Travel connects people and places, bringing new experiences into their lives. We help people connect and create meaningful relationships with the world by demonstrating our passion for travel.

It’s important to keep in mind that this passion needs to be balanced with our other principles. In domains like technical writing, too much passion makes the text less clear. And of course, positive passion isn’t appropriate in every situation.

So while we’re always passionate about what we do, we remember to express that passion appropriately.

Use positive language

Use words and structures that bring out positive emotions. Focus on what can and should be done rather than what can’t and shouldn’t.

Also be careful with negation in English. This includes negative words for positive situations and double negatives. Both of these can be misunderstood.


Use more than just color
To get a boarding pass, enter your name.
To finish your registration, fill in all of the required information
The trip would be exciting, right?


Don’t rely on only color
You can’t get a boarding pass if you don’t enter your name.
You can’t finish your registration because you haven’t filled in all of the required information.
Don’t you think the trip would be exciting?

Use active language

Try to make your sentences seem alive and moving. This means focusing on active structures (verbs with a clear subject where you can’t add “by kiwis” to the end of the verb and have it make sense).

In most cases, avoid passive structures. But do use them when it makes the idea clearer (such as to avoid personifying a system) and to avoid blaming users for errors.


The airline canceled the flight.
We made mistakes that lead to the current situation.
Your request was flagged as potential fraud.


The flight was canceled.
Mistakes were made that lead to the current situation.
Our systems flagged your request as potential fraud.

Be engaging

When there’s room, use colorful adjectives.

Spice up your texts with words like amazing and brilliant. But remember that they lose power when overused.

Don’t water them down by using them to describe what we offer (“our amazing features”), but limit them to engaging opportunities for users.