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:
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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
