How travel copywriting can take your business to where it really needs to go


Guest post from Matt Press. Matt's an experienced copywriter who has written for some of the UK’s biggest brands, such as Sky, Three and Vodafone. He’s now on a mission to make SEO easier for companies in Hampshire.

How travel copywriting can take your business to where it really needs to go

There are a handful of industries that require creative, impactful marketing more than others. They’re usually the markets filled with businesses that share and sell the same kinds of products.

Property is one such industry, since estate agents are often pitching multiple, identical houses and flats for rent or sale.

The temptation is to think that there are only so many ways that a person can describe a 3-bedroom detached bungalow in the Shetlands… but copywriters will always disagree with that notion.

Ultimately, business is a level playing field.

Every company has the same set of words to choose from. And a copywriter will argue that a huge percentage of a firm’s revenue will be dictated by the vocabulary it uses and the style of delivery picked to deliver their messages.

Travel is another such niche.

If you think about it, there are hundreds of travel agencies, leisure sites, hotels and tourism companies who are all trying to sell the same holiday.

And what’s more, many of them are doing so by using the same words in their sales copy.

How many ways are there to describe a sunset, a villa, a swimming pool, an all-inclusive getaway or a city break?

Search around the big sites and you wouldn’t think were many. But in actual fact, there’s quite a lot, as it turns out.

Instead of concentrating on the amount of holidays holiday companies are selling, they should be working on their travel copywriting skills.

Giving consumers everything they need to make a decision.

Let’s start with the obvious. We all love holidays; we don’t need to be sold the dream, right?

But we do care about where we buy our well-earned breaks. You see, regardless of the niche, getting a customer to pull out and open their wallet or purse is always the hardest thing to do.

However, it’s not all doom and gloom. If most travel copy is plain and forgettable, then that represents a massive opportunity for those businesses that see the strength of clever words.

As such, there are plenty of copywriting tips and tricks that’ll ensure your travel copy is crisp, creative, powerful and persuasive.

Let me break the subject area down into 4 different areas…

Tone of voice

The tonality of your copy matters greatly.

Obviously there needs to be a connection between your travel copy and your brand image. But furthermore, sales copy needs to work really hard because it must generate feelings of trust, authenticity and integrity for the reader.

The barrier any travel agency may find is that people are generally reluctant to spend significant amounts of money online.

Most holidays will cost hundreds, if not thousands of pounds, and that transaction will always be easier to instigate face-to-face.

There are things we can do to level the playing field, though.

Be creative with your copy, but ensure that you’re professional when you need to be (for instance, when you’re talking about insurance or something where someone would expect to see more formal and thorough copy).

Benefits and USPs

When it comes to selling, the devil’s in the detail.

It’s a pure numbers game. List out the benefits and USPs of a holiday and the likelihood of something resonating with your target audience becomes greater.

Getting someone to buy a holiday could be as simple as talking about a room having a cot, a hotel having a free gym or a swimming pool having an adults-only swimming lane.

We’re all different and we all want different things from our time away. Some of us like lounging around on a sun bed. For others, that’s their idea of hell. Other people might prefer sightseeing and staying on the move.


There are many types of marketing. No one can predict the ROI of any given marketing campaign or any piece of sales copy.

Yet one thing remains true. If you can master the art of communicating to a wide audience, but making people feel that you’re talking to them alone, you’ll be onto a winner.

Essentially, everyone loves to feel special. That’s why it’s important to have a very clear idea of whom you’re speaking to and create a solid buyer persona.

Only this way will travel copy speak to the heart of the reader and turn browsers into buyers.

Search engine optimization

Of course, even the prettiest of words need to be seen.

The good news is that, thanks to technology and the internet, potential customers are extremely accessible.

The bad news is that competition is rife. A rival travel company is only ever a couple of clicks away.

Good travel copywriting isn’t just about describing a holiday in an attractive manner; it also needs to be optimized for SEO.

It’s thought that 93% of internet experiences start with a search engine. When you stop and consider the population of the world, the number of gadgets at our disposal and the amount of time we spend surfing, that’s a phenomenal statistic.

And what it means is, the chances are that holidaymakers will find and book some sort of travel break after finding it from a search engine.

Travel copywriting has never been more important.

Content marketing is amazing for building brand awareness and generating leads, so explore the possibility of leveraging your business blog.

Ibn Battuta:

“Travelling – it leaves you speechless, then turns you into a storyteller.”

Real-life articles are always a big hit, which is no doubt down to a blog post’s ability to tell a story. Travel copywriting isn’t just about pure sales. It should simply aim to transport the reader to a place where they want to go.

And it should contribute to business goals, which means copy should generate revenue by removing any potential barriers to a sale. Because that, after all, is what’s it’s there for: building profit.

sarah monaghan