Web & Blog Writing - The Art & Science

I have been blogging for tourism operators of late, and helping them refresh the language on their websites and write informative online newsletters.

I coach them on welcoming words, of course, but also and more importantly on descriptions and listings. I get some of my best inspirations from billboards all around me in airports - where I spend a lot of time, by the way.

Here are some of the more memorable ones.

Luxury Apartment Ad:

360 degree view

180 degrees from ordinary

Zoom Media & Marketing creative for ANZ on a mirror!

 

"Excuse us for saying, but you look like you could use a summer vacation in NZ.

Book now and start your rejuvenation..."

Marriot Rewards billboard with woman in hammock on a beach

"Hard Earned, Well Spent"

And here are some of my postings relates to this topic.
Tourism International. Leaders in Gay and Lesbian Tourism Marketing.

11/8/08
How to Judge a Hotel by Its Website
Hopping online and looking for accommodations is the way most leisure travelers do it now.

Is your website the one that will get them to click and book?

If the design is outdated, has misleading photos, probably not. If it’s inviting, easy to navigate and has a booking system, probably yes.

Over the years, I have read thousands of hotel and tour descriptions. Some were memorable and mouthwatering, but most of them needed work. Especially the mainstream ones that want to reach out to LGBT travelers.
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As an internet coach, I have compiled a short list of No Nos.

How about your site? Is it gay-welcoming?

Is it accurate, up to date, and full of LGBT information?

Do the images say a thousand words about your hotel or your trip?

And, most importantly, are the photos appropriate with same-same couples and individuals (not overused, generic stock photos of non-gays, families, suits etc).

I judge a hotel or tour operator’s website by the quality of its photos. A hotel with no photos makes me wary as do floral bedspreads and plastic balcony furniture.


Website quality.
Language and images are critical.

1. Pay close attention to how navigable (easy to surf) your site is.

Are there dead links or outdated prices or seasonal specials?

Does the home page look like it was designed in 1997?

Lack of attention to detail on the web - like typos and inappropriate language - just might translate into lack of detail during guest’s visit.

2. Read between the lines. Your prospective, discerning guests are.

You should also pay very close attention to descriptions of the accommodation.

"A short walk to the beach" means the hotel is definitely not on the beach;

"convenient airport location" means you might be in earshot of the terminal;

and "complimentary continental breakfast from six to seven in the lobby" generally means a Styrofoam cup of coffee and a stale danish.

3. Watch out for certain buzzwords as well, that just might be misleading.

"Charming" can be a nice way to describe "old," and "cozy" nearly always just means "small."

Cozy and charming in the same sentence in New York City means you're probably looking at a flip down Murphy bed and a Gideon's Bible.
Posted by Proud as a Peacock at 6:45 PM 0 comments Links to this post
Labels: Content and Images, Gay Welcoming, Home Page, Web 101, websites for dummies
10/25/08

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Part 1: What Every Tourism Operator Needs
Part 1: Sites & Blogs First


It's not too late to be up and running with a re-imagined website, accompanying blog, maybe a vlog by the end of the year.
Rainbow Tourism operators can benefit from customizing our eTourism Kit, created by our marketing division, Peacock Tourism Marketing. It is online marketing with a twist - being LGBT audience-oriented.
If you want to reach OUT to the traveling LGBT community, we can help you earn your "gay welcoming" communications badge - quicker and more affordable than you might think.


How to use the internet to your advantage - and where the LGBT sticky sites are.

How to change the content of your site and blog to be more gay welcoming.

Making your message conform to email etiquette and LGBT interests.

How to use social media for tourism.

Online booking basics and how to sell your product to discerning LGBT travelers.

Which version of the Rainbow Flag to use! (8 colors)

Give us a call from whatever continent; we have toll-free numbers in many places listed on the sites: RainbowTourism.com and PeacockTourismMarketing.com.

Part 2:
Part 2: E-Newsletter 101

Not ready for videos on Facebook or photos on Plaxo? How about a terrific, customer-friendly eNewsletter in either living photo color or plain text?


There are plenty of free templates available (like the ones I use on ConstantContact.com) or you can create your own to match your logo and website. Either way, you want to keep in touch with customers on a regular basis - say every other month, with perhaps a press release or sale alert in between.


Peacock Tourism Marketing selects images and writes origbinal LGBT travel content for your newsletter, written by a former travel agent who owned one of the earliest LGBT dedicated agencies and is now a travel journalist and digital photographer with experience in North and Central America and DownUnder in Australia and New Zealand.


Menu from the CopywritingCafe.com for custom articles and blog postings:
Destination pages

Tours & Attractions

Escorted Tours

G&L Travel Content

Accommodation descriptions