Language

The difference between conventional tone of voice guidelines and these guidelines is that these are focussed on what we say as well as how we say it.

Use plain language

The average reading age in the UK is 9 years. This means we need to create content that's understandable for all comprehension levels.

Simple words:

• are easier and quicker to scan
• require less mental effort to absorb
• take less time to understand
• reduce cognitive load and stress
• help non-native English speakers
• help with divided attention (people tend to multi-task)

Use simple synonyms

Always use the easiest and shortest alternative of any word or phrase.

Don't use jargon

We don’t know a traveller’s background, knowledge or expertise, so avoid technical terms.

You can use travel industry terms that are fairly common like:

• Itinerary
• Half board
• Amenities

Sometimes, there’s no way around using technical terms. To introduce a new concept, explain its parts and processes - don’t assume travellers know what it means.

Be conversational

To keep us sounding friendly and human, always write conversationally.

• Use contractions
• Write to a single reader
• Break grammar rules (if it helps the reader), e.g. start sentences with ‘And’ or ‘But'

Don't use colloquial language

• Avoid using slang unless it's relevant for the specific market
• Don't ramble or take tangents
• Don't use words that don’t translate well

It's worth noting these rules are flexible for SEO recommendations.

Saying sorry

Always apologise if something is our fault. If it isn’t, show empathy instead.

If we're at fault, apologise once to set the tone but don’t overdo it. Over-emphasising the point can make the reader dwell on their negative travel experience and with us as a brand. Instead, offer a solution where possible.

Show empathy

To build warmth and trust with the traveller, it’s important to acknowledge and understand their mindset — especially if there’s a problem.

Ask nicely

To help the traveller take action, they’ll be more inclined if we’re polite about it and respect their time.

Show gratitude

Travel planning should be fun and travellers should enjoy their experience with us. Thank them for their time as much as possible — whether it’s a positive or negative experience:

• Thanks for booking with us
• Thanks for your patience
• We really appreciate your input

Content should complement the UI

To aid usability, copy should always complement the visuals and interactions (and vice versa). You should:

• Avoid widow lines or lines under 1/3rd long
• Leave negative design space
• Avoid copy overlap
• Signpost key information
• Make sure hyperlinks sit on one line

Create scannable sections

Readable content is crisp, clear and compelling. Most people scan content online, so to make sure they stay engaged and take away the right information, you should:

• Write short paragraphs
• Break up sections with subheaders
• Use lists and bullet points
• Use white space
• Stick with 1 idea per paragraph
• Stick with 1–2 key messages per section

Create simple, short sentences

Short and simple sentences are better on digital products than long sentences with complex syntax.

Some general good practices are:

• Try to keep sentences around 15 words (25 max) to make the content easier to understand
• Break up long sentences into two or three sentences
• Use bullet points to keep things scannable
• Where you can, opt for the “pose question then offer solution” format

• Lead with an action/outcome

Write with rhythm

The most enjoyable things to read are full of flow. Opt for shorter sentences over longer ones to improve readability and avoid sounding robotic

Remove redundant words

Be brave with brevity. If you can remove a word or phrase and it doesn’t change the meaning, you don’t need it.

• Contact us and we’ll be happy to help you
• It’s 20°C outside today

Get rid of duplication

If it’s written clearly or already implied, it only needs to be said once. So avoid repeating words or phrases in the same piece of content (unless it's within longer form web content, for SEO).

Rephrase reiterated messages in long-form copy so the message stays the same but the language is different. Make sure you keep the target keywords the same in at least some of these phrases if you’ve been briefed to include them for SEO.

Always put the traveller first

To make sure we’re truly traveller-first, consider what information they care about most. That means:

• Making the traveller the subject (you, not we)
• Leading with the feature or benefit