7 More Travel Clichés to Scrub from Your Website

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.”