What is a travel copywriter?

Doing research for a vacation can be the most stressful part of planning. There’s SO much information to take in – where to go, where to stay, what restaurants to go to, what activities to plan and so much more! 

With all that information out there, sometimes it all just drones on and on. But have you ever read something about a hotel or a destination that drew you in so much, you felt like you were already there? 

Creating that feeling is the goal of a travel copywriter. Every single time.

So, what is copywriting?

No, it has nothing to do with laws or legal processes. Copywriting is the art of creating content that makes people want to take action. 

Yes, they’re getting all the valuable information they need along the way, but the goal is for them to take action – whether that’s booking a call with you, buying that plane ticket or setting up their next stay at your hotel.

That advertisement you saw on Facebook? That’s copy. The billboard you drove by on the freeway? That’s copy. The email you just got about new arrivals from your favorite fashion brand? That’s copy.

Why does copy matter in the travel industry?

Travel copywriting is so much more than blogs or social posts about a certain destination. It’s about creating an experience that readers will resonate with and make them want to book a trip before they even finish reading. 

You’ve got a lot on your plate when it comes to your business – whether you’re a travel agent, a vacation rental owner, a manager of a cool boutique hotel or the director of an exciting excursion.

With such a busy schedule, writing content is probably not top of mind, and that’s okay. 

Here are some valuable things a travel copywriter can do for you.

1. Narrow down and target your ideal audience

When it comes to copy, selling to everyone just doesn’t work. Targeting too broad of an audience can make it hard to appeal to your ideal customer, especially when they feel like what they’re reading isn’t relevant to them.

I’ll narrow your list down and help you get an understanding of the clients that make you excited to work each day. I’ll also spend a great deal of time researching before I start writing. 

That way, your ideal customers will be the ones seeing your content – and they’ll want to work with you! All while you focus on your other important tasks.

2. Incorporate your unique travel experience

Working in the travel industry, you understand the ins and outs of your area. And that’s something you’ll want to portray in your content. 

Just because someone is writing your content for you doesn’t mean that you don’t get to incorporate your unique experience and flair. Run with it!  

Are you an expert about the topography of your city and all the great activities it has to offer? Do you spend all your time at a certain place and want to share it with everyone else? 

Shout it from the rooftops! When you add a personal touch, you’re building trust and making the reader feel like they know you. Remember, no one wants to read boring, robotic stuff!

Any time I’m writing for you, you’ll get to put a lot of “you” into it!

3. Write purposeful copy that tells a story

This is the kicker! When planning a trip, people are drawn in by experiences. People crave sights, sounds and even smells. 

It’s important to take a storytelling approach in your content. Instead of just letting readers know what goes on in the area, the specs of your vacation rental or the amenities of your hotel, you actually show them what they can expect when they book with you. 

Invite readers in with details like “breathtaking views of the Sierra Nevada mountains,” “be a part of the hustle and bustle of Miami’s lively nightlife scene” or “relax and feel your stress melt away in our cabin’s hot tub with a backdrop of the Animas River.” 

Working with me, we’ll dig into the story that you have to offer and we’ll share it with your readers. That way, they’ll know exactly what they’re getting into when they book.

4. Increase brand visibility

With so many competitors out there, standing out can be tough. Especially when every brand has an online presence. 

So how can you break through the noise? Well there are quite a few things you can do. 

First thing’s first, you’ve got to have an understanding of what makes you different. Why is your offer better? And how can you communicate that? 

We can work together to figure out what your differentiator is. 

And when we do, we will work on optimizing your website for keywords, we’ll build an engaging social media presence and we’ll create blogs to educate and draw your customers in.   

You wear a lot of hats. As a travel copywriter, I can take the guesswork out of your content.

If you’re interested in building a plan for your content, I can help you get started today.