You can always find boilerplate at the end of each press release, where it’s titled “About XYZ Company”. This is the particular space at the press release where you can introduce your company. If you see it written similar to an “About Us” page of a website but in shorter form, I can tell you it’s not following press release boilerplate best practices.

Don’t Treat Your Press Release Boilerplate Like an About Us Page

As a travel business owner, you are familiar with the type of news topics a company picks up to reach out to its audience. Each news story has got its own Single Most Important focus. The critical point here is the fact that your boilerplate should be written in support of what your topic is. In other words, you shouldn’t use the same boilerplate for all the news releases you publish. It can distract your audience from the main flow of news story your press release has been telling them.

So, you should have got the point by far. Your website has got an “About Us” page that is not updated with every content you add to your website. Actually, you don’t need to do so, because it’s a static page introducing your company, when it was founded, where, why and so on. But, you can write a different boilerplate for each press release you publish and I recommend you to do so unless your company always publishes press releases with similar content.

When Can You Use The Same Travel Press Release Boilerplate?

Your company may publish a few categorized press releases related to particular type of activities you conduct. Then, you can have a series of certain pre-created boilerplate write-ups for these topics. For instance, you are a tour operator and have a series of clients visiting your country from a special interest association abroad, let’s say archaeology. The best practice for writing a press release boilerplate in such cases would be to create a paragraph of 3-4 sentences that introduces your company as specialized in that particular interest for this many years and rendered services for major schools of archaeology of this and that country.

This could probably apply to all of those press releases you publish in a season when your enthusiastic travelers use your services. I used the word “probably” as you may require to change some parts of your press release boilerplate like the statistics, new relevant services, and so on.

How to Support the News Topic in Your Boilerplate?

It’s quite a well-known practice in writing press releases that they are supposed to be written around one single topic. This keeps the audience focused on the news you provide. As the boilerplate comes after such news, it should provide the supporting information that could create trust and conviction in your audience that you’re the right company to provide such service. Here’s how:

Tip # 1: Indicate Your Company Is Specialized in Providing This Service

You can mention:

• The awards or appreciations you’ve received for providing this service before,
• How many specialists work in your company who are specialized in this field,
• Which licenses your company has got for operating such tours, etc.

Tip # 2: Explain Your Company Has Offered This Service Before

If you don’t mention this point and leave the question unanswered in your readers’ minds, you won’t help them much. So, Make sure you include this point in your travel press release boilerplate that it’s not your first time and you’re familiar with how to render such service.

Tip # 3: Introduce Your Company’s Niche Clients

If you explain who your clients usually are, your potential clients could feel strongly attached to your service. They need to make sure your service is for them as well. When you introduce what type and category of clients you have, once he/she is of the same category, chances are you attract such people into your club.

Tip # 4: Mention Statistics about Your Company’s Experience

What makes your readers more determined to use your service is the fact that you offer such service several times every year, from several countries, … This is what they need to know. If you have such real information about your travel services or products, don’t hesitate to let them know.

An Example of a Travel Press Release Boilerplate

To show you how a 3-4 sentence boilerplate could follow the best practices I’ve mentioned at this post, here’s an example for you:

XYZ company is a university awarded tour operator based in ABC country offering customized archaeological tours to several destinations since 1995. Every year, approximately 250 specialists and post graduate students from European and North American countries visit ABC country using XYZ services. Well-accredited lecturers accompany all XYZ tours to further enrich the experience and knowledge of the travelers. Find out more about XYZ services at: http://www.XYZ.com/archaeology-tours/

Are Other Steps to Enhance a Travel Press Release Boilerplate?

I’ve shared with you all I could remember to follow press release boilerplate best practices so that you avoid distracting your audience and attract your audience’s trust and conviction that they should use your services. Now, please share your experience with us and let us know what other points are missing here.