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

But, First: How Can a Travel Copywriter Help?

My job is to make your work life easier.

You probably didn’t expect that answer, did you?

But, it’s true: As a travel copywriter, yes, I have a certain skillset – I write bookings-driven websites; I craft personable and inspiring email campaigns; I draft, upload and publish blog posts; the list goes on! – but my real job is to take the load off your shoulders and serve as your content partner, melding my travel copywriting expertise with your first-hand knowledge.

This isn’t something “just anyone” can do. Slapping “travel copywriter” onto a website, does not a travel copywriter make. Potent hospitality copywriting marries inspirational travel writing with goal-focused sales copywriting.

A great travel copywriter fills in the blanks: What you don’t know how to do, what you don’t have time to do, what you can’t do – I do.

If that sounds like the kind of freelancer you need in your life, then let’s talk about how to find, hire and then, work with the right travel copywriter for YOU.

Step 1: Get an Idea of What You Need

Before you do anything, write a list of all the copywriting you need – of everything from your About page and abandoned cart emails (almost booked, but didn’t) to your blog posts and booking upgrade invitations.

This step serves to visualize your upcoming and/or ongoing copy project(s), while helping you prioritize: what do you want your travel copywriter to do FIRST?

Step 2: Determine If You Need a Travel Copywriter

Here’s an industry secret for you: You don’t need to hire a travel copywriter for every piece of writing you require.

Sometimes, you or your employees – anyone with decent writing chops – can produce solid content, whether it’s a quick blog post or an email about an upcoming discount. You just have to carve out the time.

Because, here’s the truth of it: I don’t want you to waste your budget on a service you don’t need.

By all means, if you have the budget but not the time – and, if you’ve been sitting on a must-do project for more than a month, you probably don’t have the time – then you should hire a copywriter. If you can do some of it but not all of it, then you should hire a copywriter. If you just don’t want to do it, then you should hire a copywriter.

So, when must you hire a travel copywriter? For all your high-priority, conversion-focused copy. Knowing how to write for conversions – how to write to get people to click on “Book Now” – is worth the investment.

Step 3: Start Your Search

Ask for referrals or start googling. Because, the first step in hiring a specialized industry copywriter is to… well, find us!

Obviously (not obviously?), any good travel copywriter with online presence has a command of SEO, as it relates to content. Bear in mind, though, that outstanding writing is more important than “SEO.” SEO is a natural byproduct of good writing. (More on that, in another post.)

Bottom line, SEO-savvy copywriters appear on the first page of Google for your given search: travel copywriter, hotel copywriter, vacation rental copywriter – you’re looking for Page 1, preferably within the first few results.

But, do be sure to google your specific needs. For your specific niche.

Googling for a massive, catch-all phrase like “copywriter,” is too generic to return targeted results and too competitive to allow anyone to showcase their SEO skills. As a comparison, imagine if someone searched merely for “France,” when what they really wanted was a wine tour through France. Be a little more specific, and you’ll get better results.

Once you’ve found a few copywriter candidates, start perusing their websites. I am of the firm belief that the best copywriter-client relationships begin with personal connection. In other words, you should connect with your future copywriter’s own website writing. A copywriter’s past work should resonate with you. You should really get a feel for who they are.

You should like your travel copywriter. After all, we’re going to be talking a lot!

Step 4: Work Out a Budget

I know – how can you “work out a budget,” when you have no idea of how much travel copywriting costs?

The key is that you do know approximately how much you can afford: How much are you willing and able to invest in your copywriting and marketing? Do you have $1,000? $1,500? $2,000? More than that?

What is your budgetary “happy place”?

Sharing your budget with your copywriter doesn’t mean you’ll spend your entire budget. What it means is that your copywriter can shape your project to suit your budget, if there are financial constraints or considerations.

In other words, hashing out a budget in advance prevents a lot of back-and-forth and cuts a quicker path from project ideation to project completion. It streamlines the process of hiring a travel copywriter. Because, bottom line – I will do everything I can to fit our project to your budget.

(Still wondering what copywriting costs? It’s all over the map. I can tell you that quality copywriting doesn’t cost $5 or even $100, no matter what sites like Elance and Upwork seem to suggest. I can also assure you that you can hire a great travel copywriter for less than $500-$1,000/day or the $10,000+ per site the big guys charge. Think of me as the happy medium.)

Step 5: Interview [Each Other]

Personally, I love this step of the process: The initial consult should FUN.

I really enjoy getting to know you. I love discussing your goals and wish-lists, priorities and must-haves. This is the chance for us to get to know each other.

Because, you should feel comfortable with me. You’re putting important copywriting into my hands; you should feel confident in that choice. You should also feel confident that I’m excited for your project. You’re not just another client; you’re my next client and I can’t wait to work on your project!

Likewise, I should feel comfortable with you. I need to hear your speaking voice, because it’ll come back in my writing voice. I want to know you and also, I want to be sure we’re a good fit.

So, choose a travel copywriter who offers a free and comprehensive consult. No strings. No pressure. Consider it a sign of good faith: A free copywriting consult lets you test the waters and see if you’re a good fit.

Bottom line: Copywriting is a relationship. Sometimes, it’s a long-term relationship. We need to trust each other!

Ready to jump-start our relationship?

Book Your Consult

Step 6: Make the Most of Your Consult

Be prepared. That’s my advice.

Before your consult, review the list you compiled in Step 1. Prioritize. Because, your consult is the time to share those priorities. To discuss what’s advisable. To determine how much as possible. It’s also the time to share your budget, so your copywriter can build your project around your budget.

Likewise, a good copywriter will also prepare for your consult. For example, before a consult, I’ll ask you a bit about what you have in mind, what you don’t like about your current copy/content, and for any relevant links. I’ll dig into your website and any other resources you’ve given me. I won’t come in cold.

And, throughout our consult, let’s get to know each other a bit. We should get along. You should feel comfortable with me. (And I, with you.) Because again, a personal relationship is the cornerstone of a solid copywriting relationship.

Bottom line: The best thing you can do during a consult is share your Step 1 (what do you need?) and Step 4 (what’s a comfortable budget?). The best thing I can do during a consult is explain how I can help, and determine whether I can fulfill your Step 1 with the budget from Step 4. Then, we’ll get to know each other. And from there, we’ll know if we’re a good fit.

Step 7: Review the Proposal

By now, you’ve spoken with a few copywriters. You’ve verified their expertise in your niche. You’ve perused their samples and past work. (If necessary, you’ve asked for more.)

You’ve talked. And, you feel comfortable.

You’re almost ready to hire a travel copywriter. But first, the official proposal. A professional travel copywriter will always provide you with a comprehensive project proposal. Here’s what to look for:

• Project Specifics: Your project proposal should be broken down into individual and specific copy deliverables. Each item should be detailed clearly.
• Project Price(s): Next to each copy deliverable or packaged deliverable, the cost should be clearly specified. Some copywriters charge per hour – typically, $50 is the minimum for novice copywriters, while experienced copywriters charge $100-$250+ per hour – although I prefer to work by the project, as that gives you a bottom-line price. There are no unexpected or unbudgeted expenses, when you hire by the project.
• Project Terms: Pay close attention to the project terms, including payment terms and edits: Does your copywriter include only one round of edits? How much do they require to start your project? Personally, I require 50% to start and project and every project includes all required edits: we’re not finished until you’re satisfied.

Notably, if funds are tight, a reasonable proposal may not squeeze every wish-list item into your given budget. Your project cost should match your copywriter’s experience level. A project cost that far exceeds your stated budget (provided you stated one) is as much a warning sign as a too-good-to-be-true project cost. Sometimes, inexpensive is just cheap.

If you have any additional questions for a copywriting candidate, send an email. A good copywriter will be happy to answer your follow-up questions!

Step 8: Make Your Decision

The big moment has finally arrived: It’s time to hire a travel copywriter.

Really, the decision comes down to you: Who do you feel is the best fit for you and your business? Weigh considerations like availability and cost, and take into account how comfortable you feel with each copywriter.

Your choice resides in that happy middle-ground – with the copywriter who “gets” you, who has expertise in the copy you need, and who can make your budget work (or, who can work your budget).

Now, it’s time to make some copywriting magic.

Book a Free Consult

Want to see if we’re a good fit? Then, let’s set up a free, 30-minute consultation. We’ll talk about what you want to talk about: your website, your blog, your email marketing… And then, we’ll talk about how to create killer copy and increase bookings.

Your consultation is completely free. I won’t pressure you to book my services. Let’s just talk and see if we’d be a good fit. Let’s get comfortable with each other.

Book Your Consult

The post How to Find, Hire and Make the Most of a Great Travel Copywriter appeared first on The Travel Copywriter.

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

Lesson #1: Always Ask Why?

Kids are great at asking questions. Most famously, “why?”

Why, indeed. Why? is a core element of great travel and hotel copywriting: If you can’t answer why, then you need to go back to the drawing board.

Here’s why (see what I did there?): Hotel copywriting is writing with purpose. You have a goal in mind (or, you should), whether it’s to woo travelers or to get them to hit that Book Now button.

So, before you write a piece of copy, first consider its goal: What purpose does this copy serve? In other words, why are you writing it? This goal informs that specific piece of travel or hotel copywriting.

For example, the goal of your homepage is (probably) not to make an immediate sale, but rather to introduce travelers to your hotel and destination. Therefore, as you write your hotel’s homepage, do it in a way that leads travelers down a logical path: see our rooms, get to know our destination, see what makes us different from the next guy. Know your copy goal, and you’ll know what to write.

Bottom line: Before you dive into the what or the how or the when, always ask yourself, “why?” And then, answer that why, before you move on to the actual copywriting.

Lesson #2: Avoid the Passive Voice

I know – this one’s a little esoteric. But, bear with me.

A 5-year-old probably can’t define the term “passive voice,” but I can (almost) guarantee she doesn’t use it. Think about it: When was the last time you heard a kid say, “my toy was stolen by John!” Nope – kids get straight to the point: “John stole my toy!”

Powerful travel copywriting is all about being straightforward, concise and clear. More specifically, the active voice paints a more vibrant mental image – and is, therefore, a huge benefit to your hotel copywriting. Consider this:

“Wildebeests, by the millions, storm over the Serengeti – and the deep, bone-rattling rumble of six million hooves reverberates through your safari seat to imprint upon your soul. Long dreamed, the moment is finally here.“

Versus:

“The Serengeti is covered in a storm of wildebeests, by the millions – your seat is reverberating with the deep, bone-rattling rumble of six million hooves, a feeling that will be imprinted on your soul. This moment was long dreamed of by you and now, it’s finally here.”

Which has more power? The first – the active voice. Not only is it more concise, but its active verbs also prod your imagination into multi-faceted, sensorial mental imagery. So, whenever and wherever possible, use the active voice. (Side note: The passive voice does have its place.)

Bottom line:  If you don’t know whether to choose active or passive voice, read them both aloud and see which is more powerful. You’ll make the right choice. And, that’s always better than the right choice being made by you. [Wink, wink]

Lesson #3: Don’t Obsess Over Perfect Grammar

Look. I’m not saying that good grammar isn’t important. (It is.) What I am saying is that perfect is the enemy of good enough.

Kids aren’t afraid to make mistakes. They say things like “I goed” instead of “I went,” or “I won you” instead of “I beat you.”

You shouldn’t be afraid of mistakes, either. Trial and error is how we, as humans, learn. The more you practice good writing, the better you’ll get at it.

Here’s a hotel copywriting secret: My first drafts aren’t perfect. I have typos. Sometimes, my written, rewritten, and rewritten again sentences get their subjects and verbs mixed up. My keyboard has a sticky n. But, I write anyway. Power through. Because, hammering out that first draft is good enough.

Bottom line: Do as kids do: Go for it. Perfect grammar is for your final draft.

Lesson #4: Why So Serious?

The professional world is not as serious as it once was.

Take this post, for instance. A mere 20 years ago, it would have been more Strunk & White than conversational. But today, in 2019, I can write like I speak. I can have a personality. I can sound like a real person, instead of a perfectly buttoned-up robot.

Kids know that serious often equates to boring. That’s why we always try to “make learning fun!” It’s basic human psychology: If something is fun, we’re more willing to engage.

Humans, even of the adult variety, crave emotional involvement. We want to personally identify with what we read. Especially when it comes to travel. Travel is something we look forward to. It’s something we enjoy. It’s something we can’t wait to do.

That’s why your travel or hotel copywriting should never be boring. Your room descriptions shouldn’t taste stale. Your destination descriptions shouldn’t fall flat. Even when you’re targeting the more serious business travel crowd, your copywriting should be vibrant and sensorial, conversational and emotionally relevant.

Bottom line: If your copywriting doesn’t “ensnare the senses” (I see you, Professor Snape!), then there’s something wrong. Add a bit of humor. Throw in some pizzazz. Loosen the tie and unbutton that collar. We’re talking the business of travel, after all!

Lesson #5: Learn From Those Who Know

When it comes to bettering themselves, kids have a wonderful, admirable humility: they are willing to learn, wholeheartedly.

In fact, this is one of my favorite things about my own little person: he takes constructive criticism in perfect stride. Of all the lessons on today’s list, this is the one I love the most, because it’s applicable to so many areas of life – including my own travel and hotel copywriting.

When it comes to copy, take away the ego – “I already know how to write/what I want to write” – add in a strong desire to craft better, stronger copy, and you’re well on the way to potent copywriting.

Don’t be intimidated by the experts. Don’t fight them, either. And, get excited; this is an opportunity to learn, grow, and continually improve your copy. In other words, to get better results out of your hotel copywriting.

Bottom line: You’re never “finished” with learning. Your hotel copywriting can always benefit from improvement and your hotel can always benefit from a fuller calendar. And remember, if you don’t have the time or the drive, you can always hire a hotel copywriter (that’s me!).

Lesson #6: Be Your Best Self

While we’re on the topic of things I love about my own kiddo, I deeply admire his desire and constant drive to be the best version of himself.

Every day, kids make huge efforts. They strive to count higher, subtract more digits, or land more soccer goals than the day before. Kids, by default, strive to improve on their previous best.

Here’s the tough, but real deal: your travel copywriting will never be “finished.”

Not only will you require several version drafts, plus a final draft, but you should also review your published copy, at least once per year. Why? Because, things change. Consumer expectations evolve. Web conventions morph.

Bottom line: What qualified as “great” copy in 2017, may not work as well for your 2020 audience. If you want to keep your calendar full, then regular updates to your copy are a must.

No time? Need some help?

Update Your Travel Copywriting

Lesson #7: Embrace Your Inner Skeptic

Kids are the ultimate skeptics. After all, their job is to explore and understand the world. In that pursuit, they’re constantly asking, questioning, and challenging the facts as we know them: Why do I have to eat my vegetables? Why does it rain? Why should I believe you?

Side note: Don’t confuse this lesson with #1, above: Whereas Lesson #1 asks why you’re writing what you write, Lesson #7 reminds you to put yourself in travelers’ shoes: they also want to know why, but of a different sort.

Travel is a very specific beast: Unlike most products on the market today – say, a new kind of mop – travel purchases are expensive, don’t usually carry a satisfaction guarantee, and cannot be tested prior to purchase (or returned, afterwards). From a traveler’s perspective, they’re high risk.

Travelers learn about you based exclusively on online reviews, descriptions and photos. As they read, they’re looking for the why: Why should they choose you? 

Because, there’s a lot of choice out there – a dozen, a hundred “comparable” hotels. What sets you apart from all those “comparables?” Because, trust me, only you truly understand why they’re not comparables. Without good copywriting, you’re just a list of similar amenities.

So, always, the question is why: What makes your hotel different? Your hotel copywriting should ALWAYS tell travelers why they should stay with you.

Bottom line: Be convincing. Offer proof. And be sure the traveler’s why? is clearly answered.

Lesson #8: Throw Yourself Into It

You know how kids throw themselves into things?

You know who I mean: the kids who read a full graphic novel series in a weekend. The teens who power through an 18-hour PlayStation marathon. The enthused post-birthday girl who completes a 1,000-piece Lego set in a weekend. Kids are excellent at obsessing over the things they love – the things they want to perfect.

We can learn from kids.

Have you ever heard of NaNoWriMo? Short for National Novel Writing Month, NaNoWriMo encourages aspiring novelists to just write. Go for it. Seriously – just WRITE. Don’t worry about being perfect. Just write!

Copywriting is a bit like this. Don’t get caught up in analysis paralysis. Just write. Carve out a couple of days – full work days – to sit down and power through it. Just write. Don’t worry about being perfect. Just write.

Bottom line: Obsess over your hotel copywriting. You won’t keep everything you write, but you’ll keep some of it. And some of it will be great. Do this a couple of times a year and, slowly, you’ll build a site that hooks and books travelers. That’s copy that converts.

Lesson #9: Provide an Incentive

Kids know that the hard stuff is better when it comes with a reward. They earn a free book-of-their-choice from a challenging (but awesome) summer reading program. They get a lollipop after a tough visit to the doctor’s office. They earn privileges through good behavior.

People, small and big, appreciate a good incentive. Incentives help us get over our objections. Incentives make it easier to say yes.

If you think that your simple travel calls-to-action – Contact Us, Book Now, Inquire – aren’t the hard stuff, then think again: taking that first step can be the biggest leap a traveler will make.

Your job is to get them to make it.

So, employ easy, why-wouldn’t-you-take-them? incentives: Offer a niche travel guide in exchange for an email address. Make your availability calendar visible online, in real time. Display your current discounts in a prominent location. Offer online chat, a contact form with minimal requirements, or other ultra-simple method to get in touch.

Bottom line: Incentives make the world go round. Make it easy for travelers to say “yes” to your hotel. Make it impossible for them to say no.

Lesson #10: Practice, Practice, Practice

Forget the promise of “practice makes perfect.” Perfection is too lofty a goal. It can stop you in your tracks, before you even start.

So, let’s focus on “practice makes better.”

Little kids are good at this. They don’t seek to paint a photorealistic cat; instead, they just want to draw the cat better than they did last time.

Kids’ whole lives are about practice: They practice eating with utensils. They practice picking out their own clothes. They practice their handwriting. And then, they keep practicing.

Hotel copywriting is like that: It takes a lot of practice to get good. So, get started. Now. Because, the more you practice – the more you try writing with a goal, writing for bookings, writing for conversion – the more goals you’ll fulfill, the more bookings you’ll get, the more conversions you’ll see.

Bottom line: There is no time like the present. Writing is like a muscle: You must exercise it to get better. And better is how you achieve your goals. Not your forte? You can also exercise your option for some help!

Get More Bookings

Lesson #11: Keep it Simple

When’s the last time you heard a kid utter a 15-word sentence full of 5-syllable words? Unless she’s precocious, the answer is never.

Kids speak simply. They’re not caught up with “sounding smart.” They say what they mean, no need to edit into something more complex.

Travel is not a technical subject. Therefore, your travel copywriting need not be complex.

Why say, “Our job is to facilitate your pre-trip planning. We take pleasure in being of assistance. Let the planning commence!”

When you could say, “Need some help planning your vacation? We love our destination – and love sharing it with you! Get started planning.”

Write the way you speak – in simple language. And, if you think your hotel copywriting could use some simplification, run it through an online readability test. Green means go.

Bottom line: Simple language doesn’t make you sound simple; it makes you sound relatable. And, relatable is good.

Lesson #12: Don’t Be Pushy

When was the last time that insistence worked on a stubborn kid? Nigh on never, if my headstrong mini-me is any example!

No one likes to be strong-armed. No one loves the stereotypical used car salesperson. No one wants to be sold to. 

Today’s travelers are savvier than ever before. The pick up on your sales tactics and psychological triggers. They don’t want to feel like you’re trying to pull the wool over their eyes. They want the truth and then, they want to make their own decisions.

So, instead of being pushy, be convincing. Have a conversation. Demonstrate why and how you are the right decision. Be a friend and an advocate.

Bottom line: Approach your travel copywriting back-to-front – from the foregone conclusion that travelers will make their own, informed decisions. In other words, you’re not trying to force them into a decision, but rather providing proof that they’ve made the right one.

Lesson #13: Challenge Your Assumptions

You know the expression, “to walk a mile in someone’s shoes”? Copywriting is exactly like that.

Starting somewhere around preschool, kids get really good at empathy. They’re learning about emotions and their new friends – and about how to be a friend. They ask why Friend A is sad or Friend B got scared at the sleepover. They want to understand human motivations, even if they don’t phrase it as such.

Successful hotel copywriting is about seeing the world – your world – as travelers do. And, often, they have a different point of view than you do.

So, put aside your beliefs and assumptions. Don’t expect travelers to know what you know, or to understand what you understand. Embrace a sense of wonder. Because your travelers already have.

Bottom line: See your hotel (and destination) through the eyes of your target audience. Powerful travel copywriting isn’t about how you see the world, but how they do.

Lesson #14: Go for the Ask. And Then, Ask Again.

I know, I said not to be pushy. And that’s still true. But, even 3-year-olds know that the firmest “no!” can be negotiable.

Hotel copywriters know that, too.

To be clear, I’m not saying you should push for a booking, over and over. Because, that would be the definition of pushy. It would turn travelers off.

What I am saying is that you can go for the ask – all your myriad asks – in different ways, in different locations throughout your site. Place your CTAs organically and logically and see how well they work.

Bottom line: Your site needs more than one call-to-action. And your copywriting should ask in more than one way. Phrase your asks in non-pushy (in other words, helpful and logical) language, and place them in the right spots, and more travelers will take you up on your offer.

Not sure how to get that perfect phrasing and placement?

Book a Free Consult

(See what I did  there? )

4 Ways to Use These Lessons Right now

1. Run a content audit: Head over to your website (your email newsletter, your blog, your everything) and assess your content based on the lessons above: Swap passive voice for active voice. Cut the complication. Employ various calls-to-action. Be better.
2. Start writing: Throw yourself into writing new content. Don’t worry about the details; just get started. If not right now, then carve out some agenda space right now. The point is to do it.
3. Ask questions (or comment) below: Comment below (or email me) with your questions. Share your findings. Let’s talk better hotel copywriting.
4. Take the next step: Ready to take your copy to the next level? Request a free consult and let’s chat.

The post 14 Travel + Hotel Copywriting Lessons We Can Learn from Kids appeared first on The Travel Copywriter.

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.

Travel Clichés: 2-D Descriptors in a 3-D World

Travel writers, not to mention the readers of good travel writing, frown on clichés because they’re unoriginal. They demonstrate a lack of creativity and fail to communicate the essence of the place they’re meant to describe.

Worse, they mean nothing. When everything is stunning or sun-kissed, then stunning and sun-kissed lose their power of description.

But again, that’s not really the point of this post. Because, we’re not discussing travel writing; we’re talking about travel copywriting. And again, travel copywriting is great travel writing with purpose: powerful marketing, clothed in the emotive language of travel.

And that’s why it’s so important to be real. In travel copywriting, you must focus on concrete specifics – the real deal – if you want to catch a traveler’s attention.

Clichés are not the real deal. So, even if your views are spectacular or your B&B is charming, find a different way to say it.

I could end this post right here. Because, this is the first and final takeaway: Always choose real, detailed description over a travel cliché.

If this all feels a little overwhelming, then here’s the best part: Scrubbing your content of travel copywriting clichés isn’t complicated. It’s not even hard. Promise.

Powerful Travel Copywriting = Description, Not Clichés

Better travel copywriting is the absence of clichés. Clichés don’t sell; all they do is label. They leave no room for depth or emotion, detail or interpretation.

Remember: the power’s in the showing, not the telling. See the difference:

Example: “Our spectacular (cliché) beach offers something for everyone (cliché).”

Better Version: “Beneath the fractal shade of native palm trees, Our Destination is the kind place that makes you willingly forget the snooze button. This family-friendly, toes-in-the-sand enclave is a postcard of manicured beaches, wild botanical gardens, and whitewashed façades that add up to the castaway vacation you’ve been seeking.

So, sit down and stay for a while. Grab a complementary boogie board or snorkel gear, and enjoy our gentle waves and living reef. Sun loungers beckon the perfect spot to enjoy your long-awaited vacation read. And, just down the sand, children splash in the protected natural pool.”

… See the difference? (Literally.) There is power in detailed, accurate and un-clichéd description.

Hall of Shame: 7 of the Worst Clichés in Hotel & Travel Copywriting

I’ve previously covered four of the world’s worst travel clichés, so why not go for seven more? Without further ado:

1. Rich History (Synonym: Vibrant Culture)

16.8 million results in Google (Storytelling power: 0)

We’ve all heard it, over and over (and oooooover) again: No matter where you’re headed, the guidebook guarantees it has a “rich history.” Of course, it does; the world is, quite literally, covered in rich history.

Do this instead:

Don’t quote a cliché; tell an intriguing history: “Spanish Colonial heritage lives on through cobblestone streets, chasing you into centenarian courtyards and up cathedral bell towers. This is the land of the Maya and the Conquistadors, home of sacred jade and Central America’s first capital.”

The first is a vague idea; the second tells your visitors what they’ll see, do and experience. And that’s far better, no question.

2. Best-kept Secret (Synonyms: Hidden Gem, Unspoiled Gem & Off the Beaten Track)

17.4 million results in Google (Storytelling power: 0)

Most of us are guilty of this one: “best-kept secret” has a lovely, romantic ring to it. And, I do love the idea of an in-the-know/locals only/hidden gem destination.

But, the thing is, there are few best-kept secrets left in the travel world. More to the point, if you’re writing about them to any sort of audience, then they are, by definition, officially no longer kept.

Do this instead:

Don’t say something that means nothing – or, worse, is untrue. Instead, say something with meaning. This is one case where synonyms can be your friend: Remote, secluded, quiet – these are all descriptive and, while not superlative examples of beautiful travel writing, perfectly functional.

Want to go the extra mile? Turn your best-kept secret beach into what it really is: “Located down a sandy rainforest path, XY Beach is a place few know about – and that even fewer are willing to make the trek to visit. Be that fewer, because it’s worth it: powdery sands, a protected cove, the shaded respite of floppy sea almonds.. and, likely, not a single other beach-goer.”

Again – if everyone says it, the word (or phrase) loses its meaning. And an “incredible view” carries the collective weight of zilch, in today’s written word.

Do this instead:

Whenever I’m tempted to use one of these ho-hum descriptors, I ask myself: What makes this view incredible? What heartstring does it tug, what emotion does it evoke? Because, that’s what you should write about.

So, for example, instead of promising that the scenic viewpoint offers “incredible vistas,” I could say: “If you’re going to stop at any scenic viewpoint, make it at Mile Marker 32: A short (50-yard) walking path leads down to a craggy outcropping, where obstructions to the view evaporate to reveal 220º of rolling mountains, cattle country, and – if you’re lucky – a lifting mist that feels more fairy tale than modern day.”

The post 7 More Travel Clichés to Scrub from Your Website appeared first on The Travel Copywriter.

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 istanbul escort 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.

Story-Selling: What’s Your Travel Brand Story?

When marketers talk about “brand storytelling,” what they really mean is storyselling.

In other words, storytelling is the art of crafting your brand narrative around the story that travelers already tell themselves – the internal monologues they use to justify the purchasing decisions they want to make.

Or, let’s try it this way: Your travel brand story fulfills the needs of the logical brain – “how can I (or why should I) justify making this purchase?” – while simultaneously lodging itself deep in the dreamy heart, where purchase decisions are actually made.

The trick – and actually, “trick” is a terrible word, as this is the exact opposite of a trick – is to be authentic. Because, when we get down to it, all marketing – all good travel marketing, that is – is not B2C (business-to-consumer) but rather H2H (human-to-human): You are one human, connecting with another human. Hopefully, on a deeply emotional level.

No fibs. No lies. No glossing over the truth. If your travel brand story is completely honest, it will honestly resonate with the travelers it should. The people most moved by your authentic story, are the guests most delighted with your travel experience.

And that is the definition of storyselling: brand storytelling that is authentic, that is true, and that is deeply emotional – a one-two punch of logic and emotion. Once you’re through with this story, neither brain nor heart can imagine any travel experience but yours.

How to Craft a Compelling Travel Brand Story: Steps 1 & 2

Yeah, I said “Steps 1 & 2.” Implying that there are more to come.

We all have to start somewhere.

Because, here’s the thing: Travel storytelling isn’t complicated, but it is complex. There are many components.

It all starts with two questions: What makes you remarkable? and Who is your happiest traveler?

Or, if you want to get into industry speak, what I’m really asking is, What are your USPs? and Who are your guest avatars?

At the intersection of both: your travel brand story.

Yes, it’s that easy; that’s why I say it’s not complicated. But, there are many steps between here and there; and that’s why I say it is complex. Rome was not built in a day, and neither is your compelling story.

So, for now, let’s leave it as this: What makes you remarkable? and Who is your happiest traveler?

HOMEWORK

It may have been awhile since your last homework assignment – although, am I the only one who still has nightmares of forgetting an important assignment or, GASP!, walking into class only to discover it’s midterm day and I didn’t study?! just me? okay… – but I promise, this assignment will be worth it.

Set aside some time to read about travel brand USPs and guest avatars (aka personas). Don’t phone it in. Really dig in. Write them down.

And then, if you’re game, please post in the comments what you come up with. Or, just post your questions; I’m here to help.

SHHH! ↓↓↓ STORYTELLING SECRET BELOW ↓↓↓

You’ve made it all the way here, which means you’re genuinely interested in storytelling for travel. Well, then here’s a sneak peak – a pre-invite invitation to an upcoming free webinar, Travel Brand Storytelling. Reserve your spot today!

The post Travel Storytelling – or Story Selling? appeared first on The Travel Copywriter.

For time immemorial, humans have told stories. Gathered ’round the fireside, on the laps of our parents, agog before a museum painting, in the embrace of a favorite reading chair – we crave stories and how they make us feel.

Be they the lyrical prose of epic poems or crudely scratched paintings on cave walls, beautifully bound tomes or water cooler chat-worthy Super Bowl ads, we love stories. Stories are the framework to understand our world and to spread ideas.

Even if I didn’t say that stories are necessary for human survival or mention the most recent neurological research behind stories, you’d already know – we, as humans, seek out great stories.

You – yes, you – did it. When you were little and every once upon a time captured your attention. When you were a little older, and you became engrossed in your first favorite TV or book ataşehir escort series. And even now, when a good TED Talk gets your click. You, we – all of us – we love a good story.

And so, it should come as no surprise that your travel marketing needs stories.

It’s what The Industry calls “brand storytelling” but more importantly, it’s what you should call your own.

Because, in no industry is this more true than in travel. Storytelling is a direct connection with travelers. It is how you say “I am what you’re seeking.” My hotel, my vacation rental, my tour, my travel – this is the story that fits your existing internal travel narrative.

Without storytelling, you are not a travel brand. Instead, you are a travel product, a mere commodity. You are a checklist of features and amenities – nothing more. Easily substituted.

Tell your story, and you are something else. You become a tangible, dream-worthy, reachable travel goal. You become a brand. You are the story that travelers tell themselves, to justify the purchasing decisions they want to make.

I promise to dive deeper into the subject of storytelling for travel brands but, for the moment, I’ll leave you with this: 16 curated storytelling quotes, to inspire your own travel brand storytelling:

16 Quotes (+ My Takeaways) to Inspire Your Travel Brand Storytelling

1. “Most people can’t hear until they’ve been heard.” ~ Red Scott, Businessman

Takeaway: Travel brand storytelling starts with a traveler: Who is listening to you?

2. “The purpose of a storyteller is not to tell you how to think, but to give you questions to think upon.” ~ Brandon Sanderson, Author

Takeaway: Tell a great story, but leave a little mystery in it.

3. “You may tell a tale that takes up residence in someone’s soul, becomes their blood and self and purpose. That tale will move them and drive them and who knows that they might do because of it, because of your words. That is your role, your gift.” ~ Erin Morgenstern, Author

Takeaway: Travel is transformative. Moving travel stories can be the same.

4. “It’s like everyone tells a story about themselves inside their own head. Always. All the time. That story makes you what you are. We build ourselves out of that story.” ~ Patrick Rothfuss, Author

Takeaway: Be sure your stories build travelers.

5. “Marketing is no longer about the stuff that you make, but about the stories you tell.” ~ Seth Godin, Author, Entrepreneur & Marketer

Takeaway: The story you tell about your hotel/vacation home/tour/etc. is more important [in marketing] than the hotel/vacation home/tour/etc. itself.

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

Takeaway: Write your stories to transport travelers to you, and only you.

7. “Sometimes reality is too complex. Stories give it form.” ~ Jean Luc Godard, Film director & Screen Writer

Takeaway: Hone in on a traveler’s story, and then give it form with your own.

8. “The world is shaped by two things – stories told and the memories they leave behind.” ~ Vera Nazarian, Science Fiction and Fantasy Writer

Takeaway: Tell a story that is memorable; travelers will be more likely to remember you.

9. “Stories tell us of what we already knew and forgot, and remind us of what we haven’t yet imagined.” ~ Anne L. Watson, Author

Takeaway: Spark imagination.

10. “People think that stories are shaped by people. In fact it’s the other way around.” ~ Terry Pratchett, Author

Takeaway: Your travels stories can shape purchasing decisions.

11. At its very core, marketing is storytelling. The best advertising campaigns take us on an emotional journey – appealing to our wants, needs and desires – while at the same time telling us about a product or service.” ~ Melinda Partin, Multimedia Producer & Digital Marketing Director

Takeaway: Travel is emotional by nature, so be sure to stoke that fire.

12. “Story is a yearning meeting an obstacle.” ~ Robert Olen Butler, Author

Takeaway: Inspire yearning, then be the solution to overcome the obstacle.

13. “Storytelling reveals meaning without committing the error of defining it.” ~ Hannah Arendt, Political Theorist & Philosopher

Takeaway: Never define or confine; tell an open-ended travel story into which travelers can insert themselves.

14. “We are, as a species, addicted to story. Even when the body goes to sleep, the mind stays up all night, telling itself stories.” ~ Jonathan Gottschall, Author

Takeaway: Be the dream travelers tell themselves at night.

15. “I think the best stories always end up being about the people rather than the event, which is to say character-driven.” ~ Stephen King, Author

Takeaway: All travel brand storytelling begins with your personas.

16. “Storytelling wasn’t about making things up. It was more like inviting the stories to come through her, let themselves be told.” ~ Jennifer McMahon, Author

Takeaway: Be authentic. The stories will come.

Shhh! ↓↓↓ Storytelling Secret Below ↓↓↓

You’ve made it all the way here, which means you’re genuinely interested in storytelling for travel. Well, then here’s a sneak peak – a just-here-and-nowhere-else invite to a joint upcoming free webinar, Travel Brand Storytelling. Reserve your spot today!

The post 16 Quotes (+ Takeaways) to Inspire Travel Brand Storytelling appeared first on The Travel Copywriter.

Want more bookings? Then, this Facebook group is for you.

Yes, you – for all you small-business owners in travel & hospitality. For the hotels, the vacation rentals, the travel & tour agencies, and all you other tourism and hospitality businesses that want to fill your calendars.

This is for everyone who wants to grow a business through a better website, better copy, and better content marketing.

For anyone who has ever felt overwhelmed by all the you-musts and you-shoulds of building, maintaining, and growing your own website.

This group is dedicated to all things travel copywriting and travel content marketing – from creating killer calls-to-action and writing for organic (unpaid) SEO goals, to sending more effective email marketing campaigns and blogging for bookings.

Ask questions. Share challenges. Revel in your istanbul escort successes.

Because this group is for you.

The post Just Launched: Facebook Group for Travel Copywriting & Content Marketing appeared first on The Travel Copywriter.

Here’s a copywriter secret for you: Copywriting is a pretty straightforward kind of deal.

That’s not to say it’s formulaic – the best kind of copywriting depends heavily on the client and target audience – but it is a science.

And that means, there are rules that we copywriters follow. There are definite dos and don’ts. Don’t focus on features. Do focus on benefits. Do spend lots of time brainstorming killer headlines. Don’t rely on clichés and hyperbole. Do keep your writing simple and descriptive.

Etcetera, etcetera.

There are reasons behind these rules. Those reasons are based on buyer psychology, science, user experience, and other tried-and-true copywriting rules, honed over decades of marketing successes and misses.

All this to say, copywriting is relatively straightforward because there’s a mostly-right way (and a mostly-wrong way) to do it. If you deviate from these rules, disaster may follow. The easiest solution: Don’t. Don’t make these travel copywriting mistakes, and you’re already halfway to effective copy that makes connections, appeals to travelers, and gets more bookings. Yes, as easy as avrupa yakası escort that.

Mistake #6: You Have No Story (or, Your Story is Void of Personality)

Don’t: Underestimate the personal connection.

Storytelling isn’t just for kids, folks; we all love a great story. So if your website, your blog, your social media, your everything isn’t telling your story, then you’re missing out on an important opportunity. You’re missing out on making personal connections with travelers.

Do: Get personal.

Travelers love to know the person behind the curtain, especially if you’re operating a small- to medium-sized business. Use your About page as a showcase: Who are these B&B owners? How did you get into the vacation rental industry? Why did you launch a family-focused travel agency? Tell your story, and tell it with personality. Not everyone will read it, but it’ll make a difference to the ones who do.

(p.s. Storytelling doesn’t stop at your Home or About page: Make sure your voice shines through every, single piece of copy you publish.)

Mistake #7: You Don’t Tell Visitors What to Do

Don’t: Expect people to know what to do next.

This is possibly the biggest, most BLARING (worse than glaring!) travel copywriting mistakes I see on industry websites: You either don’t have travel calls-to-action (CTAs) at all, or your calls-to-action aren’t effective.

Do: Show travelers how to do whatever it is they already want to do.

The long and the short of it is this: your CTAs guide travelers to the how of what they already want to do. So, if they want to peek inside your rooms, link to your Rooms page. If they want to download your free travel guide, create a big button that invites site visitors to “Download Our Free Travel Guide.”

My simple CTA cheat? I ask every copywriting client, “What is the ultimate goal of your website?” Then, we get more specific: “What is the goal of this individual page?” “What is the goal of this blog post?” “What do you want travelers to do next?”

Defining the goals for a given piece of content – and psst, your goal should always be to deliver what travelers already want, NOT what you want them to want – will help you target your CTAs and build a booking path that feels natural, not forced. Because no traveler wants you to strong-arm her into booking before she’s ready.

Also, contact information is a CTA unto itself. Remember to publish contact information (phone number, email address, contact form, etc.) prominently on major pages (like your homepage and blog sidebar), and to make it no more than one click away from any other page (ex. via menu bar).

(Cheat sheet: Everything you need to know about travel calls-to-action.)

Mistake #8: You Don’t Know Your Guests

Don’t: Try to appeal to everyone, everywhere.

Look, I get it. There’s this fear that if you don’t write for a very general audience, then you stand to turn off potential bookings. And that’s true, but only on a minuscule scale. The truth is that there are very, very few off-brand travelers (ex. a starched business traveler at your feet-in-the-sand family hotel) who find their way to your website, decide they’d like to book with you, and are then be so turned off by persona-targeted copy (ex. copy written to appeal to families) that they’d abandon the booking.

You know what is a real fear? That your website is so generalized, so one-size-fits-all, that your core travelers aren’t sufficiently tempted to book with you.

Do: Write for a specific traveler.

Buyer personas, as they’re known in the marketing world, are fictional (yet based-in-reality) representations of your ideal customer. The question to ask yourself: Who is happiest when they stay at my vacation rental/book my hotel/plan their vacation with me?

Flesh out your personas. Go on, get specific: What are their travel frustrations? What is their dream vacation? What could you do that would make them blissfully happy?

Then, write for that one, specific persona (or several personas, although that’s much harder). Write your entire website as if it were a love letter to that one type of traveler – to his dreams and motivations, his irritations and fears. Do this, and you’ll have him hooked and booked before he even clicks the Inquire button.

Mistake #9: You Publish Poor Grammar & Spelling

Don’t: Publish copy with grammatical or spelling mistakes.

Just don’t do it. There will be people who catch your mistakes and, whether you think it should or should not matter, it will matter. There will be travelers who question your professionalism if your website, or marketing email, or even your blog (albeit to a lesser extent, thankfully) publishes egregious errors.

(I know, I’m just asking for it with this one.)

Do: Take your time. Revise, revise, revise!

The easiest way to fix mistakes? Take a break between when you finish writing and when you come back to revise and edit. Use MS Word’s built-in spelling and grammar check. Run external grammar checks (ex. Grammarly). If you need to, hire an editor. But whatever you do, publish only well-written copy.

Mistake #10: It’s All About  You, You, You

Don’t: Focus on you. Your features. Your awards. Your blah, blah, blah.

It’s one of the hardest things to wrap your head around (and also one of the most common travel copywriting mistakes, natch), but travelers don’t care about you. They don’t care about your great hotel reviews or your awards or accolades – at least, not in the way you think they do.

Do: Focus on how you can benefit travelers.

When people visit your website, the question bouncing around in the back of their heads is always, “What’s in it for me?”

And if you don’t answer them quickly, POOF!, they’re gone. A booking, forever lost.

Bottom line: They don’t care about you, or your hotel, or even your features; they care only about how you, and your hotel, and your features can benefit them. How you’ll make their trip better.

So, what do I mean by this? Here are two examples: 1) Travelers don’t care that your beds have 800TC sheets (feature); they care that they’ll never want to get out of their comfy beds (benefit). 2) They don’t care that your vacation rental has a fully equipped kitchen (feature); they care that their early-riser kids can serve themselves cereal while the adults sleep in, and that when the adults finally wake up, they can help themselves to freshly brewed coffee (benefits).

And there you have it: 10 of the most common, most expensive travel copywriting mistakes you can make. And a subsequent ten solutions to get you more bookings. Because yes, again, it really is as easy as that.

4 Ways to Use This Information Right Now:

1. Do a Site Audit: Check your website (start with the most important pages) for these 10 travel copywriting mistakes. Identify as many as you can find and then prioritize the most important should-have-been-fixed-YESTERDAY! errors. Then, start fixing them.
2. Ask for Help: Tap a colleague or two to help you assess your existing copy. (Share this post, so they know what to look for.)  Can they find any mistakes you’ve missed? Put your heads together, and you’ll probably come up with twice the ideas for how to improve your travel copy.
3. Share this post socially: Ask your social networks how they’ve improved their hospitality copywriting.
4. Ask questions (or comment) below: Let’s start a conversation about travel copywriting mistakes (and how to avoid them). Discuss challenges you’ve faced, ask for suggestions, and share the solutions you’ve discovered.

The post 5 More Hotel & Travel Copywriting Mistakes That Cost Bookings appeared first on The Travel Copywriter.

Do your website and blog inspire travelers to trust, remember and interact with your brand?

If your answer is “I don’t know” (or worse, “no”), then Houston, we have a problem.

The good news: There’s an easy solution to that problem. And that solution is to deploy powerful, engaging travel calls-to-action throughout your website.

This post will walk you through the what, why, and how of the travel call-to-action, or travel CTA. Because, while they may sound like marketing-speak, in practice, calls-to-action are very straightforward: they simply guide travelers to whatever action they should take next. Think of a CTA as your final instruction to website visitors – an instruction you present in the form of a button or a link, such as Sign Up, Download Now, Leave a Comment, Contact Us, or Read More.

What is a Travel Call-to-Action?

Now that we have the basic definition down, let’s get a little more specific; let’s talk about tourism. In hospitality, a travel call-to-action provides direction to, well, travelers. (Shocking, right?)

But really, that’s as complicated as it gets. The sole purpose of a travel CTA is to help travelers do what they already want to mecidiyeköy escort do.

They’re already interested in your destination, your inn, your itinerary, your vacation rental, your fill-in-the-blank. So, if they’re looking for more information about your bed & breakfast, then your CTA should direct them to more information about your bed & breakfast. If they’re hunting down great travel advice for your area, then your travel call-to-action should link to your downloadable travel guide. Etc. etc.

From there, it’s up to your messaging and travel bookings funnel (aka “the buyer journey”) to do the rest: How does interest in your destination, become interest in your inn, become a confirmed booking? Your calls-to-action are an important part of the equation.

So, back to the topic at hand. Common travel industry CTAs include Book Now, Check Availability, Reserve, Inquire, and similar terminology. (More on that later.) For now, my point is simple: Strong, well-planned travel calls-to-action are your direct path to converting website visitors into booked travelers.

Want to get started?

Book a Free Consult

Oh hey… what’s that?

Why Do Travel Calls-to-Action Matter?

Pulling numbers out of the air here – your analytics will reveal your true stats – but I’d hazard a guess that 95% (or more) of visitors to your blog and/or website aren’t yet ready to book.

They came for the info you offer. They searched Google for the best restaurants in Orlando, or the most romantic wedding spots in the Turks and Caicos, or the best hiking trails in the Blue Ridge Mountains. The truth: They’re not here for you.

And that means, once they’ve absorbed the information you offer, they’re gone. They’ve clicked over to a new browser tab, or hit the back button, or returned to Google.

And they’ll probably never think of you again.

Whoosh! <– That the sound of a booking, disappearing into the Land of Lost Opportunity.

That is, unless you have effective calls-to-action in place. If you don’t, well, you’ve already missed your chance. You’ve failed to direct interest to other parts of your site, or to get a new Facebook Like, or to earn your way into a traveler’s email inbox.

Worse, you’ve lost your opportunity to convert this I-might-someday-be-interested-but-right-now-I’m-still-in-the-planning-phase traveler into an eventual okay-I’ve-made-my-decision-and-I’m-ready-to-book traveler.

All because you failed to implement strong, well thought-out travel calls-to-action. It could have been simple, if you had just asked:

Sign up for our newsletter for more Orlando travel tips.

Or:

Download our free guide to weddings in the Turks and Caicos.

Or:

Follow us on Facebook for more outdoor inspiration from the gaziantep escort bayan Blue Ridge Mountains.

Whatever feels right. Whatever your site visitors are most likely looking for, after they’ve finished reading your page or blog post.

Go on, get inside their heads. Know your personas.

You’ll quickly realize travelers aren’t after your Big Ask (aka the hard sell –the ultimate conversion-to-booking). They aren’t ready to book with you. And that means, your CTA should not be the “Book” button: At best, it’s simply not an effective travel call-to action; at worst, it feels snake-oily – a total turnoff.

So, instead of ending your blog post about Blue Ridge Mountains hiking trails with, “Start your all your hikes at my Blue Ridge View Vacation Rental – book today!”, try something along the lines of, “Planning a Blue Ridge getaway? Sign up for our free newsletter for more great tips, deals, and insider information on the Blue Ridge Mountains.”

And don’t stop with just the one CTA. In addition to your primary call-to-action, secondary travel CTAs should be peppered throughout your site: in your top menu, your sidebar, and your site footer.

This is about engagement and trust-building, not the ultimate conversion. That will happen naturally, once you’ve engaged those travelers and built that trust.

☞ Want More Bookings? ☜

Want to better engage the travelers on your website? Want more bookings? Want to differentiate yourself from the competition?

Sign up to receive free, actionable copywriting and marketing advice, tutorials and tips to boost your travel bookings:

( Subtle, Erin, subtle. )

Best Practices for Travel Calls-to-Action (Travel CTAs)

I know this looks like a long list – nine (NINE?!) best practices for something as small as a single button?

Yep, nine. And I’ll tell you why: Your travel call-to-action is the most important element on any given webpage. Yes, stellar copy and amazing photos do all the heavy lifting, but your CTA is what seals the deal. Without strong calls-to-action, it’s difficult (if not impossible) to convert interest into bookings. 

Now that you’re convinced, take a deep breath. This isn’t hard. We may be talking nine best practices, but they’re all simple and easy to implement. So let’s dive in:

1. Use Action Language
2. Think Benefits
3. Reduce Risk
4. Be Helpful (+ Persuasive)
5. Keep Them Short & Sweet
6. Go Bold
7. Make Them Clickable
8. Location, Location, Location
9. Test Regularly

1. Use Action Language (aka Tell Them What to Do Next)

Think about it – we’re talking calls-to-action, so it stands to reason that your travel CTAs should encourage action, right? Right.

Action language can mark the difference between a visitor clicking a CTA, and navigating away from your site. So, begin your travel call-to-action with action-oriented language: “Book Your Trip”, “Discover Costa Rica”, “Start Planning Your Vacation.”

2. Keep Them Short & Sweet

CTAs are most effective when they’re brief. Make your full offer as concise as possible. For your CTA buttons, shoot for no more than five words. Three and under is better.

3. Reduce Risk

No-obligation or low-obligation calls-to-action reduce risk. In other words, even if a traveler isn’t yet ready to “Book,” he is on your site so he’s probably interested in reading more about your area (CTA button: “Read More about Destination“) or poke around your hotel rooms (CTA button: “See the Suites”). These are both no-obligation calls-to-action.

Oh, and here’s another no-risk CTA!

Request a Free Consult

Once you’ve built a bit of rapport, this same traveler could be willing to exchange his email address for a free travel guide, or for your awesome newsletter, or for a free itinerary. These are low-obligation calls-to-action requiring only an email address (with option to unsubscribe anytime, of course), in exchange for your goods.

Bottom Line: Create low barrier-to-entry CTAs and offer high-quality offers in exchange, and you’ll build trust and ultimately give travelers the confidence they need to book with you.

4. Think Benefits

Copywriters and marketers are constantly harping on you to know the difference between features and benefits.

We have good reason, folks.

Travelers do not care about your features. No, they really don’t. They care about how your features benefit them. So, instead of highlighting the features of your offer (“free guide”), leverage your travel call-to-action – and by this, I mean the entire offer, and not just the button text – to highlight the full benefit of what you’re offering (“everything you need to plan your trip”).

One-word CTAs often fall into the feature pitfall: Book, Submit, Request, etc. Sure, those are all action verbs. And sure, they’re all short. But they don’t build any benefit into your offer. Instead, try Download Your Free Guide, Reserve Your Getaway, or Plan a Trip.

5. Be Helpful (Yet Also Persuasive)

Your website (blog, email newsletter, etc.) should appeal to every step in the booking journey.

By this, I mean that your website (for example) should have information for: 1) Travelers just starting to research a destination and its offerings; 2) Mid-stage planners who have decided on a destination, but haven’t yet settled on accommodations or activities; 3) Travelers who are ready to book; and 4) Guests who have already booked with you.

As such, your travel CTAs should provide direction for each phase of travel planning. Remember – you’re not trying to shoehorn travelers into doing something they don’t want to do; you’re trying to guide them in doing what they already intend. So, guide! Ask yourself: What’s the next logical step in their vacation planning? Then, lead them there. (Note: The next step is not always making a reservation.)

Once you’ve shown them where to go next, be persuasive! Make them an offer they can’t refuse. (Free is pretty hard to refuse, by the way, which is why the “free travel guide” is such a strong offer. Just be sure your free guide is AWESOME. It should be packed chock full of great information, use lots of sharp photography, and be designed well. Travelers should feel like they’ve received something of real value.) The offer of a discount, or of special offers, or of other value-adds can also be a strong pull.

Use a travel call-to-action to provide direction. Help. Engage. Lead travelers on a journey through your booking funnel. And use the right persuasive language along the way. (Ex. Don’t invite a first-stage planner to “Book Now!” if they haven’t even decided on a destination. Instead, invite them to “Download a Free Destination Guide.”)

6. Go Bold

Effective calls-to-action are visually striking. This means:

• They Use Contrast: Your CTA button or link text should contrast with the rest of your page. The most common way to do this is with a contrasting color that still fits within your site’s overall color palette.
• They’re Big Enough: A travel call-to-action should be large enough to stand out, but not so large that it looks like a circa 2001 banner advertisement. Your CTA should call attention but never distract.
• They’re Clear: Now’s not the time to be wishy-washy. Back up your high-contrast, big-enough CTA with clear wording.

7. Make Them Clickable

No explanation necessary: Your CTA should be clickable, and it should click-through (link) to a highly relevant, laser-focused offer. (Ex. “Download Your Free Guide” should link to a free guide.)

8. Location, Location, Location

We all know how important location is to the travel industry. Your website (blog, newsletter, etc.) real estate is no different: Location is key.

Travel calls-to-action can live anywhere on your site – in the middle of your homepage, at the bottom of a blog post, in your sidebar, as a scroll-triggered pop-up or slide-in, etc. – but do choose CTA location wisely. Place them organically and logically. Always ask yourself two questions:

1. When would a traveler be interested in this offer? In other words, don’t serve your offer too soon. A vacation rental website guest probably isn’t ready to “Book Now” from your homepage, but she might be ready to “Explore the Villa.” (Note: A “Book Now” or similar hotel call-to-action button should be available on every page of a hotel, B&B, inn, vacation rental, etc. website. [ex. In the header.] It just might not be your primary CTA for any given page.)
2. What path would lead a traveler to this offer? For lower-level pages – for example, a blog post about area hiking trails – think about how travelers arrive at your page. (Psst, check your analytics!) Then, serve up a fitting travel call-to-action. (Ex. On that hiking page, offer “Interested in more hiking trails, outdoor activities, and Area advice? Download our FREE Area travel guide!” [CTA Button: Start Planning].)

9. Test Regularly

CTAs are not a fix-it-and-forget-it kind of deal, unfortunately. Test them!

For example, if you’re wondering whether “Download the FREE Guide” or “Get Planning!” is the better travel call-to-action, then set up a simple A/B test. Send the exact same content to your entire email list – but with one difference: Half your list gets a “Download the FREE Guide” button, while the other half gets your “Get Planning!” button. See which gets the most clicks.

6 Examples of Effective CTAs for the Travel Industry

There are lots of great travel call-to-action examples out there. Here are a few.

Note: I’ve circled primary CTAs in green; secondary CTAs are in blue.

1. Costa Rican Vacations

(Full disclosure: A client of mine.)

I love Costa Rican Vacations’ approach to their homepage: They don’t go straight for the jugular. They don’t hit you with buttons to BOOK BOOK BOOK!

Instead, their primary CTA doesn’t ask you to buy anything. It doesn’t even try to snag your contact information. CRV knows that they have to build value before travelers will trust them. They also know that most visitors to their homepage don’t have enough information to make a buying decision. Yet. And so, their primary homepage call-to-action gets you dreaming: What kind of traveler are you? They reel you in first, and then they go for the ask. And it works.

Bottom Line: Your CTAs should always align your goals with a traveler’s goals. And sometimes, that’s just to dig deeper into the information you offer.

2. Hotel Boutique at Grand Central

Let’s get this out of the way first: For most hotels, a Book (or similar) button is going to exist on every page. And that’s because hotels are in a slightly different category than many other travel businesses: Their presence is scattered across the web and guidebooks, so it’s conceivable that website visitors come to their site simply to book.

That said, “Book” should not be the only call-to-action on a hotel website. In fact, I’d argue it shouldn’t be the primary CTA on many sections of the site. And that’s why I like the Hotel Boutique at Grand Central: Their above-the-fold homepage real estate (and CTA) highlights their best deals, accompanied by illustrative photos.

Bottom Line: You may have planned to stay 5 or 6 nights, but this CTA makes you consider staying 7+. And that’s an effective call-to-action.

3. Luxury Villas Orlando

(Full disclosure: A client of mine.)

Luxury Villas Orlando is another site that does homepage CTAs right: They don’t ask you to book right away, because they know you’re not ready. You need more information first.

Instead, LVO invites you explore their vacation rentals. They match photography with copy, and then top it off with a logical, unintimidating travel call-to-action. Notice I said unintimidating: Again, there’s no barrier to entry here. They’re not asking for your email address. They’re not asking you to do anything but look a little deeper. And so, you’re likely to do just that. They’ll make the ask (“Check Availability”) later, after you’ve already fallen in love with their villas.

Bottom Line: Your CTAs are somewhat location dependent. By this, I mean that someone who’s five levels-deep in your site, and has just finished reading your blog post on the 10 Best Hiking Trails in Your Area, may be willing to exchange her email address for a travel guide, but someone who has come across your homepage and knows nothing about you isn’t ready yet.

4. Sun Cliff Casita

(Full disclosure: A client of mine.)

Hello, simplicity, oh how I love you. Above-the-fold, homepage real estate for Sun Cliff Casita has but one call-to-action: Discover.

“Discover” is a great word for a travel call-to-action, because it makes us all feel a little bit like explorers. And who doesn’t want to discover something on our travels, be it a new food or a new place to do absolutely nothing? That’s why this works so well: Sun Cliff Casita has stunning photography that really does make you want to discover. If the view’s that good, what else does this vacation home have in store for me?

Bottom Line: Simple can be more than good; it can be great. Don’t be afraid to test out clean, uncluttered homepage calls-to-action, to see if they work for you. Remember, your CTAs will get more targeted as a visitor digs deeper into your site.

5. The Outer Banks

The Outer Banks Official Tourism Authority website starts off with some great CTAs: buttons to Dream, Plan, or Discover. But we’re going to focus on what happens when you click one of those initial calls-to-action.

When you choose Dream, for example, you’re taken to a page that encourages you to dream about your upcoming trip. Scroll down, and the OBX will fuel that dream with videos, articles, and other information. And then, when you’ve scrolled all the way down and are now emotionally invested in your Outer Banks travel planning, only then do they hit you with the Big Ask: What’s your contact information?

Bottom Line: If the OBX had asked for your address as soon as you had hit the homepage, you probably would have said no. Instead, they placed their offer at the bottom of a secondary page, effectively waiting until you have shown sufficient interest (via clicking + scrolling) and are more likely to take the requested action.

(Note: “Next” as call-to-action is not the strongest choice. Better options: “Get My Guide” or “Start Planning”)

6. Visit Idaho

Like the Outer Banks, Visit Idaho has an inviting homepage CTA that doesn’t ask for anything more than a click: Plan Your Adventure.

Click through, and the excellent messaging – and Visit Idaho has truly excellent messaging – continues, with great photographs, lots of good planning info, and copy that really tugs at the heartstrings. Even better, every page of their site ends with a primary call-to-action: Order their free travel guide. (Or swap your email address for adventures in your inbox.)

Bottom Line: I keep saying it because it’s true: Don’t place high barrier-to-entry calls-to-action (e.g. give us your money!) too early in your site journey; instead, wait until you’ve earned some trust and emotional investment.

(Note: “Order” is a psychological stop-word, since it implies purchase. If you offer a free guide, choose action words like “Download Your Guide,” “Get It FREE,” or “Grab Your Guide.”)

5 Ways to Use This Information Right Now

1. Do a website audit: Head over to your website (your email newsletter, your drip campaign, your everything) and identify your various calls-to-action. Compare them to the above list of best practices. If your travel CTAs don’t meet all nine points, tweak them.
2. Ask around: Talk with your peers. Form a mini-mastermind group, and talk about your various calls-to-action (and their associated offers). What works best?
3. Test your calls-to-action: One of the best and easiest ways to test new CTAs is to run an A/B test. This can be as simple as changing the action verb on a button, and tracking whether it yields better results.
4. Ask questions (or comment) below: Comment below (or email me) with your questions. Share your findings. Let’s start a conversation about better, more powerful travel calls-to-action.
5. Take the next step: Ready to take your copy and CTAs to the next level? Request a free consult and let’s chat.

By now, you can definitely see what I did there…

The post Travel Calls-to-Action (CTAs): 9 Best Practices and 6 Examples appeared first on The Travel Copywriter.

They’re baaaack! (I hope you just read that in a Poltergeist II voice.)

Yes, The Travel Copywriter blog and my bi-weekly blog roundups – that’d be, travel copywriting and marketing tips, advice, and insights from around the blogosphere – are back in action. And I’m pretty stoked about it.

It’s been a busy few years for me, and while I haven’t been blogging, I have been listening. I’ve been keeping up-to-date with the latest copywriting, SEO, marketing, and other related happenings in the travel industry.

That’s why I know it can be overwhelming. There are simply so many experts out there, with so much free (and wonderful) advice, that it’d be a full-time job just to read it all. So, that’s the idea behind these roundups: If you don’t have time to read it all, just hang with me. 

Every two weeks, I’ll post a quick roundup of my favorite recent reads: copywriting, marketing, SEO, and other stuff important to the travel industry. I won’t link-bait you; there will always be enough info to determine whether you want to click for more information. And I’ll keep it short and sweet, with just a short summary for each article, followed by my thoughts (but only if necessary).

Now, let’s get to it:

1. Get More Social Shares

If you’re in travel, you use images. Lots of them. But, did you know a few small tweaks to your images could snag more clicks and more shares? Travel Research Online brings us some great, simple and, most importantly, actionable research into the psychology of images and social sharing – specifically, how to get more shares for your travel images.

2. Are You Marketing to Bleisure Travelers?

Nope – not a typo. Tnooz is talking about a new travel movement dubbed “bleisure,” which is exactly what it sounds like: the intersection of business and leisure travel. The essential question is, are you marketing to this growing segment of moneyed travelers – a huge jump from 3% in 2015 to 17% in 2016 – who book leisure travel with antalya escort a business component?

(Note from Erin: If not, get your foot in the door NOW. Be one of the first hotels / B&Bs / inns / other business travel accommodations to market bleisure travel for your destination and/or market.)

3. Jumping Ship: Brands Flee Snapchat for Instagram

istanbul escort

When you’re a small- or medium-sized travel business, you prioritize. You simply don’t have the time or the budget to be everywhere online at once. And that’s why you’ll want to know what HubSpot already does: brands are leaving Snapchat in favor of Instagram stories. Why? There are many reasons, among them better audience targeting (= reach the right traveler), more discoverability (= let travelers can find you), and greater scale (= potential audience, as Instagram has 700 million users).

4. You Can Add Links to Your Instagram Stories

And speaking of, did you know you can now add swipeable links to your Instagram stories? Social Media Examiner reminds us to use trackable links (like those tied to your bit.ly account), so you know how many swipes you’re getting, and to use your Instagram link opportunities effectively: not every story needs a link, and those that do, don’t need to link directly to book, book, BOOK! pages; instead, link to new blog posts, updated room descriptions, or other information pages that complement your story.

5. Instagram Inspiration

While we’re [still] on the topic of Instagram, WordStream just reviewed 13 of the best Instagram ads ever. And, while you may not have the equipment for professional-quality photos, or the budget for huge Instagram ad campaigns, chances are these examples will inspire your own Instagram efforts. Remember – it’s not always about having mersin escort the sharpest photo or clearest view; it’s about telling a great travel story through photos.

6. Updating or Building a Vacation Rental Website? Know This.

Cottage Blogger recently published a short-but-helpful podcast episode on what your vacation rental website needs – and what it doesn’t. Heather’s conclusion, in particular, really resonates with me: “You can provide a huge amount of content on your website. You just have to make it accessible for the people who want it, but not too cluttered for the people who don’t.”

7. Two-Minute Website Review: Don’t Leave Travelers Guessing

Who doesn’t love a tip you can execute (or start to execute, at least) in two minutes? Hotel-Online offers just that with a quick “two-minute tuneup” for your hotel (or vacation rental, or travel agency, or …) website: don’t leave travelers guessing what to do next.

(Note from Erin: The easy answer is to be sure that every piece of copy you write, every blog post you publish, every email newsletter you send ends with a call-to-action. Don’t fall into the trap of thinking that CTAs are pushy or annoying; they’re not. Just the opposite, in fact: Your calls-to-action help interested travelers do what they already want to do, with minimal effort: book, make an inquiry, contact you, or even navigate to other sections of your website.)

8. Quit Targeting “Millennials”

If you think your target audience is “Millennials,” now would be a good time to rethink your personas. Search Engine Watch offers up this brilliant analogy: thinking that “Millennials” – by the way, a generational designation that encompasses an estimated 75.4 million in the U.S. alone – share a universal set of attributes (travel wants, needs, pain points, etc.) is like thinking that you can use astrological signs to market directly to Geminis.

(Note from Erin: Instead of focusing on a generational audience, hone your marketing the right way with clear and detailed personas.)

9. Social Media for Traveler Loyalty

The trap we often fall into, is in thinking that social media’s primary purpose is to get bookings: If people aren’t clicking your Facebook ads and immediately booking, then your social strategy isn’t working. Right? Wrong, at least in part.

Social media is key in building customer loyalty, allowing you to regularly interact with travelers (and see what images and experiences most pique their interest) and re-share your best content (which should be optimized with CTAs to direct bookings, contact, and other goals), among other benefits.

10. Local SEO is Important for Travel

SEO rockstar Yoast interviewed other SEO rockstar David Mihm about local search, and the insights are very relevant to the travel industry. I appreciate that they call out three things you can do to improve local SEO with a limited budget: focus on your website, build offline relationships (whoa), and work on getting great reviews. C

(Note from Erin: “Local SEO,” in case you’re gaziantep escort unaware of the exact term, refers to Google search results for a given location. Ex. Google “hotels in New York City,” and you’ll see a map with location pins; that’s local search.)

The post Travel Copywriting & Marketing Roundup (June 20) appeared first on The Travel Copywriter.

Words have power.

In the travel industry, it’s easy to favor a shiny image over the written word. After all, sparkling photos effortlessly capture a traveler’s initial interest. But the visual affair is short-lived. So let’s say it again: Words have power.

After the wonder of a great photo has passed, it’s good hotel copywriting that will entice guests to stay a little longer. To click a little deeper. To disappear down the rabbit hole of travel planning.

Travel copywriting has power – the power to produce bookings. Likewise, bad hospitality copywriting has the terrible power [cue thunder, spark lightening!] to cost bookings. And unfortunately, bad copywriting is far too common in the travel and hotel industry.

Here are some of the worst (and most common) hotel copywriting mistakes I see – and simple ways you kartal escort
can avoid them, improve your copy, and boost the power of your words:

1. You Use Worthless Adjectives and Tired Clichés

Don’t: The hotel and travel industry is rampant with clichés: Unique. Breathtaking. World-class. Hidden gem.

Aaaaand, cue the eyerolls. How many times have you heard that a hotel is unique or that a room has breathtaking views? Answer: Too many to count. When you read those words about any hotel other than your own, you gloss right over them: they’re cliché; they’re empty; they’re overused. They’re totally worthless because readers don’t see them. Even worse, they harm your credibility.

Of course, your hotel is different, right? It really is unique, and your guest room views really are breathtaking. That may be, but you need to find better, more meaningful descriptors, unless your goal is to create “invisible” copy – words that travelers’ brains maltepe escort simply do not recognize. (Tip: You definitely don’t want that.)

Do: If clichés are out, what’s a hotel copywriter gaziantep escort to do? Get down and dirty with specifics, of course. Vivid descriptions and word imagery are where it’s at, my good hoteliers. In fact, research shows that “word pictures” – vivid imagery through copywriting – trigger sensory and emotional involvement.

So instead of calling your hotel unique and your views breathtaking, wow potential guests by painting that unique and breathtaking picture with concrete imagery: A spiral staircase winds up to your turret guest suite, where floor-to-ceiling windows open onto 180° panoramic views of the Loire Valley. How many châteaux can you spot? (Guest record to-date: Eight!)

2. You Exaggerate

Don’t: Some of the worst things you can do in hotel copywriting? Exaggerate, tell half-truths, or even full-out fudge it.

Never, ever claim to be something you’re not: One inflatable beach ball does not make your hotel family-friendly. Don’t claim to offer ocean vistas if what you really have is a peekaboo view to a cliff that overlooks the ocean. One Moen faucet in the bathroom does not a luxury stay make. You get the idea.

In the age of TripAdvisor, Yelp, and other consumer-review sites, making false claims is not only disingenuous but dangerous because – guess what? – travelers will cross-check online. (Reality check: More than half of all travelers will not book a hotel before checking TripAdvisor.) And if past guests on TripAdvisor are lambasting your hotel for its one, sad beach ball – which, by the way, deflated while their toddler was playing with it – potential guests are going to run screaming for your more honest competitors. After all, if you’re not telling the truth about one thing, what other of your claims are misleading?

Do: As a hospitality professional, you know that every property has its advantages and disadvantages. Good travel copywriting highlights the former and puts a positive spin on the latter. So if you don’t have unobstructed ocean views, own it: Though tucked away behind a bluff, seemingly far from the throngs of tourists that descend daily on Hotspot Beach, our hotel is just a three-minute stroll to the sea. You can even walk ataköy escort barefoot down our sandy hotel-to-ocean path!

 3. You Focus on Features, Features, Features

Don’t: Here’s one that confuses even seasoned hotel copywriters: features and benefits are not the same. In a nutshell, features are what your hotel has – e.g. an oceanfront locale and 800TC linens – while benefits are what those features mean to your guests.

Most of the time, your guests don’t give a fig about features for features’ sake; they want to know what they’ll gain from those features. So stop showing off your assets, and start demonstrating to travelers why your goodies are better than your competition’s. esenyurt eskort

Do: Since features (a.k.a. amenities, in hospitality-speak) are important in the hotel industry, do mention them – as a bullet list, or whatever short-and-sweet format works best for your website. Then let that be that; don’t belabor your feature set by mentioning it over and over again; instead, let your copy focus on the benefits that your features bring: One night in our plush beds, with the crash of surf lulling you to sleep, and you’ll never want to go home. [Thanks to those 800 thread-count sheets and oceanfront location].

4. You Publish Crap Headlines

Don’t: A mind-blowing 8 out of 10 people read just a website’s headline, and not the copy itself. In plain English, that means you need to write the most attention-grabbing, şişli escort earth-shattering, must-read-on site titles/headlines your creativity can dream up.

The harsh reality, however, is that most hotels don’t do headlines right. Instead, they go for SEO gold – e.g. Costa Rica Arenal Hotel: Insert Hotel Name Here. Scintillating, isn’t it? (Cough, cough. Sarcasm alert.) Remember: keywords do not resonate with travelers; experiences and emotions do.

Do: Instead of enslaving yourself (and your headlines) to the Google gods, find a way to marry keywords with traveler interests. Think about your unique selling proposition (USP), and work it in. Don’t give too much info – after all, you want to tease vacationers just enough that they’ll click to read more – but do give enough that your titles are more than just a string of keywords: Volcano-View Arenal Hotel: Lava Flows at Your Front Door.

5. Wrong/Disjointed Brand Voice

Don’t: Your hotel has a personality. This is not marketing jargon or copywriter mumbo jumbo; this is a creative exercise critical to hotel bookings. Think: if your hotel were a person, who would s/he be? Rugged and adventurous or soft and romantic? Formal and businesslike or happy-go-lucky and boho? Hip and trendy or old-world and traditional?

Hotel copywriting is defined by your property’s personality: your hotel’s voice should speak loud and clear, on every page, in every sentence of your copy. So if your text fails to communicate that personality, or if your copywriting voice changes from page to page, you’re doing something very wrong.

Do: The key to a strong voice in travel copywriting is the prep-work – that creative exercise I mentioned above. Take some time to really think about your hotel’s personality.  Hip and trendy hotels should have hip and trendy copy.

Next, hop onto TripAdvisor and social media, and observe the language of [satisfied] guests, as they describe your rooms, your amenities, your surroundings. Surf the web for hotel websites with copy you love, and read every line on every page. Study how they use adjectives, how they speak to guests. Make note of favorite phrases.

And my best piece of advice: write from the heart.

3 Ways to Apply This Information Now:

1. Forward this post: Tap a colleague to help with your travel copywriting. Put your heads together and come up with twice the ideas for how to improve your hotel’s copy.
2. Share this post socially: Ask your social networks how they’ve improved their hospitality copywriting.
3. Ask questions (or comment) below: Let’s start a conversation about better hotel copywriting. Discuss challenges you’ve faced, ask for suggestions, and share the solutions you’ve discovered.

The post 5 Travel and Hotel Copywriting Mistakes That Cost Bookings appeared first on The Travel Copywriter.