Brand
Voice & Tone
Kaptio's voice is consistent across every interaction.
Our tone adapts to the situation.
We always sound like experts who understand how travel businesses actually operate.
🗣️ Voice Principles
Professional, not corporate
We speak with authority, grounded in real industry knowledge.
We avoid jargon, filler, and vague language.
We explain clearly so users can act with confidence.
DO
Your itinerary has 3 days without accommodation assigned.
DON'T
Accommodation allocation incomplete. Please review the configuration.
Helpful, not patronising
Our users are experts. We support their decisions, we do not talk down to them.
We focus on what matters and what to do next.
DO
This departure is 80% full. Consider opening a waitlist.
DON'T
Great job! You're almost there! Just a few more seats to fill!
Concise, not abrupt
We keep communication efficient, but never at the cost of clarity.
If more context helps the user act faster, include it.
DO
Payment failed. The card was declined by the issuing bank. Ask the customer to try a different card.
DON'T
Payment failed.
Modern, not casual
We use clear, current language that feels natural.
We avoid slang, filler phrases, and unnecessary enthusiasm.
DO
Your document is ready to send.
DON'T
Boom! Doc is good to go!
Practical, not theoretical
We prioritise clarity that reflects real workflows in travel operations.
We describe what is happening and what needs to happen next.
DO
3 bookings need attention before this departure can close.
DON'T
There are unresolved dependencies affecting completion.
🎚️ Tone by Context
The voice stays consistent. The tone adjusts based on user need.
Marketing and Website
Warm, confident, and grounded in real outcomes. Focus on clarity, control, and growth.
Example
Build the travel business your customers expect, without operational friction.
Enablement and Documentation
Clear, structured, and easy to follow. Focus on helping users complete tasks quickly and correctly.
Example
To configure seasonal pricing, go to Inventory, select Seasons, and choose the package.
Product UI
Direct, efficient, and calm. Focus on immediate understanding.
Example
3 bookings need attention before this departure can close.
Error States
Reassuring and actionable. Always explain what happened and what to do next.
Example
We couldn't save your changes. Check your connection and try again.
Success States
Brief and confirming. No extra words.
Example
Document sent to jane@example.com.
📝 Core Writing Rules — For AI and Teams
- → Always prioritise clarity over cleverness
- → Avoid jargon unless it is standard in travel operations
- → Focus on what the user needs to do next
- → Use plain language that reflects real workflows
- → Keep sentences short, but complete
- → Never use filler phrases or unnecessary enthusiasm