The power of words is as undeniable as the thirst to travel the world. Weaving these worlds together brings people to another place in their minds. Once they imagine it vividly, the desire to go takes over.
A travel copywriter skillfully combines information, emotion, and search engine optimization to create content that evokes a positive reaction. By resonating with readers and making their dreams feel like a tangible reality, visitors transform into travelers who take action.
1. Spontaneity Based on Research
Effective travel copywriters know how to connect with the right people. Content that feels spontaneous is really based on detailed research. A writer needs to get the facts to develop content that reaches out to readers and search engines.
The first step is to define the travel company’s target audience. Content should relate to potential customers by answering their questions, addressing their concerns, and inspiring their sense of adventure. For example, gushing about the joys of a spa getaway at a resort is unlikely to appeal to tent-pitching camping enthusiast.
Then keyword research is performed to optimize the content for search engine recognition. The research is based on search volume, competition, and intent. What does the traveler want and how will they look for it? The answers to these questions provide the necessary fuel to create content that gets travelers in motion.
2. Focus On Sensory Stimulation
Our senses help define our experiences and memories. The way something looks, sounds, feels, tastes, and smells makes us want it and remember it. Travel copywriters focus on sensory stimulation to catapult readers away from their computers and into another world of total enjoyment.
How would you imagine a trip to the Caribbean islands? A writer may focus on the sweet tropical juice of local pineapples and coconuts, creating a sensual delight based on flavor and aroma. Consider a description about endless miles of white, silky sand with waves lapping at the shore as seabirds call to the golden sunset. Readers visualize the sunset with the feeling of sand beneath their feet as they listen to the call of native birds.
Robust descriptions elicit an emotional response. Readers dare to dream of their ultimate getaway, then make plans to schedule it. Professional writers go beyond basic descriptions, providing the details readers need to create their ultimate fantasy vacations.
3. Create Enthusiasm About Unique Experiences
Modern travelers want more than the mundane vacation at a typical hotel. Older travelers have been there and done that already, so they are looking for something new. And millennials are focused on having unique experiences rather than accruing things. Both ends of the spectrum create opportunities for savvy copywriters and travel businesses.
Booking.com research revealed 55 percent of travelers think the greatest thing about travel is escaping their comfort zone. Travelers long to do things they never did before. The top five trips they would love to try someday include volunteering, gourmet adventures, mystery trips, sabbaticals, and an ancestry vacation to learn about their heritage.
A writer crafts novelty ideas to pique the imaginations of potential travelers. How can the travel company provide an incredible escape, unlike anywhere or anyone else? Knowing what makes the business different and special makes it easy to integrate branding and trust in irresistible content.
4. Share Exciting Knowledge with Opportunities to Learn More
Travelers look forward to learning something new during a vacation. Exciting facts and useful tips encourage travelers to find out more about various destinations. Sharing little-known information can help seal the deal for travelers who want to learn during their adventures.
People of all ages and backgrounds want an opportunity to exercise their minds during their next trip. For example, 13 percent of millennials are more likely to travel to a place with historical or cultural relevance, and half of the solo travelers have a college degree. More than half of Generation Z travelers book trips to help increase their knowledge.
While colorful words are essential, a seasoned travel copywriter also searches for opportunities. Knowing the statistics behind the travel industry helps writers understand what travelers want, so they deliver content that matters. An experienced writer harnesses the power of statistics and data to stimulate travelers intellectually and emotionally.
Make it Meaningful and Memorable
Outstanding travel content is developed around memorable travel experiences (MTEs), based on a decade of academic research. MTEs are flashbulb memories that are exceptionally long-lasting and vivid. And they are a better indicator than satisfaction for word of mouth, brand loyalty, and revisit intention.
Travel content should build anticipation for the reader to increase the vividness of MTEs, inspiring an emotional reaction. Feelings are an integral part of MTEs, such as happy, worried, sad, sociable, guilty, and pleasant. The goal is to inspire positive feelings about a travel memory or a potential travel memory.
Whisk the reader away with little details people would never know unless they visited a certain location or resort. Describe a specialty cocktail only served in the area, and what travelers do while they sip it. Mention the pulsating rhythms of local music played at the hottest nightclubs and how people dance to the sound. Jog the reader’s fondest memories to encourage future bookings.
6. Indulge in Hedonism
Hedonism is an integral part of the most pleasurable travel expriences. Gourmet cuisine, fine wine, and luxurious accommodations with the most exceptional amenities take people away from the stress of their daily lives to a world of total self-indulgence. More than half of people travel to recharge their batteries when they feel tired, busy, and stressed.
And these travelers are willing to spend their hard-earned money on indulgent experiences and behaviors with 37 percent very likely to splurge on experiences related to food and drink. Dance all night with icy libations. Feast on gourmet cuisine prepared by highly rated chefs. Mentioning these travel experiences awakens the hedonistic desires in travelers.
Many travelers view vacations as a chance to overindulge on their favorite food, drink, and pampering experiences. A travel copywriter highlights opportunities to kick back during an oceanfront massage or sip handcrafted cocktails created by a master mixologist. When readers imagine these travel experiences, they want to get there as quickly as possible.
7. Inspire a Refreshing Feeling of Freedom
A travel copywriter gets into the shoes of potential travelers. Walking a virtual mile in their shoes helps writers understand what makes travelers take action. Freedom is a compelling reason for people to take time off to escape to a faraway place. Whether someone works in a cubicle or corner office, the four walls start to close in and they want to get out. And those who are outdoors or moving around welcome an opportunity to unwind in their comfort zone.
Multi-tasking and technology have put people on a fast-track with little time for their thoughts and hobbies. A vacation becomes a way to break free from the constraints of daily life. Writers incorporate relevant keywords with language focused on freedom and exhilaration to remind people it’s time to cut loose and schedule a trip.
With freedom in mind, an increasing number of travelers want immersive and action-packed experiences during their stay. Snorkeling, sailing, and kayaking have all grown in popularity over the past five years. The lure of the great outdoors and all it offers is an effective way to entice people to book a much-needed vacation.
8. Involvement in a Communal Atmosphere
Travel can be private, or a social situation that provides the right conditions to make new friends. A communal atmosphere evolves wherever people decide to stay, from campsites and trailers to resorts and cruise ships. Travel content should present opportunities for travelers to connect with locals and other visitors to create unexpected memories and connections.
Every travel destination is known for certain unforgettable experiences. Are people coming to climb a mountain, ski down a hill, or lounge on a beach? How are these situations social and fun? Are there scheduled activities, such as dances, crafting or talent shows, to bring people together? From singles to seniors, many travelers welcome a chance to interact and have a good time.
A travel copywriter shares ways travelers can engage in social activities during their trips. Writing about specific opportunities is a way to position a travel business as a respected authority for travelers who are looking for a good time with like-minded adventurers.
9. Immersive Experiences with Local Culture
The senses of a traveler instantly come alive when they take in the uniqueness of local cultures. Immersive experiences make destinations more memorable and desirable. People return to Italy for tantalizing cuisine and France for intoxicating wine. Surfers head to Hawaii to ride the waves while kitesurfing enthusiasts sail the Dominican Republic.
Describing local culture and all it offers inspires travelers to book unexpected trips. Often people are unaware of everything a city or country offers, including the friendliness of natives who are ready to welcome them into their world. The sights, sounds, and flavors will be indelibly etched in the memories of travelers who had immersive experiences.
And these localized happenings create an opportunity for writers to describe MTEs. Authentic experiences and language can bring back memories of learning how to cook moo goo gai pan in China. When travelers recall these local gems, they are eager to return to appreciate them one more time.
10. Exhilarate and Titillate to Attract Last Minute Bookings
Travelers may not always plan ahead due to busy and unpredictable schedules. When they get time off, they are ready to book a getaway now. A travel copywriter understands how to present last minute travel opportunities in a way that encourages people to take action. An example is offering a limited time only discount or reminding travelers of an upcoming event they don’t want to miss, such as Mardi Gras in New Orleans.
Descriptive content can exhilarate and titillate consumers, making them feel like there’s no better time than the present to book a trip. Everyone wants a one-of-a-kind journey or to score an amazing deal on a fantastic vacation. Appealing to these emotions gets readers to become paying travelers.
With 49 percent of millennials taking last minute vacations, this is a growing marketing travel businesses and copywriters are watching closely. Narrowing in on this target market can be a viable way to increase conversion rates and get more last-minute bookings. Blogs, social media posts, text messages, and email are all ways to reach out to these travelers who are in the market to book a trip fast.
Analyzing the target market, performing detailed keyword research, and checking out the competition are the foundation for creating actionable travel content. An effective travel copywriter naturally integrates keywords and concepts into readable content that makes travelers want to take action. Anything less means your business is losing leads.
Do you doubt your skills as a researcher, SEO expert, and writer? Or you might not have the time to wear all three of these demanding and time-consuming task hats. Let the professional team at Galileo Tech Media take care of your travel copywriting needs. Talk to us today about how you can improve conversion rates and boost profits with stellar copywriting that gets the job done.