Tone of voice -  How to use this secret ingredient in travel guide creation

One of the factors that truly sets a good digital audio guide apart is an engaging and relatable tone of voice. The right tone of voice makes guide content more than just informative; it changes it into an interesting conversation that keeps travelers hooked. This article will explore why choosing the right tone of voice is essential in creating compelling guide content and how content creators can build the right tone for travel guides.

What is the tone of voice?

Tone of voice refers to the way a message is conveyed through words and phrasing, reflecting the personality and mood of the speaker or brand. In travel guide content creation, a well-crafted tone of voice helps establish a connection with the audience, making information more approachable and intriguing. It shapes how travelers perceive the guide and influences their perception, whether it’s through friendly, informative, or humorous language.

For destinations, attractions, and travel businesses, the right tone of voice is notably important in building a strong identity and creating memorable experiences that encourage visitors to engage more deeply and increase revisits. It helps tourism entities communicate their values and unique offerings, making them more appealing to visitors, and inspiring longer stays. Understanding and applying the right tone ensures that the guide content resonates with diverse audiences and improves their engagement.

How to craft the right tone for travel guides?

Here is the checklist every content author should follow to craft the right tone for travel guides:

1. Adopting a conversational and approachable style

A conversational style makes the audience feel as though they are chatting with a knowledgeable friend. Use simple language and a relaxed tone to create an approachable atmosphere. This style helps to break down barriers and makes the information more understandable and relatable. For instance, in a guide about Prague, instead of saying, "The Old Town Square is an important historical landmark," a more conversational approach could be, "Take a stroll through Old Town Square—it’s like stepping back in time, but with way more cool cafés to stop at along the way!"

2. Adding friendliness and humor

Incorporating a friendly touch and a dash of humor can make the content more enjoyable. Using casual language and addressing the audience directly can make the content feel more personal. A friendly tone develops a sense of warmth and connection, making travelers feel welcome and eager to continue. On the other hand, humor can lighten the mood and make the journey more pleasant. For example, when describing Prague’s famous Astronomical Clock, rather than a straightforward explanation, a playful tone could be, “Sure, the Astronomical Clock looks serious, but it’s basically Prague’s way of saying, ‘Hey, even the time can be fancy here!’” This keeps travelers smiling while learning.

3. Maintaining a positive tone

A positive tone in travel guides can inspire and motivate visitors. Highlighting the joys, beauty, charm, and marvels of a destination and attraction can lift spirits and spark interest. By focusing on the brighter aspects, content creators develop a sense of excitement that encourages visitors to start their adventures. Such as, while depicting Prague, one might say, “One can’t help but feel a sense of wonder while sipping coffee at a quaint café in Malá Strana, surrounded by stunning architecture and the melodies of street performers.”

4. Embracing a lightly wistful tone

A lightly wistful tone adds an element of nostalgia and wonder, evoking curiosity and anticipation. This tone invites travelers to dream about the possibilities and imagine themselves in new places. It gently nudges them to explore the unknown with a feeling of longing and discovery. For example, one might add in Prague's guide, “What stories do the cobblestone streets of the Old Town hold, you ask?", and elaborate.

Furthermore, maintaining a consistent tone across all travel content significantly increases visitors’ participation by providing clarity and coherence, making the information more digestible and fascinating. A steady tone serves as a familiar voice that the audience can easily recognize and relate to, creating a sense of stability and dependability. This consistency builds trust, as audiences come to rely on the content to deliver dependable insights and guidance.

Here is an example of how engaging tones of voice are utilized within the SmartGuide digital audio guide platform. Scanning the QR codes demonstrates the contrast: the guide to Bled, Slovenia, follows a traditional, structured style, while the guide to Bath, England, is created in a comedic tone. These guides were made entirely without human intervention by SmartGuide AI, showing how tone can influence the interpretation and interaction with information, whether formal or humorous.

Define your destination's or attractions' tone of voice and refine your travel content

The tone of voice is vital in crafting enthralling travel guide content, as it influences how information is perceived and creates a connection with the audience. SmartGuide's digital audio guide platform simplifies the delivery of audio guides with the right tone to your visitors and can enhance the travel experience, making it more gratifying and accessible. Content creators are encouraged to experiment with their tone to find their distinctive voice, which will improve their script and engage their audiences more effectively.