Do you have an adventuresome spirit and a love for travel?
Are you also interested in building a career as a writer?
If so, then travel copywriting may be the path for you to pursue.
What exactly does a travel copywriter do?
Well, travel-based businesses need to attract and engage customers. Take for example hotels, spas, wellness centers, tour operators, resorts, and travel agencies.
One of the most efficient ways to gain traffic and spread awareness about business offerings is through inbound marketing. From website pages and social media posts to blogs, articles, and ebooks, travel-related companies need high-quality content.
So how can you provide clients with the travel copywriting they need? There are a few tips specific to this niche you should know.
1. Know Your Audience’s Emotional Triggers
When writing about travel, you are in a unique industry. You have an audience that is motivated deeply by their emotions, more-so than in many other industries. The reason is that traveling is the ultimate goal for many people who work long days, weeks, and years. They might have a screensaver on their laptop showing a beautiful beach that they daydream about visiting every day, but work consumes their reality.
When it comes to planning a vacation, those daydreams can come true.
Ideas whirls about the excitement of flying through the jungle on a zip line, swimming across a large sparkling pool to indulge in an ice cold pina colada, or wasting days away in a hammock on the beach with the sound of waves crashing in the background.
These fantasies tie to feelings of reward, escape, excitement, freedom, and relaxation.
You can write to these desires that your audience has, offering the solution. Think about the emotions that people experience when they go to the location and why they want to go, then integrate those into the copy.
Explain how it will feel to be there and to participate in the activities.
2. Engage the Imagination
Along with appealing to emotional motivators, you want to transport your reader in travel copy so they can get a feel for the experience. Use descriptive language, sensory-rich adjectives, verbs, and small details to paint the big picture. In doing so, your reader will imagine themselves in the experience which makes them more likely to take the next step and make a purchase.
Can you imagine this scene?
“As you walk through the cobblestone streets, clumsily pulling your suitcase along, vibrantly colorful Venetian masks sparkle through the store’s window. A sinfully sweet smell floods your nostrils, and soon you discover yellow, pink, and green fluffy meringues along with a variety of fanciful gelato flavors. A mirror-like black gondola with red velvet interior turns the canal corner and the driver slowly dips his paddle into the water, thrusting the boat forward as two lovers snuggle close to each other in the back of the boat. Approaching a quaint building adorned with pink flowers and tangled green vines, a chef playfully tosses pizza dough inside the restaurant downstairs. When you gaze up, a private balcony awaits you with a view of Venice you’ve dreamt about for years. It’s your turn, book your trip today”
3. Do Your Research Really Well
Writing about places you’ve been to is ideal because you can share from your own experience. More importantly, you know the accurate details about the offering.
The thing is, more often than not, you will be writing about a place that you haven’t been. So how does that work?
You will have to do your homework, and with travel writing, it requires being meticulous. It can be hard to capture the experience of a place correctly when you haven’t been there, and if you don’t get it right, the writing will not be effective.
What you need to do is:
- Collect as much information as you can from your client. Of course, you will browse their website and any content they have already created on their location or programs.
- You should also speak with the client over the phone and ask them to describe their offering to you.
- To get a feel for the actual experience, look to TripAdvisor, Google, Yelp, and other review sites and read what other people have shared.
- Browse online to see what kind of pictures and videos you can find.
Once you think you have a good grasp, write an outline of what you plan to include as well as the details about the offering and send it to your client. Ask them if they feel you have the right understanding. If not, have another conversation to clarify and details that need to be cleared up.
4. Don’t Oversell
Another important tip to remember when travel copywriting is that the client you are writing for is going to have to cash the check you write. In other words, whatever you are selling in your writing, they need to be delivering.
There is a fine line to walk because you want to entice the audience so that they will buy, but you don’t want to set expectations too high and then cause disappointment.
So always ask yourself during the writing if you are painting a realistic picture of the place. You can be sure that the truth will come out in third party reviews, so it’s wise to err on the side of modesty.
5. Keep the End Goal in Mind
Have you ever heard of the old saying, “always be closing”?
Well, it means that no matter where you are in your sales conversation, you should never lose sight of the end goal which is closing the deal.
In copywriting, there is a reason people pay for your services, and it is to drive sales. So while you are getting creative and describing the offerings of beautiful locations and pampering services, always tie your piece back together with the aim of converting readers into customers.
Ready to become a travel copywriter?
If writing about travel gets your wheels turning, go for it! There are many opportunities right now as tourism is increasingly on the rise around the world. Who knows, you may even get the chance to have your travel paid for as you become more established.
If you have any other questions, feel free to ask them in the comments below.
Until next time…