Erin Raub

Oct 16 2019

How to Find, Hire and Make the Most of a Great Travel Copywriter

Yep, you were right – there’s a ton to write, and not enough you to write it.

Your website hasn’t been updated since your initial launch. Your blog is nigh on defunct. Your email onboarding campaign is drafted, but something’s holding you back from hitting the Publish button. Your content to-do list has been growing since 2015.

How did I know that? Because, almost every travel brand I work with expresses some version of this story: Whether you’re a solopreneur or a medium-sized hotel, a vacation rental owner or a niche travel agency, there’s a gaping, sucking hole in the bridge that links the content you have and the copy you know you need.

Bottom line: Your team doesn’t have the time or expertise to write all that “stuff.” (And maybe, you’re not even sure about what “stuff” you actually need.)

And that has sent you on the hunt for a great travel copywriter. That said, you’re not quite sure how to go about your search. You’re don’t know what to look for, once you’ve identified a great candidate. And you definitely don’t know how you could save yourself some money along the way.

I do. Here’s how to get from Point A to Point Bookings. (Couldn’t help myself!)

Quick Look:

First: How Can a Travel Copywriter Help?
Step 1: Get an Idea of What You Need
Step 2: Determine If You Need a Travel Copywriter
Step 3: Start Your Search
Step 4: Work Out a Budget
Step 5: Interview [Each Other]
Step 6: Make the Most of Your Consult
Step 7: Review the Proposal
Step 8: Make Your Decision

[Read more…]

Oct 02 2019

14 Travel + Hotel Copywriting Lessons We Can Learn from Kids

What can the world’s youngest travelers teach us about hotel copywriting & travel marketing? Turns out, a lot!

Anyone who has prolonged contact with the elementary set, knows: kids are compact, opinionated powerhouses of wisdom.

They know who they are, even as they grow. They are headstrong, yet willing to learn. They flirt with pushy, but (almost) never take “no” for an answer. At least, not the first no.

They learn from us. And, we learn from them.

So, I thought I’d have a little fun with this post: Inspired by my own little person – and all the lessons he has taught me, over the years – I thought I’d share just a few of the many insights he’s provided into effective communication, human psychology, and the power of giving it your best shot.

From the importance of “no!” to the power of “why?”, here’s my take on a few lessons the world’s youngest residents can teach us about successful hotel copywriting and travel marketing.

Quick Look:

Lesson #1: Always Ask Why
Lesson #2: Avoid the Passive Voice
Lesson #3: Don’t Obsess Over Perfect Grammar
Lesson #4: Why So Serious?
Lesson #5: Learn From Those Who Know
Lesson #6: Be Your Best Self
Lesson #7: Embrace Your Inner Skeptic
Lesson #8: Throw Yourself Into It
Lesson #9: Provide an Incentive
Lesson #10: Practice, Practice, Practice
Lesson #11: Keep it Simple
Lesson #12: Don’t Be Pushy
Lesson #13: Challenge Your Assumptions
Lesson #14: Go for the Ask

[Read more…]

Sep 19 2019

7 More Travel Clichés to Scrub from Your Website

7 Travel Copywriting Cliches to Avoid — Stronger copywriting starts with good habits (and lots of practice). Here are 7 travel clichés to avoid – and 7 ways to say them better.

Thumb though most travel writing and you’ll notice something: certain words and phrases are used over and over and over. Like a cheap… well, never mind; that’s another cliché entirely.

It goes a little something like this: All views are spectacular. City centers always seem to be bustling hubs. Every church, bridge and B&B is charming. Markets and cultures are invariably colorful.

And if not that, well – you have your synonyms. Beautiful. Crystal clear. Stunning. Quaint.

Except, we know these descriptors can’t always be true. Anyone who travels knows that some views are marred; some downtowns feel claustrophobic; some oceans are muddied; some bridges are crumbling; and in some markets, the stench is more memorable than the sights.

Imagery is paramount in travel writing. (So is accuracy, to be clear.) The question is – is imagery as important to travel copywriting?

Travel writing and travel copywriting are two different beasts, after all: The former is creative nonfiction; the latter is marketing with purpose (aka, a goal in mind). That said, when it comes to description, travel writing and travel copywriting are very much the same: you want to hint and entice with your words.

The question is, whether you’re updating your hotel’s website, brainstorming your latest blog post, or penning a new itinerary for your travel agency, is your copywriting word choice as important as spelling out your amenities, getting in a few SEO keywords, and inserting your travel calls-to-action?

In short, the answer is YES. A huge (and hugely emphatic) yes.

But, maybe not for the reasons you think.

[Read more…]

Feb 20 2019

Do You Want to Tell a Better Travel Story?

You’re invited! I am very pleased to announce my upcoming collaborative webinar, Market Your Travel Brand with [Compelling] Storytelling.

I’ll be joined by Mimi Mudd, a spa and yoga consultant to boutique hotels, vacation rentals, and other travel businesses. We hope to see you there!

Webinar Date: February 26th, 2019

Webinar Time: 10 a.m. PST / 12 p.m. Central (Costa Rica) / 1 p.m. EST

We’ll Discuss:

How to craft a great story – specifically, your brand story;
How easy-to-implement service upgrades can revolutionize your story;
How to identify the guests who care; and
How to convert genuine interest into bookings

→ Register Here ←

More Details:

Humans crave stories. Stories are the framework to understand our world. Stories are the best way we know to spread ideas.

Conclusion: If you’re not telling stories, then you’re not marketing your brand. Period, end of story. Literally.

[Read more…]

Feb 12 2019

Travel Storytelling – or Story Selling?

Travel brand storytelling – or storyselling, if you’d like – resides at the intersection of two questions: What makes you remarkable? and What do your guests hope and dream?

Think about the last really great movie or book you enjoyed. I’m talking about one that really pulled you in – real life fell away, you could hear nothing but this new world, and you forgot to eat or sleep. You escaped.

Escape is a wonderful feeling, especially when it comes to travel. Because travel is escape. When people search for travel – when they research their travel purchasing decisions – they’re already in the escape frame of mind.

That makes you lucky.

Travel brand storytelling is easier than most brand storytelling. After all, it’s easier to get someone excited about a wellness retreat in Costa Rica, than it is to sell them on a new brand of orange juice or a vacuum cleaner. Sure, they may be searching for a new brand of orange juice or a different model of vacuum cleaner – they may even be willing to put some time, energy, and a squeeze of excitement into that research – but travel is in a whole different league.

Travel is inherently sexy. We want to be sold our travel dreams.

But, easier doesn’t mean easy. Travel brand storytelling isn’t easy. Your story must resonate with travelers, if it’s going to work for you. Your story must appeal to the logical brain and charm the emotional heart. Your story must compel a purchase decision.

And that’s where travel brand story-selling comes in.

[Read more…]