Category: Copywriting

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

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

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,

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

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 Homepage copywriting for deep travel businesses ByGenevieve White May 31, 2025 Copywriting,Insights 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… Read More 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

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

Copywriting

Your website copy audit: what to expect.

Genevieve White / November 17, 2024

What to do if your website isn’t getting you the leads and the bookings you’d like? Okay, so maybe you’re getting a query here, a tyre-kicker there. But that’s hardly the steady flow of bookings you need to thrive and survive. You’ve read and reread your own words so many times that they no longer make sense. You can’t separate the good from the bad and the downright ugly. It’s all…just…words. And now you’ve decided it’s time for a fresh pair of eyes to figure out what’s not working. No, not your partner or your best pal – someone who knows their way around words. And sales. And the tourism and travel industry. What you need is a website copy audit. Who you need…well, we’ll come to that later. For now, let’s talk about copy audits: To find out, keep reading. What is a copy audit? A copy audit lets you see how the words on your website come across to potential customers. Your auditor will start by getting a feel for your copy as a whole. How clear is your overall message (will your customers understand what you offer?) How does your tone sound? Is your structure strong – does it take your customer gently by the hand and steer them where you want them to go? After getting a broad picture, the auditor starts to break things down. They will seek out cliches, fluff and ambiguous language. They will also look at: If there’s something you really want to focus on (perhaps you’re worried you sound too formal, for example) you can mention this to your auditor before they start work. A copywriter who knows what they’re doing will have no difficulty in spotting issues like this, but it’s always useful to hear things from the customer’s perspective. What’s the first step? Your words and website don’t exist in a vacuum. They’re a vital part of your business branding. So any good copy audit should have, as its first step, some fact-finding from the auditor. Personally, my first step is to send my audit customers a detailed questionnaire. The information you provide me helps me find out more about your business, your goals and any challenges you may be facing. And, if there’s anything else I need to know before I get started, I’ll send you some follow-up questions. How personal does a copy audit get? As well as focusing on the areas outlined above, a copy audit may identify issues that are specific to your writing. For example, you may have a tendency to opt for cliches. Or perhaps you have a penchant for the pasive voice. No two copy audits are the same, as everyone has different areas they need to focus on. How detailed is the feedback? You can expect a two-page PDF with detailed feedback on your copy. Included in the PDF is an action plan, so you know the issues you need to address and in what order. Who’s going to do my copy audit? Copy audits are usually carried out by copywriters. That’s because when it comes to: …we know our stuff. But, as you’ll know, there are loads of copywriters out there. Each one with a sparkly website promising you the world on a plate – if only you’ll sign up to their services. How can you choose the one for you? Here are a few tips: And, at the risk of sounding forward, perhaps I can recommend myself? As a travel and tourism copywriter, I spend my days helping businesses like yours. I spend a LOT of time writing and rewriting websites, and I’m familiar with common copy issues, and how to fix them. As a former teacher, I’m used to giving constructive feedback. I won’t tell you your writing’s rubbish, but I will flag any issues and tell you how you need to fix them. No more second-guessing what your customers are making of your website and posts. You’ll know where your copy is falling short and what to do about it. My website copy audit is currently priced at £99.00.

Photo of a mic to illustrate LinkedIn Live for Tour Professionals

Copywriting, Insights, Visibility

Tour Pro Talks needs you!

Genevieve White / May 13, 2024

On my weekly LinkedIn Live broadcast this week, I’ll be speaking to Daniela Robinson about how learning German can be a key factor in offering German guests a 5-star experience. I’m looking forward to this for two reasons. Firstly, I’ve been following Daniela on LinkedIn for some time, and I know she’s got heaps of fascinating things to say on the subject. Secondly, this is the tenth instalment in my Tour Pro Talks series. And that’s cause for a little celebration, don’t you think? If you work in tourism and/or you’ve got something to say that might interest your colleagues, then read on – I need your help! Then and now People often congratulate me on having the idea for Tour Pro Talks, but I can’t take the credit. It was the brain-child of my amazing business mentor, Rachael Roberts. When Rachael first suggested it, my first thought was, quite frankly, ‘Eek!’ The thought of hosting a live video interview was terrifying (How on earth would I find interviewees? Who would watch? How would I handle the tech?) but I decided to go for it. And I’m so glad I did. The first episode went amazingly well. I was blessed with a fantastic interviewee (trekking guide, Birman Tamang). We had a supportive audience and both felt completely buoyed by the positivity we were met with. The broadcast was amazing, and I felt very comfortable during it even though hundreds of people were watching us. The comments and questions showed that there was so much interest in hearing from guides, and wow, I felt so much love from the audience. Birman Tamang

Copywriting

5 tell-tale signs your copy is ‘meh’

Genevieve White / April 29, 2024

How do you know if your copy needs a helping hand? The thing is, it’s hard to be objective about the words on your website or your own social media posts. While you may find it easy to rate someone else’s writing, evaluating your own is much harder. Just as mothers are hard-pushed to find any fault with their offspring, writers find it hard to view their own writing with a critical eye. Having said this, there are some tell-tale signs that your copy needs a makeover. Here are five of them. 1. You’re struggling to get by The first sign that your copy is not working hard enough for you is your bank balance. Of course, there can be a raft of reasons why your tourism business is not performing as well as you’d like it to and you’ll need to go through a careful process of elimination to put your finger on the real culprit. issues like inflation and the Airbnb clampdown are all too real, and are having a palpable impact on tourism worldwide. But it should still be possible for your tourism business to make you a decent living. If you’re having a harder time than the other tour operators in your region, it may well be your copy that’s letting you down. 2. You’re getting poor engagement No matter the size of your tourism business, you want there to be a buzz about your brand, don’t you? And that buzz comes from a growing audience, who read and appreciate what you’re doing on your social media platforms. You also want a steady stream of enquiries pumping into your DMs. And, if you have a blog, you need people to be reading it! So if your website has few visitors and no one seems to be noticing (let alone caring) about your posts, this could be yet another sign that you have a copy problem on your hands. 3. You’re attracting the wrong customers Are you falling out of love with your tourism business? Maybe you’re finding customers increasingly difficult to deal with. You might be getting disheartened by underwhelming reviews, or feel like you spend every day firefighting niggles. Increasingly I hear tour operators complain about nightmare customers: the wrong clients really can suck the joy out of a business. It’s easy to let this negativity grind you down instead of getting straight to the root of the problem and finding clients that you’ll be excited to work with. The good news is that your ideal client does exist. And they’re waiting for you. You just need to decide who you want to work with and how you’re going to woo them. Here’s how: And how are you going to do this? Why, through your copy, of course! Specifically, through developing a strong tone of voice for your brand. Just be aware – a strong tone of voice won’t appeal to anyone. It might even repel some people, but they’re not the ones you want to work with anyway. 4. You feel like no one knows you exist Why do other tourism businesses in your region coming up on top in Google rankings, while you languish at the bottom of page five? If it seems no one has ever heard of you, once again copy could be to blame. You need someone to help you distil the essence of your business. Someone that can use their SEO expertise to get you soaring up these rankings. In short, you need a copywriter (check out my last blogpost if you need some tips on how to choose the right copywriter for you). 5. You don’t feel excited about your copy When you write your copy, you should have a little fire burning in your belly. The same fire will make you want to jump out of bed in the wee small hours, desperate to pin down an idea before it floats away forever. Remember, your copy is the voice of your brand. If it doesn’t light your fire, it’s unlikely to light anyone else’s. Writing about your business is not just about getting information across. It’s about stirring up feelings and getting people to act. And that will only happen when your words align with the beating heart of your brand. Don’t feel too worried if you’ve recognised your own copy in one (or more) of these symptoms. It’s never too late to take action. Sometimes, all you need is a fresh perspective and some expert advice. And I’m happy to provide both. Get in touch if you’d like to have a chat about how we could elevate your words from ‘meh’ to ‘marvellous.’

Copywriting

How to choose the best copywriter for you

Genevieve White / April 22, 2024

If you read my recent blog post about copywriting you may have decided that you need some help. Perhaps your tour itineraries need a makeover. Or it could be that you lack confidence in copywriting and want an expert to talk you through the basics. You might just need someone to give you some constructive feedback on a blog post you’ve written. Once you’ve decided you need help, you have to decide who you’re going to approach. There are plenty of copywriters (and copy coaches) out there. Who’s right for you? That depends on a number of factors including: Choices, choices! There are so many copywriters out there, advertising their ‘clear and compelling copywriting’ services on a million sparkly websites. How can you choose the one for you? Here are a few things to think about: Your budget This comes first in the list, as it’s a major consideration. Copywriters’ fees vary considerably and there’s no point setting your heart on someone you simply can’t afford. Beware of jumping at someone whose prices seem a little too bargain-basement though. If getting your entire website copy rewritten for £500 sounds too good to be true, then it probably is! As the old saying goes: pay cheap, pay twice. Window shopping Take as much time as you can to shop around. Ask colleagues for recommendations, look on social media – does anyone stand out? The great thing about choosing a copywriter is that you can check out the way they write their own copy and see if it appeals to you. If the answer to all these questions is ‘yes’ then you could be onto a winner. If their copy doesn’t light your fire, then jog on. Dig deeper Once you’ve narrowed down your list of potential copywriters, do a little more digging. Look for more examples of their writing. What can you find? Can you dig up any examples of writing they’ve done for their clients? (This might not always show up, as copywriters aren’t credited on all the projects they do, but you might come across some blog posts, for example). The second thing to consider is their experience in your particular industry. Now, not all copywriters like to niche down, as many prefer the freedom of being able to write about a wide variety of subjects. However, it’s your choice, and you might prefer to hire someone who is familiar with working for the travel and tourism industry. Now’s the time to check out testimonials. Don’t just look on websites (the testimonials there can sometimes be a little out of date). Check out reviews on their Google Business Pages, and the recommendations on their LinkedIn profiles too. Cut through the fluff and focus on results, whether that be increased sales, heightened understanding or increased confidence. Your gut feeling This comes last on the list, but it is certainly not least. Trust your instinct to tell you whether a copywriter is going to be a good fit for you. Why? Because it’s so important that you ‘click’ with them. Remember, they’re going to be distilling the essence of your beloved brand into words – this is not a task you want to outsource lightly! And – if you’re approaching a copy coach – trusting your instinct is every bit as important. Sharing your writing can be scary, so it’s important you feel completely at ease with the person you’ve chosen to help you. Think about the following things: Most copywriters will offer a one to one meeting, and this is a great way to make your mind up. The idea of having a gut feeling might sound a bit vague, but mine has never failed me in deciding who I want to work with. Could I be the copywriter for you? Well, you didn’t think I was going to let you away without a little plug for my services did you? Here are three reasons you and I could be a match made in heaven. 1. You want an experienced writer I’ve been a freelance writer for over 10 years now. For much of this time, I worked in educational publishing, for big names such as Collins, Pearson and the British Council as well as for smaller companies. I also edited award-winning local magazine (Shetland Life) for two years, and I’m a regular blogger for Promote Shetland. 2. You’d like someone with travel and tourism industry know-how SInce retraining as a copywriter in 2023, I’ve opted to work exclusively for travel and tourism businesses. I’ve delivered copy coaching sessions to tour guides and tour operators around the world, and I’ve also written website copy for luxury tour companies in Ireland and the UK. There’s never a dull moment in the travel and tourism industry, and believe you me, I’ve got my finger right on its throbbing pulse! That’s one of the reasons I host Tour Pro Talks, a weekly LinkedIn Live where I interview a different tour professional every week. This means I am switched on to all the hottest trends in this rapidly evolving industry. 3. You need someone who gets results As well as writing, I’ve also been a teacher for over 20 years. I’ve taught children and adults in schools, colleges and universities around the world. I’m experienced in helping people to set realistic goals, and I love nothing more than helping people smash their goals. If it sounds like I could be the one for you, let’s meet so you can allow your gut instinct to do the talking. Contact me , so we can have a chat about how I can help your tourism business.