The battle to be heard as a tour operator or a travel agent can be brutal, so you need to give your audience a reason to interact with your brand, browse your website, and engage with your business.
Attracting potential customers, and then convincing them of the need to book directly with your organisation, rather than a competitor, is one of the biggest challenges you’ll face in your line of work.
One way to do differentiate yourself from the competition, is through your content. Be it your website, blog or newsletter, you can use writing to give your business a personality, and to interact with your audience directly.
Travel content creation is the simple process of putting interesting, engaging information on your website – it’s no more complicated than that.
Enhancing your website with great content, is one of the best ways to build trust with your audience, and increase your visitor and booking numbers.
Convincing someone who’s never encountered your brand before to book with you is always going to be challenge.
Creating content gives you increased visibility, as people read and share the content you’ve created.
Simply getting your content out there is a great way to boost the number of people who recognise your brand.
If the content’s good, and people enjoy it, you’ll also be bolstering your reputation, as people will see that you know what you’re talking about, and feel as though they’ve made a connection with your business. In short, it’s an effective way to bolster your authority.
Of course, for this to work, the content has to be worth the time people invest in it.
What kind of content do you need?
When you talk about travel writing, most people imagine tales of adventure, and wordy, poetic prose that brings the richness of the blue sky to life in vivid clarity.
While there’s certainly an element of evocative, descriptive writing required with travel copywriting, it’s equally as important to make sure that your content is actually fulfilling its ultimate purpose – to sell your products or services.
So travel agents and tour operators need to focus on content that does justice to the trips and holidays they’re selling, and which also makes a justifiable case for their audience to convert.
What kind of content can you create?
- Blogs – Discuss relevant topics that will be of interest to your audience
- Articles – Write features and first hand accounts of the trips you arrange
- Destination Guides and Trip Descriptions – You want to do justice to your offerings, so write engaging copy to accompany them, and really sell the experience
- Leaflets – Don’t forget the offline world, you also want to make your marketing materials stand out with great copy