Travel Copywriting 101

Learned exactly what to charge: from your first day rate to billing per project or per product

Understood who hires travel copywriters (tour operators, tourism boards, hotels, cruise lines) - and where you fit into this ecosystem

Got to grips with writing snappy short-form copy that earns the clicks: emails, social media posts and campaigns, with real examples pulled apart, line by line

Mastered the art of long-form content work – and why travel writing means you’re already an expert

Practised on real briefs (hotel write-ups, email subject lines, blog posts) with worked answers from a professional

Discovered how two professional travel writers got their first copywriting jobs

Walked away with a ready-made action plan for landing your first client and how to turn this into a sustainable part of your portfolio career

Enter your bullet points here..

Editorial rates haven’t increased in decades and we’ve all seen the decline in our bank balances. Meanwhile, the brands you write about are paying copywriters up to 10 times the amount you earn on one piece to describe the same hotels, the same itineraries and the same destinations you’re visiting.

All travel writers have the skills needed to succeed as a travel copywriter: the destination knowledge and research skills easily transfer. But, copywriting is a different craft. The style, the briefs, the way work gets commissioned – all this makes up a world that many travel writers have never seen inside.

This course will take you there. You’ll learn exactly the types of copy travel copywriters write, and the essential skills for landing those gigs in the first place: who’s doing the hiring and how the work comes from tour operators, tourism boards, hotels and cruise lines and down to you.

Course leader Siobhan O’Halleran is your guide to this brand-new world. She’s spent 16 years on both sides of the desk: hiring copywriters as head of content at Kuoni, and now writing for multiple luxury brands as a freelancer.

Siobhan O’Halleran is a travel copywriter, editor and content manager. She was head of content at Kuoni, where she managed in-house and freelance writers, and has now been freelancing since 2020.

She's penned words for tour operators, hospitality groups and all kinds of other luxury travel businesses, including brands such as Abercrombie & Kent, Air Charter Service and onefinestay.

Armed with an English degree and more than 16 years of experience in the travel industry under her belt, Siobhan will guide you through taking your first steps in this lucrative sector.

"Starting the course with very limited knowledge of travel copywriting, I now have a much stronger understanding of the types of travel companies that need copywriters, the range of work available, and how to go about securing it. The lessons and tasks both provided valuable insight, with the tasks improving my understanding of the material throughout. I now have a clearer sense of the kind of travel copywriting I would most enjoy, as well as the steps needed to move in that direction. Overall, the course has given me both confidence and a practical framework for making that happen."

"The TTW gang have done it again in delivering a product that strikes a balance between comprehensive and digestible. Even as a seasoned writer I sometimes let bits of my own skillset languish, so this course was an inspiring reminder of how I can better utilise my creativity and expertise. The modules are concise and easy to work through, with loads of useful examples that make pursuing copywriting clients feel actionable and realistic rather than just another idea to add to the 'maybe someday' list. I finished the course feeling motivated and excited to get to work, which my fellow procrastinators will surely recognise as high praise!"

"I cannot recommend TTW’s Travel Copywriting 101 highly enough. Even as a seasoned journalist and copywriter, I learned some of the fundamentals that have been missing from my skillset: key insights into the travel industry – including what kinds of businesses exist, who hires writers, and the kind of copy they need – marketing concepts, from audience to customer journeys, and even how to find copywriting opportunities. The course that Lottie, Steph, and Siobhan have created is a fantastic introduction to travel copywriting (a true 101 experience) that clearly lays out the basics on how to get started from A to Z. But it’s also packed with information, how-tos, and examples that enrich and inform for a career refresh, an expertise uplevel, and focused approach to professional expansion. Worth the investment. I’m excited to see where I can take my newfound know-how."

Who is this course for?
This course is for travel writers and journalists who want to add copywriting to their portfolio. If you’re penning pieces for the media, you’ve already got the skills; this course will help you learn how to apply them commercially.

It will also help existing copywriters from other sectors – be it finance, tech or healthcare – break into the travel copywriting world.

If you have absolutely no writing experience whatsoever, this course isn’t for you.
Will this actually lead to paid work?
No course can hand you clients. However, what this one gives you is everything Siobhan wishes she could tell every aspiring copywriter: where the work is, what to charge, how to pitch and a concrete action plan for landing your first client. The rest is on you, but you’ll be armed with the tools you need.
Isn't AI making copywriters obsolete?
The market is changing, not disappearing. Brands are drowning in generic AI copy, which makes writers who genuinely know destinations, understand audiences and can give a brand a distinctive voice more valuable, not less.
Is the course purely video-based, or are there practical activities too?
This course is made up of short videos, written materials, and practical tasks with worked answers. It’s self-paced too, and all students get lifetime access.
How long will it take?
Work through the course in a weekend, or take it at a slower pace around your existing deadlines. With lifetime access, you can come back to the lessons and pitching templates whenever you need them.
What if I don’t find the course helpful? Can I get my money back?
Yes, there’s a 30-day money-back guarantee, no questions asked.