Destination Content: How to Write for Parents

Last month, I wrote about best practices of writing destination content. It led me to consider how much more I could talk about this topic because there are so many varieties of destination content and audiences for it. Think about it. You could be writing for a hotel specifically or putting together a travel guide. If you’re writing a travel guide, you might be gearing it towards families or retired folks or honeymooners or any one of dozens of other interest groups that have a different set of interests and priorities – and budgets. So, I decided to dig a little deeper this month, and focus on an interest group that I’ve been a part of for a few years now – parents traveling with kids!

I considered what I’m looking for when I’m searching for vacation or destination information as a parent, but I also polled a few of my parent co-workers to get their opinions, and this is what we came up with. When parents are researching a destination, they need to get the most bang for their buck. They want to know what they can expect for their family and they want all the details about how to have the most fun. They want to be able to picture themselves at that place with their family and imagine how their experience might look. So how can we put together the best destination content for parents?

From my previous blog, we’ve already discussed these steps for writing good destination content regardless of the audience:

1. Pinpoint Your Clientele
2. Focus on Quality
3. Incorporate Good SEO and Long-Tail Keywords
4. Include Photos
5. Write with Enthusiasm

Here are a few additional pointers for when you’re focusing on writing destination content for parents specifically:

Paint a Picture/Tell a Story

There’s a lot of hype right now in the content marketing world about storytelling. In a world where we’re saturated with information at every turn, it’s important that you use stories that are engaging and emotive. Also, like I mentioned above, when I’m researching a travel destination, I want to read about it and be able to picture myself there. If you’re writing for parents, paint a picture for them about how their experience will be memorable for their kids. Craft a story about a typical experience at a nearby theme park or splash pad. Include details about the food and the smells (like how Disney’s Main Street, U.S.A.® smells like a bakery) and the sounds they’ll experience. Storytelling helps to cement your information into your reader’s mind.

Keep Cost in Mind

It’s no secret that traveling with a family can get really expensive. The food, the souvenirs, the gear, the miscellaneous stuff you somehow collect along the way. When you’re writing a travel guide geared towards parents, it’s smart to keep cost in mind. Because you can’t assume that everyone is on the same budget, having a variety of attractions and restaurants with differing price points can be helpful. It’s also a good idea to have price information readily available for your readers so they will be more likely to stay on your page and to stay engaged with what you’re offering.

Provide Details About the Area

Maybe it’s just me (but according to my co-workers, it’s totally not just me), but when I’m planning a trip, I need to know all the things. With kids, sometimes it’s nice to live in the moment and not have a plan, but when you’re out of town with kids, it’s imperative to have your ducks in a row. Your parent readers need to have service-writing type information along with good content.

Make their life a little easier and provide details like when attractions open and close, how much these attractions cost, what family-friendly restaurants are in the area and where to find the nearest grocery store. When we’re planning out-to-eat excursions during our trips, I always like to know what the atmosphere in the restaurant is like. Is it low-key and quiet? If so, that’s not happening with my crew. I want to know where the places are that are upbeat, loud and casual, that way if someone isn’t happy that the cheese on their burger is the wrong shade of yellow, then it’s totally cool. No one will even hear the complaints.

Provide Details About the Accommodation

This was actually one of the top answers I got from my co-workers. If you’re writing for a hotel or something similar, parents want to know exactly what amenities are offered, so make sure you allot a good amount of your writing to making these amenities clear. For families traveling to the beach and staying at a rental house or condo, let them know if pool and beach toys are included, if there are life jackets, or if there are beach towels and chairs. If you’re writing for a hotel, it’s good to note if cribs are available or if the room has space for a portable one. Details like these let your reader know how to pack and plan for their vacation, which is key!

Whether you’re a parent or not, providing your audience with what they need in an engaging manner is sure to help you achieve success in your destination content writing. Do you need some help in this area? Reach out to us! We’ll be happy to help with your content needs.

Caralee Culpepper – Content Creator