t forget to put at least one button linking to a contact form or page - the main goal is to start a conversation.

About page: Build trust through your story and team

Your About page is where you need to tell the story behind your company - your mission, values and key milestones. This is also where you introduce the team. Including photos and short bios of your key people, especially your management team, helps potential partners see who they’ll be working with. You don’t need to feature every staff member, but aim to present at least 5–6 individuals from leadership, sales and operations. 

The About page is also a great place to elaborate on any unique selling points (USPs) mentioned on your Home page, to showcase detailed client feedback and expand on your sustainability practices.

Define clear key messages and USPs

Before writing your website content, take time to define and clearly articulate your key messages (but no more than five). This is a valuable exercise in understanding what your company really stands for and what makes it different. Your USPs should be prominently displayed (perhaps illustrated with icons and short text) on both your Home and About pages.

Focus on messages that matter specifically to tour operators. These might include having your own vehicle fleet, fast response times, having public liability insurance with sufficient coverage, using internal booking or IT systems etc. Highlighting such details shows that you understand how the travel industry works and what is important for your partners. 

Showcase your safety and sustainability policies

Besides the mandatory safety standards, more and more tour operators  are looking closely at the sustainability practices followed by their local tour suppliers. Unfortunately, many local operators overlook this on their websites, even when they follow high internal standards. A dedicated page or at least a section in the Home and/or About page is vital i.e. to show how your tours benefit local communities and the environment.

At minimum, you should include a section on your Home or About page explaining how your tours support local communities and minimise environmental impact. Ideally, this should be expanded into a dedicated page. Be honest and specific - vague or exaggerated claims are easy to see through by a trained eye and can damage your credibility. In some parts of the world (e.g. Europe), companies that make false sustainability claims may even be prosecuted. 

Show what you offer and where you operate

Your website should have clear, well-organised pages showcasing the types of trips you offer and the destinations you cover. This is where potential partners quickly assess whether your services align with their concept and existing portfolio. Group your tours into logical categories (such as cultural tours, adventure travel, tailor-made experiences, MICE etc) and include brief descriptions for each. You can also consider adding sample itineraries on separate pages or downloadable PDF files to give a more in-depth view of your tours. 

For destinations, structure the content by region or country, depending on your scale of operations. Avoid overloading these pages with too much consumer-style copy, instead, focus on facts that showcase your capacity, local knowledge, and operational strengths. Each section should include strong visuals, key highlights and a clear call to action to encourage the website visitor to contact you to request more details.

Demonstrate credibility through affiliations and memberships

Another strong signal of credibility is your affiliation with recognised industry bodies, trade associations, government regulations and local initiatives. Be sure to display the logos of all relevant organisations you're connected with, from national and regional tourism boards to sustainability certifications and professional travel associations (like USTOA, ETOA, ATTA, or local equivalents). The footer of your website is a great place for these logos, as it's visible on every page. 

These partnerships show that your company meets industry standards, operates transparently and is part of a wider professional network. It also reassures international buyers that you are a serious and established company.

Need help with your website?

Creating a simple and effective website that delivers the right messages takes more than design skills — it requires a deep understanding of the industry and what buyers look for. At The Adventure Connection, our team combines decades of travel trade experience with expertise in web design, copywriting and content strategy to build websites that genuinely speak the subtle language of the trade.

Our streamlined process requires minimal input from you. We take care of the full visual and written content, and once launched, our websites are low-maintenance and easy to update — leaving you free to focus on selling unforgettable travel experiences.

Learn more about our website services, explore case studies or request a free website assessment HERE

Or contact our website team directly to discuss your project HERE