Originally published August 17, 2021 , updated on January 18, 2023

Content is key to any travel company. Think about it – people become interested in visiting a particular destination through enticing content. Whether it’s written or multimedia pieces, content is important in the travel space. Without it, it would be impossible to promote a destination or travel service. This is why you need to invest in content writing for travel companies. 

Writing for travel isn’t like writing for other industries. There are certain things you absolutely have to include in your travel pieces that you don’t necessarily need to do for other industries. 

Below we’ve listed some key tricks and tips to keep in mind when writing for the travel and tourism space. 

Keep Seasons in Mind When Writing

Always keep track of the seasons when you are writing for travel. For example, if you plan to write about a trip to Coney Island, New York, consider saving that story for the summer season instead. This is the time of the year when this kind of trip is more practical and enjoyable. Focus on season-specific content for your copy to really make an impact. 

The first step is to plan your content and content distribution according to seasons. Make an editorial plan and change it up with each new season. 

That being said, keep your customer journey in mind. You might have potential customers looking for summer content during the winter months. People typically plan ahead for big trips, so remember to keep these audiences in mind as well. 

Keep On Top of Travel Trends

This is not only good for business, but it’s excellent for travel content writing too. Keep up-to-date on the latest travel trends and plan your writing accordingly. There are a number of websites that release stats around travel and tourism trends on a regular basis. Skift is a top travel website and an excellent resource for latest travel news. Use the trends you research to your advantage. 

For example, if you see a rise in solo female travel, why not write about the best solo trips in the UK for women. Alternatively, put together a list of travel hacks for solo travellers. These listicles do incredibly well and position you as a reliable source of travel information. 

Use Region-Specific Keywords

Keywords are important in all online articles, but region-specific keywords need to be prioritised for travel. This is because you are either targeting travellers from a specific region or to a specific region. 

Do region-specific keyword research and include these in your writing according to SEO best practices. It’s a good part of SEO strategy and tourism content writing. It will also get you noticed by the right audience. 

Be Descriptive but Not Verbose

Descriptive writing is a big part of content writing for travel websites and companies. You need to entice people with your words. Add colour and detail to your stories to paint a mental picture. But don’t get too carried away. At some point, it will look as though you are trying too hard. 

Describe the destination to appeal to people’s senses. Allow them to imagine the flavours, sights and smells of a destination through your writing. Make them so eager to visit that they can’t help but to book a trip.  

Sell the Destination First

When it comes to travelling, people buy into the destination first. Don’t do a hard push on your products even if you offer the cheapest train trips through Canada, for example.

Start by telling people why taking a train trip through Canada is a life-changing journey. Explain everything they will see and do on the way. This will help them visualise the experience and hopefully make a booking.

The first step to travel content is to sell the destination. The second step is to sell the products.

Use Visuals as Part of Your Story

Visuals form an integral part of creative travel storytelling. For every article you write, be sure to include beautiful images or videos. People want to see the destination as well as read about it.

It is important that these images and videos are of good quality. If you don’t have your own, there are a number of websites that offer royalty-free stock images and videos that you can use for free. Alternatively, reach out to the respective destination marketing organisation for assets. For example, if you are writing about Cape Town, South Africa, you can get in touch with Cape Town Tourism or South African Tourism for free-to-use images and videos. 

Make Use of a Creative Writing Service Based in the Market

Suppose you want content writing for travel companies based in Edinburgh but targeting travellers from the USA. In that case, you should consider using a US-based writing service. No one knows a region quite like a local. 

At Goodman Lantern, we have writers based all around the world. As a result, we can call on local knowledge from different parts of the globe. If we need content writing about London, we lean on our London team. If we need pieces about Cape Town, we’ll rely on our team from South Africa. It helps to have in-market support when doing travel writing. 

Content writing for travel companies, while a lot of work, can actually be tremendously enjoyable. Follow these tips and steps for the best, most impactful travel content. And don’t forget to have fun with it.

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