“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).
