In the travel business, which grammatical rule should be primarily followed?

Writing in the active voice is crucial in the travel business as it makes communication clear and direct. When using the active voice, the subject of the sentence performs the action, which enhances the readability and engagement of the content. This style encourages a more conversational and relatable tone, important in an industry that relies heavily on building relationships with clients.

Active voice sentences typically lead to stronger, more assertive statements, aiding in persuading and motivating readers, which is essential in travel marketing and service. This approach helps potential travelers visualize experiences and understand the offerings more effectively.

In contrast, using passive voice can lead to vagueness and a disconnection between the subject and action, which may confuse readers. Jargon can create barriers to understanding, especially for clients unfamiliar with industry-specific terms. Simple or complex sentences, while they can have their place, often risk losing the reader's attention or making the message unnecessarily convoluted. Thus, prioritizing the active voice aligns with the need for clarity, engagement, and effective communication in the travel industry.