Free Resource
Travel Content Brief Template
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A clear, detailed brief is what separates a good piece of travel content from an expensive back-and-forth. Use this template to give your writers everything they need to deliver the right article, first time.
What's inside the template
- ✓Project overview and content type
- ✓Destination, angle, and SEO keyword fields
- ✓Target reader profile section
- ✓Scope, format, and word count
- ✓Expertise and photography requirements
- ✓SEO and technical brief
- ✓Research and source requirements
- ✓Timeline and deadline fields
- ✓Budget, rate, and kill fee section
- ✓Submission format and style guide link
The template
# Travel Content Brief Template ## Project Overview **Publication/brand:** [name] **Article title / working title:** [e.g. "72 Hours in Penang: The Food Lover's Guide"] **Content type:** [ ] Article [ ] Blog post [ ] Guidebook section [ ] Social captions [ ] Video script ## Destination & Angle **Primary destination:** [city, region, or country] **Angle / hook:** [what makes this piece different — e.g. "Muslim-friendly travel for families", "solo female travel over 50"] **Target SEO keyword (if applicable):** [e.g. "Penang food guide"] ## Target Reader **Primary audience:** [e.g. "UK family travellers, budget $3–5K, first visit to Southeast Asia"] **Reader's goal:** [e.g. "Plan a 10-day holiday itinerary with school-age kids"] **Reader knowledge level:** [ ] First-timer [ ] Experienced traveller [ ] Destination specialist ## Scope & Format **Word count:** [e.g. 1,500–2,000 words] **Format:** [ ] Prose narrative [ ] Listicle [ ] Q&A [ ] How-to guide [ ] Photo essay with captions **Key sections to cover:** [list 3–6 must-include topics] **Must NOT include:** [any exclusions — e.g. "no hotel reviews, we have a separate hotels guide"] ## Expertise Requirements **Has the writer visited?** [ ] Required (within last 3 years) [ ] Preferred [ ] Not required **Specialist knowledge needed:** [e.g. "Halal food expertise", "scuba certification", "Mandarin speaker preferred"] **Photography:** [ ] Writer provides photos [ ] Photos sourced separately [ ] No photos needed ## SEO & Technical **Target keyword:** [primary search term] **Secondary keywords:** [2–3 related terms] **Internal links needed:** [pages on your site to link to] **Meta description:** [ ] Writer provides [ ] Editor writes ## Research & Sources **Primary sources required:** [ ] On-the-ground visits only [ ] Interviews with locals/experts [ ] Both **Fact-check responsibility:** [ ] Writer [ ] Editor [ ] Both **Sources to cite:** [any specific authorities — e.g. "tourism board stats, official restaurant listings"] ## Timeline & Deadline **First draft due:** [date] **Revisions due:** [date] **Publication date:** [date] **Revisions included:** [e.g. "2 rounds of revisions included"] ## Budget **Rate:** [ ] Per word: $__/word [ ] Flat fee: $__ [ ] Revenue share **Kill fee (if applicable):** [e.g. 25% of agreed fee] **Invoice to:** [name, email, company] **Payment terms:** [e.g. "Net 30 from invoice date"] ## Submission **File format:** [ ] Google Doc [ ] Word doc [ ] Direct CMS upload **Submit to:** [email or upload link] **Style guide:** [link if applicable] --- Generated via travelwriters.org — The authority hub for the travel writing industry.
Copy the template above and paste into Google Docs, Notion, or any project management tool. Fill in the bracketed fields before sending to your writer.
What makes a good travel content brief?
The brief is where most travel content projects go wrong — and fixing it requires no additional budget, just discipline upfront.
Destination specificity
Vague briefs produce vague writing. Name the destination, the angle, and what's already been covered — so the writer knows what to avoid and where to go deep. "Southeast Asia" is not a brief; "the night markets of Penang's George Town, for readers who've already done Bangkok" is.
A clear picture of the target reader
The same destination can warrant completely different articles for a solo backpacker in their twenties, a Muslim family from the UK, or a retiree on a cruise stopover. Name the reader, their budget, their experience level, and what they want to leave knowing or able to do.
Expertise requirements stated upfront
If you need someone who has actually stood in the souk, hiked the trail, or eaten at the restaurant — say so. Requiring recent first-hand experience filters out writers who will research from a desk. It also sets expectations: a writer with current on-the-ground knowledge commands a higher rate, and the brief should reflect that.
Word count and format — not just a rough guess
A 1,200-word listicle and a 1,200-word narrative essay are entirely different assignments, even at the same word count. Specify the format. Include structural guidance: which sections are must-haves, which are optional, and what the opening should accomplish.
Budget transparency
Writers price their work in part based on the budget visible to them. If you omit the rate, the best candidates may not apply — and the ones who do may quote a rate you didn't expect. State the rate in the brief. If it's negotiable, say so. A kill fee clause signals you're a professional operator and reduces the risk for the writer.
Revision rounds — define them
Undefined revision rounds are one of the most common sources of friction between editors and freelancers. Two rounds of revisions means two rounds of revisions — not an endless conversation. Define what a "round" means to you: line edits only, structural changes included, or both.
Ready to find a writer for your next project?
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