The Travelling Copywriter

Why might you need a travel copywriter?

How do you persuade someone to spend hundreds, perhaps thousands of pounds or euros or dollars on

• A product or service that they have not seen
• They might not use for months ahead
• Quite probably in another country
• Online

With difficulty is the answer.

And this is the problem that those who sell holiday and tourism products have to deal with when it comes to marketing a hotel room, a tour or an experience.

The answer is with persuasive words and imagery that build trust in you to convince the potential guest to book with you.

The principles of effective travel copywriting are not hugely different to copywriting used to sell domestic appliances or DIY products or any other widget: work out what will appeal to the potential guest and describe the benefits to the guest, starting with the emotional benefits – 

How do we want the guest/customer to feel?

There are some important differences with travel copywriting. Master those and you will be half way to persuading your potential guest.

How do you stand out in a competitive marketplace?

The travel marketplace is a busy one, with so many websites, brochures and fliers accosting the potential guest. How do you stand out from the competition? How do you persuade that guest to book with you and not with the next click, the next glossy brochure?

This is where the travel copywriter will really make the difference.

So many hotel websites look and feel identical, all offering the same thing, all wrapped up in the same fancy language which says much, and often delivers so little.

The secret to standing out, in travel and in every other business, is a strong brand personality with which that potential guest can really resonate. The saying that we do business with people that we know, like and trust applies as much to a hotel, a tour experience, a destination as it does to people.

Building a strategy with effective travel copywriting

That building of trust doesn’t begin and end with the website or the brochure. We have to follow up. We have to continue to build that trust from the moment the potential guest becomes aware of you to the moment that that guest hands back his or her room key, and then beyond. You do want them to book again don’t you? 

The task of the travel copywriter is not limited to simply crafting persuasive words. As with any copywriting, we need to figure out who your target audience is, who might want to stay with you… and who will not. We need to look at your competition, analyse existing customers and data. We need to understand your brand, what it is that you give to your guests and why they should book with you. 

A travel copywriter will deliver a strategy across multiple touchpoints. Those touchpoints must be consistent, delivering the same message that appeals to today’s traveller. 

Traveller, not travellers, because not all travellers are the same. Know your brand personality, know your traveller, bring the two together

That is why you need a travel copywriter and why copywriting matters.

You can run your business, but can you write for it?

If not, give the travelling copywriter a call and together we will bring more guests to your Reception. 

Your Copywriting Audit

Your existing copy might need just a little tweak here and there rather than extensive surgery or a complete rewrite. A slight change of emphasis may lead to more sales and better engagement.

I offer a copywriting audit both to travel and not travel clients,  designed to inform you how your existing copy could be improved. That improvement could be by changing something, adding something, or even taking something away. Yes, some copy can be positively damaging to you and your business.

An audit provides you with a quick and cost effective way of assessing the goals of your copy and whether you are achieving them. I will give you practical suggestions for improvements that you can carry out for yourself.