If a caption calls somewhere a hidden gem, I immediately want the useful details. Where is it? Who is there? What would I actually do when I arrived? I am quite happy to be let in on a secret, preferably with directions.
That is where a piece of destination content gets interesting to me. The photograph has caught someone’s attention, and the words have an opportunity to give that attention somewhere to go. A named place, a person, or a small detail can begin to make the experience imaginable.
Take 5506’, the bar at the top of Beech Mountain Resort. The only way to reach it is by chairlift, so I chose photos that showed where the bar sits at the top of the mountain, along with its indoor and outdoor seating. The caption played on the altitude: “The higher the elevation, the sweeter the memories 🍻 Cheers to summertime at 5506’.” Anyone scrolling past could tell what the place was, where it was, and what kind of afternoon was waiting up there.
Before publishing, look at the pieces together. Can someone identify the place? Does the caption add something to the image? Have we included the practical information that makes sense for this moment? The answers help us decide what belongs in the post and what can continue on the website.
There is room for lovely language in travel. I also want the reader to come away with something they can picture, remember, and look up. If we have invited them to discover a hidden gem, we should help them find the door.