Away with words

With winter on the horizon, it’s no surprise that now’s a busy time for planning getaways to sunnier climes. But with so many travel blogs, destination guides and hotel websites vying for attention, it can be a challenge to stand out.

So how do you stir the senses of your reader? And what does it take to turn holiday hopes into hotel bookings? Here, we’ve listed some of our favourite travel-writing techniques to get you on track and off the beaten path.

Know your audience

First things first – who are you talking to? Students seeking budget breaks? The cruise ship crowd trying to tick off the main sites? Jet-setters looking for their next glitzy getaway? Write in a tone that’s right for them, not necessarily yourself.

Go off the beaten track

As the travel industry is fiercely competitive, brands have to work harder to offer deeper, richer and more fulfilling experiences that will remain in the mind of potential customers.

The world is full of well-trodden paths, so surprise readers by taking their imagination somewhere different. Whether you’re writing about iconic sights like the Eiffel Tower or the Colosseum, or lesser-known spots, try to include insider tips or a fresh perspective your reader might not have considered.

Appeal to the senses

Storytelling is a great way to engage your audience – after all, who doesn’t love a good traveller’s tale? So seize the opportunity to put your reader in the heart of the action, making them feel like they’re already there. This will breathe new life into your copy.

Be specific

Depending on what you’re writing, there can sometimes be space to be honest – or opinionated. If you’re writing a destination guide, you can admit that a great bar isn’t in the best neighbourhood. Or a fantastic market may not be holiday album material. That way, you’ll sound less like a salesperson and more like a savvy guide.

Choose your words carefully

Travel is all about the thrill of experiencing something new. So why stick to ‘unique’ and ‘iconic’ when everyone else is promising exactly the same? And why use predictable and overused words like ‘enjoy’ and ‘luxury’, when there are so many more captivating ones out there? Your choice of words should be as alluring as the destination you’re describing.

With these tips in mind, your copy should capture your reader’s attention – and perhaps even convince them to pick your destination. If you’re searching for a little inspiration, check out some of the travel writing we’ve completed for SLH. Good luck and happy travels!