Category: Insights

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

Insights

Stop Me If You’ve Heard This One Before: Travel Copy Clichés and Why We Use Them

Genevieve White / May 8, 2025

“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 overused phrase you’ve read (or written) in travel marketing? The response? Savage (in the best possible way). From “where luxury meets nature” to “perfect hideaway,” and that old chestnut “travel as a force for good,” it turns out we’re all a little allergic to the same phrases. The top three travel copywriting clichés (chosen entirely subjectively, of course) were: “Indulge the senses” – extra points if followed by “with our curated local delights.” “Authentic experience” – but what does that actually mean? “Where X meets Y” – often where clarity meets confusion. So let’s talk about the most common travel marketing clichés. What they are, why we fall back on them, and how to write travel copy that doesn’t sound like it was lifted from an old Lonely Planet. What Is a Travel Copywriting Cliché? A travel copywriting cliché is a phrase or idea that’s been used so often it’s lost its power. It might once have been fresh and meaningful, but now it just blends into the background. When a reader sees “charming,” “authentic experience,” or “unspoiled paradise,” they don’t picture anything – they glaze over. Clichés are comfy. Predictable. Familiar. And that’s why we reach for them. Why Travel Marketing Clichés Are So Common (And Why It’s Not Your Fault) This isn’t a post about shaming anyone for using travel clichés. We all do it. When you’re tired, under pressure, or staring down a blank page, clichés are easy to reach for. They feel like they “should” work because they sound like what everyone else says. And that’s the problem. Travel copywriting clichés thrive in vagueness. The less clear you are about who you’re talking to, what you want them to feel, and what your place or experience actually offers, the more likely you are to default to filler phrases. How to Avoid Travel Copywriting Clichés: Get Specific You don’t need to be a poet. You just need to be specific. Who are you writing for? (Not just demographics – think motivations, hesitations, personality.) What do you want them to feel, imagine, or do? What makes your place this place – and not any other? The more clarity you have on these foundations, the easier it is to write something that actually says something. And if you do slip in a travel copywriting cliché now and then? You’re not a monster. You’re human. The goal isn’t perfection – it’s connection. When Clichés Can Work in Travel Copy (A Strategic Caveat) Here’s the thing: clichés aren’t evil. Sometimes, they can even be useful. In fact, I once found my favourite ever holiday spot by Googling “hidden France.” So yes, even the much-maligned “hidden gem” can occasionally do its job. The trick is not to avoid clichés at all costs – it’s to be aware you’re using them. If you’re deliberately choosing a familiar phrase because it connects quickly or hits a known search term, great. Just make sure it’s working for you, not out of habit. Use them sparingly. Use them strategically. And whenever you can, say what you really mean. That’s exactly why I wrote Boldly Go – a step-by-step copywriting guide for travel and tourism pros who want to ditch the fluff, cut through the travel marketing clichés, and write words that work. It’ll help you: Clarify your audience Avoid the usual waffle Write like yourself – but better Available now in print, ebook, or as part of the Bigger & Bolder bundle (which includes personal feedback on your words). Get your copy here. Section Title 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 audit: what to expect. ByGenevieve White November 17, 2024 Copywriting 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… Read More Tour Pro Talks needs you! ByGenevieve White May 13, 2024 Copywriting,Insights,Visibility 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… Read More What’s stopping you from finding your video voice? ByGenevieve White May 6, 2024 Insights,Visibility Ah, video. It’s so shareable, so engaging, such a vital part of your tourism marketing strategy… And it can also seem like such a bloomin’ faff, can’t it? All that hassle of:… Read More 5 tell-tale signs your copy is ‘meh’ ByGenevieve White April 29, 2024 Copywriting 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… Read More How to choose the best copywriter for you ByGenevieve White April 22, 2024 Copywriting If

Insights

How Boldly Go Was Born (and Why I Wrote It For You)

Gen White / May 5, 2025

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 dentist’s waiting room, don’t you? Me too. And – after years of reading this stuff , as a copywriter, an armchair traveller, and a woman who knows the difference between words that sell and words that send people to sleep – I’d had enough. Quite frankly, it was enough to bring out the vigilante in me. The Stories Are There – So Why the Snooze-Factor? I kept thinking of all the untold stories, the quirky details, the voices with real charm and character… hidden behind a haze of clichés. “Nestled in the heart of…”? Yawn. I knew the problem wasn’t a lack of passion or personality – far from it. The tour guides, DMCs, and tourism business owners I work with are some of the most inspiring people I know. But when it came to writing about what they offer? They were stuck. Too much conflicting advice. Not enough help. When you’re running a travel business, time is tight. Money might be even tighter. And while you know you need better copy – for your website, emails, social posts – the advice out there is overwhelming, contradictory or just plain confusing. One client said they felt like they were constantly being “nagged and hounded by shouty online posts.” Another spoke of constant overwhelm and “the dreaded blank page syndrome”. (Yup, relatable.) So I decided to do something about it. I booked a flight. I packed a my laptop. And I got to work. Writing a book as a working mum felt like a luxury I didn’t have time for. So I made time. I took myself off to Marmaris for a couple of weeks, leaving my heroic husband in charge of our four-year-old, shopping and meal-planning. Just before I left, he told me that if I didn’t return with both his travel adaptor (I do have a habit of losing things) and the first draft of the book, I wasn’t to bother coming home at all. With this warning ringing in my ear, I boarded my flight. And there, from the balcony of my aptly named Sunrise Hotel, I did the thing. 6am swims. Sunrise writing. Poolside plotting. Midnight editing. Repeat. I had many a blether with the local waiters who couldn’t quite believe I was choosing to work on holiday. Then, reality bit. I came home to Shetland, swapped the sunlounger for a fireside seat, and kept writing. And what came out of all that? Boldly Go: Confident Copywriting for Travel, Tourism and Hospitality. The copywriting guide I wish my clients had years ago. Boldly Go is part how-to guide, part workbook. It’s slim, practical and designed for travel and tourism pros who want to write their own copy — without losing the will to live. It’s built on my years of experience as a copywriter, teacher and business advisor. And it’s carefully structured to help you build clarity, confidence and customer connection at every step. This is not the kind of book you buy, skim, and let gather dust. Most chapters use storytelling to draw you in (very meta, since we cover storytelling too), and each one comes with a task you can apply directly to your business. Even better? You can send me your completed task for expert feedback. It’s a book you can work with, not just read. You’ll learn: How to define your brand voice and attract the right guests How to tell your origin story (without cringing) What makes a great About page Why tone of voice matters more than you think How to make your SEO strategy work for you And most importantly, you’ll write as you read. Each chapter includes tasks to help you apply what you’re learning to your own business. Take a peek at what’s inside. Want feedback on your writing too? Bigger & Bolder is for you. One of the reasons I wrote this book was to help tourism professionals on tighter budgets get access to expert support. But I know that sometimes, even with a guide in hand, you want to make doubly sure you’re on the right track. So I created Bigger & Bolder: a bundle that includes the book plus personalised feedback from me on your copywriting. Website pages, email sequences, social posts – whatever you’re working on. You send it. I read it. You get constructive, confidence-boosting comments and suggestions. It’s like a confidence boost chased with a serious shot of strategy. Ready to stop stirring the word soup? If you’re fed up with your travel copy sounding like everyone else’s – or worse, like it was written by an AI bot with a head cold – then Boldly Go is here to help. Choose your adventure: Buy the book Get the bundle Or book 1-1 coaching for deeper support And if you haven’t already, join Club Campion – my no-fluff mailing list for travel pros who want to write better, book more, and stay in the loop. Copywriting is mostly thinking. But with the right tools, the right structure and a little encouragement?You’ll be surprised how much you’ve got to say. Section Title 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

Insights

Lookers into Bookers: The tourism marketing blueprint

Genevieve White / February 18, 2025

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 Lookers into Bookers: the Tourism Marketing Blueprint. It was a packed session covering everything from sales page copy to social algorithms – and if you’ve ever wondered what Chris thinks is the most common missing ingredient on a sales page, make sure to watch the replay here. Now, full disclosure: I’d originally bought the wrong book. Yup – classic Genevieve move. I mistakenly ordered the earlier (and much fatter) edition of Chris’s book: How to Turn Your Online Lookers into Bookers. It wasn’t until we were setting up for the broadcast that I realised my blunder. Chris immediately offered to send me the newer version –free of charge. A generous gesture (and honestly, very on brand). So in return, I’m offering a proper review of the new edition. Here goes. First Impressions The latest edition is slimmer and sharper– ideal for busy tourism professionals who don’t have time to wade through waffle. It’s the kind of book you can read in an afternoon, but implement over several months. Design-wise, it’s easy on the eye. Clean layout, short paragraphs, and helpful subheadings. The QR code at the end of the book links you to an excellent bonus resource: the Customer Journey Toolkit, full of brand-building guides, templates and strategy sheets. The book’s premise Chris’s main point is clear: as a tour operator, you’re not just selling experiences. You’re a media company. This isn’t just theory. The book walks you through a real-world example – Chris’s work with Egyptian tour operator Sinai Tours. It’s a behind-the-scenes breakdown of the marketing strategy he used to help them grow their bookings, visibility and brand authority. And it’s all done with a “no filter, no BS” tone that keeps you turning the page. A fresh approach to tourism marketing You’re watching theory in action: rather than throwing a bunch of frameworks at you, Chris shows how it’s done by applying them directly to Sinai Tours. You get to see the questions he asks, the conversations that shape the brand voice, and the logic behind every decision. It keeps you engaged: you get to know Carol and Atef (the husband-and-wife team behind Sinai Tours). You understand their vision. You empathise with their challenges. And – like any good story –you find yourself rooting for them. It’s clever and it’s memorable. You’ll absorb more this way than with a bullet-pointed checklist alone. What Lookers into Bookers Covers (and Why It Works) Here’s a quick rundown of what the book takes you through: Brand development Logo creation Content and copy audits SEO and keyword research Competitor analysis Marketing strategy Website structure and optimisation Real-world results (spoiler: they’re impressive) And every step is actionable – you’re encouraged to follow along and apply the same process to your own business. Who this book is for If marketing your business feels overwhelming… If your “strategy” mostly involves hoping for referrals and crossing your fingers at the algorithm gods… If you’ve never really thought about brand voice or SEO… This book is for you. Should You Buy Lookers into Bookers? Lookers into Bookers is a rare beast in the world of marketing books: genuinely useful, delightfully readable, and refreshingly free from fluff. If the words “funnel” and “branding” make you break out in a cold sweat, Chris Torres will talk you down from the ledge– and show you how to turn your travel business into a booking magnet. Loved Chris’ book? This One Picks Up Where That Left Off. Once you’ve got your marketing strategy in place, you’ll need copy that charms the socks off your dream guests. That’s where Boldly Go comes in. It’s my no-nonsense guide to writing travel and tourism copy that actually works. You’ll learn how to sound more like you, sell without being salesy, and get people clicking that all-important “Book Now” button. Grab your copy here. Keep Going! Here’s More Good Stuff Think your copy’s doing the job? These seven subtle writing missteps might be standing between you and more bookings. Tour descriptions are fine, but blogs build trust – here’s why adding a blog to your tourism website could be the smartest move you make this year. And finally, from first impressions to gut instinct, here’s what to look for when choosing the right copywriter or coach for your tourism business. Over To You Have you read Lookers into Bookers? Drop your thoughts below –I’d love to hear what you took away from it. Section Title 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 audit: what to expect. ByGenevieve White November 17, 2024 Copywriting 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… Read More Tour Pro Talks needs you! ByGenevieve White May 13, 2024 Copywriting,Insights,Visibility 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… Read More What’s stopping you from finding your video voice? ByGenevieve White May 6, 2024 Insights,Visibility Ah, video. It’s so shareable, so engaging, such a vital part of your tourism marketing strategy… And it can also seem like such a bloomin’ faff, can’t it? All that hassle of:… Read More 5 tell-tale signs your copy is ‘meh’ ByGenevieve White April 29, 2024 Copywriting How do you know if your copy needs a helping hand? The thing is, it’s hard to be objective about

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