A family of four asks for ten days in Portugal. Your consultant spends an afternoon on the proposal. It is a 14-page PDF with hotel descriptions copied from supplier sites, a price at the very end and three pages of terms. The family opens it on a phone, scrolls for a while and never replies.
A proposal that gets booked is short, personal and easy to read on a phone. It opens with a summary of the trip, walks through the days in plain words, shows clearly what is included, gives one price that makes sense and ends with one obvious next step.
This guide shows how to build that kind of proposal. It covers structure, the day-by-day plan, inclusions, pricing, mobile reading, revisions and follow-up. It includes a worked example and a proposal template you can copy.
What a tailor-made travel proposal is for
A tailor-made proposal turns a conversation into a trip the traveller can picture. It shows them you listened. It also answers the practical questions they need to say yes: where they will sleep, what they will do, how they move around and what it costs.
Think of it as a sales document and a plan at the same time. The traveller should finish reading and know two things. They want this trip, and they know exactly what to do next.
1. Gather what you need before you write
A strong proposal starts with good answers. Before you build anything, make sure you know:
- Who is travelling. Names, ages and anything that changes the plan, such as mobility needs or a vegetarian in the group.
- When. Dates or a window, and how fixed they are.
- Budget. A range, and whether it includes flights.
- Style. Pace, hotel level, private or small group, how much free time.
- Must-haves. The one or two things that would make the trip for them.
- Who decides. Whether a partner or parent needs to approve.
If you are missing a key answer, ask it before you start. One short call often saves two rounds of revisions later.
2. Use a clear structure
Travellers skim. A fixed structure helps them find what they need and helps your team write faster. Here is a structure that works for most tailor-made trips.
| Section | What it does | Length |
|---|---|---|
| Trip summary | Name, dates, route and the price in one view | A few lines |
| Why this trip | Two or three sentences linking the plan to what they asked for | One short paragraph |
| Route overview | A simple map or list of stops and nights | One screen |
| Day by day | What happens each day, where they sleep, what is included | Short entries per day |
| Accommodation | Each hotel with one photo and why you chose it | A few lines each |
| What’s included | A clear list of included items, and a short list of extras | One screen |
| Price and payment | Total, per-person price, deposit and balance dates | A short table |
| Next step | One clear action, such as “reply to confirm” or “book a call” | One line |
Put the price near the top, in the summary. People look for it first. If they have to scroll to the last page, they get frustrated before they get excited.
3. Write the day-by-day plan in plain words
The day-by-day plan is where the traveller imagines the trip. Make each day easy to picture and easy to scan.
For each day, include:
- A short title. “Day 3: Lisbon to Sintra” says more than “Day 3”.
- Two to four sentences. What they will do, in plain words, with one detail that makes it real.
- Where they sleep. Hotel name and number of nights.
- What is included that day. Meals, transfers, guides and tickets.
Write for the traveller. “You’ll have the morning free to explore the old town, then meet your guide at 14:00 for a walk through Alfama” is clear. A supplier code and a transfer type are useful for your team, but they belong in your internal notes.
Mark the free time too. Many travellers worry about a trip that is too packed. Showing a free afternoon builds trust.
Worked example: one day, before and after
Here is the same day written two ways. All details are fictional.
Before:
Day 4. Transfer HTL Lisbon to Évora (PRV, 1h45). Wine estate visit incl. tasting. O/N Évora, B&B. Dinner not incl.
After:
Day 4: Lisbon to Évora
Your private driver collects you from the hotel at 10:00. After a drive of under two hours, you arrive in the walled town of Évora. In the afternoon, you visit a family-run wine estate for a tour and tasting, with grape juice for the children. The evening is yours. We’ll send you three favourite restaurants in town.
Stay: Casa do Largo, Évora (2 nights) Included: Private transfer, breakfast, wine estate visit and tasting
The second version takes a few more minutes to write. It also answers the traveller’s questions before they ask them.
4. Show what is included, clearly
Unclear inclusions cause two problems. Travellers compare your price with a cheaper one that leaves things out. Or they arrive expecting something you never promised.
Show inclusions in two places. Put them under each day, so travellers see what each day gives them. Then repeat them in one simple list near the price.
Here is an example list for the Portugal trip:
Included
- Nine nights in the hotels listed, with breakfast
- Private transfers between all stops
- Half-day guided walk in Lisbon
- Wine estate visit and tasting in Évora
- Boat trip along the Algarve coast
- A local contact available by phone every day
Extra costs to plan for
- International flights
- Lunches and most dinners
- Travel insurance
- Tips for guides and drivers
Keep the extras list short and honest. A traveller who knows what to budget for trusts the rest of the proposal more.
5. Price the trip so it makes sense
Price is where many proposals lose the traveller. Make it easy to understand at a glance.
- Give one total. Then show the per-person price under it.
- Use the traveller’s currency where you can, and say which currency it is.
- Show deposit and balance. Include the amount and the date for each.
- Explain what changes the price. For example, a room upgrade or a different travel week.
- Say how long the price holds. “This price is held until 15 November” gives a fair reason to decide.
Here is an example price block. The figures are invented for illustration.
| Item | Amount |
|---|---|
| Trip total, 2 adults and 2 children | €9,600 |
| Per adult | €3,000 |
| Per child (under 12) | €1,800 |
| Deposit to confirm, due within 7 days | €2,880 (30%) |
| Balance, due 8 weeks before travel | €6,720 |
| Price held until | 15 November 2026 |
Line-by-line costs for every hotel and transfer usually invite haggling. A clear total with a clear list of inclusions shows value without opening every number to debate.
Offer options carefully
Two options can help. Three or more often slow the decision down. A good pattern is one main plan plus one change, such as “Upgrade the Algarve hotel to a sea-view room for €480 more.” The traveller can say yes to the main trip and still feel in control.
6. Make it easy to read on a phone
Many travellers open proposals on their phone, often in a spare moment. If the proposal is hard to read there, they put it off. Some never come back to it.
Check these points before you send:
- Short paragraphs and clear headings for each day
- Photos that load quickly and support the text
- No tables that need sideways scrolling
- Tap-to-call or tap-to-reply contact details
- The price and next step easy to find without scrolling far
A live trip page usually works better on a phone than a long PDF. It opens in a browser, fits the screen and stays current when you change something. Keep a PDF version too, for travellers who like to print or share with family.
7. Revise quickly and keep track of versions
Most tailor-made trips go through two or three versions. That is a good sign. It means the traveller is engaged.
Make revisions fast. Aim to send the updated version within a day of the request for changes. Speed shows you care, and it keeps the trip front of mind.
Keep versions clear:
- Number each version: “Version 2, 3 November”.
- Add a short “What changed” note at the top. “We swapped the Lisbon hotel and added a free day in Lagos.”
- Keep the old versions in your records, so you can check what was offered and when.
If the traveller asks for many changes, call them. Ten minutes of talking often settles what four emails cannot.
8. Follow up on the proposal
Many proposals sit unread or half-read. A good follow-up brings the traveller back to the trip without pressure.
Here is an example follow-up plan after you send a proposal. Adjust the timing to your trips.
| When | What to send |
|---|---|
| Same day | A short message: “Your proposal is ready. The highlights are…” with the link |
| Day 2 | Ask one question: “Does the pace feel right, or should we add a free day?” |
| Day 5 | Offer a 15-minute call to go through it together |
| A few days before the price expires | A friendly reminder of the hold date |
| After the hold date | Ask if they’d like an updated price or to pause the plan |
If your system shows when the traveller opened the proposal, use it. A traveller who opened it three times yesterday is ready for a call today.
Stop the follow-ups the moment they reply or book. Nothing feels less personal than a reminder after you’ve already said yes.
A proposal template you can copy
Use this as a starting point for your next proposal:
- Trip name and summary. “Portugal for the family: Lisbon, Évora and the Algarve, 10 days, 12 to 21 July 2027. €9,600 in total.”
- Why this trip. Two sentences that tie the plan to what they asked for.
- Route overview. Stops and nights, with a simple map.
- Day by day. Title, two to four sentences, where they sleep, what is included.
- Accommodation. One photo and one line each on why you chose it.
- What’s included and extras. Two short lists.
- Price and payment. Total, per person, deposit and balance dates, price hold date.
- Next step. One clear action and how to reach you.
A pre-send checklist
- The summary includes dates, route and total price
- Every day has a title, a short plan, a hotel and inclusions
- Free time is marked
- Included items and extras are both listed
- Deposit, balance and price hold dates are shown
- It reads well on a phone
- Version number and “What changed” note added, if it’s a revision
- The next step is one clear action
- The first follow-up is scheduled
Frequently asked questions
What should a tailor-made travel proposal include?
Include a short summary with the price, a reason this trip fits the traveller, a route overview, a day-by-day plan, the hotels, a clear list of inclusions and extras, payment details and one next step. Keep each part short and easy to scan.
How long should a travel proposal be?
Long enough to answer the traveller’s main questions, and short enough to read in one sitting. For a ten-day trip, that is usually a few lines per day plus a summary and price section. Leave long hotel descriptions and terms in linked pages.
Should I send a PDF or a web link?
Send a live web link as the main version. It works better on phones and stays current when you make changes. Offer a PDF too, for travellers who like to print or forward it.
How do I follow up on a travel proposal without being pushy?
Make each follow-up useful. Share a highlight, ask one question about the plan or offer a short call. Use the price hold date as a natural reason to check in. Stop as soon as the traveller replies.
How many versions of a proposal is normal?
Two or three versions is common for a tailor-made trip. Number each version and add a short note on what changed. If the changes keep coming, a quick call usually settles them.
Build proposals faster with OpenVoy
Proposals like this are quicker to build when your trip content and client details live in one place. OpenVoy is an operations system for tour operators, DMCs and travel agencies. The itinerary builder uses your library of tours, hotels and activities to put together a day-by-day plan fast. Travellers get a live trip page that reads well on a phone, or a PDF if they prefer. Once they say yes, the deposit and balance dates, payments and booking checklists carry straight into booking management.
If you are reviewing your tools, see how OpenVoy compares with a general CRM or spreadsheet. Bring a recent proposal, and we’ll rebuild one day of it together.
Book an OpenVoy demo to see how your team could go from first request to booked trip with less copy-and-paste.