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3 great copywriting examples from tours and attractions (and why they work)

Carla Vianna

If you have yet to master the art of travel copywriting, you’re not alone.

Crafting the perfect welcome page and tour descriptions take a lot of practice, especially if you’re not a professional copywriter. Travelers today are often sifting through dozens of tour and activity descriptions when planning a trip — and it’s up to you to make yours stand out.

After all, photos or testimonials alone won’t persuade readers to hit that “book now” button. Your tour descriptions also need to be engaging and effective.

The most successful tour operators leverage proven copywriting frameworks and storytelling techniques to get customers excited about what they’re offering. In other words, your tour descriptions should appeal to your guest’s emotions and give them a taste of what it’s like to experience it.

Ready to learn how to create well-written, engaging copy that inspires your readers to book? Let’s dig in.

What is travel copywriting?

Travel copywriting is the messaging you use to connect with travelers and convert them to customers. It’s the words (or copy) used to sell your tours and activities across your website , social profiles, email list, and other online marketing outlets.

When you think about copywriting, remember the 4 C’s.

  • Clear: Keep your writing clear and easy to understand.
  • Concise: Get the information across in a concise, straightforward way.
  • Compelling: Find a compelling angle that’ll appeal to your target customer.
  • Credible: Build credibility by including your expertise and customer testimonials.

Your tour descriptions are a prime example. When you describe your tours, your main goal is to inform and ultimately persuade your guests to book.

Knowing your audience is key because it allows you to appeal to their emotions and anticipate their questions. An adventurous traveler looking for a multi-day hiking tour, for example, will get excited when they read about the scenic landscape and wildlife they’ll encounter along the way.

Here are four proven copywriting frameworks you can use to convert customers:

AIDA: The goal behind the AIDA framework is to hook the reader in and keep them interested in reading until they reach your call-to-action.

  • Attention: Grab the reader’s attention with a catchy title.
  • Interest: Lure them in with unique or fresh information.
  • Desire: Appeal to their heart or emotions with what you’re offering.
  • Action: Ask them to take the next step.

PAS: The PAS formula clearly presents the problem your potential customer is facing and offers a solution.

  • Problem: Acknowledge the problem your customer is facing.
  • Agitation: Agitate your customer about their problem by pointing out how awful it can be.
  • Solution: Offer a solution that will fully cure their problem.

Hero’s Journey: The Hero’s Journey copywriting formula uses storytelling to make your customer the hero of your brand story.

  • Call to Adventure: The hero is called to an adventure .
  • Meeting a Mentor: The hero meets a mentor who advises them on the problems to come.
  • The Battle: The hero uses what he or she learned from the mentor and fights a problem.
  • Victory: The hero comes out victoriously, and it’s a happy ending.

BAB: The BAB framework is similar to PAS in that it describes a problem and explains how to get to a world where that problem doesn’t exist.

  • Before: Show your customer that you’re aware of their problem.
  • After: Have them imagine a world without their problem in it.
  • Bridge: Offer them your product or services as a way to get there.

Why is copywriting important?

Your copywriting can help you maximize your bookings and scale your sales to a new level. Especially in the travel industry, the way you portray your experiences online has a major impact on whether customers book with you.

What many tour operators may not realize is that good sales copy goes beyond well-written content. It’s also the strategy of getting your content in front of the right readers.

The most effective copywriting leverages search engine optimization (SEO) so that your website appears at the top of Google search results in your market. Ranking on Google will consistently attract the right visitors to your website, and therefore, boost your bookings.

7 tips for effective copywriting

If there are gaps to fill in your tours, there may be some room for improvement in your copywriting. Here are seven copywriting tips that will help you drive more bookings in no time.

Identify your target audience

It’s tough to craft the perfect tour description if you don’t know who you’re selling to. For example, a day-long jungle hike won’t appeal to honeymooners looking for a luxurious spa retreat.

Identifying your target customer is key to creating good copy. When you understand your audience and the travel experiences they’re looking for, you’ll be able to create content tailored to that specific group of people.

Anticipate your customer’s questions 

When you know your target audience, you can also start to anticipate their questions. Great copy answers those questions before they’re asked.

Your descriptions especially should address any concerns your guests may have before booking. Guests going on a cycling tour, for example, may wonder whether or not your company provides helmets. Effective copywriting would clearly answer that.

Use storytelling techniques to capture your reader’s attention

Travel copywriting is unique in that you can use storytelling techniques to transport readers to a specific place or experience.

You want to make your customers feel like they’re immersed in your tour and activity when they read your tour description. Focus on the sensory aspects: Is it the aroma of freshly sliced garlic sizzling in a pan of olive oil in your cooking class? Is it the way the sky turns bright orange during your sunset sail?

Describe the moments that would most appeal to your ideal customer’s emotions. Compelling tour descriptions can trigger an emotional response from the reader that persuades them to book.

Highlight unique aspects of your tours

What makes your tours and experiences different from others? Highlight these aspects on your homepage, tour descriptions, and marketing campaigns .

Guests are always looking for unique and memorable travel experiences. Show them that your tours will give them just that.

Keep it concise and to the point

Great copywriting hooks the reader in and triggers emotion but is also concise and to the point.

When it comes to travel, guests are likely skimming through dozens of tour descriptions, so you want to make yours stand out with as few words as possible . A large body of text can be overwhelming and drive readers away.

Your guests want to know why they should book your tour and what to expect from it. Focus on those two points when you’re crafting your website copy .

Use SEO to expand your reach

Search engine optimization (SEO) is the act of creating content to rank for specific keywords on Google. You can improve your on-page SEO by researching the keywords your guests are likely searching for, then tailor your content to those keywords.

If you sell canoe tours in Washington, for example, you could target the phrase “best canoe tours in Washington.” You can include this phrase on your homepage, tour descriptions, and in a blog post dedicated to the topic.

Be consistent with your tone and voice

It might take some time, but every tour business eventually finds its copywriting voice. A consistent tone of voice across all your platforms — from your website to your social profiles — can help you build your brand identity .

If your tone on Instagram is light and fun, but the copy on your website is serious and dry, there could be a disconnect. Your customers who find you through social media will be expecting the same tone and voice on your website and vice versa.

Write a catchy call-to-action

Keep your customer journey in mind when crafting your tour descriptions and marketing campaigns.

What’s the next step your customer should take after reading your copy? Include a catchy call-to-action that persuades them to take that next step.

3 examples of top-notch copywriting from travel brands

Let’s take a look at these copywriting tips in action. Here are three examples of top-notch copywriting from a tourism board, a luxury tour operator, and eCommerce site Amazon.

Visit Idaho’s Homepage

The Visit Idaho website captures travelers’ attention in just 11 words. Its landing page sells Idaho as “The Gem of the Northwest” and prompts readers to “Discover the Unexpected.”

Crafting a catchy introduction like this can easily draw curious travelers into your website. Here, the call-to-action comes in a fun button with the phrase “Get to Know Idaho.” Again, catchy and concise.

Visit Idaho

You can also easily tell that the tourism board is focused on marketing its outdoor adventures. The homepage zeros in on stats that appeal to their target audience, such as Idaho’s 130+ hot springs and 30,000 miles of hiking and backpacking trails.

Overall, the tourism board does a fantastic job pairing short and catchy descriptions with beautiful photos to lure their target audience in.

Amazon Explore’s Virtual Experiences

Amazon Explore recently began offering virtual travel experiences that range from a Mexican cooking class to a rickshaw tour through Tokyo. Online travel is a fairly new concept, and naturally, guests will have a lot of questions before booking.

The company does a wonderful job of anticipating these questions.

After reading the four small paragraphs on the Amazon Explore landing page, customers learn that the experiences include one-way video and that the host will be a local who will live-stream the experience in real-time.

Tour operators should similarly think about the questions guests would have before joining their activity and answer them in their tour descriptions.

It’s also key to highlight what sets you apart from other similar experiences in your area. In Amazon’s case, the company promotes the fact that guests can shop for items related to the virtual experience while on the tour — something that only an e-commerce site as big as Amazon can offer.

Intrepid Travel’s Tour Descriptions

Intrepid Travel quickly hooks travelers in with descriptive yet informational language in its tour descriptions.

Take a look at the company’s Moab Adventure page . A quick yet engaging introduction pulls hikers in with language like “ancient canyons” and “towering rock formations” — two things that would excite outdoor adventure travelers.

moab adventure page

The company clearly knows its target audience and is appealing directly to them in a section called “Why you’ll love this trip.” Here, Intrepid expertly describes the memorable experiences that travelers can expect on this trip and does a great job getting readers excited about them.

Now that you’ve seen a few examples of top-notch copywriting, you can start improving your own.

You don’t need to be a copywriting expert to craft engaging and effective content. You know firsthand how much your customers enjoy your tours and the memories you are helping them create. Focus on storytelling techniques to convey this message across in your writing.

We know that these tips will help you write killer copy that sells.

Writer Carla Vianna

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copywriting for travel

If you want to be competitive in the travel sector, whether you’re an airline, hotel or other travel business, you must work hard to produce content that is valuable to customers. You need your content to be found, engaged with and shared to get the word out about your business. It takes the work of expert copywriters, along with effective channel targeting and a strong understanding of the journeys and needs of your customers. Here are 5 travel copywriting examples that show why expert copywriters are so sought after.

5 travel copywriting examples from the pros

1. personalised email marketing from virgin.

Virgin Holidays has taken the concept of personalised emails a step further. We’ve all become familiar with newsletters that include our names, but Virgin has embraced the trend wholeheartedly by placing the reader at the heart of the content’s action. They open with lines like “[name], you could be having lunch in [your destination] today”, before namedropping some enviable attractions.

Unique personalisation like this can make an email stand out when inboxes get overcrowded. This can make a certain option seem more attractive for a recipient who is subscribed to numerous travel-based companies. Your emails need to be written carefully, though, because if the personalisation goes too far it could become intrusive. With the input of an accomplished travel copywriter, you could find the right balance for your own email newsletters.

2. Comprehensive location guides from AirBNB

When it comes to area guides, no one beats AirBNB for travel copywriting. Travel guides have existed for decades, but AirBNB pool together pictures, quotes, maps and handy local tips to make holistic insider guides at countless popular global destinations all over the globe.

The guides are aimed at travellers who are researching and have yet to book their accommodation. There are clever, subtle call-to-actions (CTAs) incorporated throughout, aimed at persuading visitors to book with AirBNB, complete with useful comments from property owners rather than in-your-face promotions.

As this London guide shows, the content truly goes the extra mile and is well-written, as are the effective meta-descriptions, so it’s no surprise the travel copywriting at AirBNB earns them a place near the top of search results every single time.

3. Blog posts from Sta Travel

The blog at Sta Travel is extremely popular, thanks to its fresh and innovative takes on a wide range of travel destinations. For example, a blog post titled “How to follow Bilbo through Middle-earth…ring not required” achieved more than 1,400 social media shares, which is exactly what you need to reach the most potential customers possible.

Some may say that many Sta Travel blog titles come across like clickbait, but reeling the reader in with an enticing headline is just the beginning. The travel copywriters Sta Travel use follow up with robust, detailed content that is both informative and entertaining.

A little creativity goes a long way, and with professional copywriters, you get a written style that will appeal to your chosen target audience. Whether you aim for middle-aged travellers or students on their gap years, skilled and creative travel copywriting is a powerful way to reach your audience.

4. The detailed property descriptions of Unique Homestays

When it comes to renting a self-catering holiday home for your break, the range of choice that’s out there can be quite overwhelming. For the modern market, it simply isn’t enough to trot out a generic, standard description. You need to make your accommodation stand out from the crowd with creativity and flair in the written descriptions , along with excellent photography.

Unique Homestays utilise evocative and detailed travel writing to breathe life into the descriptions of what it’s like to stay in their properties. This includes a very informative property page that goes far above and beyond the basic details we’ve all come to expect. A very effective way of capturing the interest and imagination of the reader; something worth its weight in gold for travel copy.

5. Creative, outside-the-box social media posts from Trainline

When it comes to travel content, writing about train fares is not usually first on the list for creative, enthusiastic travel copywriters. However, if you take a look at the social media timelines of Trainline, you’ll find content that never fails to engage. It mixes informative content, tips and playful blog posts to capture interest and drive the engagement of visitors.

It’s clearly been an effective approach, since Trainline’s Facebook page alone has more than 70,000 followers, and their most popular content has achieved 500+ shares. These are the types of results you can expect to accomplish with the input of an innovative and clued-in travel copywriter.

Social media platforms are saturated with content from businesses trying to grab a few seconds of attention from jaded users scrolling through newsfeeds. You need someone who can think outside the box to create new ways to attract the interest and engagement of social media users, and the finest travel copywriting examples come from specialist writers with exactly these characteristics.

Bottom line

The takeaway from all this is that you must take your travel content a little further than your competition to stand out. Travel writing is an extremely popular niche, and customers use a variety of online channels to consume content. With so much competition, standard copy is never going to be enough to win customers over. Content must be precision-targeted, well designed and brimming with innovation. Only quality travel copywriters can achieve this with the quality you need.

When you hire the services of a copywriter or copywriting agency, you get access to experts in delivering on the interests of your customers. Travel copywriters are experts at grabbing the attention of visitors with catchy headlines that are backed up with quality, engaging content.

Stimulate the imaginations of your customers and make an impression with real quality that they can consume. And incorporate an all-important, effective call-to-action that will help build your own customer base and win the loyalty of people who you know will enjoy what you have to offer.

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Our Complete Travel Copywriting Guide – Selling a Destination with Words

shows an image of two girls dressed in Asian clothing in front of a temple

“Live life with no excuses. Travel with no regret.” Oscar Wilde

Over 80% of travel planning is done using the Internet. Year-on-year, this number is growing. As an online travel agent or holiday provider, everything you do needs to sell the dream. People want to see the world; they want to make memories.

When holidays are a once-in-a-lifetime experience, you need to use the right words to sell the perfect destination, and your travel copywriting must persuade people to choose you to help them find their ideal escape.    

When is travel copywriting important?

The world is your oyster when choosing the right location for your next trip: with 195 countries to choose from, there are endless ways you can explore the world. From cruises and all-inclusive package holidays to backpacking tours and guided excursions, travel agents or hosts must create exceptional travel content to break through the noise and earn the top spot in consumers’ minds when booking. 

So, where does travel content writing really count?

The days when holidaymakers would rely on in-person travel agents to help them make their choices are disappearing rapidly. Although these traditional booking avenues still have their presence on the high street and are favoured by some, the majority make their decisions based on the words they read online, in magazines and on social media.

shows an image of a globe - travel content writing

Travel agent sites

Every word counts when it comes to popular travel agent sites. Thomas Cook, Expedia, TUI and Love Holidays are three big names in the game that come to mind when you’re in the market for a package holiday, and these sites dot the Is and cross the Ts of every aspect of holiday planning.

These travel sites are vast; they contain many destination pages, and each resort or hotel requires a detailed description. Excellent travel content writing is paramount here. To win the top spot in search engines (while also providing an accessible service that helps travellers decide where to go next), your content must be written clearly, with intent and SEO in mind.

Travel blogs and blog posts

Travelling can usually be broken down into five stages:

  • Experiencing

While social media is heavily used in both the dreaming and sharing phases, travel blogs play a significant role in the planning stage of travel.

Social Media Today says that “travel blogs play an important role in crafting the attractiveness of the place”.

While travel agent sites often paint destinations as a perfect but uninformed picture, travel blogs offer the chance to delve deeper into the realities of the place. Emotive, personal and enticing: blogs offering great travel copywriting are more likely to evoke a sense of adventure, help readers plan itineraries and excite them enough to ensure a little urgency with their booking.

shows an image of people sitting on a plane

Forewarned is forearmed

They’re also extremely valuable as a way of giving customers a heads-up on helpful home truths about the destination they’re visiting. Tourism copywriting can sometimes be prone to hyperbole, but managing expectations appropriately is an excellent way to improve satisfaction and ensure visitors are forewarned (in the nicest way possible) about any pitfalls they might experience so they can approach their visit with eyes wide open. Pool closed in shoulder months? Airport transfers crammed at peak season? Shops closed on a Sunday, so there’s no food available for miles until Monday morning? Rather than being perceived as a negative, letting potential customers know home truths in advance shows you care.

Social media marketing

As we mentioned in our last point, social media plays a prominent role in influencing consumers to book time off work and get away. And well-written travel content on social media is effective because of one thing – FOMO.

People hate missing out; we’re easily envious, and many of our dreams are rooted in experiences witnessed from the sidelines. When finely tuned and perfectly executed, snappy travel copywriting for social media paired with idyllic imagery is enough for consumers to head straight to the web and start planning their own stay or trip abroad.

Are you struggling to drive traffic to your travel website?

Tourist information and tour providers.

Although they must be informative, travel information pages and sites selling tours should utilise irresistible tourism copywriting to excite consumers. A boring list of the same old isn’t going to cut the mustard. However, a descriptive itinerary of the experiences on offer can set you apart from your competitors. Many travellers want to feel like they’re trailblazers and discovering experiences that few others have encountered – give them the insight they need to feel like they’re unique.

shows an image of magazines - travel copywriting

Brochures and guides

We hear you asking – do people even read travel brochures anymore? Our answer is yes, but the travel brochure you used to collect in abundance pre-Internet has changed dramatically. While the traditional brochure was a predecessor of the travel agent website, containing hotel details, package deals, and itineraries, the modern brochure is more like a magazine. It’s glossy, focused on high-quality editorial and makes any holiday destination feel luxurious and desirable.

Our top tips for great travel copywriting

Your travel copywriting serves as your virtual travel agent. It should lead consumers to the best deals, pique their curiosity and reassure them that they’re in the right place for their dream trip abroad.

Here are our top tips for excellent travel content writing.

Find and address your audience

Seth Godin famously said that instead of finding “customers for your products, find products for your customers”. Everyone loves going on holiday, but the reality is your products and services won’t be for everyone. From conflicting budgets to different interests and needs, consumer wants and desires differ significantly. Like any aspect of content marketing, you must define your audience clearly to create content that resonates with them.

“Build something 100 people love, not something 1 million people kind of like.” Brian Chesky, Co-Founder & CEO, Airbnb

How to address the right crowd:

  • Know your brand: what solution are your services solving?
  • Figure out who your target audience isn’t: who would never interact with your brand?
  • Look at your competitors: who are your competitors targeting? Which competitor keeps you up at night? That’s who you need to position yourself against.
  • Analyse existing customers: take a deep dive into the people already using your services
  • Do your research: Use Google Analytics, social media and existing customer data
  • Create your customer persona : write it down for consistent copywriting

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Don’t go over the top on the adjectives

Beautiful, stunning, breathtaking and picturesque: four adjectives used to death in travel content writing. And the thing is, not every destination can be defined by its looks; some places anchor their appeal to their culture, experiences and activities on offer. The best travel copywriting is honest and authentic.

People want to know what it’s really like to travel there. They don’t want a carbon-copy description used to sell everywhere from Iceland to Ibiza. Describe popular tourist attractions, local cuisines and interesting sites only those living there would know. Give readers an intimate snapshot of the destination; give them behind-the-scenes access to persuade them to click that ‘book now’ button.

20 fantastic words you could use in your travel writing:

  • Serendipitous
  • Contemporary
  • Cosmopolitan
  • Atmospheric
  • Inexpensive

Talk like a human being

Forbes says that ‘human communication is complex, layered with nuanced meanings, emotions and cultural references.’ It’s humorous, it’s sarcastic, and it’s laced with idioms and local obscurities that make the words flow. In copywriting of all kinds, there is often a tendency to stick to a corporate tone and write in a uniform structure. But the conversation doesn’t work like that, and great travel copywriting should be a compelling chat between reader and writer. 

How to make your copy sound more human in five steps:

  • Identify the emotions you want to evoke in your audience
  • Use descriptive language and imagery to help your readers visualise your message
  • Be authentic and genuine in your writing instead of vague and mysterious
  • Use language that resonates with your audience and drop the jargon
  • Write as you talk: short sentences, idioms and common phrases are welcomed

shows an image of a man looking at the departure boards

Need a helping hand from the travel content experts?

Indulge the senses.

Sensory language does what it says on the tin – plays on the five senses to invoke mental images in readers. While it’s often used in creative writing, it also has a place in marketing. A study from Charles Spence , published in Science Direct, established that “most of our everyday experiences are multisensory”, and therefore, to recount or share these experiences in travel copywriting well, they must include sensory language.

“There’s always room for a story that can transport people to another place.” J.K. Rowling, Author

Tastes, smells and sounds can be complicated to describe, but here are our favourite sensory words to use in your tourism content writing:

There’s beauty in the detail

When writing about a specific destination, it’s easy to follow the crowd and quickly brush over popular attractions and tourist hot spots. But doing this doesn’t allow much room for standing out. Even when writing about well-trodden paths, there is beauty in the intricacies you can share in your copy, and thorough research into a place before you start writing will help.

Of course, what will make you really stand out is to offer unique and current insight into a destination – what’s the hottest café with those special donuts? Where’s that little beach that hardly anyone goes to? How can you save money on airport parking? What’s the best time of day to get those bargains at the flea market?

When people act on your valuable recommendations and find them rewarding, there’s a massively positive reinforcement of your brand in their imaginations. They’ll book again, share on social and recommend you to friends.

How not to be generic in your content writing:

  • Share interviews with people who have visited, have moved to or are native to the area
  • Share ‘locals-only’ knowledge, including the best places to eat off the beaten track
  • Share local stories, myths, and facts that make the place unique

shows an image of a sign that says FOLLOW THAT DREAM - travel content writing

For the best travel copywriting – get boots on the ground

Have you ever thought about sending a copywriter/content creator to any of your destinations? It could be far more cost effective than you might think and result in an abundance of exceptional content that you could be using for years to come.

The vast majority of travel copywriting is based on Internet research – not first-hand experience. So it can get stale and repetitive covering the same restaurants, the same attractions etc and – if your editors aren’t as rigorous as ours – mistakes can be repeated from one piece of content to another: a restaurant that’s not as good as it used to be, an attraction that closed down years ago, a market that’s moved to a different location etc

By recruiting content creators to experience your holidays themselves, you can generate not only detailed and authentic insight into the destination but also valuable trustworthy feedback that can help you develop your products and services.

It doesn’t make financial sense to send a writer to, for example, every one of your villas in Spain BUT with careful content strategy planning, a single week-long trip could garner:

– A “how to book” checklist

– A pre-travel checklist

– Airport travel and parking guide

– Airport terminal guide

– A destination eBook

– Country guide

– Area guide

– Specific location guide

– Villa/hotel descriptions

– Eating out guide

– Attractions guide

Plus, armed with a decent mobile phone camera, there’s the potential for plenty of social media content – authentic photos and videos instead of generic stock images.

shows an image of a plane on top of the run way - travel content writing

Think outside of the box

Your tourism content writing needs to appeal to your audience; sometimes, you need to think outside the box to reach them. Your target customers may have niche interests. Or maybe your product offerings have the potential to attract people who do. Take New Zealand, for example. Lord of the Rings fans flock in serious numbers to take a trip through Middle Earth. Determine what about your destination, hotel or resort may appeal to people, and find creative ways to reach them. 

“Make it simple. Make it memorable. Make it inviting to look at. Make it fun to read.” Leo Burnett, Founder of Leo Burnett Worldwide

Unique ideas to inspire your writing:

  • Find a link to popular culture and target your marketing and people share that interest
  • Relate to your customer, even if that means talking about something a little niche
  • Connect through shared experiences, including local events, festivals and gatherings
  • Celebrate your customers and put them on the hot seat

shows an image of people in boats next to limestone cliffs

Make the process clear

Booking a holiday often involves parting with a big sum of cash. Although exciting, watching the digits leave your bank account is never too much fun. One way to ease the pain is to make the booking process clear from the get-go. Label when and how payments will be made and tell customers what you will deliver and when. If you say you’ll send an email confirmation with all the details, do it promptly. Be on hand to answer questions or beat them to it and provide all the answers to their anticipated queries immediately. 

“Do what you do so well that they will want to see it again and bring their friends.” Walt Disney, Co-Founder of The Walt Disney Company

How to write a great call to action:

  • Keep it conversational
  • Use action words
  • Be specific
  • Create a sense of urgency
  • Offer something valuable
  • Make the design clear

Would you like to rank for the best travel keywords?

Travel copywriting examples.

Who are the brands leading the game when it comes to excellent travel content writing? Here are five travel writing examples to inspire your own writing.

Thomas Cook: Website category page

This travel writing example was taken from Thomas Cook’s ‘Beach Holiday’s category page, and it is excellent. The paragraph’s first sentence places you right on the beach they say we crave, and if you close your eyes to picture the landscape they’ve drawn, you can nearly hear the gentle ocean current. It’s descriptive but not generic in the adjectives it uses, and it plays on the desires of its audiences as it casts a spell of temptation and FOMO. It’s a well-written piece of copy packed full of words crafted to make the right people engage. At the very least, it’s working on us: the urge to book a beach holiday is palpable (which could be because we’re heading deep into October at the time of writing!) 

copywriting for travel

The Adventure People: Blog post

The Adventure People, STA Travel, think outside the box with many blog posts on their site. Focusing their copywriting on niche topics and interests likely to turn heads, this travel writing example explores unusual places to visit while utilising internal links to the packages and tours they offer for readers to experience these wonders for themselves.

shows an image of orange rock formations

Trainline: social media posts

Most people have caught a train once or twice in their lives, and many catch them daily to get to work, college or university. The Trainline have a pretty big audience to appeal to because of that, so their social media content is tailored to a variety of personalities and interests. Take a look at the travel writing example below. From an ‘introverts train travel starter pack’ to a list of ‘Harry Potter locations reachable by train’, the train ticket app relies on engaging topics and humour to set its service apart from the rest. It shows that even if your service is a little mundane, with a lot of brand personality, your content marketing doesn’t have to be.

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Unique Homestays: Accommodation descriptions

Unique Homestays are a great travel writing example of accommodation descriptions and hotel listings. They take what could be a dull checklist of hotel features and craft it into a narrative that flows as you visualise your journey around the hotel, from the front door to the bedrooms and the garden. This structure reflects the luxurious service that Unique Homestays provide while showing us marketers the importance of investing in the details – which include your copy.

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Riviera Travel: Tours and tourist information

Going to a new city can be overwhelming. There’s so much to see and do, and when you’re in a place for less than a week, there’s the risk of missing things you probably would have enjoyed. Riviera captures this chaotic feeling in their website copy, taking the reins with a tour of Paris that leaves no stone unturned. They inform their readers of the ‘inexhaustible’ offerings the city has to offer, and their solution to the chaos is their service. Their audience’s needs are listened to and answered, making this travel copywriting example a great piece of copy to inspire your own.

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onefinestay: Destination pages

Big Star Copywriting has been working with onefinestay for nearly two years. They’re a one-stop destination for quality homes and experiences in the most sought-after locations across the globe. They have an extensive list of detailed destination pages for its users to browse. After demand for fresh website copy increased, onefinestay’s in-house team needed a comprehensive alternative, and that’s where we came in.

We have worked with onefinestay to re-write their destination pages and product listings since. We manage quick-turnaround projects and are on hand to write complex, illustrative copy that nails their tone of voice. onefinestay’s copy transports you to astonishing homes, villas and experiences. It’s high-class, trendy and enticing; it’s one fine travel copywriting example. Read our case study .

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Even with the right tools and tips to write excellent travel copywriting, finding the right words to sell the destination can be challenging if writing isn’t in your nature. That’s where we come in. We’ve worked with big names in the travel industry including Expedia, Thomas Cook, Qatar Airways and Hertz – to name a few.

Don’t forget: holidays are one of the most powerful ways we create memorable stories in our lives. Your brand can be part of the narrative – if you get your words right.

Our copywriters know a thing or two about talking the travel talk. Great copy is transportive; it can take you to places you’ve never even heard of. And that’s our goal with every word we right. On top of this, our combination of creative writing and SEO savvy has helped dozens of businesses improve their traffic, engagement and sales. You can trust us to deliver great words and great results.

If you like the sound of that and want to chat, get in touch . We’d love to help.

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May 29th, 2020

7 Travel Copywriting Tips You Need to Know

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Written by Adam Biederman

Adam Biederman is Copycat's co-founder and longest-tenured writer. With more than 2,000,000 words under his belt, he's a scribe-of-all-trades, but his primary focuses are on technical content, new client acquisition, and creative. He currently resides in Santa Barbara with his wife Meghan and baby girl Shiloh.   

7 Travel Copywriting Tips You Need to Know 

There are a million travel bloggers and copywriters out there. But often it feels like there’s a lot less. 

Why is that? 

Because a good many of them sound exactly the same. 

They might as well have all been written by one person. Not even a person—a machine learning computer that converts the Instagram posts of c-tier celebrity influencers into saccharine, sentimental blogs filled with buzzwords, “eye-opening experiences,” and dripping with nostalgia but lacking substance to set them apart. 

It’s understandable why people love to write about travel. For many, it’s a transformative experience. Venturing to beautiful locales, encountering exciting new cultures and people, while dining on incredible food and wine makes for fond memories. 

Memories we want to share. 

So how do you do this in a way that doesn’t make you sound like a mindless automaton? How do you kindle an excitement and buzz around a destination, hotel, or restaurant that not only causes your reader to bookmark it for later but makes them book a trip right then and there? 

Here are 7 travel copywriting tips that should help you with that.    

Copywriting for Travel Industry

The following are 7 tips you should consider if you want to excel at travel blogging:

  • The name is just as important as the blog
  • Define yourself and sharpen your voice
  • Do your due diligence, despite it being personal
  • Think about your syntax
  • Read, read, read 

It Starts With The Name 

The opening of C.S. Lewis’ The Voyage of the Dawn Treader has one of the more memorable lines in all of English literature: “There was a boy called Eustace Clarence Scrubb, and he almost deserved it.” It’s a brilliantly hilarious way to introduce the book’s unlikely and unlikable protagonist. 

With just his name you can picture who he is, where he came from, and what he’s like.   

Names Have Power 

Historically, names held deep significant meaning, particularly for Western cultures. As Romeo famously opined, “What’s in a name? That which we call a rose by any other name would smell as sweet.” 

When you select a name for your travel copywriting blog, you have to pick a good one. We live in a fast-paced digital world that typically prefers headlines to paragraphs. Attention spans are short. You’ve only got a few seconds to convince someone to read your stuff—the wrong name could be all that it takes to dissuade them of the notion. 

People are looking for excuses to keep scrolling. Don’t give them one.  

Ideally, your name should convey who you are and what the blog post is about. And for godsakes, stay away from words like:

  • Adventurous

They’ve all been used ad nauseum. The top travel bloggers have already staked their claim and established a reputation as their audience’s personal destination guide . Cede them their territory and instead forge your own path with something that hasn’t been done before. As one travel blogger writes : “Here are a few great examples of blogs whose names are descriptive enough to sum up what their blog is all about.

  • Cheapestdestinationsblog.com
  • Aroundtheworldin80jobs.com
  • Europesluxuryhotels.com
  • Theartofscubadiving.com
  • Familyonbikes.com

All of these blogs immediately tell you what you can expect when visiting their website.”

Find Your Niche

Similar to your name, there needs to be something about your travel copywriting that makes it stand out. To be a successful travel writer, you have to give your audience a reason to care, a reason to keep coming back for more tales of your travel. 

What will you do to make your travel writing pop? How will the reader benefit? Ostensibly, they’re giving you 5-10 minutes of their time. You had better be giving them something of equal if not greater value in return. 

To do that, you need to know what type of travel blogger you are and select a target audience .

Are you funny? Do you tell great stories? Are you knowledgeable about history and cultures? Do you have a refined palette and a love for cuisine? Have you discovered the best activities and screaming deals? 

Narrow it down—find your niche in the travel industry . And whatever you land on, stick to that (at least while you’re growing). 

Travel A Bunch

It’s hard to write a cookbook if you can’t cook; it’s difficult to talk about a time period if you don’t know the history. Although you can write about places you’ve never been, it’s much much harder to do so convincingly. Especially in such a way as to not tip off those who have been to that specific location. 

If you can, you need to go to the places you write about. This is the fun part of being a travel copywriter . And while you do travel, be sure to do the following: 

  • Go off the beaten path — Everyone’s been to the Sistine Chapel or the Eiffel Tower. They’ve been written about a zillion times. Find cool and interesting places that less fewer people have been to. Discover hole-in-the-walls. Wander and will yourself to get lost in your destination . 
  • Keep record –  Memory is a fickle thing. You might think that you’ll never forget that incredible hike through Lauterbrunnen or that one WWII museum in London. But, over time, those memories will likely fade to warm and fuzzy things, lacking the important details. So, throughout your travel experience , take notes. Journal about your day and the things you saw and did. Take pictures and videos. You’d be amazed how just the name of a street or a picture can help bring you back to that time and place. 
  • Be bold – No one will be envious of a trip that was boring. It’s called an adventure for a reason. It should be exciting, daring, and push you out of your comfort zone. Be open to new experiences. If you don’t, you’ll give yourself scant material to distinguish your travel content from any other travel blog post .  
  • Make do – If you’re on a limited budget, travel locally or find inventive ways to keep visiting new destinations. There are likely places just a few miles from you that you’ve never been to. Give them a try and you might discover something completely new and unexpected. 

If You Can’t Travel, Do Your Research 

There will undoubtedly be times when you don’t have the luxury of going to the place you have to write about. It’s an unfortunate part of the business, but an inevitable one. Although it’s better to share from personal experience, there are ways to write about foreign travel destinations, even if you haven’t been.  

That starts with doing a TON of research. 

There are dozens of ways you can find out more about a place including:

  • Read books/blogs/articles about the history, architecture, sites, and cuisine
  • Watch YouTube videos 
  • Ask residents who live there about their cities or countries on forums such as Reddit 
  • Check out review and travel sites like TripAdvisor or Yelp
  • Speak to your client and ask for any relevant information they can share

Once you’ve completed your exhaustive research, you'll be ready to start outlining. From there, you can flesh it out and make it come alive. 

Don’t Be a Hype Man 

Be wary of the oversell. Not every place is the most beautiful or the best to visit. Readers will be less than happy (to put it lightly) if you convince them to go somewhere and then they arrive only to find that they’ve been deceived about the travel experience .  

People hate being oversold. When you hype something up, you might leave a reader disappointed. Also, if you’re writing on behalf of a hospitality or travel business—they need to deliver on your promise. So don’t let your mouth cash checks your client can’t backbone. Set reasonable expectations. 

Paint a picture. Make it vivid. But make it realistic. 

Don’t be a hype man. 

Be Descriptive, Engage the Imagination  

Your travel copy should not only help them visualize a place in their mind’s eye, it should engage all of their senses. Your goal as a writer is to make them feel as if they were there with you. To do this, keep the following tips in mind:

  • Use descriptive language
  • Vary sentence length 
  • Include sensory-rich adjectives and verbs
  • Paint small details
  • Tell stories 
  • Find your tone of voice
  • Don’t be attached to linear writing 

Finally, if you want to help both your writing and learn, it’s important that you read—a lot. 

Read A Ton 

Books can be your free—or at least significantly discounted—passport to somewhere new and exciting. A good book can make a person fall in love with a place they’ve never been or a person they’ve never met. As the late great Pat Conroy once wrote, books have the power to transport us to a whole new world:

The world of literature has everything in it, and it refuses to leave anything out. I have read like a man on fire my whole life because the genius of English teachers touched me with the dazzling beauty of language. Because of them I rode with Don Quixote and danced with Anna Karenina at a ball in St. Petersburg and lassoed a steer in "Lonesome Dove" and had nightmares about slavery in "Beloved" and walked the streets of Dublin in "Ulysses" and made up a hundred stories in the Arabian nights and saw my mother killed by a baseball in "A Prayer for Owen Meany." I've been in ten thousand cities and have introduced myself to a hundred thousand strangers in my exuberant reading career.

Even if you can’t travel, you can read about the places you want to go to. So read fiction, non-fiction, travel guides, and regional books. Doing so will not only acquaint you with the place, people, and sites, but will also improve your travel writing and diction. 

Put simply, an avid reading life will pay significant dividends.

Copycat Copywriters, Your Travel Buddy(s)     

Now, not everyone is suited for travel copywriting. It’s a hard task. And for non-writers it may seem like a herculean one. 

That’s where Copycat comes in. 

If you need experts, we’re your guys and gals—your in-house writing team. We’ve got a stable of rip-roaring, wayfaring travel enthusiasts who are more than happy to assist. 

Writing is an art form. It takes time, practice, and—most importantly—talent. At Copycat, we’ve got that in spades. But we don’t simply know how to write web copy . We know how to market it; how to position your brand; how to optimize website content for SEO. 

If you want to take your copywriting to the next level, if you want to summit uncharted peaks, you’ll need a trusted expert. You’ll need a Sherpa. 

Are you packed and ready to go? We are. 

Adventure In You. How to Choose a Kick-Ass Travel Blog Name (And Which Ones to Avoid). https://www.adventureinyou.com/blogging/travel-blog-names/

Association of America Publishers. Remembering Pat Conroy - Fierce Defender of the Freedom to Read. https://newsroom.publishers.org/remembering-pat-conroy---fierce-defender-of-the-freedom-to-read/

Forbes. Top Travel Bloggers Opine on Today’s Travel Environment. https://www.forbes.com/sites/rogersands/2020/04/24/top-travel-bloggers-opine-on-todays-travel-environment/#1aee4246b51c

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Travel & Tourism Copywriting

Get more dream clients with my travel and tourism copywriting services – words that take you places.

Sound familiar?

  • Your travel business is jogging along, but you want to take things to the next level and attract more of your dream clients
  • Your web copy is dull, clichéd and doesn’t reflect your personality, but you don’t have the time or the know-how to remedy it
  • You feel embarrassed when a prospective client asks for your website address – or you send them to your Facebook page
  • You tell yourself you don’t have time to write your web copy; in truth you’ve tried, but it just didn’t sound right
  • You’re searching for a professional, experienced and reliable freelance travel and tourism copywriter to help build your travel brand

For travel professionals, nailing your web copy is crucial . Your website is your virtual shop window. With most travel customers geographically removed from your destination or travel experience, this is your opportunity to make a striking first impression . To show people why your experience is the answer to their travel dreams. 

In the travel and tourism industry, people often rely on online research alone when making buying decisions . So your website needs to demonstrate your expertise and passion for your destination, showcase your excellent customer service, and highlight the special sauce that shows people why they should choose you over your main competitors.

Hire a Specialist Travel & Tourism Copywriter

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As a professional travel and tourism copywriter , I work with tour operators, travel agents, DMOs and travel brands to provide compelling web copy that communicates who you are and what you offer. 

We’ll work together to understand your target audience and brand voice, learn the features and benefits of booking with you, and tease out your unique selling points. I’ll use that information to craft website copy , tackling everything from home and about pages to services, FAQs and tour itineraries. 

My travel website copy uses evocative words to engage travellers, blended with proven copywriting techniques to drive more enquiries and bookings . Plus, I integrate the principles of search engine optimisation (SEO copywriting), so search engines such as Google nudge it into the path of your dream clients.

I hired Joanne as a copywriter to assist with the relaunch of our company website. She helped with the writing of travel destinations, properties and itineraries, and was professional, competent, meticulous and passionate about the project from the start. I was impressed by how she took on the (very large) brief and delivered an exceptional quality of writing and research throughout our year of collaborating together. ( Jo Upcraft , Lightfoot Travel )
I contacted Jo about a new travel copywriting project earlier this year and it was clear from the start how passionate and accomplished she is in this field. From producing detailed, thoroughly researched and vibrant copy, through to meticulous and intelligent sub-editing, I certainly hope to use Jo again – a real asset. ( Jake Richards , Sticky Content )

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  • August 27, 2021

How to craft compelling copy for your travel and tourism brand by using the following Power Words

Which associations combine the power of emotion?

The Venn Diagram shows which associations are both able to communicate different emotions at the same time.

In the middle of the diagram, you find words which are expressing all emotions strongly are: prosperity, opportunity, wellness, adventure, experience .

Both Happy and Emotional associations are: enjoyable, fiji, explore, australia, goa .

Both Happy and Powerful associations are: leisure, enthusiast, companion, wellbeing, ambassador .

Both Emotional and Powerful associations are: festival, getaway, unforgettable, holiday, barcelona .

Very Happy associations are: abundance, sustainable, hospitality, premier, recreation .

Very Emotional associations are: hawaii, flipboard, macau, destination, photographer .

Very Powerful associations are: scholarship, luxury, lifestyle, flourish, montenegro .

Copywriting examples for travel and tourism products generated with AI

Blog intro examples.

  • Greece is one of the most popular holiday destinations in Europe. The country has something for every taste, from idyllic beaches to ancient ruins. We show you how you can visit Greece on a low budget without sacrificing on comfort!
  • Greece is a dream destination for many people. However, the country is also known for its high prices. But that does not have to be so! We'll tell you exactly where and how you can save money when visiting this beautiful country!
  • It's August again and it's time for you to plan your next vacation! This year we will provide an overview of the cheapest holiday destinations in Europe - both in terms of flights and accommodation!

Marketing Slogan examples

  • Choose your destination!
  • Holidays without limits!
  • Travel and Tourism - your key to freedom!
  • Go further with travel and tourism!

Product Description examples

  • Travel in August in Greece for UNDER 400 euros does not work? Yes it can! Spend a wonderful week on the island of Samos and stay in a small, well rated hotel in the village of Kokkari - a few meters from the beach and the center - and the whole including flights, breakfast and transfer from only 391 euros! Here is a second example.
  • For the dream vacation in August you do not have to spend the big money. With a Greek island as Samos in the Aegean Sea you can have great holidays for UNDER 400 euros and stay at a small, but well rated hotel - only a few meters from the beach and the village center. The whole package including flights, breakfast and transfer costs only 391 euros!
  • Greece is the most popular travel destination in Europe and with good reason. The sun shines almost every day of the year, the prices are almost always unbeatable and the blue sea and nice beaches invite you to relax. And if it's not enough, the famous Greek hospitality will make you feel welcome from the moment you arrive. Next week we are going to Greece for a full week. We have saved up money for a long time and now we are finally ready to take our vacation! But what do we really save? A whole week? Are there any cheap flights? Is there a room available in our desired hotel? All these questions can be answered by a travel-search engine like vivaticket.de . This search engine collects all offers from travel agencies, airlines and hotels across thousands of websites and shows them in an easy to understand overview.
  • Do you want to spend a wonderful week on the beautiful island of Samos and still have money left for a trip to the nearby islands? Then this is your offer! In the small village of Kokkari you can find a little but very well rated hotel. The travel agency offers you a week's stay in the hotel with breakfast, transfers and flight from just under 400 euros!

Ad copy examples for travel and tourism products generated with AI

Search ad headline examples.

  • 5 ways to save money for a summer vacation in Greece
  • Vacation in Samos, Greece – book now for just 391 euros
  • Turkey - the best place to spend your holidays
  • Cheap flights from Berlin to Athens via Munich
  • Vacation in Greece for under 400 euros and a guide to Santorini

Facebook ad headline examples

  • Greece Trip - 7 days for under 400 euros
  • Greece Trip - 7 days in Samos for Only 391 Euros
  • Greece trip: What a great vacation on the island of Samos can cost!
  • Greece trip 2016: How to spend a week on the beautiful island of Samos - only for under 400 euros (and that includes flights!)
  • Greece Trip - 7 days on the beautiful island of Samos for only 391 euros
  • Greece trip 2016: How to spend a week on the beautiful island of Samos for under 400 euros (and that includes flights!)

Newsletter subject lines examples

  • Summer vacation for under 400 euros
  • Summer vacation: why it is worth to start planning now
  • Summer vacation: where can you go for less than 400 euros?
  • Summer vacation in Greece - an insider tip
  • Fulfill your dream of a Greek summer vacation: book today!

Blog ideas for travel and tourism products, conveying relax feelings, generated with AI

  • The sea is the solution to your problems
  • Want to relax? Visit the beach
  • How to make your holiday more relaxing
  • “Where do you want to go for your holiday?”
  • Stress-free holidays
  • Traveling for a relaxing weekend away
  • Relax and rejuvenate this summer
  • How to make your holiday relaxing
  • The relaxing spa experience
  • Better than meditation? The beach
  • The relaxing tropical holiday of your dreams
  • The relaxing technology vacation
  • Do you want to relax? Take a bath

Free images you can use along travel and tourism copy

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What people search for around travel and tourism

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A  travel SEO copywriter skillfully combines information, emotion, and search engine optimization to create content that evokes a positive reaction. By resonating with readers and making their dreams feel like a tangible reality, visitors transform into travelers who take action.

Spontaneity Based on Research

Effective travel copywriters know how to connect with the right people. Content that feels spontaneous is really based on detailed research. A writer needs to get the facts to develop content that reaches out to readers and search engines.

The first step is to define the travel company’s target audience.  Content  should relate to potential customers by answering their questions, addressing their concerns, and inspiring their sense of adventure. For example, gushing about the joys of a spa getaway at a resort is unlikely to appeal to tent-pitching camping enthusiast.

Then  keyword research  is performed to optimize the content for search engine recognition. The research is based on search volume, competition, and intent. What does the traveler want and how will they look for it? The answers to these questions provide the necessary fuel to create content that gets travelers in motion.

Focus On Sensory Stimulation

Our senses help define our experiences and memories. The way something looks, sounds, feels, tastes, and smells makes us want it and remember it. Travel copywriters focus on sensory stimulation to catapult readers away from their computers and into another world of total enjoyment.

How would you imagine a trip to the Caribbean islands? A writer may focus on the sweet tropical juice of local pineapples and coconuts, creating a sensual delight based on flavor and aroma. Consider a description about endless miles of white, silky sand with waves lapping at the shore as seabirds call to the golden sunset. Readers visualize the sunset with the feeling of sand beneath their feet as they listen to the call of native birds.

Robust descriptions elicit an emotional response. Readers dare to dream of their ultimate getaway, then make plans to schedule it. Professional writers go beyond basic descriptions, providing the details readers need to create their ultimate fantasy vacations.

Create Enthusiasm About Unique Experiences

Modern travelers want more than the mundane vacation at a typical hotel. Older travelers have been there and done that already, so they are looking for something new. And millennials are focused on having unique experiences rather than accruing things. Both ends of the spectrum create opportunities for savvy copywriters and travel businesses.

Booking.com research revealed  55 percent of travelers think the greatest thing about travel is escaping their comfort zone. Travelers long to do things they never did before. The top five trips they would love to try someday include volunteering, gourmet adventures, mystery trips, sabbaticals, and an ancestry vacation to learn about their heritage.

A writer crafts novelty ideas to pique the imaginations of potential travelers. How can the travel company provide an incredible escape, unlike anywhere or anyone else? Knowing what makes the business different and special makes it easy to integrate branding and trust in irresistible content.

Share Exciting Knowledge with Opportunities to Learn More

Travelers look forward to learning something new during a vacation. Exciting facts and useful tips encourage travelers to find out more about various destinations. Sharing little-known information can help seal the deal for travelers who want to learn during their adventures.

People of all ages and backgrounds want an opportunity to exercise their minds during their next trip. For example,  13 percent of millennials  are more likely to travel to a place with historical or cultural relevance, and  half of the solo travelers  have a college degree. More than half of  Generation Z travelers  book trips to help increase their knowledge.

While colorful words are essential, a seasoned travel copywriter also searches for opportunities. Knowing the statistics behind the travel industry helps writers understand what travelers want, so they deliver content that matters. An experienced writer harnesses the power of statistics and data to stimulate travelers intellectually and emotionally.

Make it Meaningful and Memorable

Outstanding travel content is developed around  memorable travel experiences (MTEs ), based on a decade of academic research. MTEs are flashbulb memories that are exceptionally long-lasting and vivid. And they are a better indicator than satisfaction for word of mouth, brand loyalty, and revisit intention.

Travel content should build anticipation for the reader to increase the vividness of MTEs, inspiring an emotional reaction. Feelings are an integral part of MTEs, such as happy, worried, sad, sociable, guilty, and pleasant. The goal is to inspire positive feelings about a travel memory or a potential travel memory.

Whisk the reader away with little details people would never know unless they visited a certain location or resort. Describe a specialty cocktail only served in the area, and what travelers do while they sip it. Mention the pulsating rhythms of local music played at the hottest nightclubs and how people dance to the sound. Jog the reader’s fondest memories to encourage future bookings.

Indulge in Hedonism

Hedonism is an integral part of the most pleasurable travel experiences. Gourmet cuisine, fine wine, and luxurious accommodations with the most exceptional amenities take people away from the stress of their daily lives to a world of total self-indulgence. More than half of people travel  to recharge their batteries when they feel tired, busy, and stressed.

And these travelers are willing to spend their hard-earned money on indulgent experiences and behaviors with  37 percent  very likely to splurge on experiences related to food and drink. Dance all night with icy libations. Feast on gourmet cuisine prepared by highly rated chefs. Mentioning these travel experiences awakens the hedonistic desires in travelers.

Many travelers view vacations as a chance to overindulge on their favorite food, drink, and pampering experiences. A travel copywriter highlights opportunities to kick back during an oceanfront massage or sip handcrafted cocktails created by a master mixologist. When readers imagine these travel experiences, they want to get there as quickly as possible.

Inspire a Refreshing Feeling of Freedom

A travel copywriter gets into the shoes of potential travelers. Walking a virtual mile in their shoes helps writers understand what makes travelers take action. Freedom is a compelling reason for people to take time off to escape to a faraway place. Whether someone works in a cubicle or corner office, the four walls start to close in and they want to get out. And those who are outdoors or moving around welcome an opportunity to unwind in their comfort zone.

Multi-tasking and technology have put people on a fast-track with little time for their thoughts and hobbies. A vacation becomes a way to break free from the constraints of daily life. Writers incorporate relevant keywords with language focused on freedom and exhilaration to remind people it’s time to cut loose and schedule a trip.

With freedom in mind, an increasing number of travelers want immersive and action-packed experiences during their stay. Snorkeling, sailing, and kayaking have all grown in popularity over the past five years. The lure of the great outdoors and all it offers is an effective way to entice people to book a much-needed vacation.

Involvement in a Communal Atmosphere

Travel can be private, or a social situation that provides the right conditions to make new friends. A communal atmosphere evolves wherever people decide to stay, from campsites and trailers to resorts and cruise ships. Travel content should present opportunities for travelers to connect with locals and other visitors to create unexpected memories and connections.

Every travel destination is known for certain unforgettable experiences. Are people coming to climb a mountain, ski down a hill, or lounge on a beach? How are these situations social and fun? Are there scheduled activities, such as dances, crafting or talent shows, to bring people together? From singles to seniors, many travelers welcome a chance to interact and have a good time.

A travel copywriter shares ways travelers can engage in social activities during their trips. Writing about specific opportunities is a way to position a travel business as a respected authority for travelers who are looking for a good time with like-minded adventurers.

Immersive Experiences with Local Culture

The senses of a traveler instantly come alive when they take in the uniqueness of local cultures. Immersive experiences make destinations more memorable and desirable. People return to Italy for tantalizing cuisine and France for intoxicating wine. Surfers head to Hawaii to ride the waves while kitesurfing enthusiasts sail the Dominican Republic.

Describing local culture and all it offers inspires travelers to book unexpected trips. Often people are unaware of everything a city or country offers, including the friendliness of natives who are ready to welcome them into their world. The sights, sounds, and flavors will be indelibly etched in the memories of travelers who had immersive experiences.

And these localized happenings create an opportunity for writers to describe MTEs.  Authentic experiences and language  can bring back memories of learning how to cook moo goo gai pan in China. When travelers recall these local gems, they are eager to return to appreciate them one more time.

Exhilarate and Titillate to Attract Last Minute Bookings

Travelers may not always plan ahead due to busy and unpredictable schedules. When they get time off, they are ready to book a getaway now. A travel copywriter understands how to present last minute travel opportunities in a way that encourages people to take action. An example is offering a limited time only discount or reminding travelers of an upcoming event they don’t want to miss, such as Mardi Gras in New Orleans.

Descriptive content can exhilarate and titillate consumers, making them feel like there’s no better time than the present to book a trip. Everyone wants a one-of-a-kind journey or to score an amazing deal on a fantastic vacation. Appealing to these emotions gets readers to become paying travelers.

With  49 percent of millennials  taking last minute vacations, this is a growing marketing travel businesses and copywriters are watching closely. Narrowing in on this target market can be a viable way to increase conversion rates and get more last-minute bookings. Blogs, social media posts, text messages, and email are all ways to reach out to these travelers who are in the market to book a trip fast.

Analyzing the target market, performing detailed keyword research, and checking out the competition are the foundation for creating actionable travel content. An effective travel copywriter naturally integrates keywords and concepts into readable content that makes travelers want to take action. Anything less means your business is losing leads.

Do you doubt your skills as a researcher, SEO expert, and writer? Or you might not have the time to wear all three of these demanding and time-consuming task hats. Let the professional team at  Galileo Tech Media  take care of your travel copywriting needs. Talk to us today about how you can improve conversion rates and boost profits with stellar copywriting that gets the job done.

Frequently Asked Questions

What is travel copywriting.

Travel Copywriting is not the same as writing to sell a product. A Travel Copywriter must build anticipation for a Memorable Tourism Experience . Correctly building anticipation not only converts visitors into buyers, it has been empirically show to increase brand loyalty and increased revisit intention from tourists and guests. Travel Copywriting must not only understand the craft of well done copy, but must also know the emotions to trigger that make experiences memorable. This comes from study of the science, and being well-traveled.

What does a Travel Copywriter Do?

A Travel Copywriter must research and understand the memorable experiences a destination or event might provide. They must understand who the intended audience is for the copy being written. They must understand at what points in the buyer journey is a potential client who might want to read the copy, and what they need at those points. They have to understand the keywords that might drive traffic to the copy from search engines and incorporate those words with craft that makes them reader friendly. They must now the correct type of content to be written to compete effectively in the search engines and appeal to potential guests. They most know all this and then make compelling, interesting, and selling copy that is valuable to readers.

copywriting for travel

copywriting for travel

As a travel copywriter with experience writing for hotel groups such as Hilton (Waldorf Astoria and Conrad), InterContinental, Accor and Viceroy, Maisie is well versed in the travel copywriting techniques that can turn your browsers into bookings. Working closely with hotel marketing directors, she can write to an already defined tone of voice, or help you to curate your own. 

Travel copywriting for luxury hotels and resorts.

By the luxury copywriter.

copywriting for travel

Maisie's extensive work in the region has allowed her to develop a glowing reputation as the go-to travel copywriter for luxury islands in the Maldives. 

Travel copywriting for Maldives resorts

A unique specialism .

You only get one opening, so it's crucial that your voice is clear, consistent and ready to make an impact. 

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Keep the momentum going with aspirational content that ensures your property remains fresh, relevant, and favourably ranking. 

SEO blogs + travel guides 

From signage and welcome packs, to menus and key cards, every touch point counts when it comes to inspiring loyal guests. 

In-hotel collateral 

“Thank you so much for the amazing work you’ve done with our travel copywriting projects to date. Your copy is bright, energetic, and on brand – and most importantly, compelling to the consumer. We look forward to continuing our partnership with you!”

Dani taylor, director of marketing operations at preferred hotels and resorts .

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Liverpool, uk

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JTS Copywriting

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When did your passion for travel just become another job?

Probably when you started wearing ALL the hats in your business. I get it – when you’re a startup, you do what you gotta do.

But you can’t do it forever. To grow further, you need to make high-level decisions… and you can’t DO that if you’re the salesperson, web developer, and marketer – all rolled into one.

Use the right words at the right time, and more leads will become customers. But copy creation is both an intricate art and science. It doesn’t come easy. You can’t guess at this stuff.

So, don’t guess – h ire me .

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And on top of that, you’ll benefit from the real-life experiences of a life-long traveller. One who has visited five continents and 40+ countries in the past decade.

So, how about it? Ready to take your copy to the next level? Click the green button below to book your free consultation.

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James is very efficient, detail oriented and completes projects in a timely manner. He’s been with me for years and I’ve always been happy with his results. Would highly recommend!

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Founder of nomadicsamuel.com & co-founder of youtube channel, samuel & audrey.

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Founder of pommietravels.com and travel content agency, far & away media.

James was my go-to copy guy for over five years. Whatever the topic, he always went the extra mile to nail the voice required by my sites. I can’t recommend him enough! 

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IMAGES

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COMMENTS

  1. Eight examples of top-notch copywriting from travel brands

    Intrepid Travel. Forget your average holiday - Intrepid Travel is all about selling life-changing experiences. Unsurprisingly, its copywriting is littered with inspirational storytelling, building on the transformative power of getting away from it all. Patagonia is one truly awe-inspiring region.

  2. Copywriting for the Travel Industry

    With millions of options available at the fingertips of every traveler, you need to make your product or destination stand out as the number one choice. You do this by having compelling and user-friendly marketing copy across all your marketing platforms, which is where a seasoned travel copywriter comes into play.

  3. The Travel Copywriter

    My Travel Copywriting Services. I provide website copywriting, email & content marketing, and other copywriting services for hotels, inns, and bed & breakfasts. I work with vacation rental owners and managers to boost bookings via custom websites, third-party listings, and other copy. I partner with DMOs, travel agencies, and tour operators, to ...

  4. 3 great copywriting examples from tours and attractions

    3 examples of top-notch copywriting from travel brands. Let's take a look at these copywriting tips in action. Here are three examples of top-notch copywriting from a tourism board, a luxury tour operator, and eCommerce site Amazon. Visit Idaho's Homepage. The Visit Idaho website captures travelers' attention in just 11 words.

  5. 5 travel copywriting examples

    5 travel copywriting examples from the pros. 1. Personalised email marketing from Virgin. Virgin Holidays has taken the concept of personalised emails a step further. We've all become familiar with newsletters that include our names, but Virgin has embraced the trend wholeheartedly by placing the reader at the heart of the content's action.

  6. Our Travel Copywriting Guide

    The best travel copywriting is honest and authentic. People want to know what it's really like to travel there. They don't want a carbon-copy description used to sell everywhere from Iceland to Ibiza. Describe popular tourist attractions, local cuisines and interesting sites only those living there would know. Give readers an intimate ...

  7. 7 Travel Copywriting Tips You Need to Know

    Copywriting for Travel Industry. The following are 7 tips you should consider if you want to excel at travel blogging: The name is just as important as the blog. Define yourself and sharpen your voice. Travel. Do your due diligence, despite it being personal. Think about your syntax. Read, read, read.

  8. Bon Vivant Copy

    Copywriting For Travel Agents. Hi, I'm Emily Matras, owner and writer-in-chief of Bon Vivant Copy. I founded Bon Vivant Copy because I believe today's travel professional provides an incredible value. Planning travel has become more complicated and time-consuming than ever, and there's a real need for professionals who can cut through the online bull crap and bust through all those bogus ...

  9. What Exactly is a Travel Copywriter?

    Travel copywriting isn't like medical copywriting - we don't write factual copy about kidney cancer or product descriptions for vitamins. Rather, we write to make your readers feel. Travel is all about experiences, memories, and good feelings. With our whole world published on the world wide web these days, it's crucial for you to have ...

  10. Travel Copywriter: Pro Copywriting for the Travel Industry

    Hotel Copywriting. Whether your hotel is a luxurious 5-star resort or a cozy bed and breakfast, positioned as a sought-after travel destination or a hidden gem, it demands the expertise of a travel copywriter skilled in crafting your narrative through expert hotel copywriting.

  11. Travel & Tourism Copywriting

    Hire a Specialist Travel & Tourism Copywriter. As a professional travel and tourism copywriter, I work with tour operators, travel agents, DMOs and travel brands to provide compelling web copy that communicates who you are and what you offer. We'll work together to understand your target audience and brand voice, learn the features and ...

  12. Copywriting for Travel Agencies & Tour Operators

    I do. Strong travel copywriting combines both the science of sales and the romance of travel. It answers a need. Fulfills a dream. It makes your vacation package, your expertise, your tour the answer to your client's unasked questions. Let's work together to define your unique selling points. Let's understand your target audience.

  13. Travel and Tourism Copywriting Examples and Inspirations

    Copywriting examples for travel and tourism products generated with AI Blog Intro Examples. Greece is one of the most popular holiday destinations in Europe. The country has something for every taste, from idyllic beaches to ancient ruins. We show you how you can visit Greece on a low budget without sacrificing on comfort!

  14. Copy by Abbie

    Hi, I'm Abbie — the face behind Copy by Abbie. And your new travel copywriting best friend! I'm a Tulsa native and earned a bachelor's degree in Marketing with a minor in Spanish from the University of Tulsa. My passion for travel and language, especially Spanish, started from a young age.

  15. Travel Copywriting Services

    Travel Copywriting Services. Woo is an SEO copywriting agency with proven experience in creating copy that propels our clients to the top of SERPs while ensuring your content engages, entertains and persuades readers. If you're looking to improve your travel content for SEO success, we are the agency to help you.

  16. Travel Copywriting Services

    Other Travel Copywriting. I also work with travel marketing agencies, travel product companies, luxury travel brands, and other hospitality businesses to build strong, sales-focused copy with a travel twist. Services include email marketing, content marketing, and all other manner of copy (brochures, visitors guides, landing pages, etc.). More →

  17. Copywriting for Travel Agents

    I'm Emily, an expert copywriter for travel agents. As a former travel agent, I know how hard it is to wear all the hats you're wearing right now. From my experience, I also know how important it is to showcase your skills for your clients so they truly understand what it is you do. When you don't have to worry about creating content, you ...

  18. Travel Copywriting

    What is Travel Copywriting? Travel Copywriting is not the same as writing to sell a product. A Travel Copywriter must build anticipation for a Memorable Tourism Experience. Correctly building anticipation not only converts visitors into buyers, it has been empirically show to increase brand loyalty and increased revisit intention from tourists ...

  19. Travel Copywriter for Luxury Hotels

    As a travel copywriter with experience writing for hotel groups such as Hilton (Waldorf Astoria and Conrad), InterContinental, Accor and Viceroy, Maisie is well versed in the travel copywriting techniques that can turn your browsers into bookings. Working closely with hotel marketing directors, she can write to an already defined tone of voice ...

  20. Copywriting for Travel Agents

    I'm Leah, an expert copywriter for travel agents. After a decade immersed in the travel and hospitality industry, I know the value of having a travel expert on your side. Because the difference between DIY and a premium travel planning service is, well, astronomic. As a travel expert in all things hotels, resorts, transportation, destination ...

  21. JTS Copywriting

    And that's where copywriting comes in. Use the right words at the right time, and more leads will become customers. But copy creation is both an intricate art and science. It doesn't come easy. You can't guess at this stuff. So, don't guess - hire me. You get to focus on your strengths, and I'll focus on mine: Words that get attention.

  22. Hotel Copywriter

    inspiring travel copywriting, blog posts, print articles, and destination guides to power your hotel content marketing strategy. You need a travel copywriter if: You want to capture a bigger share of search interest in your travel destination - and turn it into high-quality traffic to your hotel website.

  23. Adventure Travel Copywriting

    Avid writer. read my story. Let's strategize together. Book your free 15-minute consultation. Reger Copy. [email protected]. SEO copywriting for travel agencies, travel brands, and adventurers. Attract clients, turn leads into sales, and grow your brand with exceptional copywriting.