The Emotional Expedition: A Workbook for Transformative Travel Marketing

This workbook was created specifically for tour operators and expedition companies ready to shift from feature-driven messaging to emotion-driven strategy.

Because travelers don’t book trips.
They book the person they become on the journey.

Inside this hands-on workbook, you’ll learn how to:

• Define your brand’s deeper emotional “why”

• Identify the transformation your expeditions truly deliver

• Map the emotional arc of the traveler journey

• Rewrite feature-heavy copy into sensory, perspective-driven storytelling

• Align content across dreaming, planning, arrival, and return stages

• Test emotional messaging against traditional itinerary-based marketing

It’s a practical, strategic guide built for real-world travel marketing — complete with exercises, copywriting frameworks, A/B testing models, and positioning tools you can apply immediately to your website, emails, paid campaigns, and brochures.

If your expeditions are designed to change people, your marketing should do the same.