Considering using AI for your travel content? Read this.
Let’s be honest. We’re all using AI in some capacity (although admitting this feels like a dirty secret). ChatGPT is essentially the new Google, and as its capacity grows in creating copy and content, it’s becoming the new in-house creative team too. As a small business on a budget, it’s easy to see why you might be tempted to save your budget and go all in on ChatGPT. While I’m not against using it, there are some things that travel businesses should consider if they think they can fully rely on AI.
There’s going to be an increased need for high-quality content that’s different to everything else that’s out there. One of the challenges facing travel businesses right now is that everyone has access to the same information. Maybe your insider recommendations were the value you provided for newsletter sign-ups or social media followers -but now these recommendations are easier for your audience to find than ever before. Another challenge is if everyone is using AI to source and write content, you and your competitors are all pulling from the same pool of regurgitated information. In an industry that’s already rife with cliches, outdated narratives and the same travel tips being shared, I imagine that mediocre travel content is only going to increase. To stand out above the noise, you need a difference; a unique point of view, a strong brand personality and a perspective that cannot be found on ChatGPT.
Travel should feel personal. If there’s an industry that needs to showcase personality and human connection, it’s the travel industry. Unlike other industries that revolve around physical products, travel is about experiences, emotion and expectations. I think this is especially important if you’re a tour guide, small tour operator or guesthouse. You’re not offering a mass-produced product, but a story that travellers are choosing because they want that human connection. Your voice is your brand. AI-generated copy might sound polished, but it means that you risk blending in with everyone else. (I’m actually excited that AI might force us all to start creating better copy as we all make an effort to sound ‘more human.’)
Keep in mind that it isn’t just about the writing. Yes, you can get ChatGPT to write like a human and its ability is getting better, but what you’re getting from a human is the strategy. We all have camera phones and Instagram, but that hasn’t meant that everyone knows how to grow a following and create posts that connect with their audience. Something else that is incredibly important for the travel industry specifically is that we’re writing about sensitive topics - other cultures, history, identities. AI doesn’t understand nuance. It doesn’t know when something is a stereotype, when a phrase might be offensive, or when a cultural reference needs more context. But someone with experience and human insight does.
It’s also worth keeping in mind that when you hire a freelancer, it’s this experience and insight that you’re paying for. If you think paying freelancers should cost less now because the job can be done faster using AI, I recommend watching this 2-minute clip on why you’re not paying for someone’s time, but for the value they provide you. When you work with me, you’re paying for my expertise in responsible tourism, my unique perspective on travel that has been shaped by years of work, research and networks, my taste, and years of experience in digital marketing. (And in my experience, AI hasn’t made my writing any faster as you need additional time to fact-check everything, make all the corrections, reword, restructure, etc.)
If you’re on a budget and you want me to proof some AI-generated content, this is something I’m happy to do. Just drop me an email to hello@kaylajoleen.com.
