Writing For Travel Guides

Turn Your Anecdotes into Compelling Stories: A Step-by-Step Guide Ever found yourself stuck in an airport, missing a flight, and feeling frustrated? That happened to me once at San Francisco Airport. Long security lines caused me to miss my flight, but what unfolded was a memorable day spent with my friend Harry, who was only in town for a day. This anecdote became a great story, and here’s how you can turn your own anecdotes into compelling narratives: 1. What is the Anecdote About? Identify the core event. In my case, missing a flight. 2. Who are the Characters? Determine who was involved. For me, it was myself and my friend Harry who was only in town for a day. 3. What was the Context? Set the scene. It was a busy morning at San Francisco Airport. 4. Why is this Moment Significant? Reflect on why it stands out. It taught me about the unpredictability of travel and the importance of staying positive. 5. What was the Conflict or Challenge? Highlight the obstacle. The challenge was getting through security in time. 6. How Did You Feel? Share your emotions. I felt stressed and anxious but later pleasantly surprised and grateful. 7. What was the Turning Point? Identify the pivotal moment. Realising I wouldn’t make my flight and deciding to make the most of the situation. 8. What was the Resolution? Explain the outcome. Missing the flight but spending a wonderful day with Harry. 9. What Did You Learn? Consider the insights gained. The importance of flexibility and seeing opportunities in setbacks. 10. How Does This Relate to Your Audience? Connect the story to broader themes. It’s a reminder that life’s disruptions can lead to unexpected joys. Turning anecdotes into stories not only makes them more engaging but also relatable and insightful. Use these questions to structure your next story and make your experiences resonate with others. P.S. What’s the most memorable anecdote you’ve turned into a story? #whatsyourstory #storytelling #storytellingtips

I was recently asked at a conference about an immediate action tourism professionals could put into play right away when it comes to communicating with travelers. One area I see as being overlooked is taking advantage of anticipated questions. If you've led the same tour more than once, guided the same experience multiple times, or worked with travelers in any consistent capacity, you already know that their questions are predictable. Too many professionals act as if these are random moments of curiosity, but they are actually patterns you can anticipate and prepare for. The difference between reactive communication and intentional storytelling often comes down to anticipation. When you know the questions before they're asked, you have the opportunity to craft responses that do more than simply answer. These are the questions that open doors to deeper understanding. They are invitations to help travelers see the multidimensional reality of a place rather than just its surface appearance. And what can you do with this information? A few examples: On food tours, travelers will ask about ingredients or preparation methods. Be ready to share: > Where ingredients come from and who grows them. > What this dish means in local celebrations or daily life. > How climate or geography influences what grows here. For adventure activities, people often ask about the landscape or environment. Be prepared with: > Geological or ecological stories about how this place formed. > How local communities have adapted to this environment. > Changes happening due to climate or development. > Why protecting these spaces matters beyond just beauty. If you interact with travelers in any capacity -- from answering questions during the fact-finding part of the buying journey to on-the-ground guiding moments -- here are a few questions you can use to take better advantage of anticipated questions: > What are the three most common questions travelers ask during your tours, experiences, or interactions? How do you currently answer them? > Are there moments when travelers seem curious but don’t ask questions? What might they be wondering about, and how could you address those unspoken curiosities? > Consider the “surface-level” attractions of your destination — the things tourists come to see. What deeper stories or contexts could help transform these from pretty backdrops into meaningful experiences? #TravelStorytelling #TourGuide #

I've reviewed many tourism strategies, and most have one thing in common: While culture and people often are mentioned, they rarely take center stage. Marketing usually focuses on places and experiences. It's a missed opportunity, since you're skipping the essence and what makes your place really unique and memorable ✨ Instead of just showing attractions and activities, dive into the stories behind. Who are the people maintaining these? What traditions make these unique? In Medellin, a local señor is voluntarily taking care of one of the popular hiking trails. He's there from the early morning making sure it's all set. Most who are not from here don't know, but details like that make it extra special 🤗 How can you introduce people more to traditions and lifestyles? We often remember better when we participate. Not in that awkward, superficial staged way, but in collaboration with locals who also enjoy and benefit from it. It could be having breakfast at the local bakery while chatting with people (very common here in Colombia), watching a game, dancing, sports, joining a festival. Homestays. For those who prefer private accommodation, a dinner together with locals can be a great way to bond. Show why traditions matter. Local guides, interactive tours, and your personal stories can be a great way to share how traditions were shaped. That they often are about so much more than what they first appear (like fika in Sweden ☕). Set expectations from the beginning. Create and promote guidelines that talk about do's and don'ts, how to be respectful, as we are fortunate enough to step into someone else's home. Highlight diversity and challenge stereotypes. After having traveled full-time for 7+ years and been based longer in many countries - one of the main conclusions is that most cultures are misunderstood. Show how locals might have unique approaches to life. How gastronomy, priorities, and values might vary. How it's more about being curious while not assuming… When you focus more on culture, people, and genuine connection, suddenly every place has something to offer 😉 ➡ What would you add? How do you emphasize this in your strategies/travels? ➡ Any place that stands out to you for its culture and people? 📷 A mix from Latin America (Colombia, Ecuador, Brazil, Costa Rica, Bolivia). While you'll be spoiled by options for places to visit, the people and the vibe are what will make you want to come back again and again #cultures #sustainabletravel #travelandtourism

Hotels, tour companies, and travel agencies: if you feel like the writing in your marketing sounds like everyone else's, here's a tip. Trade your adjectives for proof. Instead of saying 'unparalleled luxury,' name the one thing nobody else can offer. Example: "The Vatican opens to our guests forty minutes before the doors do." Instead of saying 'tailor-made experiences,' show us how you tailor. Example: "We moved your Kyoto dinner to the counter because you said you like watching chefs work." One detail beats the word bespoke every time. Instead of saying 'hidden gems,' name the place and person who introduced it to you. Example: "The little bakery in Porto that our guide Sebastian has gone to since he was nine." Instead of saying 'curated,' remember that curation is a person who has good taste making a call. Example: "Our Japan specialist spent eleven years in Kyoto and still books the same ryokan for her family." Give us the detail, the specifics, and your writing will start to feel more personal to your brand. Share this with someone who wants their writing to stand out more.

My best piece of travel writing advice for anyone starting today is to invest in developing the stories only you can tell, because those are the ones that get you hired. Editors who commission for the legacy publications want to see the work you make for yourself, not your commercial portfolio. In most cases, it is your personal project that opens the door to getting your pitch/photo essay accepted. Why? 1. Personal work shows how you observe, interpret, and shape a story when no one is prescribing the angle or framing. 2. Choosing the subject, funding the reporting, and committing time without a guaranteed outcome signals seriousness and long-term intent. Editors recognise this as the same self-directed process behind ambitious, original stories. 3. The strongest personal stories grow out of lived experience, sustained curiosity, cultural fluency, or relationships built over time. It is access that cannot be replicated through press trips or brand commissions, and which prestigious publications actively compete for. #TravelWriting

The word experience is a bit generic isn't it? The market is saturated with staged tours and activities. Everything is an experience. Even when we use the word on One Planet Journey it's hard to find alternative words that go deeper. But to truly stand out, you have to move from selling a product to facilitating a profound connection. That's the real experience. So, how do you create a deep travel experience that a traveller will remember for a lifetime? You have to get the fundamentals right: Go beyond the itinerary: Skip the rigid checklist or minute by minute schedule, instead build a narrative. The goal isn't to see everything; it's to feel something. An itinerary for a deep traveller is about purpose, not just places. Prioritise people over places: Sounds basic but you wouldn't know it for all the tours etc that let you take pictures of landmarks instead of allowing time for chats with locals. A deep travel experience connects visitors with resident storytellers, artisans, or family-run businesses. No staged performances of course. Embrace the "ugly real": Authenticity isn't about perfection. I personally look for unscripted spontaneity and the chance to see the less-polished side of a destination. I want to make up my own mind, not having a constructed view served to me. Facilitate, don't command: If you're a tour operator see yourself as a facilitator rather than an organised leader. Provide the framework for an adventure, giving the traveller the freedom to explore, make choices, and find their own meaning. What does a real experience in travel mean to you? Share what makes you a happy customer. #Travel #Deeptravel #Sustainabletourism #Hospitality #Travelmarketing

When the brief looks simple but the strategy runs deep: Tru by Hilton media FAM trip case study On paper, the assignment was straightforward: host media representatives on three FAM trips to Lao Cai, Buon Me Thuot, and Hau Giang. Secure coverage. Done. But the real challenge was bigger. These weren’t famous tourist spots, and Tru by Hilton is a functional, no-frills hotel brand. How do you create compelling stories when your locations aren’t Instagram-famous and your product is intentionally simple? → Our answer was to shift the narrative. The story wasn’t about hotels. It was about undiscovered Vietnam - the places business travelers and practical tourists want to experience beyond the obvious. And hotel is in the strategic location where you can enjoy both business and leisure, and travel to the tourist destinations very conveniently. Instead of trying to dress up functional hotels as something they’re not, we positioned Tru by Hilton as the smart choice for travelers who value authentic culture and real experiences. We built itineraries to highlight this: → Lao Cai: Beyond Sapa’s crowds, the northwest’s authentic culture and landscapes. → Buon Me Thuot: Vietnam’s coffee capital and a gateway to Central Highlands traditions. → Hau Giang: The Mekong Delta’s genuine floating markets and crafts, without tourist staging. Each trip showed that Tru by Hilton is more than a place to sleep. It’s a reliable base that unlocks authentic travel. The media stories reflected this shift. They weren’t about thread counts or buffets. They were about discovering hidden destinations and smart travel choices that expand possibilities. The lesson: Sometimes the most effective PR strategy is to move the spotlight from your product’s features to the lifestyle it enables. Simplicity becomes powerful when it opens the door to richer experiences. What’s the most creative solution you’ve developed for a seemingly straightforward brief?

Travel storytelling holds immense value for both businesses and leisure seekers when it authentically captures the deeper layers of a place. Relying solely on surface impressions, such as iconic dances or scenic landscapes, limits the potential impact and connection that stories can foster. The most effective narratives do not simply showcase what visitors see; they reveal the lived experiences, history, and mutual bonds between people and their environment. To build trust and loyalty, brands and storytellers must go beyond the obvious and demonstrate genuine engagement with local communities. This approach not only enriches the story but also delivers a sense of respect and credibility that modern audiences increasingly demand. Businesses that adopt this strategy are more likely to inspire travellers, spark curiosity, and drive meaningful engagement. What do travellers truly remember from their journeys, the photos or the moments when they understood the soul of a place? The future of travel storytelling belongs to those who focus on depth, context, and sincere human connection. #storytelling #travel #business

In the world of unique stays—treehouses, domes, tiny homes, themed resorts—it’s easy to assume the architecture is the brand. But the design is just the stage. What truly moves people is the narrative behind it. And that’s where storytelling becomes your most powerful hospitality tool. Here’s how to apply storytelling to your unique stay: 🔹 1. Start with a “Why” Why does your place exist beyond just making money? Was it inspired by childhood memories? A trip abroad? A desire to create peace in a chaotic world? Guests connect deeply with meaning—share it. 🔹 2. Let the Land Speak What’s special about the property? The twisted oak tree? The view that changes with the season? The cave nearby? Tell the story of the place—people remember what feels rooted. 🔹 3. Build Symbolism into Design Your design can hold meaning. A circular window inspired by Japanese ryokans. A bridge walkway symbolizing transitions. A firepit in the shape of a compass. Guests don’t always notice consciously—but they feel it. 🔹 4. Make Your Guests the Hero Good storytelling isn’t about you. It’s about what your guest becomes in your space. Are they adventurers? Escape artists? Artists at rest? Create a journey where they arrive one way—and leave a little changed. 🔹 5. Use Story in Every Touchpoint Your bio. Your booking confirmation. The welcome book. The sign on the cabin wall. Every piece should reinforce your narrative. Because in the end… People don’t just book a place. They book a story they want to live inside.

✨ Gamification: structuring pleasure and memory ✨ Why do some vacations feel unforgettable, while others blur together? It’s not just the destination - it’s how the experience is designed. Gamification principles can turn any trip into a richer story, both while living it and when looking back: 🎯 Goals & Quests - Transform sightseeing into playful challenges (“discover a hidden café” or “capture five sunset photos”), creating intentional peak moments. 📈 Progress Indicators - A personal “experience meter” or “memory log” taps into our innate drive for completion, encouraging us to explore more. 🎁 Variable Rewards - Blend reliable joys (daily gelato) with surprises (a spontaneous boat ride) to sustain excitement. 🏁 Endgame Strategy - Conclude with a designed finale (last-night celebration, reflection ritual, or photo reveal) to amplify the “end peak” in memory. Vacations, like games, aren’t just lived - they’re remembered. With a little gamification, you can design both the pleasure and the story that lingers.