![7 Travel Copywriting Cliches to Avoid](http://www.thetravelcopywriter.com/wp-content/uploads/2019/09/7-Travel-Copywriting-Cliches-to-Avoid.png)
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.”
3. Incredible/Fabulous/Amazing/Spectacular/Etc.
Uncountable results in Google (Storytelling power: -10)
I know, I know – one word does not a travel copywriting cliché make. That said, “incredible” and its compatriots – fascinating, breathtaking, amazing, spectacular, etc. etc., ad nauseam– are all overused to the point of cliché.
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.”
4. Friendly Locals
6 million results in Google (Storytelling power: Still 0)
Anyone who has ever traveled anywhere, be it the next town over or across the ocean, knows that locals (like any collective people) are often friendly.
“Friendly locals” isn’t just cliché; it’s meaningless. (And, in some contexts, a touch condescending.) There are good and bad people everywhere. There are smilers and frowners in every town. There’s someone willing to point the way and someone who won’t even look your way, everywhere you go.
Do this instead:
Swap the hollow affirmation for meaningful descriptions of local flavor: “Even the briefest visit to Costa Rica will clue you in to the national catch-phrase: ¡pura vida! Directly translated as “pure life,” pura vida is more Costa Rican philosophy than mere expression.
“An embodiment of all things good, chill, and go-with-the-flow – the Costa Rican version of “hakuna matata,” if you will – pura vida can mean everything from “how are you?” to “thank you.” Caught a great surfing wave? Pura vida! In a good mood? Pura vida! In line at the ATM? Pura vida! Anything can be pura vida, if you adopt the right attitude.
“A pervasive reminder to relax, take a deep breath and enjoy life, pura vida is the easy-going ethos of ‘the world’s happiest country.’ Pura vida! Because, it is.”
5. Lively Nightlife (Synonym: Bustling Nightlife)
2 million results in Google (Storytelling power: 1 point for boredom)
This is a clear case of you-can-do-better: “lively nightlife” doesn’t say much. After all, depending on your definition – live theater or alcohol-infused revelry? – nightlife can always be described as lively. If you want to say something of meaning, don’t say that.
Do this instead:
What makes you want to describe local nightlife as “lively”? That’s where your meaty (and vivid) description lies: in the details that make your nightlife different from that of the next place.
For example, instead of saying that your beach town’s after-hours in “lively,” you could say that, “When the sun goes down, the fire dancers come out: swirling, twirling flames on the beach – a beach lined with nightly tunes and cozy lounge chairs, frequently serviced by attentive bar staff. Enjoy!”
6. Something for Everyone
135 million results in Google (Storytelling power: Negative 1 million)
There’s a theme here: A lot of these travel copywriting clichés boil down to a lack of creativity. “Something for everyone” is, in most cases, lazy storytelling. As with other clichés, this is a catch-all phrase that doesn’t say much.
After all, everyone can always find something to do, anywhere in the world. However, the reality of travel is that individual destinations, experiences and sights typically lend themselves to a certain type of traveler.
For example, Costa Rica appeals to eco-travelers and nature-lovers, but may not be the best choice for history-lovers and culture-vultures seeking centuries-old buildings and world-class live shows – that is, unless those history-lovers and culture-vultures are also eco-travelers and nature-lovers.
Do this instead:
Tell what somethings you offer to everyone: If you know your travelers, then you know where their interests lie. Speak to those. What about your hotel most often provokes guest delight? What types of activities or tours get rave reviews? Go from there: Take an angle and focus on it, consistently.
Be honest, too. Instead of making big promises [that you may not be able to keep], promise what you know you/your hotel/your destination/your tour can deliver. Let travelers make up their own minds. In the long-term you’ll see more success attracting fewer of the right travelers, than you attracting more of the travelers who will ultimately complain that you “weren’t the right fit.”
For example, “The Caribbean delivers that perfect winter escape you’re seeking: part sun-drenched, part escapist – and just the right blend of long days, warm nights and steel drums. Indulge in your desire to get under the sun (and dose-up on vitamin D) and spend languid evenings strolling centuries-old squares, lined with pastel-pink and mint-green mansions.”
7. Quaint/Quirky/Charming
Uncountable results in Google (Storytelling power: -10)
Unless you’re referring to a certain Disney prince, “charming” is not a solid descriptor. Ditto, “quaint,” “quirky,” and all their myriad adjectives.
Again, it boils down to overuse and ambiguity: What does “quaint” or “quirky” or “charming” really say? When word count is limited – and, when it is it not?, attention spans being what they are… – then every word counts.
Do this instead:
Make all your words count, by carefully choosing them for precision and description. Ask yourself, why do you want to use these adjectives? What makes your vacation home “quirky” or that street “charming”? Say that.
For example, “Former abode to eleven generations of the XY family, Motley Manor is a grand home in the old style: walled gardens and an elegant ballroom (now our hotel sitting room), hanging ancestral portraits and 22 en-suite bedrooms. Walk down to breakfast and you walk through the ages.”
Conclusion
Effective travel copywriting doesn’t have to be hard.
I know – it can seem a big task. And, it is. But, if you take it step-by-step, it’s pefectly manageable. It just takes a willingness and attention to detail.
It all starts with better habits. I like to think of it as a simple rewiring how you approach your copy: If you train yourself, bit by bit and piece by piece, you’ll soon see that far fewer clichés crop up in your content. Edit always, and you can eventually eliminate them entirely.
You’ve got this. Or, if you’d like some help:
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