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 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

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

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