As a travel copywriter, I write content that speaks to your specific target audience.
To show this, I’ve taken the same tour of Japan and adapted the description to 3 different audiences.
The tour is the same for each traveller type, but how we describe it is completely different. We have to take into account who it’s for, how they like to travel and also how they like to read.
Here’s the tour:
- Tokyo – Shibuya crossing, Meiji shrine and sumo wrestler dinner
- Kyoto – Meditation with monks and stay at a ryokan
- Osaka – street food tour
Here are the descriptions
Adventure travellers and digital nomads
These are typically millennials who want to feel like they are having an immersive cultural experience. They tend to be independent. This is probably me to be honest. This copy is shorter and choppier as this audience doesn’t tend to read. They definitely don’t want a printed version. Instagram, or even TikTok, is their preferred social media type.
One-of-a-kind experiences in the Land of the Rising Sun
Lose yourself among Tokyo’s bustling streets, catch a glimpse of geisha in Kyoto, and chow down on sizzling street food in Osaka.
Your Japanese adventure
From Tokyo’s neon lights to Kyoto’s spirituality and Osaka’s foodie adventures, Japan packs a punch when it comes to cultural encounters.
DIVE INTO JAPANESE CULTURE
Your adventure kicks off in Tokyo, where the latest gadgets and anime characters compete for your attention. Surrender yourself to the crowds at the world-famous Shibuya Crossing before taking it down a notch at the tranquil Meiji Shrine. For an evening meal that’ll have you on edge, befriend a sumo wrestler over a traditional Chanko Nabe dinner.
Next, hop on a bullet train and hurtle full throttle to Kyoto, the historic heart of Japan. Tap into your hidden zen as you meditate with Buddhist monks and lose yourself among centuries-old temples. For another only-in-Japan experience, hit the hay at a traditional Ryokan. Tucked away in forested hills, here you’ll don a kimono and take a dip in a steaming Onsen bath.
Your journey reaches its climax in the bright lights and bustling streets of Osaka’s Dotonbori district. Nicknamed Japan’s Kitchen by locals, the city is home to the country’s best cuisines. Get ready for a riot on your taste buds as you tuck into spicy street food, from Takoyaki to Okonomiyaki.
High-end luxury travellers
Now, we’re selling to people who want luxury experiences and everything taken care of for them. They care about feeling sophisticated and having unique experiences. These were my customers when I worked at luxury travel brands. The copy is quite poetic, high-brow and sophisticated. They like to receive a detailed itinerary in PDF format or in the post. They’re not big on social media and prefer to read publications like Conde Nast.
Embark on a journey of elegant contrasts in Japan
Japan, a land of enchanting dichotomies, invites you to a world where ancient traditions and futuristic innovation exist in beautiful harmony.
ABOUT YOUR EXCLUSIVE ESCAPE
Each moment in Japan is a rich fusion of deep-rooted traditions and striking modernity. This journey is crafted for those seeking to immerse themselves in a land of exquisite contrasts.
In Tokyo, you’ll encounter a city where the ultra-modern effortlessly tangoes with the centuries-old. Your acclaimed guide will escort you to the city’s proud landmarks and hidden gems. Witness hurried Tokyoites scuttle over the Shibuya Crossing before transitioning to the tranquillity of the Meiji Shrine. This elegant temple is a peaceful oasis amidst Tokyo’s sprawling urban landscape.
For an evening of culinary delights infused with culture, indulge in a private dining experience with an elite sumo wrestler and discover the rituals behind this quintessentially Japanese sport. On the menu is the sumptuous Chanko Nabe, a dish few know outside of Japan.
Next, settle into your private cabin aboard the Shinkansen. A symbol of vanguard Japanese technology, this gracious bullet train will whisk you to Kyoto, the soul of Japan’s storied past. Here, you will partake in spiritual zen meditation with revered Buddhist monks, an experience that promises serenity and introspection. Retreat to a luxurious ryokan inn, where traditional aesthetics and comfort create an atmosphere of unparalleled elegance. Relax and rejuvenate as you bathe in the privacy of your onsen.
Your first-class journey continues to the bright lights of Osaka, the epicurean heart of Japan. In the illustrious Dotonbori district, embark on a gastronomic discovery, where each dish is meticulously prepared to delight the senses.
Baby-boomer sightseers
These are intrepid baby boomers who want to tick places off the bucket lists and take photos to show to their friends and family back home. They like to have a guide, and feel comfortable but are not interested in luxury.
This description is lengthier as this customer types likes to read and they prefer a hard copy over a PDF. They like their facts and to know that they are hitting all the big sights. This customer type loves interacting with their family, friends and neighbours on Facebook. Think of the aunt or uncle who likes and comments on everyone’s posts.
Venture to Japan’s must-see attractions
Jet off to the Land of the Rising Sun and catch a glimpse of the country’s most iconic sights. This essential journey through Tokyo, Kyoto, and Osaka boasts all the Japanese experiences you’re craving and more. One thing’s for sure: you’ll depart with memories you’ll be talking about for years to come.
Bucket-list Japan
Your journey gets underway in Tokyo, Japan’s beloved capital. Join your local guide and venture to the city’s top sights, including the world-famous Shibuya Crossing. Get your camera ready as you join the 2,500 Tokyoites who shuffle over the crossing each minute. Close by, the Meiji Shrine is another unmissable attraction. Boasting traditional Japanese architecture, this religious site pays tribute to one of the country’s most important emperors. In the evening, join a sumo wrestler for a dinner with a twist.
No visit to Japan is complete without riding a bullet train. Known locally as the Shinkansen, get ready for a lightning-fast ride to Kyoto. Here, in the country’s former capital, tickle your inner zen as you meditate with Buddhist monks and take snaps of this city’s majestic temples. In stark contrast to the ultra-modern bullet train, a night at a ryokan is another uniquely Japanese experience you can’t afford to miss. The relaxing onsen hot bath is the perfect way to unwind after a busy day’s sightseeing.
The last stop on your itinerary is Osaka, known affectionately as Japan’s Kitchen. The country’s second-largest city is renowned for its gastronomy and bustling shopping lanes. Take a bite out of the best street food Japan has to offer, from sizzling Takoyaki to savoury Okonomiyaki.
Travel copywriting for different audiences
So what do you think?
As you can see, it’s the exact same tour described differently to sell to different audiences. Something that is central to my role as a travel copywriter.
If you need a hand adapting your messaging to your target audience -or even defining exactly who they are- get in touch. As a travel consultant turned travel copywriter, no one knows your customers better than I do. After all, I spoke to them every day for 10 years. Send me an email or get in touch.
