How To Sell Travel With Copywriting That Paints A Picture

How To Sell Travel Online With Copywriting That Paints A Picture

A travel website needs compelling images—that’s a no-brainer, right?

But I’m not just talking about photos and graphics. Some of the most powerful and persuasive images are the ones that people create in their own minds as they read compelling copy.

After all, your hotel or travel company provides its customers with far more than just nice things to look at. Travel is a multi-sensory experience, filled with rich sounds, smells and flavors.

It should speak to your audience right from the opening line of your email, blog posts or web page.

And by communicating everything your business offers with emotion-rich adjectives, powerful verbs and specific details you’ll have a much easier time selling travel online.

Photos and copy need each other. The most persuasive travel websites are the ones where the two mediums mesh and work together.

That’s why today’s blog post is a highly visual presentation that’ll show you how to write persuasive copy that paints a picture. Check it out below.

Always do your research first

Even if your website copy reads like a feature article in Travel+Leisure Magazine, it may not bring results if what you’re saying isn’t right for your target audience.

So before penning a single word, start digging into your VOC data or survey past customers to figure out the main messages that will resonate with travelers.

The last thing you want to do is paint a picture with words only to find out it’s not what your best prospects want to see.

So get to really know your audience. Figure out their dreams and desires. And then dazzle them with words that’ll get travelers daydreaming about your business.

— Dustin Walker

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How To Use TripAdvisor To Create Enticing Travel Content

How To  Use TripAdvisor To
Create Enticing Travel Content

Your team has finally decided on the content for your homepage –and it’s pretty freakin’ awesome.

Maybe you’re using an image of a sky-piercing mountain against an azure sky or a photo of your palm-fringed infinity pool in all its shimmery glory. The headline is concise, witty and matches your brand oh-so-perfectly.

It took hours of debate among your colleagues to settle on this decision, but now it’s finally done. High-fives all around.

But before popping that champagne, let me ask you one little thing…

How do you know your website content will
actually engage your audience?

How do you know that the second they see that image and read the accompanying headline, they’ll get excited and want to find out more about your business? How do you know you’re using the right messages?

Well, unless you based those decisions on voice of customer data, you won’t know the answer to any of these questions. That’s why it’s important that your website content reflects the results of surveys, interviews, reviews and other input from your customers.

Why is this so crucial? Conversion copywriting guru and Copy Hackers founder Joanna Wiebe, who taught me much of what I’ll be sharing in this article, sums up the answer nicely:

“Why should you look to your customers first for messaging? Because the more you reflect what people are thinking, feeling and experiencing when they arrive on your page, the greater the likelihood that they will trust you, believe you’ve created the solution to their problems and buy from you.”

By digging into voice of customer data you can also develop a deep understanding of how your customers experience your service, property or destination. And that’s key for writing travel copy that converts.

Now, I’ve touted the benefits of surveys and interviews in past articles. But what if you’re not able to survey your customers? Or maybe, you’ve done a few surveys but you’re not happy with the number of respondents and you’d like to supplement your data?

That’s where websites like TripAdvisor come to the rescue.

Use their words (not your own)

Ok, enough chat. Let’s dive in.

Hop onto TripAdvisor and start searchin’ the most recent reviews about your business first. You’re hunting for phrases that cover things like:

[custom_list style=”list-1″]

• The natural language people use to describe your service or product
• What they love most about your business
• Sensory-focused descriptions
• Specific benefits they talk about
• The adjectives they use most often
• Memorable phrases (including similes and metaphors) that stand out
• Problems or pain points they mention  (For example: “I was really stressed about going on this trek because of the wildlife in the area, but John’s tour company put my fears at ease.”)

[/custom_list]

High-converting messages are hidden within voice of customer data, including TripAdvisor reviews.

Sift through at least 20 reviews, but tackle the most recent ones first. And make sure that if you do mine any reviews older than a year that no significant changes (like renovations) have taken place at your business.

While you’re perusing the reviews, jot down notes based on the above criteria — just go ahead and copy and paste the phrases that jump out at you.

Once you’ve got a decent amount of data compiled, take a good look at it all and watch for recurring themes. What messages were repeated by travelers over and over again? The strongest 3-4 themes will help you make better decisions on what exactly you should be communicating on your website.

Use these messages to guide how you write headlines, subheads or select images for your online marketing. Use ‘em in your e-mail marketing too. If folks are expressing a similar phrase or benefit over and over again on TripAdvisor, it just might be that engaging message you’re looking for.

In fact, you should even ‘swipe’ the exact words that your customers use to describe your business and then use them — verbatim — in your website and e-mail copy.

[toggle_content title=”A Quick Example Of How I Used This Technique For A Hotel Website”]
An LA hotel hired me a while back to write copy for their new website. The looming launch date meant we didn’t have enough time to survey past customers.

So I started combing through the hotel’s reviews on TripAdvisor, always aware that they wanted to focus more heavily on the growing leisure traveler market.

I read maybe 50 reviews and kept a list of ‘swiped’ phrases based on the criteria mentioned above. Here are a few of the standouts:

It is close enough to everything yet far enough away to feel like you are outside of the city.

It seemed more like an undiscovered and exclusive enclave

A really relaxing place to get away for a long weekend.

A great vacation spot that transports you out of the Los Angeles hustle and crush. Very refreshing.

Maybe you see where I’m going with this already. This hotel has a lot going for it: it’s near the cruise ship terminal, plus it’s got plush beds and friendly staff. And although reviewers did mention this stuff, one theme was clearly dominant: this hotel was more relaxing than what many travelers were expecting. And they loved it.

So that inspired the headline: A More Relaxing Way To Experience LA

The rest of the copy also reflected the language that reviewers’ used when describing the soothing marina vibe and the nearby markets. Some of the copy for the subheads was taken verbatim from the reviews.

I wanted to give readers’ a taste of the same emotions that past guests were feeling when they stayed at this property.

[/toggle_content]

And if you’re still not convinced, check out how the folks at Copy Hackers were able to get a 103% boost in conversions by tweaking a testimonial on their client’s website.

Make sure your website jives with the reviews

But perhaps even more important than digging up these high-converting messages is ensuring that nothing on your website contradicts what folks on TripAdvisor are saying. After all, there’s a pretty big chance travelers are going to look at loads of reviews about your destination or business before booking.

Here’s the sort of thing you want to avoid: a traveler reads on your tour company website that you offer ‘luxury adventures’ and a ‘refined outdoor experience.’ But when she heads over to TripAdvisor, your prospect sees 10 reviews that describe something totally different.

Past customers say your tours are ‘rugged’, ‘challenging’ and ‘a no-frills wilderness expedition.’ Sure, there’s nothing wrong with those sort of reviews (hell, it sounds like my kind of trip). But it’s not what your website says.

Your prospect is now getting two different stories – and she’s starting to wonder whether any of the information on your website is trustworthy.

Now, that’s an extreme example. But these type of problems can hurt you on a smaller scale, like saying your beds are ‘plush and luxurious’ when everyone  on TripAdvisor says they’re a little too hard. Or calling your breakfast ‘hearty’ (and please never use the cliché ‘hearty’) when folks have said they wished the servings were bigger.

I’m certainly not suggesting that travel operators are trying to deceive people. It’s actually quite difficult to look at your product or destination objectively when you’re so close to it. So instead, dive into your voice of customer data (like reviews and surveys) and find out exactly how others experience your business.

Go beyond TripAdvisor for data

I focused on TripAdvisor in this article because it’s by far the largest source of user-generated voice of customer data available for the travel industry. But there are plenty of other places to mine messages.

And the sources you mine don’t have to be specifically about your business – they just have to be created by the customers you want. Focus on the benefits travelers want most from your type of product, service or destination.

Give these a shot:
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• Traveler testimonials
• Travel forums
• Social media
• Others reviews sources, like OTAs
• E-mails from customers
• Amazon book reviews (read this article for more on that)

[/custom_list]
Lots of material there. So forget about what you want to say, and focus on what your best prospects need to hear. Do that and your travel content will really start converting.

— Dustin Walker

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The Essential Ingredient For A Travel Website That Sells

The Essential Ingredient For A Travel Website That Sells

Quick question: what do you think is the most important part of any website or blog?

The design? The copywriting? The photos? Nope, nope and nope.

If you want to get the best results from your online marketing, there’s one thing you must devote a ton of attention to: customer research. I’m talking about surveys, interviews and voice of customer data mining (we’ll get into this later).

Basically, figuring out exactly what type of messages will have the biggest impact on travelers. With the right information, you’re far better equipped to create a website that:

[custom_list style=”list-1″]

• Contains the exact information your audience is looking for
• Shows images that will snatch the attention of your prospects
• Has headlines that’ll entice travelers to click deeper into your site
• Uses a tone of voice that resonates and connects with your visitors

[/custom_list] If you aren’t doing a swack load of customer research before writing your web copy, blog articles or e-mails, how do you know what will work?

For OTAs and travel startups, this type of research is even more important because you probably haven’t spent much time chatting to your customers.

Research will help you figure out what your prospects really want. It’ll also allow you to develop a value proposition that will differentiate your company from the competitors. But even if you’re the hands-on manager type who’s been running your hotel or tour company for years, the right research can help you re-focus your marketing efforts and fire up your ROI. You just need to ask the right questions.

And the best way to do that is with a survey or interview. [toggle_content title=”An Example Of How Research Helps”]

Still not 100% sure if doing loads of customer research is worth it? Here’s a scenario that I hope clarifies things.

It’s a hypothetical situation, but one that reflects a challenge my clients encounter all the time.

Let’s say a rock climbing tour company decides to redesign its website. The owner fills the homepage with action-packed copy and thrilling images of daring twenty-somethings dangling from jagged cliffs. It looks awesome.

The website is intense, maybe even a little aggressive. And everyone who works at this company (all twenty-somethings themselves) thinks it’s the coolest thing since Red Bull.

The problem? Every rock-climbing tour company in this operator’s market are all portraying the same adrenaline-soaked image. Meanwhile, there’s a growing number of families taking up the sport – in fact, this market is starting to outpace the younger demographic.

But when these family-minded folks Google ‘rock climbing tours’, they’re hit with images of young thrill-seekers, flashy designs and hyped-up copywriting that orders them to “Conquer These Cliffs!”

The 45-year-old father of three who’s looking at the website isn’t up for conquering anything. He just wants to have a nice time with his kids. So he bounces off the homepage. A website survey would have painted a more accurate picture of the type of people dropping by this tour company’s site.

And then, the text and images could have been adjusted accordingly. And even if these twenty-something rock climbers knew that more families were interested in the sport, they may have no idea about what type of messages that would resonate with this emerging market. Until the survey went up, of course.

Now, I’m sure you have a better idea of your target market than this fictional rock climbing company.

But are you 100% positive about what your prospects want when they arrive at your website? Are you confident that the tone of voice your website uses will connect with your ideal customer?

Unless you’re clear on this, there’s a good chance some of your top prospects are leaving your website without realizing that your business is perfect for them. So survey your customers or website visitors and see what they have to say. [/toggle_content]

So here are 3 ways to survey your customers to create targeted content that’ll connect with your ideal traveler.

Customer Surveys

These are great for understanding the mindset of your customers.

A well-crafted survey sheds light on why they chose your business, which is essential for figuring out what to say on your website or blog. So fire off an e-mail with a quick survey after travelers have taken your tour, stayed in your hotel or booked a flight on your site.

Once you have enough survey data, you can reflect those responses in everything from your website copy to your design and choice of photos.

The type of questions to include in your surveys really depends on what you need to know. Are you confident in who your target audience is? If not, ask for more demographic-focused information: age, gender, profession etc. This will help you develop a clearer customer persona.

But always try to nail down what was going on in their lives before they started looking for the type of service or experience you provide. Were they hunting for a solution to a problem, such an easier way to find cheap flights? Were they trying to find the swankiest hotel in Vancouver? Or were getting your newsletter for months before finally deciding to book a once-in-a-lifetime tour? If so, what made them decide to buy at that moment?

And of course, ask them what they liked best about your travel company and why. Were they all blown away by your hotel’s pool? Maybe you should highlight that amenity on your homepage. Did they love how affordable your tours are? Stick it in your main headline.

Be sure to include at least one open-response question. Multiple choice or radio buttons will earn you more responses, but an open question will give you insight into the natural language of your prospects. The words they use, the phrases they prefer — all stuff that should influence your website copywriting.

I’d keep the survey to 5-8 questions, with maybe 2-3 fill-in-the blank style questions. A few Qs you might ask include:

[custom_list style=”list-1″]

• What was going on in your world that caused you to coming looking for a [product/service/destination] like ours?
• What did you like best about your experience and why?
• What three words would you use to describe us?

[/custom_list] If you operate a travel website, like an OTA, your questions are obviously going to be different from a survey for a hotel or tour company. Just keep your goal in mind: finding the words that reveal what your prospects want most and how they feel about your business.

Website Surveys

These type of surveys are perfect for determining who’s dropping by your website and exactly what they want when they get there.

The trick is to keep ‘em short and simple. Your website visitors won’t be nearly as engaged with your brand as your customers, so they’re going to be less likely to fill out a long survey.

I recently worked on a project where the client’s site got 10,000 unique hits a day. Yet in one week, we had just 70 responses (I intentionally made the survey a tad on the long side, though).

So depending on the traffic you get, it might be best to just include a few multiple choice questions. Better yet, slap a single-question (non-intrusive) survey on your website using a service like Qualaroo or Feedback Daddy (just look to your bottom right to see one in action). It’s a great way to confirm or bust an assumption about your target audience or to quickly discover (in your prospects’ own words) what they want from a website like yours.

Customer Interviews

Ah, the one-on-one interview. I admit, these aren’t always easy.

Folks are busy these days and not everyone will be willing to give up 30 minutes of their time to chat about their experience with your business. But getting a great interview can reveal valuable insight.

Unlike surveys, live interviews allow you to tailor your questions to the customer’s responses. You can get more specifics, clarify their answers and uncover much more in-depth information.

Unless you do a lot of them (which will take a while), customer interviews shouldn’t be used in isolation. It’s important that you cross-check your interviewees’ responses against your survey data to make sure you’re not basing any decisions on a single person’s preferences.

Not comfortable interviewing people? OK, fair enough. If you’re in the enviable position of speaking with your customers on a regular basis, you can slip a few questions into your conversations in order to gain some insight. Just be sure to document the results.

What if you can’t survey your customers or site visitors?

Are you a startup that doesn’t have many customers yet? Or maybe you’ve determined that surveying or interviewing them is too difficult.

Next month, I’ll delve into the fine art of voice of customer data mining – a technique I learned from conversion copywriting guru Joanna Wiebe of Copy Hackers. This involves digging into reviews on TripAdvisor, forum posts and social media to find the messages that’ll help you engage, inspire and convert more travelers.

If you haven’t subscribed to my newsletter already, that’s the best way to get the article as soon as it’s published. And in the meantime, if you have any questions feel free to post them in the comments below.  

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How To Grow Your E-Mail Marketing List With ‘Bribes’, Blogs & Better Deals

How To Grow Your E-Mail Marketing List With
‘Bribes’, Blogs & Better Deals

Are you getting just a trickle of signups for your newsletter?

Or maybe you’ve even given up on e-mail marketing altogether. I sure hope that’s not the case. Permission-based e-mailing marketing is one of the best ways to build strong relationships with both prospects and past customers.

And considering that travelers on average visit 38 different websites before booking a vacation, a strong e-mail marketing campaign is a great way to engage potential customers who might not be ready to book just yet.

But the trick is getting people to opt-in to your list in the first place. So if you want a bulging collection of newsletter subscribers, you’ve got to make it clear what they’ll get for signing up.

Think: ‘What’s in it for them?’

I see it all the time – a hotel or travel company puts ‘sign up for promotions’ next to an opt-in box buried at the bottom of their homepage.

Travelers don’t want ‘promotions,’ they want to save 17% on their next visit. They want valuable information on the country they’re traveling to or an exclusive offer. Really, they want value. 

The word ‘promotions’ conveys about as much value as a mailbox stuffed with pizza flyers.

But the word ‘promotions’ conveys about as much value as a mailbox stuffed with pizza flyers. If building a quality e-mail list is important to you – and it should be – you need to make signing up as enticing as possible.

Here are a few tips that’ll help you grow your e-mail list:

First, make it easy to opt-in

Where is your e-mail opt-in box (or a link to your opt-in landing page) located? Do visitors see it the moment they hit your website or is it tucked away at the bottom of the page? The first order of business is making sure travelers can easily sign up if they want to.

But even if the opt-in box placed right across your homepage, few people will opt-in unless you tell them what they’ll get in return. Exactly how much copy you need to use to communicate this depends on your audience and your offer.

A blog can get away with ‘get updates’ because the value of what the reader will get is clear. They’re already reading your blog, after all. But for your travel website, you might need to sweeten the deal with copy that tells the reader what they’ll get for signing up.

That brings us to the points below…

Offer them an exclusive deal

Exclusivity sells. By offering a reduced rate on tours or hotel rooms to folks who subscribe to your newsletter, you’re able to tap into their need to be included. Not only that, you’re giving them something of specific value – not just ‘promotions.’

And the discount doesn’t have to be gargantuan either – people will want it because it’s exclusive, even if they don’t plan on booking right away.

In fact, you don’t have to offer a price reduction at all – think about giving away a free bottle of champagne or even a complimentary map instead. People love free stuff.

Give them irresistible information

Tour operators, this one’s especially for you. If your prospect isn’t quite ready to book a tour just yet— maybe they’re still browsing or are indecisive about the location – give them ultra-useful information that will make their trip-planning process easier. This also known as an “ethical bribe.”

For example, you could offer them a free report when they subscribe to your newsletter. An aspiring traveler dreaming of Peru won’t be able to resist a complimentary guide to the best trails in the Sacred Valley. Or how about a report on rare birds in Africa? This is a great way to educate your prospect about the experience you offer while also deepening your relationship with them.

The key is to understand exactly what type of information your target audience wants. And then, you have to make it 100% clear to them why it’s valuable. How is this report or guide unique? Why couldn’t they just find this same information through a Google search?

Offering valuable information also helps to position your travel company as an expert in its field. And when people view you as an authority, they’re far more likely to book with you.

Send them to a landing page

I cringe a little every time someone tells me they’re sending their pricey pay-per-click traffic to the homepage. That’s one of the fastest ways to blow your Adwords budget.

Instead, you absolutely must use a well-designed landing page with strong copywriting. Exactly what you should offer on this landing page is an article in itself, but you may want to consider using a lead-capture page.

Known in direct-response circles as a ‘squeeze page’ (I’m not a fan of that term, myself), everything is geared toward only one goal: converting that visitor into a lead.

And that brings us back to delivering value. You should offer prospects who land on your lead-capture page valuable information or an exclusive deal in exchange for their e-mail.

And this type of landing page isn’t just for PPC traffic – link to it from your e-mail signature or post an ad on your website telling people to click on it to get a free report.

Maintain a quality blog

Sometimes, the value of subscribing to an e-mail newsletter is obvious. If you maintain a quality blog, travelers will naturally opt-in because of the great content you provide. Just make sure it’s abundantly clear how to do this (take a look at the big, bold ‘Get Blog Updates’ opt-in box I use for this blog).

But make sure you actually send them quality content on a regular basis. While slipping in the occasional offer is fine, remember that the original reason they signed up was to get the blog updates.

And really, this all comes down to transparency. Never trick your prospect into subscribing to your newsletter and never mislead them about what they’ll get. That’s a surefire way to ruin trust and earn a bad reputation.

Fortunately, I know that most folks who work in the travel industry are honest professionals who care about their clients. But even the best industries have the odd bad apples.

–Dustin Walker

Want to learn more?
Check out this in-depth case study about using authenticity in email marketing. It details how I helped a small travel business boost its leads by 40%.

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Do You Make Any Of These Simple TripAdvisor Mistakes?

Do You Make Any Of These
Simple TripAdvisor Mistakes?

 
There’s no denying the power of TripAdvisor.

And considering the influence that this website has over travelers’ buying decisions, I’m sure you know why maintaining a solid reputation here is important. So you carefully respond to negative reviews, do your best to be professional and always let the customer know you care.

But what if you’re making small mistakes when responding to reviews without even realizing it?

As a travel copywriter, I’ve logged hundreds of hours on TripAdvisor and other review websites as part of my research process for writing web copy. And I always read both the customer’s post and the manager’s response.

Most of the time, reps from hotels and tour companies do a great job of providing clear and thoughtful responses to both positive and negative feedback. But every now and then, I see a comment from an owner that doesn’t do their business any favors.

I’m not talking about major stuff here. It’s often the little slip-ups, caused by being too busy or maybe just not paying attention, that can cause damage to your travel brand’s online rep. So to help out, here are 5 simple TripAdvisor mistakes to watch out for.

Not double checking your tone

You see it all the time — guests misinterpret something or place blame where it isn’t due and then lash out at the hotel or tour company.

So when that happens, it’s important to clarify the issue with a diplomatic and courteous response. But make sure the tone you use matches the message you want to send.

For example, if you’re a tad peeved while writing a well-intended clarification, it might accidently be interpreted as a passive-aggressive attack. So watch for any phrases that might seem snippy or dismissive.

Pay attention to the language you use when specifically referring to any concerns the reviewer might have. When in doubt, get a second opinion.

These types of miscommunications are a bigger problem than most people think. There’s even an app available called ToneCheck that’s billed as an “emotional spell check for email.” I’m not sure how well it works, but obviously there’s a market here.

Using symbols or ALL CAPS

Want to emphasis a point? Don’t use ALL CAPS. This is almost always interpreted as yelling by the reader. You should also avoid the use of other symbols or html as well. Keep the text nice and simple, just like an e-mail to a friend.

Revealing personal information

Names, addresses, phone numbers or any other information that may be used to identify an individual must always be kept out of responses. I’m sure you know this already, but sometimes more subtle identifying information can slip out without even realizing it.

Give your response a second glance before hitting send to make sure what you wrote doesn’t contain a single iota of personal information.

Letting grammatical errors slip in

It looks sloppy when your response is riddled with typos or obvious grammatical errors. Readers will think you either don’t take your responses seriously or you’re not professional.

Now, I’m not a big stickler on traditional grammar – breaking the Oxford English rules can be an effective way to write in a more conversational style. But if your responses contain spelling mistakes or missing punctuation in every other sentence, it reflects poorly on your travel company.

The exception to this rule would be international properties. I think in this case, most travelers realize that there may be language barriers at play.

Not using a real name

TripAdvisor provides a great way to build trust with customers. But if you don’t connect a real name and title to your responses, readers are less likely to see them as authentic. Instead, what you write may come across as cold and corporate.

Not using a real name also makes people skeptical of what you say. They start to wonder who’s really behind your response – is it actually from the hotel manager or is a fancy PR team behind it?

Using stock responses

It’s tempting. If you’re fortunate enough to get loads of reviews on TripAdvisor, slapping a stock response to some of the comments sure can make your life easier – but it could hurt your online rep.

Customers want a response that’s tailored to their unique situation. Even if they left a positive review, taking the time to write an authentic response demonstrates that you care about your guests or clients. And that’s something readers will notice.

Have a tip for responding to TripAdvisor reviews?

Then tell me about it in the comments below. I’d also love to hear about any other strategies you have for using TripAdvisor effectively.

–Dustin Walker

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5 Gold Mines For Finding Hotel Blog Ideas

Photo: Jeremy Schultz_CC

5 Gold Mines For Finding Hotel Blog Ideas

Writing a blog post usually isn’t the hard part – it’s coming up with a topic that’s a killer.

But putting all that energy into crafting a compelling article will be worth it. After all, a blog can help supercharge your hotel website’s SEO resulting in plenty of extra traffic. It also provides a new way to connect with potential guests.

One CEO of a hotel consulting group even went so far as to say that “your hotel website is dead” if you don’t blog.

But just any old blog won’t do – you need quality content (a great travel blog name doesn’t hurt either). The odd post about your special rates or new promotions are fine, but that’s not the stuff that will really drive traffic to your hotel website.

To do that you need engaging content that your target audience wants to read, ideally based on a content strategy. Ah, but coming up with great ideas every week is tough. And if you’re in the hospitality business, I’m willing to bet your time is incredibly scarce.

Hopefully, this article will make blogging a little easier for you.

Here are 5 places that you can mine for blog post ideas for your hotel website. A few of them might surprise you.

Community calendars

Maybe you’ve already been blogging about a few of the bigger events taking place in your community. And that’s a good idea. But make sure you don’t ignore the smaller festivals and gatherings while you’re at it.

Google your town’s name and the word “events” to find a (hopefully gigantic) list of community happenings. Then start scanning the calendar for anything that might interest the type of travelers most likely to stay at your hotel. Once you find an event that works, create a story around it.

For example, let’s say you’re a Toronto hotel located near where the Hot & Spicy Food Festival takes place. I’m willing to bet a plate of wasabi hot wings that there’s plenty of content that simply details the basics about this event. So instead, hunt for a unique angle. Maybe try writing an article like: ‘5 Sizzling Foods You Must Try At Toronto’s Hot & Spicy Food Festival.’

Just be careful not to go overboard with creating content that will become stale in a few weeks. A few event-based articles are fine, but always think long-term and post at least 75% “evergreen” content that’ll still lure clicks a year from now.

Municipal websites

This is a good one to spark your imagination for more inspirational articles. When you’ve lived in a community for a long time, you might forget about some of the great stuff people can see and do right outside your hotel.

Most city websites have some kind of ‘things to do’ section that lists everything from beaches to museums and sports fields. Keeping with our Toronto example, here’s what their official website provides.

These pages are a great place to spark article ideas. Think about stories like ‘The Ultimate Guide To Toronto Pubs’ or if you cater to a more cultured crowd, maybe try ‘7 Toronto Theatres Worthy Of Your Applause.’

Just keep the content focused on the type of things your prospects will want to experience most (ah, here’s where the content strategy comes in again).

Newspapers

Sift through local newspapers to find inspiration for hotel blog articles.
Photo: NS Newsflash_CC

This is a great one for smaller communities as well. If you’re a daily reader of local news, that’s great – always be scanning the headlines with your blog in the back of your mind. Think about what’s happening in your community that would make a solid blog post.

As mentioned before, events are always great fodder for articles. But also think about what else travelers might be interested in learning about. Is a new art gallery opening up? Has one of the local aquatic centers been completely renovated? Is there an interesting local study that has just been released?

People are naturally drawn to news headlines – we’re curious creatures by nature. And if travelers see a news-worthy blog post about a destination they’re heading to, you’ll certainly snatch their attention.

Chamber of commerce websites

Have you tried writing articles that make recommendations about the best restaurants, beaches or theatres in town? If so, perfect. But after a while, you run out of ideas.

That’s where chamber of commerce websites come in. Almost all of them list their member businesses on the website, which can spark blog post ideas. If you run a hunting lodge just outside of the city, for example, maybe do a post about the ‘5 Best Stores For Outdoor Gear’.

Or better yet, get more specific. Write a list post about the best pizza restaurants, for example, rather than a generic ‘best restaurants’ post. You’ll also be tapping into some long-tail keywords as well.

Your guests & employees

A tip that’s so obvious yet so easily forgotten. Often, we don’t think about blogging until we’re actually sitting down at the computer. So change your mindset and ask around for ideas when out working.

Perhaps your servers or chefs have some insight about a great food-based blog post. Maybe the concierge’s daily dealings with guests will spark an idea or three.

I’m sure you’re already listening to your guests, but try keep your ears open for tidbits that might help you shape the type of content you produce.

Maybe they’re interested in a specific type of attraction or food, for example.

No matter where you look for ideas, always aim to produce articles that are useful and unique. There’s far too much enough bland content out there already.

Where do you find your blog ideas? Share your tips in the comments below.

–Dustin Walker

 

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How to Write A Tour Itinerary That Entices & Excites

A compelling tour itinerary helps travelers imagine the experience.
Photo: Daveynin_CC

How To Write A Tour Itinerary
That Entices & Excites

Tour itineraries help seal the deal. If written well, they provide travelers with one more morsel of information they need to book a tour.

So engage their imagination with a compelling itinerary that’s descriptive, informative and enticing.

As with any piece of copy, you first need to understand your target audience. What type of experiences do they value the most? Do they crave thrills? Luxury? Happy Hour? Once you’ve figured that out, tour itineraries are much easier to pen.

Here are 5 tips to help you write a travel itinerary that’s both informative and persuasive.

Break out the highlights first

Remember that most people scan websites rather than read them — not everyone wants to consume a lot of text. So make it as simple as possible for scanners to gobble up all the info they need with bullet points.

First, give them a list of tour highlights. Start each line with a strong verb and a short descriptive sentence. For example:

• Soar above the mysterious Nazca Lines
• Explore the crumbling ruins of Choquequirao
• Wander through Plaza de Armas in Cuzco

You’ll also need to make it absolutely clear what your tour includes. Summarize the accommodations, transportation services, meals and everything else that comes with the trip. How much space you devote to this really depends on the size of the journey and how much information you feel travelers will need.

Keep it descriptively simple

No matter what, you have to keep your copy simple and clear. If your readers don’t understand what you’re saying, or the copy is tough to read, you’ll lose them after Day 1 of the itinerary.

Use sensory-focused description to help people imagine what it’s like to be on your tour.
Photo: Kristina_CC

But at the same time, you don’t want to bore them with a list of facts. Travel marketing is about sparking their imagination, after all. So you need to balance brevity with vivid, sensory-focused copywriting.

Try focusing on one or two descriptive elements from the tour. What sensory details stand out the most? Think beyond the visual: scents, sounds and even tastes. Here’s an example from an Abercrombie & Kent itinerary for a tour of Egypt:

Walk from Bab el-Fotouh to Khan el-Khalili Bazaar, one of the city’s major souks (open-air marketplace), where tightly packed stalls display everything from spices and leather goods to jewelry and birds, and all on a street that has hardly changed for centuries. Bargaining is expected, so prepare to negotiate.

Just a little descriptive copy makes this itinerary pop: tightly packed stalls display everything from spices and leather goods to jewelry and birds. Just be sure to keep your descriptive copy tight and specific.

Don’t feel as if you have to squeeze in details of everything your customer will be experiencing on every day of the tour. Focus on the main attractions and just briefly mention the little stuff.

Strong verbs sell tours

Engaging and original verbs drive the action and help travelers picture themselves on the tour. So try to use strong and ultra-specific words that demand attention.

After all, no one goes on a tour to sit still. They want action. Adventure. And you can convey that type of experience with the right words.

For example, instead of saying ‘visit the ruins of an ancient temple’ try something like ‘press through the narrow corridors of an ancient temple.’ That line is much more likely to get travelers daydreaming about the trip.

Tell them where they’ll sleep

This one’s simple yet important: make sure it’s absolutely clear where travelers will be resting their heads at night. Some tour companies leave this vital detail out.

I’m sure you already know that travelers crave comfort. In fact, tapping into people’s need for physical comfort can be very persuasive. By not mentioning where your customers will be sleeping at the end of each day, your tour itinerary leaves unanswered questions in the mind of your prospects. And that could make them uneasy about the entire tour.

Plus, the fix is pretty simple. Just slip in a quick line that says ‘spend the night at a five-star seaside resort’ or ‘sleep in a full-service, safari-style tent.’

Or you could spend a little more ink detailing the accommodations on the trip. Like I said, comfort sells.

If you use symbols, make their meaning clear

Some tour operators like to use symbols to illustrate certain things that are included for each day of the tour. A little bus icon might indicate transportation, for example. And that’s fine, but just be 100% certain that travelers won’t need a decoder ring to figure out what you’re trying to say.

Not sure if your symbols are clear? Get a few people who are not familiar with your business to take a look at the itinerary and ask them if anything is confusing. The feedback might help you craft a more enticing tour description.

Does my enthusiasm show?

To write a compelling tour itinerary, you have to be both a travel writer (entertainment) and a tourism copywriter (marketing). It’s one of those rare times when these two professions overlap. Maybe that’s why I love writing itineraries so much.

And while these pieces of copy may not be as vital as your homepage headline or the call to action on your landing page, spending a little extra effort on making them shine will pay off. Give it a try and let me know how it goes.

–Dustin Walker

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Do Any Of These Conversion-Killing Clichés Appear On Your Travel Website?

Do Any Of These Conversion-Killing Clichés Appear On Your Travel Website?

Travel clichés pop up all the time — in text and images. They’re never original, but like this photo of a sunset smooch they often communicate a clear message. Photo: Scarleth White_CC

Clichés are easy to write. You can scribble off hundreds of words within minutes by packing your prose with stale, over-used phrases. It’s sort of like writing on auto-pilot.

Worn-out words don’t have the same emotional impact as copy that’s fresh and original. Predictable text is easily forgotten, while unexpected phrases snatch the reader’s attention like a spitball at a cocktail party.

Travel writing is especially bad for using clichés, as this article highlights so well. But here’s the thing: there’s a big difference between travel writing (entertainment) and travel copywriting (marketing).

So before I start slamming some of the most hackneyed travel phrases out there, I want to be clear on one thing: there are times when you might actually want to use a travel cliché. Surprised? Read on.

Why some clichés deserve to live

We all use clichés in everyday life, often without realizing it. And since the most persuasive copy speaks your customers’ language, using a cliché to form a connection with that audience might be just what your website needs.

In fact, legendary copywriter Gary Halbert once proclaimed that ‘most writing today does not contain enough clichés.’ He points out that these over-used phrases are great at getting a point across quickly and clearly, which is key for direct-response copy.

Clichés have built-in meaning and can instantly create an image in the reader’s mind with just a few words. After all, the reason a word or phrase becomes a cliché is because it’s so useful. It all depends on your audience and exactly how you want to communicate with them.

Now, I admit it’s not always easy to tell if a cliché deserves to live. You really have to understand your target audience and have a clearly defined written voice. And in reality, the majority of clichés used in website copy should be scrapped.

So when in doubt, go ahead and hack out that clichéd phrase. Here are a few to watch out for:

7 Clichés (Probably) Worth Cutting

You might want to hack away at some of the clichés in your web copy.

These phrases are especially brutal because they have such obvious alternatives. A few of them might connect with a certain audience, but almost every time I read them they just suck the creativity out of the copy. The worst part is, I’ve seen them taint text that was otherwise pretty good.

But don’t fret if they appear in your web copy — clichés often slip out without the writer even knowing it. Odds are, your competitors’ websites are probably filled with them. But by pulling out most of the dull, unoriginal language from your site, your business will have a much better chance of standing out.

Off The Beaten Path
(9,940,000 search results on Google)
This phrase has been used to describe everything from remote treks in the Yukon to a café that’s just outside the Vegas Strip. Although it’s certainly not the worst cliché around, it’s used so heavily that it now means different things to different people. Instead, detail exactly what makes the destination “off the beaten path.” Get specific about distances or use more vivid adjectives that create imagery about the location.

Quaint and Charming
(2,720,000 search results)
Plenty of B&Bs and rental properties use this phrase on their website, so you’re not alone if it appears in your copy. Once again, it’s specificity to the rescue. What adjectives would better describe your property? Think ‘graceful,’ ‘palatial’ or ‘whimsical.’ Interesting to note that ‘charming and quaint’ only got 67,000 results on Google.

Hidden Gem
(1,760,000 search results)
This one tops the list of many cliché-haters. And it’s a pretty simple fix: use secluded, remote, private or little-known. And of course, if you feature a ‘hidden gem’ on your website it probably won’t stay hidden for long.

Something For Everyone
(15,500,000 search results)
This one bugs me the most, mainly because it also hints at a very dangerous copywriting practice: trying to write for everyone instead of those most likely to buy. If you’re using this phrase, I’m willing to bet your web copy needs a total overhaul.

But first off, kill this phrase and write something that will appeal to those most likely to love what your business has got for them. If you try to write for everyone, you’ll connect with no one.

Friendly Locals…
(626,000 search results)
Blanket statements like this are not only clichéd, they lack credibility. Instead, go into a bit more detail about the people you’re writing about. Think about their culture or unique customs that you could mention. Try focusing on one compelling descriptor, such as traditional clothing, that will bring the experience to life.

Nestled In The…
(136,000,000 search results)
It seems that just about everything is ‘nestled’ in something else. But don’t worry, it’s easy to switch out with another word: Situated, located, surrounded or engulfed would all work better.

Majestic Mountains…
(1,440,000 search results)
The most blatant cliché on the list. It’s tough to justify keeping this one in your copy, no matter who your audience is. Just think about how many times you’ve read ‘majestic mountains’ before. Find an adjective that’s specific to the mountains you want to describe. How about ‘sky-piercing’, ‘jungle-covered’ or ‘rugged’ (although that last one is entering cliché territory as well).

What travel writing clichés are on your hit list?

Like I said, different words work for different audiences. So I’d love to hear about clichés you hate the most and which ones (if any) you think are still useful. Just leave a comment below.

–Dustin Walker

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