Lola is a new app that connects users with a team of live travel consultants to help plan and coordinate trips. Alongside the phrase ‘whatever floats your boat’, the ads effectively evoked the experience of airport travel and the things we all look forward to when going on holiday. Print ads can be a great way to promote a company’s values, giving brands the opportunity to step back from the cluttered nature of online copy and send a clear, concise and subtle message to consumers.Įxpedia’s 2013 print campaign involved using IATA codes on luggage tags to form phrases related to travel.
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We’ve previously written about how Expedia’s clever copywriting helps to increase conversions, but its offline work is also worth mentioning. According to BrightScore, 84% of people trust online reviews as much as a personal recommendation.įor Intrepid Travel, its online blog serves as a form of real social proof, with the experiences of others helping to inform and influence decisions. Personal reviews are now an increasingly vital tool for the travel industry.
This is because most of the articles are based on the personal experiences of the writers, which in turn, promotes a sense of real authenticity.
Its destination guides are engaging enough, however, its blog is where the most effective copy is found. Here's everything you need to know about hiking there: #Patagonia /dAS7JE1Mwo Patagonia is one truly awe-inspiring region. Unsurprisingly, its copywriting is littered with inspirational storytelling, building on the transformative power of getting away from it all. The ‘Smith Extra’ sections are particularly effective, evoking the idea that you’re getting an extra special service by booking with the brand.įorget your average holiday – Intrepid Travel is all about selling life-changing experiences. Mr & Mrs Smith describes itself a brand that cares about the little details, and this definitely comes across in the language it uses. Meanwhile, its hotel descriptions use a conversational and almost intimate tone that’s designed to forge connections with consumers. It calls itself a ‘travel club’ and its customers ‘members’, building on the fact that each hotel is personally chosen and approved by the company. Mr & Mrs Smith is an online travel agency that specialises in boutique and unique accommodation around the world. Its USP is that it is not your bog-standard travel agency – and it uses copywriting to continuously reflect this ‘exclusive’ nature. Meanwhile, it capitalises on the opportunity for long-form copy in its ‘What’s New’ pop-up, using pop-culture references and a personal tone to engage users. It avoids sounding dull by injecting words like ‘hooray’ into standard phrasing. This goes for all channels, but nowhere more so than on its app, where it fuses functionality with a slightly cheeky personality. Thankfully, Trainline aims to make the process of researching, booking, and travelling by train mildly more thrilling with a great tone of voice. Trains are dull – there’s no getting around it. So, how exactly do you sell a destination without reverting to clichés? What’s more, how do you adapt this copy to different channels? Here’s a run-down of some of the most inspirational brand travel copywriting and the reasons why I think it works. The travel industry can be guilty of using a cliché or two.įrom ‘hidden gem’ to ‘melting pot’, it’s understandably difficult to stay away from bog-standard vernacular when writing about the same places as every other travel brand out there. (View All Digital Marketing Training Courses).Fast Track Psychology for Digital Marketing.Fast Track Creating Outstanding Customer Experiences.Fast Track Customer Experience Strategy.Fast Track Ecommerce and Online Merchandising.2022: New normals for digital marketing and ecommerce.E-Learning: Fast Track to Modern Marketing.E-Learning: Fast Track to Digital Marketing.13th July – How marketing and ecommerce leaders are future-proofing their teams.Achieving Omnichannel Excellence Best Practice Guide.Ratings and Reviews Best Practice Guide.Third-Party Marketplaces Best Practice Guide.Direct-to-Consumer (DTC) Best Practice Guide.Machine Learning and Predictive Analytics.
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