Category: Copywriting

What to write about in your tourism newsletter?

Genevieve White / January 12, 2026

The No 1 email list killer: not knowing what to write about Last year I ran a poll on LinkedIn asking small tourism business owners what was stopping them from starting an email list. The runaway winner? Not knowing what to write about. Not the tech. Not building the list. Not choosing a platform. But the actual writing. Look, I get it. In fact, I’d suggest anyone who tells you they haven’t ever struggled with writer’s block isn’t being entirely honest. I think we’ve all been there. We’ve all sat down with good intentions: cursor blinking, fingers poised ready to type… Only for your mind to flood with this one thought: What the heck am I supposed to say? You can’t just sell in every email. You know that. Connection before conversion and all that. But if you’re not selling… what ARE you writing about? This is where most small tourism businesses get stuck. Not on the logistics, but on the words themselves. What could you possibly say that people would want to read? What’s going on? Here’s what’s happening in your head: You think you need something profound. Something worth their time. Something that justifies appearing in their inbox. Then you look at your week: showed some guests around, answered booking emails, fixed the washing machine, bought supplies, dealt with the bins. Nope, nothing to see here. Certainly nothing email-worthy. So you don’t write anything. And your list sits there, forgetting who you are. What is interesting Here’s what I’ve learned after writing emails for tourism businesses. The everyday stuff you think is boring is exactly what helps people to get to know you. And guess what? Often, what’s mundane to you will be bloomin’ well AWESOME to them. Such as your behind-the-scenes moments. The seasonal changes unique to your part of the world. The little observations about your place, your guests, your work. (Like this photo I shared with my email list a couple of days ago: when snow in Shetland shut the schools down and I spent days sledging with my daughter). It’s details like these that build relationships – not the polished, corporate content you think you should be writing. 5 types of emails (to get you started) You don’t need 47 different email templates or a content calendar that maps out the next six months. You just need to know your dream guest inside out and have a good idea what they might like to hear from you. Here are some ideas. Mix them up, don’t overthink it and start with ONE email, not a full funnel. 1. Behind the scenes stories What’s happened in your business this week? Doesn’t need to be big wins, think about: The guest who asked an unexpected question that made you see your tours differently The supplier you discovered who’s doing something brilliant The thing that went slightly wrong and how you fixed it The decision you’re mulling over about your business 2. Seasonal observations What are you noticing right now? What’s changing? What’s different this week compared to last week? Tourism is seasonal. Your place changes throughout the year. Your guests notice different things depending when they visit. So tell them about it. The way the light hits differently in January When the birds arrive/leave What’s in season at the local market How the place feels different in low season versus high season What you love about this particular time of year 3. Guest stories (with your commentary) Not just quotes with no context. For this to work, you need to add your take on things. What did a recent guest do, notice, or experience that was interesting? The family who found the hidden beach The couple who asked about something you’d never thought to mention The guest who had an unexpected reaction to something The question someone asked that everyone asks Then add YOUR perspective. Why it matters. What it tells you about your place. What you learned. This does two things: it shows social proof (other people love being here) and it helps future guests imagine themselves there. 4. Lessons learned What have you learned recently about running your tourism business? What mistake did you make? What would you do differently? What surprised you? I wrote an email once about spending a year not starting my email list. The procrastination. The perfectionism. What I learned. It got loads of love, loads of replies. Because everyone’s been stuck on something. Everyone’s made mistakes. When you’re honest about yours, people trust you more. 5. Helpful resources/recommendations What have you read, watched, or discovered recently that your subscribers might find useful or interesting? This is NOT about promoting your own stuff. It’s about being helpful. A book about your region that you loved Another tour operator doing something brilliant (not a competitor – someone complementary) A podcast episode about sustainable tourism An article about something relevant to your audience A tool or resource that’s made your life easier When you recommend things that aren’t yours, you’re showing: I care about you getting value, not just about you booking with me. Finding your rhythm You don’t need a complex content calendar. Just alternate between these five types. This week: Behind-the-scenes story Next week: Seasonal observation Week after: Guest story Week after that: Lesson learned Week after that: Helpful resource Then repeat. Or mix them up differently. It doesn’t matter. The point is: you’re not trying to sell in every email. You’re building a relationship. But I don’t have anything interesting to say! Yes, you do. You just can’t see it because you’re too close to it. The thing you noticed this morning that made you smile? That’s an email. The question a guest asked yesterday? Email-worthy for sure. The reason you love doing what you do, even on difficult days? Another email! The problem is, you’re filtering everything through “would anyone else find this interesting?” and you’re probably way off the mark. Your turn If you’re

Vintage pocket watch on wooden surface illustrating the cost of waiting to start email marketing for tourism businesses

Stop waiting for perfect: email marketing tips for tourism businesses

Genevieve White / January 6, 2026

What waiting for ‘perfect’ is costing you For my 50th birthday, my kind and thoughtful sister-in-law got me a typically thoughtful present: a beauty advent calendar. This was a black box filled with 25 smaller black boxes, each one containing the reassuringly expensive kind of beauty product I never feel I can justify buying for myself. Mascara that doesn’t give me conjunctivitis, tiny vials of floral fragrance, delicately scented oils. As more of a Superdrug kind of girl, I was delighted. Now just a couple of years ago, I would have opened each gift, admired it, and then secreted it away. Waiting for the perfect moment to enjoy it. Waiting for that magical moment when I would be the picture of serenity. Sorted sock drawer, clean inbox, sparkling house. Towelling robe white and fluffy, slippers warmed. Which (as anyone who knows me knows) is a day that will never come. I’d probably have kept these products till they’d gone off or evaporated. Well, not this time. I’ve learned enough about life to know that if you wait for the perfect moment, you’ll be waiting a long time. My eyelashes are coated in Clinique and sophisticated floral notes are wafting from my clothes as I write this. And (just in case you’re wondering what any of this has to do with travel and tourism copywriting) the same lesson applies to your email marketing: don’t wait for perfect. The cost of waiting You know you should be sending emails. You’ve probably been saying it for months, maybe even years. “I really need to get started with email.” “I need to get back to emailing my list again” You’ve read the stats. You know email returns £36-42 for every £1 spent. You’ve seen other tourism businesses building engaged lists and filling their bookings through regular emails. But you’re still waiting. Waiting until: You’ve figured out which email platform to use You know exactly what to say You’ve got your welcome sequence written You’ve set up all the automations Your website’s finished You’ve got more time Everything’s perfect Meanwhile, every week you don’t email is a week you’re not building relationships with people who’ve already shown interest in you. You’re not staying top of mind when they’re ready to book. You’re not demonstrating your expertise and personality. You’re not moving people from “maybe someday” to “let me check dates.” You’re not just delaying bookings. You’re handing them to competitors who started before they felt ready. So what’s stopping you? I think I may know the answer to this question. Let me tell you about my own bout of perfection paralysis. About a year into running my copywriting business, I casually revealed to my business coach that I hadn’t got round to setting up a mailing list yet. If I remember correctly, during the same conversation I’d been bemoaning the fact that clients weren’t falling into my lap in quite the steady flow I’d been expecting. And she seemed surprised, as well she might. After all, why on earth wouldn’t a copywriter – someone who made words her business, someone with stories up her sleeves a-plenty – toss off the odd weekly email? Just seeing the look on my business coach’s face, made me realise I’d been daft. So I decided to get to grips with email. I spent hours faffing around on MailChimp, creating the obligatory automated welcome sequence. Writing emails 2-5 flowed from my fingers. In fact, the sequence got stronger the further I went. But that first email was HARD. Hours later, I was still no further forward. And, of course, I had work to do. So I gave up. I know now what was keeping me stuck. And I see the same things trip up every small tourism business owner I work with: You’re stuck on the tech. Which platform? How do the automations work? What if you break something? So you spend hours researching platforms instead of writing a single word. You don’t know what to write. You sit down with good intentions and your mind goes blank. What could you possibly say that people would want to read? You’re overwhelmed by everything you think you need. Welcome sequences. Nurture sequences. Lead magnets. Automations. Segmentation. It all feels enormous, so you don’t start any of it. You feel guilty about the subscribers you’ve already got. You collected email addresses months ago and never sent them anything. Now it feels cringey to suddenly appear in their inbox. So you don’t. Vicious cycle. You think you need everything perfect before you can start. The full funnel. Five automated sequences. A lead magnet. A perfectly crafted welcome series. All the bells and whistles working flawlessly. I get it. I’ve been there. Most people have. Escaping the perfection trap So how do you escape the perfection trap and get started? Here’s my take in it. Start with ONE email, not a full funnel Forget the five-email welcome sequence. Forget the nurture campaign. Forget the sophisticated automations. Write ONE welcome email. That’s it. Just: “Thanks for joining. Here’s who I am, here’s what I’ll send you, here’s why I think it’ll be useful.” Done. You can add the fancy stuff later. Pick your tech and move on Mailerlite, Mailchimp, ConvertKit all do the basics pretty well. Pick one (I use Mailerlite), set it up, and stop researching. You’re not marrying it. You can always switch later if you need to. Start an email writing habit Email marketing is a long game. Sending three emails then stopping won’t cut it. But you don’t need to write War and Peace every week. Pick a day. Pick a time. Write something and send it. A story from your week. An observation about your guests. A lesson you learned. A mistake you made. It doesn’t have to be profound. It just has to be regular. Remember: your personality isn’t a liability When stakes feel high, it’s tempting to go into flight mode and to hide your personality. Perhaps

Genevieve coaching travel business owners at a table during a voice copywriting session

Copywriting, Voice

How Voice Coaching Works for Travel Business Owners

Genevieve White / January 2, 2026

The moment the light goes on I always record my coaching sessions. And I transcribe them too. Not out of some kind of paranoia, but because I’m listening for something specific: the moment a client’s voice changes. It happens in every session. Someone will be talking about their business in that careful, measured way people use when they’re trying to sound professional. Then I’ll ask the right question. And suddenly, there it is. The spark, the energy shift. The moment they forget to be careful and just… talk. That’s when their real voice comes out. And that’s what I transcribe and show back to them. Because most people have no idea what their voice actually sounds like until someone holds up a mirror. The questions that unlock your voice Here’s what a typical coaching session looks like with me: I don’t ask surface-level questions. And I certainly don’t say ‘tell me about your business’ and take notes while you recite your website copy back to me. I do a spot of digging. I ask ‘why?’ until I sound like a deranged toddler. In other words, until we get past the rehearsed answers to the real stuff. You see, you don’t spent 20 years in education without learning how to ask the questions that matter. The ones that get past ‘we offer boutique accommodation’ to ‘I started this because…’ That’s why I keep asking until I see that light in your eye. That’s when I know we’ve hit it. What this looks like Let me give you two real examples. The sheep story I’ve been working with a client recently who runs a rural property. Her pre-coaching homework was pretty bland: describing the area, talking about the scenery, mentioning sheep. Just standard ‘escape to the countryside’ stuff which could’ve been anywhere. But then I started asking questions. Not about the area but about HER. What she loves, what makes her laugh, what she notices that other people don’t. It turns out that she’s completely obsessed with her sheep. Not in a farming way, but in a ‘they all have names and personalities and I could tell you stories about them for hours’ kind of a way. The things she came out with were brilliant. Funny and so full of personality. One sheep is grumpy. Another is an escape artist. There’s drama, comedy and real characters. I transcribed our conversation and showed sections back to her. And suddenly she could see: THIS is your voice. This warmth, this humour. This is what makes people want to stay with you. Not ‘peaceful countryside setting with local wildlife.’ But ‘meet Derek the sheep, who has opinions about everything.’ The sisters story Another client I worked with manages a property with her sister. From the initial pre-coaching task, you’d hardly know the sister existed. It was all very straight, very sensible, very bland. Then I asked about how they run the place together. And oh my goodness, you should’ve heard the stories that came out! She’s the straight man to her sister’s chaos. They have this hilarious dynamic where things constantly go slightly wrong and they’re both trying to fix it in completely different ways. There are frantic WhatsApp exchanges when something breaks and debates about décor. It’s a storytelling gift. And it comes back to this: folk don’t just want a place to hang their hat. They want to know who is on the other end of that booking confirmation. They want to feel like ‘yes, these are my kind of people.’ And THAT voice (the one that comes out when you’re talking about the real stuff) is what creates connection. Why you can’t do this alone Here’s the problem with finding your own voice: you can’t see it. It just feels normal to you. You don’t realise what’s unique because it’s just how you talk. You might even actively hide it because you think it’s not ‘professional’ enough. That client with the sheep thought that stuff wasn’t appropriate for her website. Surely sheep were a bit…well…silly? The sisters thought the chaos was something to hide, not highlight. But that’s exactly what makes them bookable. That’s what makes people choose them over all the other rural cottages and city apartments. To find your voice you need someone who can: Ask the right questions to draw your voice out Recognise it when it appears (because you won’t) Show it back to you so you can see what I’m seeing Give you permission to use it Help you apply it consistently across everything you write That’s what I do. And my clients tell me I’m pretty good at it. What happens when you find your voice Finding your voice is only the beginning. Once you can hear it (i.e. once you understand what makes your voice YOUR voice) you need to use it. In your About page. Your welcome emails. Your tour descriptions. Your booking confirmations. Everywhere. That’s the work. And it’s the work most people put off because they’re busy, overwhelmed, don’t know where to start, or are scared of getting it wrong. You’re attracting the wrong kind of guests Maybe you’re getting the ones who question your prices. Grumble about things that don’t matter. Leave lukewarm reviews. Worst of all, don’t see what’s special about the experiences you create. You’ve poured so much thought and care into your place, your tours, your guest experience. So why isn’t your copy showing that? Maybe it’s because you’re trying to speak to everyone and appealing to no one. Maybe your voice wobbles between too formal and too chatty. Maybe you’re attracting interest but not bookings. Here’s what happens when your copy isn’t working You get fewer bookings, or bookings from guests who don’t appreciate your authentic approach. You start to second-guess your pricing. You feel like you’re slipping into the mainstream tourism trap instead of offering something meaningful. Worse still, the work you once loved becomes a headache. Instead of building relationships with guests who get

Decorative elephant statue symbolising AI as the elephant in the room for travel business copywriting

Copywriting, Insights

AI vs your voice: why AI can’t be trusted with your travel copy

Genevieve White / November 1, 2025

The big, white robot in the room Ever get that feeling when someone sends you something and you’re 100% sure it’s been written (badly) by AI? It’s become this weird 21st-century etiquette thing. Should you mention it? How rude is it to say ‘Um, did AI write this?’ when maybe they actually do speak like that? There’s a kind of big white robot in the room vibe to the whole thing. Recently, a guy came along to one of my training sessions. He was enthused about the tours he was operating, really engaged, loads of good ideas. His first language wasn’t English, but that didn’t stop him contributing to the discussions. In short, he sparkled. A few days later, he sent me a draft of some copy he’d written. Something he wanted to send to customers. And it was clearly AI-generated. He’d clearly loved being in the sessions, soaked it all up, but then I think he’d gone home and had a wee wobble. You know the one. That voice in your head that says ‘but what if I get it wrong?’ Why travel owners use AI for copywriting Look, I get it. There are all sorts of reasons why you might be using AI to generate your copy: Time. We’re all pushed for time. And you, you’ve got properties to maintain, guests to look after, tours to run. Sitting down to write feels like a luxury you can’t afford. Confidence. This is a biggie. Maybe you’re worried your writing isn’t good enough. Maybe English isn’t your first language and you’re anxious about making mistakes. Not wanting to stand out. Ironically, even though standing out is exactly what you need to do, there’s something safe about sounding like everyone else. Exhaustion. Sometimes you’re just tired and you want something (anything!) up on your website. Posting something is better than posting nothing. Isn’t it? All perfectly valid reasons. The problem: AI flattens your voice When I heard that you could train AI to sound like you I was intrigued. I’m as keen to save time as the next person, so I gave it a good go: feeding copy into the chat, tweaking, sending it back etc. Here’s what I learned: when it comes to voice, AI is dangerous. AI flattens your voice. If you’re not careful, it’ll take your interesting quirks, your rhythm, your personality, and smooth them into something instantly forgettable. Making you sound just like everybody else. And ‘everybody else’ is now a LOT of people, because they’re all using AI to pump out their content too. Which is exactly what you’re trying to avoid. Can you train AI to write in your voice? I’ve tried it extensively. I’ve fed it my writing samples. I’ve given it detailed instructions. I’ve experimented with different prompts and approaches. It doesn’t work. Even when you give AI everything it supposedly needs, you still end up with something that sounds… AI-ish. You still have to edit out: Corporate buzzwords you’d never use (‘leverage,’ ‘optimise,’ ‘seamless experience’) Weird vague phrases that mean nothing (‘elevate your journey,’ ‘curated moments’) Repetitive sentence structures (everything starts the same way) Loss of your natural rhythm (AI doesn’t understand pacing the way you do) Removal of your specific, personal details (AI generalises everything) By the time you’ve edited an AI draft to sound like you, you might as well have written it yourself. An example based on recent client work Here’s the kind of things I see with clients all the time (I’ve changed the details so you can’t identify them). AI-generated version: ‘Welcome to our premier tour experience company, where we pride ourselves on delivering exceptional journeys through Scotland’s most iconic landscapes. With over two decades of industry expertise, our dedicated team of professionals ensures every guest receives unparalleled service and creates unforgettable memories. We specialise in bespoke experiences tailored to your unique preferences, combining authentic cultural immersion with world-class hospitality.’ Their actual voice (how they sound in conversation): ‘My dad started doing these tours in 1998 because he was sick of watching visitors miss the good bits. Now it’s me running the show, and I’m still obsessed with it. Fair warning: I talk a lot, I know everyone, and yes, I will absolutely drag you to my favourite chip shop whether you like it or not.’ See the difference? The AI version could be anyone, anywhere. The real version is a human you can imagine yourself spending a day with. How to use AI for copywriting Of course, I’m not going to tell you never to use AI. That’s unrealistic ( I’d also be a hypocrite because I use it myself for certain things). But if you’re going to use it, here’s the approach that actually works: Step 1: Write your draft first Get your ideas down in your own words. Even if it’s messy. Even if the grammar’s all over the place. Even if you’re not sure it’s any good. This is YOUR voice on the page. This is the raw material you’re working with. Step 2: Strategically use AI If you want to use AI at this point, use it for: Grammar checking Restructuring for clarity Suggesting alternatives for words you’ve overused Give it explicit instructions: ‘Preserve my voice. Keep my casual tone. Keep my unique phrases. Do NOT make this sound corporate.’ Step 3: edit carefully This is the crucial bit. You MUST edit what AI gives you back. Read it aloud. If it doesn’t sound like you, put your personality back in. Delete the AI-isms. Add back your quirks. Your voice is your competitive advantage. Don’t hand it over to a robot. AI red flags: how to spot bot content When you’re reading through AI-generated (or AI-edited) copy, watch for these telltale signs: Overused corporate phrases: ‘Elevate your experience’ ‘Seamless journey’ ‘Unparalleled service’ ‘Curated selection’ ‘Premier destination’ Vague, meaningless language: ‘Create unforgettable memories’ ‘Discover hidden gems’ ‘Embark on a journey’ ‘Experience authentic moments’ Repetitive sentence structure: Every sentence starts with the same

Open book under glowing lamp representing how personal voice comes alive in writing

Copywriting, Insights

How to find your copywriting voice: a guide for travel business owners

Genevieve White / October 17, 2025

The power of idiolect: why voice matters in travel copywriting Before you read any further, I should warn you that this blog post touches on some of life’s heavier things like illness, grief and loss. If you’re feeling fragile, better jump ahead to the mini lesson and find out how this applies to your travel and tourism copywriting. But if you’re up for a story, here goes. The book I thought was boring (until it wasn’t) My dad taught me a lot of things, far too many to list here. He would’ve been amazed to find out he’d also taught me an important lesson about copywriting, and that’s what I want to share with you here. A few years ago, I was visiting my folks when my dad proudly handed me a book he featured in. It was called Papermaking on the Water of Leith, and there was a whole chapter about his apprenticeship at an Edinburgh paper mill back in the 1960s. He was chuffed to bits. Though he did remark, slightly disappointedly, that the interviewer had just written everything down as he said it, without shaping it into more of a narrative. I glanced at the title, at the sepia-toned cover and thanked dad politely. When I got home, it went on the shelf. Where it stayed for years. My mum once joked that the book was her go-to read for the nights she struggled to sleep (no one’s allowed airs and graces in my family!), and we all laughed. At the time, with two wee ones and no hot flushes, I didn’t have trouble sleeping anyway. Why would I read the world’s most boring-looking book when I could ring my dad for a yarn any time I felt like it? Fast forward a few more years, and I was no longer able to take that for granted. After ten years with cancer, dad passed away. I don’t think any of these years were much fun for him (though he rarely complained) but in his final months, the cancer attacked his larynx. He lost his voice and was left with a strained whisper, which was hard to hear. And surely very hard for him to bear, as he loved nothing more than a good blether. The line that brought him back For a while after he died, when I tried to hear his voice in my head, that whispery rasp was all I could come up with. Then one day, I needed to confirm some of the biographical notes on Dad’s funeral programme. In doing so, I pulled down that book. Papermaking on the Water of Leith! I found the bio I needed in the front section. But something made me flick through the first chapter. And there, suddenly, was a line of his. One of Dad’s lines. And just like that, he was back. Not whispering. But in his full, warm, lovely, unmistakable voice. I could hear him again! I felt like running out onto the streets of Lerwick and reading snippets aloud to random strangers. I honestly felt like I’d summoned him back from the dead. Papermaking on the Water of Leith is now on my bedside table, top of the pile. I still haven’t developed a deep interest in paper making (life’s short, and I’ve got dystopian fiction to read), but I often pick it up and read a few pages. And every time I do, I hear him. What a gift. What Is Idiolect? The mini lesson: I’m telling you this very personal story because I want to demonstrate the power of voice: specifically, the power of idiolect. Everyone has an idiolect. It’s your dialect, but on an individual level. While a dialect is what’s shared by a group of speakers regionally, an idiolect is uniquely yours. It’s your own vocabulary, grammar, funny little expressions, and so on. I know that I’ve inherited lots of expressions from my mum and dad. Their linguistic legacy lives on in me. I have little things I’ve picked up from my Gen Z kids: phrases that I use when I feel like getting down with the kids. A few Shetland words have crept into my vocabulary. Words from my Edinburgh childhood, lScots words like scaffy, or chummy. It’s the habit of speaking, the expressions I use. This is my idiolect. And the good news is that you have an idiolect too. Why most travel business copy sounds the same (and what to do about it) Look around you. Scroll through your inbox, look at the emails you get. Look at the social media posts. You’ll see, and you’ll be forgiven for thinking that there’s no such thing as an idiolect. Because everybody nowadays seems to speak and write in the same voice. There’s a kind of metallic, robotic tang to it as well. If you decide to harness the power of your idiolect, you really are going to put yourself head and shoulders above everybody else. If we take this back to knowing, liking, and trusting: the easiest way you can display your humanity is by writing in your own voice. Honouring your own unique speech patterns and vocabulary is not something you’ll do if you worry about what others think, if you try to fit in, if you want to sound like everybody else, or if you use AI to generate your posts. Copywriting examples for travel businesses Let me show you what I mean with some (anonymised) examples from the travel industry. Holiday rental welcome message Before: Welcome to our property. Check-in is at 3 PM. Checkout is at 11 AM. The WiFi password is posted on the fridge. Please respect our neighbours and keep noise to a minimum after 10 PM. After: Hello! We’re so glad you’re here. Pop the kettle on, put your feet up, and have a proper look around. Check-in’s at 3 (but if you’re early, just give us a ring and we’ll do our best). WiFi password’s on the

Copywriting, Insights

Why brand voice consistency matters for travel businesses

Genevieve White / October 12, 2025

How consistent is your voice across your travel business? I’ve recently been coaching a lovely client in the short-term rental sphere. She’s warm, funny and learning to write copy that sounds just like her. The other day, I emailed her about something and got her out-of-office reply. Reader, I winced. Bbrr. It was frigid. Formal. Like a completely different person had written it. Now, voice is one of the key things we’re working on together. Like many of my clients, she has real blocks when it comes to sounding professional. She always feels her copy should sound ‘professional’, but admits that once she gets to know her clients face-to-face or over the phone, she’s friendly and warm. The problem is this: when you have all these different voices across your communications, you’re missing a golden opportunity to build brand consistency. Where your voice shows up (and where it gets lost) Think about all the places your voice appears in your travel business. Your website homepage and about page Booking confirmation emails Welcome messages Out-of-office replies Error messages on your website (the dreaded 404 page) Social media posts Responses to reviews Pre-arrival information House manuals or tour guidelines Text messages to guests Cancellation policies FAQ pages If you’ve got a warm, friendly voice on your Instagram but your automated booking confirmation sounds like an Arctic robot, you’re confusing people. If your welcome message is full of personality but your out-of-office reply is chilly and grey, what are people supposed to think? Why voice consistency matters for connection For me, travel and tourism copywriting is all about connection. Think about it: you would find it very difficult to make friends with somebody who blew hot and cold. Someone who spoke to you like you were a distant acquaintance one day, then like you were a long-lost buddy the next. You’d never quite know where you stood with them, would you? It’s the same with your travel brand. If you want to build connection and trust with your guests or clients, you need to show up in all your communications with the same voice. The same kind of language. The same level of warmth. And the same approach to writing. That means: Don’t AI-generate some stuff and write other bits in your own voice Don’t let an overly formal voice creep into your automated messages Don’t save your personality for the communications you think matter most Show up consistently. Have a brand voice and stick to it. What inconsistent voice looks like Let me show you some examples from the travel industry where voice consistency falls apart: The Tour Operator: Website: ‘Embark on an unforgettable journey through Scotland’s most iconic landscapes with our expertly curated experiences.’ Instagram: ‘Guys, you HAVE to see this sunset!! Best day ever with the loveliest group’ Booking confirmation email: ‘Your reservation has been processed. Please review the attached terms and conditions.’ See the problem? Are they formal and corporate? Are they bubbly and casual? Who knows? The Short-Term Rental: Listing description: ‘Welcome to our cosy home away from home! We can’t wait for you to relax and make memories here.’ Pre-arrival email: ‘Check-in procedures are as follows. Failure to comply with house rules will result in forfeiture of deposit.’ House manual: ‘Hey lovely guests! Help yourself to anything in the pantry. Mi casa es su casa!’ What’s going on here? It’s like being introduced to three different people, all claiming to be the same host. The small stuff matters (microcopy is still copy) Don’t forget about your microcopy: those little bits of text that appear throughout your digital presence: Button text (‘Book now’ vs. ‘Save my spot!’ vs. ‘Let’s do this’) Form confirmations (‘Thanks for signing up’ vs. ‘You’re in! Check your inbox’) Loading messages (‘Please wait’ vs. ‘Hang tight, we’re getting your dates…’) Error messages (‘Invalid entry’ vs. ‘Oops, we need your email address’) Empty states (‘No results found’ vs. ‘Hmm, we couldn’t find anything for that’) These tiny moments are perfect opportunities to reinforce your voice. Or perfect opportunities to sound like every other generic website out there. When you’re working with other people Here’s where it gets tricky: what if you’re not the only person writing for your business? What if you’ve got a business partner, team members, or a VA helping with communications? This is where you need a brand style guide. A brand style guide documents your voice so that anyone writing on behalf of your business can sound like… well, you. Or at least a consistent version of your brand. It doesn’t need to be fancy. It just needs to capture: Key phrases you use (and ones you’d never use) Your tone (warm, professional, cheeky, thoughtful) How you greet people How you sign off Grammar preferences (do you use contractions? Oxford commas? Em dashes?) Words that are just ‘you’ Examples of good copy in your voice Want help creating your own brand style guide? Download my free template here – it’ll walk you through the process step by step. Do a consistency check Here’s what I want you to do this week: check your voice consistency across all your touchpoints. Go through every place your words appear. Read them out loud. Do they all sound like the same person wrote them? Would a guest reading your website and then getting your booking confirmation email think they’re dealing with the same business? If the answer is no, you know what you need to work on. Because consistency isn’t just about being professional or being friendly. It’s about being recognisably, reliably you, everywhere your words appear. That’s what builds trust. That’s what creates connection. That’s what makes people want to book with you again and tell their friends about you. Your voice is your brand. Make sure it’s singing the same song everywhere it shows up. Next steps: keep learning about voice Voice consistency is just one piece of the puzzle. If you haven’t already, read the complete guide to voice in copywriting

Copywriting, Insights

Voice in travel copywriting: your complete guide

Genevieve White / October 3, 2025

Voice in travel copywriting: your complete guide When I meet potential clients for the first time, they often say: ‘Weird, I feel like I know you. Even though we’ve never met’. In truth, it’s not that weird. The same potential clients are often regulars in theTour Pro Talks audience. But more significantly, they’re nearly always Club Campion members, subscribers to my bi-weekly emails on copywriting. This means that even if we’ve never directly interacted they are used to my voice: the way I tell stories, my pet phrases and expressions, my sense of humour. Over time, this has built up a sense of familiarity. It’s that old marketing chestnut: they feel they know me and like me, so they trust me. Why voice matters in travel and tourism copy If you run a tour company, manage short term rentals, operate a B&B or work anywhere in the travel and tourism industry, you already know how stiff the competition is. There are gazillions of other businesses offering similar experiences, similar accommodation, similar tours. So how can you stand out from the crowd? The answer isn’t flashier photos or fancier amenities. It’s something much more powerful and personal. And that something is: your voice. Just as you have a unique speaking voice, you have your very own writing voice. And it’s what makes people (your people, that is) choose you over everyone else. It’s what builds trust before someone ever meets you. It’s also what turns browsers into bookers and one-time guests into life-long admirers. This guide will show you exactly how to find, develop, and use your own voice so you can feel much more confident about standing out and connecting with your ideal guest. What you’ll learn This is a comprehensive guide to voice in copywriting, and it’s the foundation for a series of detailed posts I’m writing – all specifically for travel and tourism professionals. Maybe you’re just starting to think about your brand voice? Perhaps you’re ready to refine what you’ve already got. Either way, you’ll find what you need here. In this guide, we cover: What I’m talking about when I talk about voice How to identify your own voice Why consistency matters across all your customer touchpoints The AI trap (and how to avoid it) How to develop your voice with professional support You can read straight through, or jump to the section that’s calling to you right now. What voice does for your travel business You’ve heard this before, but it’s worth saying again. People don’t just book holidays. They book experiences. They book feelings. They book connection. When someone’s choosing between your cottage and another one, between your tour and a competitor’s, they’re not just comparing amenities. They’re asking themselves: ‘Do I trust these people? Do they seem like my kind of folk? Will I vibe with them?’ Your voice answers all of these questions before you ever speak a word face-to-face. Being self-aware when it comes to your voice, and then having the confidence to go ahead and use it (so you don’t just sound like all the other robots bleeping into the void) is huge. It can work wonders for your business, as it: builds trust fast shows what you’re like and what you believe in sets you apart from your competitors creates emotional connection makes your marketing memorable attracts the right guests (and repels the wrong ones) turns casual browsers into engaged readers gets engaged readers pressing ‘Book now’ and feeling excited about it. Without a clear voice? Your copy sounds like everyone else’s. Generic. Forgettable. And easily replaced by the next listing down. What is voice? (and what is idiolect?) Let’s start by getting clear on what we mean by ‘voice’ when it comes to writing. Your voice is how you sound when you write. It’s your personality on the page. It’s the sum total of your: word choices sentence structures tone (warm, professional, cheeky, thoughtful) rhythm and pacing humour (or lack thereof) unique phrases and expressions values and perspective But there’s an even more specific term that’s useful here: idiolect. While a dialect is what’s shared by a group of speakers regionally, your idiolect is uniquely yours. It’s your personal linguistic fingerprint: your vocabulary, your grammar quirks, your funny little expressions that your friends would recognise as being ‘so you’. You’ve inherited expressions from your parents, maybe even your grandparents. You’ve picked up phrases from your kids, your friends and your colleagues. You use words from your childhood, your region, your experiences. This is your idiolect. Everyone has one, which is why it’s a crying shame that there are so many identikit voices online. Everyone sounds the same because they’re not using their idiolect. They’re using corporate-speak, or AI-generated bland-speak, or what they think ‘professional’ writing should sound like. If you harness your idiolect (meaning that if you write like you actually talk) you’ll put yourself head and shoulders above most other travel and tourism businesses out there. How to find your voice Finding your voice isn’t about inventing a persona or trying to sound a certain way. It’s about uncovering what’s already there. The best way to discover your idiolect is by doing a voice audit—that means taking a systematic look at how you actually communicate when you’re not trying to sound ‘professional’. This involves: Mining your text messages for patterns and phrases Recording yourself talking naturally about your business Collecting your quirky expressions and regionalisms Analyzing the gap between how you talk and how you write Read: I’ve created a complete, step-by-step voice audit guide with detailed instructions to help you through the process. Voice consistency: why it matters everywhere Finding your voice is only half the battle. The other half? Using it consistently across every single customer touchpoint. Think about all the places your words appear: your website (homepage, about page, listings) booking confirmations welcome messages and pre-arrival emails out-of-office replies social media posts review responses house manuals or tour information error messages (yes, even your

Genevieve in a bright red dress and patterned coat writing in a notebook by the sea, symbolising thoughtful travel copywriting and deep connection with place

Copywriting, Insights

Homepage copywriting for deep travel businesses

Genevieve White / May 31, 2025

The age of bucket-lists is over. Deep travel is here – and your homepage copywriting needs to get with the programme. The latest One Planet Journey newsletter says it plainly: travellers are craving more meaningful and purposeful experiences. Your homepage should not only reflect this shift, but actively guide people toward it – while showing them that your business is the best choice to get them there. This isn’t just about glossy photos and top-ten lists. Deep travellers are looking for something more. They want substance. They want stories. They want to feel understood. And that all starts on your homepage. Here’s how to make sure it doesn’t just look good – but actually connects with the kind of guest you want to attract. Understand who you’re talking to If you’re writing copy for your travel business, figuring out your ideal guest is always important. But when you’re trying to speak to deep travellers? It’s essential. These are the people who arrive with clear intentions, specific curiosities, and often a well-researched sense of what they want from their trip. They’re not just looking for a holiday. They’re looking for an experience that’s in tune with their interests and their values. That’s why I spent the entire first chapter of my book Boldly Go talking about how to identify and connect with your ideal guest. And it’s no coincidence that it’s not just the first chapter, but also the longest. Not because I started the book full of energy that dwindled later (promise!), but because I genuinely believe this is where the magic begins. Nail this, and so many of your writing headaches start to melt away. And if you want a shortcut? Download my free Dream Guest Decoder. It’s designed to help you get crystal-clear on who you’re speaking to – so you can write in a way that really talks their language. Your homepage should show that you know your people. Speak directly to the values they hold. If your audience cares about sustainability, slow travel, or supporting local communities, say so. Show that you see them, and they’ll start to see themselves in your brand. Create a vivid picture Sure, a well-placed bullet point can still be useful. But if your homepage reads like a brochure or a checklist, you’re missing the chance to make an emotional connection. Try not to simply list attractions, features, or generic highlights like ‘close to the beach’, ‘free Wi-Fi’, or ‘local cuisine’. If you’re a tour provider, bumswerve bland itinerary copy like ‘visit the museum’ ‘stop at viewpoint’, or ‘lunch at local restaurant’. These might tick boxes, but they won’t do any more than that. Deep travellers want to imagine themselves in your world. So use language that stirs the senses. Describe the morning air before a hike. The laughter around a shared table. The quiet thrill of learning something new. What will they feel, learn, remember? That’s what your homepage should speak to. Start a conversation, not a sales pitch Or as I said in a recent LinkedIn post, a first date. Think of your homepage not as a sales pitch, but as the start of a conversation. And every good conversation needs a next step. A strong call to action (CTA) might be an invitation to join your email list, access a local guide, or download something meaningful like a packing checklist, or a sample itinerary (sometimes described as a lead magnet, though I have to say this term gives me the boke). You’re not trying to close the deal – you’re trying to build a bridge. But it should always answer this: what’s in it for them? Make it clear. Make it human. And please, skip the pushy pop-ups. Nobody likes those. Keep the connection alive Deep travel doesn’t end when your guest says ‘goodbye’. The most thoughtful brands continue the relationship. They stay in touch, share stories, offer reflections. This could be as simple as sending a follow-up email with a personal note, sharing a favourite recipe from the region they visited, linking to a story that ties into their experience, or asking for feedback with a thoughtful prompt. Keep the tone warm, generous, and curious. That’s where email comes in. Your homepage should make it easy to sign up, sure. But more importantly, it should let people know what kind of connection they can expect. Not spam. Not salesy nonsense. Just ongoing value, trust, and story. If you’re serious about homepage copy for travel companies, this is your chance to show it. Need more help? This is where story-rich homepage copywriting comes in. And where I can help you. If you’re ready to attract travellers who care: Grab a copy of my DIY travel and tourism copywriting guide, Boldly Go. Join my email community, Club Campion (currently running a free mini About page copy course ) Subscribe to my YouTube channel and watch interviews with travel professionals such as Richard Lindberg and Kerstin Devine. Because meaningful travel starts with meaningful words. And those start on your homepage. Section Title Stop waiting for perfect: email marketing tips for tourism businesses ByGenevieve White January 6, 2026 Copywriting,Email marketing for tourism What waiting for ‘perfect’ is costing you For my 50th birthday, my kind and thoughtful sister-in-law got me a typically thoughtful present: a beauty advent calendar. This was a black box… Read More How Voice Coaching Works for Travel Business Owners ByGenevieve White January 2, 2026 Copywriting,Voice The moment the light goes on I always record my coaching sessions. And I transcribe them too. Not out of some kind of paranoia, but because I’m listening for something specific: the moment a… Read More AI vs your voice: why AI can’t be trusted with your travel copy ByGenevieve White November 1, 2025 Copywriting,Insights The big, white robot in the room Ever get that feeling when someone sends you something and you’re 100% sure it’s been written (badly) by AI? It’s become this weird 21st-century… Read More How to find your

Copywriting, Insights

Turn Travel Testimonials into Story-Driven Copy

Genevieve White / May 21, 2025

Woop, you’ve got a glowing 5-star review. Now what? If you just plonk that quote under a smiling photo with a generic heading like “What our clients say,” you’re missing a golden opportunity. Because testimonials aren’t just social proof. They’re real stories, told in your guests’ own words. And so often, they’re choc-a–bloc with emotional detail, cultural insight, and moments of personal transformation. And that’s gold dust for you and your potential guests. How to get story-rich travel testimonials “Had an amazing time!” is all very well. But it doesn’t tell future guests why it mattered—or how it might matter to them. The best testimonials reflect a journey: curiosity, discovery, connection. They answer the unspoken question: “Will this experience help me feel more connected, more alive, more human?” So when you ask for feedback, go deeper: What did this experience teach or reveal to you? What moments stayed with you long after the trip? How did it feel to connect with local people, culture, or nature? Use guest feedback to uncover stories Your ideal guest ain’t likely to be swayed by marketing jargon. Hate to break it to you, but it leaves most of us cold. They’re moved by real stories that they can relate to. So when someone describes their experience in their own words, pay attention. Listen for: Personal revelations (“I never knew a cooking class could feel so intimate.”) Cultural appreciation (“Sharing that meal in Maria’s home was the highlight—it felt like being part of the family.”) Emotional shifts (“I arrived feeling burnt out; I left feeling grounded.”) Quotes like this are the building blocks of copy that feels true. It’s less salesy and a lot more likely to speak to your ideal guests. Share travel testimonials that reflect your ‘why’ Don’t let your best reviews languish in a carousel. Place them where they reinforce what you stand for: Near CTAs that promise connection, not just convenience On your About page, showing your impact through others’ eyes Alongside itineraries or experiences, to bring them to life Match the story to the message: Talking about local partnerships? Highlight a quote about a meaningful local encounter. Promoting sustainable travel? Feature a guest who appreciated the slower pace and smaller groups. How to edit travel testimonials without stealing their soul It’s okay to lightly edit testimonials for grammar, clarity, or flow as long as you preserve the speaker’s intent. Keep it honest, and always get permission if you’re making bigger changes. Break longer quotes into paragraphs. Highlight key phrases. Make them easy to skim. And if you’re short on text? Pair the quote with a photo or short backstory. A testimonial doesn’t have to be long to be powerful. Turn travel testimonials into copywriting themes for your brand Once you start gathering deeper, story-driven feedback, you’ll notice themes. Maybe people keep talking about how relaxed they felt. Or how much their kids loved it. Or how this was the first time they felt truly immersed. Those phrases? They belong in your homepage, your email subject lines, your About page. Because when you speak your guest’s language, they feel seen. And when they feel seen, they book. Want help turning your guests’ stories into bookings? I help travel brands transform surface-level praise into story-rich messaging that speaks straight to the deep traveller’s heart. Your past guests may already have the words you’re searching for. Need a guide? Grab my free download: The Dream Guest DecoderNeed more of a helping hand? Let’s work together to shape storytelling that sparks bookings Next steps: get clear on who you’re writing for If you want your testimonials—and all your messaging—to resonate more deeply, you need to know exactly who you’re speaking to. That’s where the Dream Guest Decoder comes in. It’s a free resource bundle designed to help you get laser-focused on your ideal guest. Inside, you’ll find a private podcast episode inspired by the first chapter of my book Boldly Go, packed with practical tips on identifying your dream audience and speaking their language. If you’re ready to go beyond vague praise and start writing for real people, with real stories, and real booking potential— Grab your Dream Guest Decoder here and start writing with clarity and confidence. Want to learn more about how to apply this thinking to your homepage? Read my guide to writing a homepage that hooks here. Section Title Turn Travel Testimonials into Story-Driven Copy ByGenevieve White May 21, 2025 Copywriting,Insights Woop, you’ve got a glowing 5-star review. Now what? If you just plonk that quote under a smiling photo with a generic heading like “What our clients say,” you’re missing a golden opportunity. Because… Read More Homepage Copy That Converts: Start With Your Dream Guest ByGenevieve White May 16, 2025 Copywriting,Insights If you want your travel homepage to actually convert browsers into bookers (instead of just giving them something pretty to scroll past), here’s your starting point: get clear on your dream guest… Read More Stop Me If You’ve Heard This One Before: Travel Copy Clichés and Why We Use Them ByGenevieve White May 8, 2025 Insights “A hidden gem nestled in the heart of…” I’ve seen it more times than I’ve been asked if Shetland has trees. (And that’s saying something.) Yesterday I asked on LinkedIn: What’s the most… Read More How Boldly Go Was Born (and Why I Wrote It For You) ByGen White May 5, 2025 Insights How Boldly Go Was Born (and Why I Wrote It For You) You know how it feels when you come across yet another travel website, full of stock photos, vague promises and copy as beige as the carpet in my… Read More Lookers into Bookers: The tourism marketing blueprint ByGenevieve White February 18, 2025 Insights Lookers into Bookers by Chris Torres – A Tourism Marketing Must-Read Back in December, I was lucky enough to welcome Chris Torres as a guest on my LinkedIn Live series, where we chatted about his book… Read More Your website copy

Warm and welcoming scene with coffee and popcorn by the fire, symbolising the comfort and clarity your travel homepage should offer your ideal guest

Copywriting, Insights

Homepage Copy That Converts: Start With Your Dream Guest

Genevieve White / May 16, 2025

If you want your travel homepage to actually convert browsers into bookers (instead of just giving them something pretty to scroll past), here’s your starting point: get clear on your dream guest. Because if you don’t know who you’re writing for, your homepage copy will end up being vague, generic, and about as exciting as an all-inclusive buffet on day five. This came up again and again in the latest Tour Pro Talks I hosted with the brilliant Susanne Michelus. We got into the nitty gritty of how to write a travel homepage that actually works — and spoiler alert: it’s not about stuffing in buzzwords or showcasing every single offering you’ve ever dreamed up. It’s about knowing your people so well that your homepage copy sounds like it’s speaking directly to them. Because it is. Why knowing your ideal guest matters Your ideal travel guest isn’t “everyone who likes holidays.” They have specific dreams, quirks, hesitations, and hopes. And if you don’t know what those are, you’ll fall into the trap of writing copy that tries to appeal to everyone and ends up speaking to no one. Your homepage should feel like a warm welcome. A virtual nod that says, “Yes, this is for you. Come on in.” Speak in Their Voice This goes beyond age or location. This is about personality, mindset, and motivation. What are your dream guest’s travel dreams? What are they worried about? What lights them up? To get this right, you need to do a bit of digging. Scour your DMs, email enquiries, and customer reviews: the gold is in the words they already use. What do they call the kind of experience you offer? What do they say they’re craving or struggling with? Mirror their language. Use the kinds of words and phrases they would use. When your reader thinks, “Wow, it’s like they read my mind,” you know you’re doing it right. Include Them in Your Story Too many travel websites open with “We are passionate about…” and never quite get around to the part where the guest shows up. Flip the script. Your guest is the hero. You’re the trusty guide. So tell your story in a way that includes them — show them how they fit into the picture. Instead of saying, “We’ve been providing unforgettable travel experiences since 2003,” try, “You’ve been dreaming of escaping the ordinary — and we’re here to help you do just that.” Or swap “We offer bespoke cultural tours” for something like, “Wander through hidden laneways and family-run vineyards with guides who feel more like old friends.” The more your copy feels like it understands the reader’s hopes, hesitations, and bucket-list dreams, the more likely they are to think, “This is it. This is who I’ve been looking for.” Be Specific or Be Forgotten This is the bit where a lot of travel brands get stuck. If you’re not 100% sure who you’re speaking to, your homepage starts filling up with phrases like “unforgettable memories” and “tailor-made escapes.” The truth is that no one remembers a generic promise. Specificity builds trust, curiosity, and connection. And to get specific, you need to know your ideal travel guest inside and out. What Knowing Your Ideal Guest Looks Like Need an example of a brand that knows exactly who they’re for? Let’s talk about Camp Wandawega. We talked about them in Tour Pro Talks, and I couldn’t resist raving about their manifesto of low expectations. It’s tongue-in-cheek and totally brilliant. These guys are not afraid to repel the wrong guests. They lean into their quirks, and as a result, attract guests who love what they stand for. That’s what confidence in your ideal guest looks like. Ready to Write a Better Homepage? You need the Dream Guest Decoder. If you want to get crystal clear on who your homepage is actually for, I’ve got just the thing: A private podcast episode inspired by the first chapter of my book Boldly Go where we get into the whole dream guest thing, with some indispensable tips for figuring out who you’re talking to and how to win them over with words Plus, the Dream Guest Decoder: a free, practical tool to help you figure out exactly who you’re writing for, and how to speak their language. Get your Dream Guest Decoder package here. Final Thoughts: Don’t Try to Please Everyone Your travel homepage doesn’t need to say everything. It just needs to say the right thing to the right person. Know who you’re writing for. Speak their language. Don’t be afraid to say “this isn’t for you” — because that’s how you create real connection with the people who matter. And remember, clarity isn’t just a nice-to-have. It converts. More on this in the upcoming Tour Pro Talks newsletter recap — keep an eye out! And don’t forget to grab your Dream Guest Decoder today to start getting clear on who you’re really writing for Section Title Homepage Copy That Converts: Start With Your Dream Guest ByGenevieve White May 16, 2025 Copywriting,Insights If you want your travel homepage to actually convert browsers into bookers (instead of just giving them something pretty to scroll past), here’s your starting point: get clear on your dream guest… Read More Stop Me If You’ve Heard This One Before: Travel Copy Clichés and Why We Use Them ByGenevieve White May 8, 2025 Insights “A hidden gem nestled in the heart of…” I’ve seen it more times than I’ve been asked if Shetland has trees. (And that’s saying something.) Yesterday I asked on LinkedIn: What’s the most… Read More How Boldly Go Was Born (and Why I Wrote It For You) ByGen White May 5, 2025 Insights How Boldly Go Was Born (and Why I Wrote It For You) You know how it feels when you come across yet another travel website, full of stock photos, vague promises and copy as beige as the carpet in my… Read More Lookers into Bookers: The