The best travel writing doesn't sell a destination. It creates the feeling of already being there.

Travel and tourism copy has to work harder than most. It's competing with a reader's own imagination, their past experiences and the ten other tabs they have open. The copy that converts isn't the copy that lists the most features. It's the copy that makes someone feel something specific enough to act on it.

Led by Erin Berryman, Edited By is an Australia-based copywriting studio specialising in travel and tourism content that balances editorial atmosphere with commercial intent. Copy that's genuinely transporting, and genuinely effective.

Who we write for

• Tourism boards and destination marketing organisations

• Hotels, resorts and boutique accommodation

• Tour operators and experience providers

• Airlines, cruise lines and transport providers

• Travel agencies and booking platforms

• Luxury and adventure travel brands

• Visitor centres and cultural attractions

• Travel agencies and PR firms

What a travel and tourism copywriter actually does

A travel and tourism copywriter writes the words that make people want to go somewhere, book something or feel emotionally connected to a destination, hotel, airline, tour or experience. But the good ones aren't just writing "luxury escape" repeatedly and calling it a day. They're translating atmosphere, culture, logistics and emotion into copy that converts.

Where many copywriters rely solely on a brief and a fact sheet, Erin brings an editorial instinct shaped by years spent inside travel, hospitality and lifestyle media, understanding not just how places look on paper, but how they actually feel to experience.

Travel copy that knows the industry

Travel and tourism has its own vocabulary, and more importantly, its own psychology. Effective travel copywriters understand luxury versus budget audiences, aspirational language, cultural nuance, hospitality operations, seasonal travel patterns and what makes a place genuinely distinct beyond the usual tropes every destination relies on.

Erin has written for some of the most recognised names in the sector, including Hilton, Sofitel, QT Hotels & Resorts, SO/, MGallery, Mövenpick, Pullman, ibis and Tourism Fiji. That depth of experience means understanding not just how to write for travel, but how different parts of the industry think, position and sell.

Whether it's a five-star resort or a regional tourism operator, the brief is always the same: make the reader feel it before they've booked it.

Travel and tourism copywriting services

Hotel and resort website copy, destination guides and itineraries, tourism board content, airline and cruise campaigns, SEO travel blogs, accommodation and experience descriptions, brand storytelling and tone of voice, eDMs and booking communications, social captions, launch campaigns, in-flight and in-room publications, luxury brochure copy, video scripts, print travel editorial, booking platform descriptions, PR and commercial content partnerships, travel trade and B2B content.

What good travel copy actually requires

Storytelling, psychology, branding, sensory writing, SEO, conversion strategy and a genuine understanding of traveller behaviour. The best travel copywriters can capture atmosphere without cliché, write with editorial polish, understand luxury positioning and make experiences feel elevated without tipping into elitist.

SEO travel content without the generic itinerary

Travel is one of the most competitive content categories in search. Ranking well means producing content that's specific, authoritative and genuinely useful, not templated destination roundups that read the same regardless of who published them.

Tourism brands today don't just want beautiful writing. They want Google traffic, bookings, engagement, brand differentiation and content that sounds human. Edited By creates SEO travel and tourism content designed to perform across search, AI summaries and comparison platforms, without losing the voice that makes a destination worth visiting.

Not just marketing language

Before founding Edited By, Erin spent over a decade inside publishing, PR and media, writing and editing content across travel, lifestyle and hospitality. That editorial background shapes every travel brief.

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