What decent travel copy looks like
Destination description copywriting is a fine and precise art.
These texts should communicate with their readers in a highly sensory way – allowing them to imagine what they could see, touch, taste, hear, and smell – in the attempt to momentarily transport them to a given location and make them feel close enough that they could reach out and grab it (…by clicking “Book”). The primary purpose of this content is to influence buyer behaviour by evoking this emotional response, but at the same time, these texts must be entertaining to read, be informative, and contain plenty of accurate, well-researched information that’s of value to a potential visitor to the destination.
Copy which does this effectively will not only encourage readers to buy or book, but it will also inspire them to continue reading, to read more, and to read again on the same site. It’ll give them the nudge to share and spread the content and improve a sites traffic and readership. Nice images help too, but, ultimately, “content is king”: proPRcopy explains how rich destination description copy is by far the most effective way to really express the atmosphere of a place and to give the reader enough information to make an informed decision and not have buyer’s remorse – this will improve the perceived reliability of your site.