Travel is aspirational and inspirational, so in a market that is choked with choice, travel copywriting is often the only way to differentiate between what’s on offer to customers. In years gone by, it was all too easy to resort to warn out cliches that appealed to the widest audience. But post-pandemic, attitudes to travel have changed. Instead of the normal sun, sand and sea, more people are now looking for a fourth ‘s’ – sustainability. Today’s conscientious travellers are opening their minds to lesser-known destinations and unique and authentic experiences and the travel sector is under increasing pressure to diversify with an ever-broader range of destinations and activities. To stand out from the crowd, you need a narrative that resonates with a diverse range of customers and transports them to another world, far away from their everyday lives.
While the tan might fade, the memories will last forever. All travel is unique and so too should travel copywriting. Travel copywriting isn’t like selling a tangible product. What you’re promoting relies on the writer’s ability to paint a picture that draws the reader in and immerses them in their haven. Travel can be life-changing and eye-opening. A holiday or vacation can mean a hundred different things to a hundred different people. Some want nothing more than a family package holiday by the pool or on the beach or immerse themselves in local culture and history, some are looking for skiing in The Alps or an action-packed adventure in the great outdoors, while others want to indulge on a luxury Caribbean cruise, a weekend city break and fine dining or an escape to a secluded hideaway. What doesn’t change is the travel copywriter’s job of piquing the imagination of the reader, building anticipation and turning browsers into bookings.
Before you start writing, you must know your target audience’s needs, preferences and desires. It’s important to make an immediate connection with an engaging, consistent tone of voice and captivating descriptions. Travel experiences and memories are defined by our senses, so travel copywriting needs to paint a picture that ignites the imagination – the sights, sounds, smells and tastes awaiting them. Whether you’re creating content for a brochure, website, resort or hotel description, city or resort guide, advert or optimised blog and social media post, focus on something your audience cares about and bring in a human element to your storytelling, highlighting real life as you walk them through their journey and destination. Every sentence should inspire, inform or persuade and the momentum of the copy should reflect the destination’s pace of life. There’s little point in breathless copy if you’re writing about a relaxed yoga retreat.
I’ve been copywriting for the travel and tourism industry for over 20 years – travel agents, tour operators, hotels, resorts, tourist offices, airlines, hotels, cruises, travel insurance companies and everything in between. If you’d like to talk to a seasoned travel copywriter, please get in touch.