On this episode of Destination on the Left, I talk with Genevieve White, travel copywriting expert and Founder of Campion Comms & Coaching, about why there’s so much important work that needs to happen before you ever put pen to paper when you’re writing copy for your travel organization. Genevieve walks us through the customer journey, from the dreaming phase to planning and booking, explaining how your copy should meet travelers where they are, every step of the way. She also shares her favorite recipe for establishing a relatable and confident tone of voice and reveals how simplicity and clarity can make your words work harder for your brand.

What You Will Learn in This Episode:

How Genevieve transitioned from a career in education to founding her own travel and tourism copywriting business, inspired by the Ikigai method and life changes
How to craft effective copy, including the importance of deeply understanding your customer persona before writing
How identifying and narrowing your target audience can transform general copy into messaging that resonates and attracts your ideal clients
Why aligning your copy with different stages of the customer journey—dreaming, planning, booking, and aftercare—is crucial for moving potential travelers toward action
The value of clarity, simplicity, and using “you/your” to create relatability
Practical ways to instill that confidence in your writing before you get going
How clear calls to action and strategically repeating key messages increase engagement on your website

Think About Your Dream Customer

Genevieve emphasizes that before you ever set pen to paper—or fingers to keyboard—you need to get crystal clear about who you want to attract. Lots of businesses make the mistake of casting too wide a net, hoping to appeal to “everyone,” but in reality, being everything to everyone often means resonating with no one.

Genevieve suggests creating a detailed customer persona that goes beyond simple demographics like age and gender. Consider the customer’s travel style, values, preferred communication platforms, and even lifestyle details, such as shopping habits or their idea of a perfect day. As she says, “It’s by speaking directly to that person that you can really elevate your copy and stand out.”

Match Your Copy to the Customer Journey

Not all copy serves the same purpose. At various stages of their journey, from dreaming to planning, booking, and post-visit, travelers need different kinds of information and inspiration.

Dreaming Stage: Here, your audience is searching for inspiration. Use evocative, sensory language to paint a picture and create a little FOMO (the fear of missing out). Focus on what makes your experience unique and let your destination’s personality shine.
Planning Stage: Now, your customer wants practical information. Provide details in a clear, organized manner. Use bullet points and white space to make information easy to digest, especially for mobile users. Be selective and avoid overwhelming readers with too much detail.
Booking Stage: At this point, clarity and simplicity are key. Remove ambiguity and minimize unnecessary words. Make sure calls to action (CTAs) are prominent. Guide users smoothly and confidently through the booking process without distractions or confusion.

The Recipe for a Great Brand Voice

The most effective copy should feel like a conversation with a friend—relatable, personable, and confident. Brands often drift into a corporate or overly formal style that feels cold and unattractive. Use clear, simple language and write as you speak. Be mindful of corporate cliches in language, especially phrases like “we are passionate about.” Let people know about your expertise and offerings directly, by using simple phrases like “We do this,” or “Our experience includes…” A confident tone makes your brand more credible and helps your customer feel secure in choosing you.

Genevieve recommends that if you’re not feeling confident, don’t write! Instead, get into a positive, empowered mindset before drafting your copy. Your energy will transfer to your words.

Resources:

Website: https://campioncopy.com/
LinkedIn: https://www.linkedin.com/in/copywritingfortourism/
Boldly Go: Confident Copywriting for Travel, Tourism and Hospitality: https://campioncopy.com/product/boldly-go/

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