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 Decoder
Need 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.