THE ONLY COURSE OF ITS KIND!

MASTER THE SECRETS OF TRAVEL COPYWRITING AND BREAK INTO WRITING’S MOST EXCITING FIELD … NO TRAVEL BACKGROUND NEEDED!

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WHY LEARN TRAVEL COPYWRITING NOW?

  • Give yourself an edge over “Generalist” Freelance Copywriters as travel bounces back.

    As people get back to traveling, the travel industry will need writers. And the competition for coveted Travel Copywriter gigs is fierce. (I know … in my previous life as Copy Chief for a multi-brand travel company, I was in the position of sorting through a deluge of candidates!) After completing this Masterclass, you’ll stand out in a crowded field.

  • Earn the Full-Time Equivalent of $120K, $160K or more.

    Many think they have to “pay their dues” before commanding high fees. Nonsense. Write strong, solid sample copy in this Masterclass and you can command fees that are far above those earned by Generalist Copywriters. Just remember: Niche writers earn more for their specialized skill.

  • It’s time to feel excitement about your writing career.

    Travel Copywriters live the adage that “you learn something new every day.” You’ll feel fully engaged with the world with every assignment. You might be surprised by some of the things you uncover. Cultural, historical, architectural and culinary wonders are all in a day’s work. It’s the coolest gig you could hope for!

  • See the world on someone else’s dime.

    Many travel companies send their staff writers out into the world so they can learn about their trips firsthand. While it isn’t always dreamy – you are working, after all! – it certainly is adventurous. Better still that the company you’re writing for is paying your way. Even if you don’t travel for work, you’ll “virtually” visit more places than you can possibly imagine!

  • Spread peace, love and understanding. Really.

    Mark Twain said that “travel is fatal to prejudice, bigotry and narrow-mindedness.” As a Travel Copywriter, you’ll be doing so much more than selling travel. You’ll be uniting people from different cultures and fostering compassion and understanding. In today’s often turbulent world, you can’t put a price on that.

Hi, I'm Ken Lovering.

Teacher. Travel Copywriter. Husband. Cyclist. Storyteller. And lover of all things travel.

I am one of the few Copywriters who has made “Travel Copywriting” a thing. And by “a thing,” I mean a vocation … like, what I put on my taxes when the IRS asks for my profession. Previously, I simply considered myself a copywriter who happened to write for the travel industry. The thing was, though, I didn’t want to write for any other industry.

The rewards of Travel Copywriting were just too great.


I have written for some of the most respected travel companies, many of which have won numerous awards. I've given voice to their brands and helped them stand out in a competitive marketplace:

I started in the travel industry with limited travel on my passport … and zero Travel Copywriting experience, perhaps like you.

I’ll never forget my interview for a job as a salesperson in an inbound call center at a travel company. I listened in on a sales associate while he took calls from customers. One caller said she wanted to go to Turkey. 

I panicked – because I had no idea where Turkey was! My negative self-talk kicked into overdrive: “I have no business wanting to work at a travel company!”

But I got the job. And I learned the business. Later, when a copywriter position opened up in the marketing department upstairs, I desperately wanted the job. But I had never written Travel Copy. 

Of course, there was lots more negative self-talk! But I overcame it.

I made up my own dream itinerary and submitted it to the hiring manager. Well, my sample must have hit enough of the basics that they took me in. 

And that’s where the lessons that form the basis of the Travel Copywriting Fast-Track Masterclass began.

I’ve learned what makes Travel Copywriting so unique.

I moved up the ladder and before I knew it, it was me doing the hiring. At one point, I was overseeing and mentoring 12 writers for 4 different travel brands. 

In many ways, it was a dream job. 

In all ways, it was a life-changer.

I eventually left the corporate world to begin my own Travel Copywriting business. Since then, I have worked with some of the most recognized brands in travel, creating copy that has helped propel them to the top of the industry. 

And I cannot tell you enough how rewarding and fulfilling it is to travel in my mind, on my laptop and in spirit every single day.

Want to join the ranks of the world’s best Travel Copywriters? I can’t wait to show you how.

Yours in travel,


Ken

The difference between being a "Generlist" copywriter who writes travel ...

  • You're a dime a dozen and you're paid accordingly

  • You don't know what you don't know about the industry

  • Your client has to spend time infusing your "good enough" copy with intricacies and nuances specific to their destination or brand

and being a tried-and-true Travel Copywriter ...

  • You're a niche writer and can command a higher rate

  • You understand the nuances of destination and brand and you know the right questions to ask

  • Your client immensely values your work because it only requires a quick read-through and minimal changes

Did you hear the one about the Travel Writer and the Copywriter Who Walked into a Bar?

The Travel Writer orders a beer and recounts his last assignment for a national magazine. Per usual, it was an agonizingly crooked, zig-zagging line from start to finish. He spent hours waiting in airports, tracking down leads, interviewing subject matter experts, writing draft after draft, applying editorial changes and fact-checking it all. When he calculates the time he put in against his pay, he probably made $30/hour, but had to turn down other gigs that conflicted with his travel schedule.

The Travel Copywriter orders a glass of champagne. Her last client sent her everything she needed upfront for her assignment, making for a streamlined process from start to finish. She fleshed out the basics with online research and learned a ton about a new-to-her destination, all while doing the work from anywhere in the world she wished. After she sent her final draft to the client, their in-house editor and proofreader took over; her work is done. She charged $60/hour and was able to line up another project, thanks to her predictable, easy-to-control schedule.

WHICH GIG DO YOU WANT?


Let's be clear: Travel Writers and journalists like them are among the most admirable writers out there. They do what they do for love of the craft and the long-celebrated tradition of reporting on the world as a witness. If you have your sights set on following in their revered footsteps, go for it!

WHAT DOES A TRUE IN-DEMAND TRAVEL COPYWRITER KNOW THAT OTHER COPYWRITERS DON'T??

  • YOU KNOW AUDIENCE

    Retirees. Bicyclists. Walkers. Ancestor seekers. Outdoor lovers. Every company has its audience. And writing to one is not like writing to another. I’ll show you how to infuse language and style into your content that resonates with travelers of all stripes and preferences.

  • YOU KNOW BRAND

    Every brand has a persona. Is it intimate, personal and engaging? Scholarly, erudite and informative? Approachable, playful and a bit humble? The In-Demand Travel Copywriter strikes the tone that the company has established to speak to its particular customers.

  • YOU KNOW DESTINATION

    Of course, no one can know the ins and outs of every single destination that appears on their project list. But it’s important to know how to research it and how to write it … what to talk about and (often equally important) what not to talk about.

  • YOU KNOW YOU

    There are plenty of copywriters out there who will take any job at any price. Travel Copywriters have refined their niche. Many choose to cover the entire globe, writing deftly about anywhere, from Australia to Zimbabwe. Others choose to focus down and call Europe, for instance, their specialty. Or cycling in Italy. Or barging in France. The point is, you be you.

THIS IS FOR YOU IF ...

  • YOU FEEL TRAPPED. You’ve been writing for a company for several years but you’re “done” cranking out dull copy. That old flame you once felt for healthcare, finance, insurance or some other two-dimensional industry is flickering out.

  • YOUR "GENERAL" COPYWRITING SKILLS ARE HOLDING YOU BACK. If you want to advance in your career, you need a niche. You realize that by specializing in an industry, you can command higher rates. share

  • YOU FEEL BORED AND STAGNANT. You want to learn something new about this great wide world every time you sit down to write your next piece.

  • 4. YOU SEEK MORE MEANING IN YOUR WORK. Whether you want to land a new job or go freelance, you want your work to set people’s dreams in motion and change their lives.

  • YOU'RE BURNED OUT FROM ALL THOSE TRAVEL WRITING CONFERENCES. Maybe you’ve accepted that you’re not the next great American travel writer. I get it. The newspaper and magazine markets are tight, so it’s time to pursue a new avenue that fulfills your dream to write about travel.

  • YOU ARE READY!!! You’re ready to write for an industry that excites and inspires you. This is the time to step into the world of Travel Copywriting. I’ll even help you create strong, solid samples for your portfolio if you wish, available in my top-tier “Private-Jet Class.”

Introducing ...


The Travel Copywriting

Fast-Track Masterclass

A 6-week online curriculum to give you an insider's view of writing for one of the most sought-after industries


This is your exclusive guide to writing for the travel industry. Each module includes video, downloadable tools, skill-building exercises and the opportunity to apply your learnings to write a well-polished, portfolio-ready Dream Itinerary that YOU create.

Now, you might be saying:

“I’VE NEVER STEPPED OUT OF MY OWN COUNTRY! HOW COULD I POSSIBLY BE A TRAVEL COPYWRITER?”

The truth is, many Travel Copywriters have very limited travel experience. And most of them write about places they’ve never been. Simply put, you don’t have to be a traveler to be a Travel Copywriter. This course shows you the whys and the hows of it all. Best of all, it will give you a massive advantage in a competitive marketplace as the need for Travel Copywriters bounces back. I’ll even share with you my comprehensive resource list that I’ve never shared with anyone … the list I call on time and again to give my clients the impression that I’ve been most everywhere in the world. 

(Pssst … I haven’t!)

"Ken’s compassion isn’t just for his fellow writers, but for a destination..."

by Christel S, Boston

"Like the best mentors, Ken has an ability to help you find your voice and keep it. In the context of Travel Copywriting, Ken’s compassion isn’t just for his fellow writers, but for a destination—its people and its soul. The magic of revealing the power of a place is in animating the narrative through your imagination, and your readers’. Whether you come to Ken with a love for writing or for travel, your time with him will strengthen your passion for both."

"Ken helps writers deliver copy that inspires ..."

Laura G, Dallas TX

“Ken not only taught me the fundamentals of travel copywriting, but also gave me the tools that would consistently guide me along the path of achieving verisimilitude in my copy, no small feat when writing about a destination you’ve never experienced. Through his expert combination of hands-on editing and candid, constructive feedback, Ken helps writers deliver copy that inspires armchair travelers to get out of their living rooms and discover the world.”

"Unsurpassed ..."

Gate 1 Travel & Discovery Tours

"Ken's grasp of our worldwide destinations, his ability to tell their stories and his understanding of our traveler are unsurpassed."

"Exceptional ..."

Go Ahead Tours

“Ken has an exceptional working knowledge of the nuances required to produce quality Travel Copywriting."

Course curriculum

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  • 1

    BONUS: Resource Guide for the Less Traveled Writer

    • Havent_Been_There_Resource_Guide
  • 2

    BONUS: Impress Your Clients All the Way to Timbuktu

    • BONUS! Impress Your Clients All the Way to Timbuktu
  • 3

    BONUS: Travel Tales: Tap into the Power of Story

    • BONUS! Travel Tales: Tap into the Power of Story
  • 4

    MODULE 1 Travel Copywriting: A View from the Air

    • WELCOME!

    • INTRODUCTION to Your Dream Destination Workbook

    • WATCH: The What and the Who of Travel Copywriting

    • DO: Be a Travel Copywriter in Your Own Hometown

    • WATCH: The Travel Copywriting Lens

    • IMPORTANT DOWNLOAD INSTRUCTIONS for Module 1 Dream Destination Workbooks

    • READ & DO: The Travel Copywriting Lens: Your Framework for Faster Writing

    • DO: The Travel Copywriting Scavenger Hunt

    • DO: Pick Your Top 5 Tours!
  • 5

    MODULE 2 Learn the 3 Elements of TCW

    • WATCH: Painters, Journalists, Salespeople & the "IN" Crowd

    • IMPORTANT DOWNLOAD INSTRUCTIONS for Module 2 Dream Destination Workbook

    • READ & DO: The "IN" Crowd: Painter, Journalist, Salesperson

    • WATCH: 6 Ways to Keep Your Copy Precise & Everlasting

    • REFLECTION: The Most Overused Word in Travel?
  • 6

    MODULE 3 Immerse Yourself in Culture & Heritage Pt. I

    • WATCH: An Introduction to Culture & Heritage

    • QUIZ: Test Your Food I.Q.!

    • WATCH: Cultural Tapestry, Part I

    • READ: The Cultural Tapestry, Part I

    • REFLECTION: Cultural history in your own backyard

    • IMPORTANT DOWNLOAD INSTRUCTIONS for Module 3 Dream Destination Workbook

    • READ & DO: Cultural Tapestry 1: History, Food, Architecture & Religion

    • DO: Religion: Handle with Care!
  • 7

    SPECIAL BONUS! The List: Over 1,000 Clickable Travel Companies and How to Get and Stay Connected with Them

    • The List: Over 1,000 Clickable Travel Companies and How to Get and Stay Connected with Them
  • 8

    MODULE 4 Immerse Yourself in Culture & Heritage Pt. II

    • WATCH: An Introduction to Culture & Heritage, Part 2

    • WATCH: Cultural Tapestry, Part 2

    • READ: The Cultural Tapestry, Part II

    • QUIZ: Where Would You Be If ...

    • READ, REFLECT & LISTEN: A Note on INspiration

    • IMPORTANT INSTRUCTIONS for Module 4 Dream Destination Workbook

    • READ & DO: Cultural Tapestry 2: Drink, Music & Dance, Visual Arts & Literature
  • 9

    MODULE 5 Brand Your Client, Brand the World, Brand You

    • WATCH: Brand Your Client. Brand the World.

    • READ: Brand Your Client. Brand the World.

    • READ & DO: Foodie Journeys: An Imaginary Case Study in Positioning

    • IMPORTANT INSTRUCTIONS for Module 5 Dream Destination Workbook

    • READ & DO: Your Dream Destination Workbook: Branding You

    • REFLECT: Why do we travel?
  • 10

    MODULE 6 The TCW Lab: Putting It All Together

    • WATCH: Putting It All Together

    • READ: Putting It All Together

    • READ: The one thing to NEVER say in a job interview

    • FLOWCHART: The Travel Copywriter Process

    • ILLUSTRATION: How Travel Copywriting is Like Building a House

    • IMPORTANT INSTRUCTIONS for Module 6 Dream Destination Workbook

    • DO: Dream Destination Workbook: Putting It All Together