5 ways to write about planes, trains & automobiles: copywriting for the travel industry

Copywriting for the travel industry is vital to sales. What piques your interest when you’re looking to go somewhere? Is it the travel agent? Is it the country itself? Or perhaps…is it the copywriting that goes alongside it? We’ll share our findings in this blog so that by the end, you’re equipped for copywriting for the travel industry. If you’re a tour operator, booking site, or travel blog, you’ll find something here for you…

1. It all starts with the headline…

No matter what kind of copywriting you’re attempting there’s one irrefutable fact. The first thing your reader will see is the title. Your copywriting for the travel industry could be amazing, captivating or incredibly educational…

But you still need to get the headline just right.

People are searching for excuses to scroll away, so make sure that your title isn’t one of them! Any good content writer spends 40% of their time on the headline so that it properly supports their content. Doing this after you’ve written the content will help keep the title more relevant, avoiding clickbait.

2. Finding your niche & knowing your audience

Who are you selling to? Are they an adventurous backpacker, eager to explore their neighbouring countries? Is it the retired couple, ready to enjoy a luxurious voyage? Or is it a person on a pilgrimage, for charity, religion, or any host of reasons? Whatever your target audience, the sooner you zero in on them the better. Your copy needs to gravitate around them, ensuring that they feel heard, understood, and recognised. This can inspire brand loyalty, which is super valuable to most companies.

3. Developing your brand voice

What voice are you carrying in your writing? Are you upbeat, telling stories alongside the content, enthusing your audience? Are you respectful, devoting time to the history and culture of the destination? Or…are you a connoisseur, reflecting on the local cuisine with a refined palette? The sooner you nail this down in your copywriting for the travel industry, the better.

4. Email marketing

If you’re copywriting for the travel industry, emails need to be part of your arsenal. Once you include email marketing, your digital marketing strategy will be stronger for it. There’s a feeling that email marketing is dead, and we simply disagree. Take, for instance, this message…

“(Name), you could be having lunch in (destination) today, alongside (local attractions).”

It entices you with food, before placing you in a gorgeous destination, surrounded by attractions. It’s these tactics (amongst others) that will revolutionise your email marketing. Another tool you’ll need to utilise is personalised emails. This strategy generally uses data sourced from cookies to zero in on the destinations the reader prefers. However, be mindful about not becoming intrusive and adhering to GDPR. As our everyday lives become more integrated with technology, the need for privacy increases. Email marketing can be quite a tough market, so outsourcing your copywriting can supercharge your rise through the ranks.

5. Educational content

As a travel-focused company, you need your customers to feel confident in your recommendations…

This is where travel guides come in handy.

Your content needs to feel polished/helpful, providing the reader with something that they can later use in their travels.

It’s likely that they’re researching the relevant aspects of their destinations (accommodation, cuisine, attractions, culture etc.).

You could preface the title by saying “Istanbul: The Attractions You Don’t Know About!”.

This gives the reader confidence in your knowledge and provides them with insightful information about the local area.

The closer your content is to an insider, the better.

Be sure to include information about adventures and experiences off the beaten path. Get inside the culture, uncovering things the average tourist wouldn’t know. Your readers will thank you for it with closer attention to your copywriting for the travel industry.

In summary

Well, it’s been quite a trek, but we’ve reached the summit! We’re sure that with the points outlined in this blog, you’ll be selling destinations to readers in no time. What if you need a recap? Don’t worry, Vocal has your back.

1. It all starts with the headline – Spend at least 40% of your time after you finish the main content on your title. Ensure that your title pops to the right people.
2. Find your niche & know your audience – Narrow down your target audience and drive your content towards that. Ensuring that your audience feels heard and understood.
3. Develop your brand voice – Find your brand voice (educational, humorous etc.) and retain it as you grow (especially if you’re a small travel company).
4. Email marketing – Make good use of the sales opportunities available in email marketing. Get to grips with personalised emails as a marketing strategy.
5. Educational content – Understand the need for travel guides if you’re a travel company. Convey insider knowledge and present attractions/cuisines that aren’t mainstream.

Whether it’s the Sahara or the big apple, Vocal can support you with copywriting in the travel industry.

What can Vocal do for you?

Are you looking for help with copywriting for the travel industry? Why not contact us? We can brainstorm how we can produce the best content for you. From this, we can use our experience to make recommendations. We pride ourselves on delivering results.

Our team operates within six areas of content creation:

• Copywriting
• Websites
• Illustration
• Design
• Branding
• Digital Marketing.

After an initial consultation, we will provide you with a quote. Our team will then get to work on creating your customised content!

See something you like? Let’s get started!

Get started with Vocal in four easy steps:

Step 1 – Tell us about yourselves and don’t hold back! We want to hear about your company’s goals and ambitions, and tell us, what is your USP? What do you want your copywriting to achieve?

Step 2 – Now it’s our time to shine and create a proposal of ideas – just for you! This includes recommendations drawn from our extensive experience. Are you ready to hear our ideas?

Step 3 – There’s no point in investing in your content if you don’t know what it will do for your business. So, based on our knowledge and experience, we’ll make predictions about the likely outcomes of the content. That way, you can see how our services are going to benefit you.

Step 4 – Finally, we’ll provide a quote for our services. Once that’s out of the way, then the real fun can begin! We’ll get started on the content of your dreams!

Let’s get Vocal! Get in touch with a member of the team and get ready to watch your business grow.