Conversion Strategist for Tourism, Travel & Hospitality Brands
01 // THE INTRO
You’re here because you need help with the right words. Correct?
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You need your messaging to stand out in the crowded travel industry and reach your ideal clientele, and you know it all starts with the right words.
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But getting those just right is difficult.
Because you’re not just looking for beautiful prose, you need words that are client-focused, research-based and conversion-obsessed.
I’m Susanne Michelus and in case you haven’t guessed… I’m a conversion strategist and travel copywriter. Also the founder and trailblazer at Calmento Creative and genuinely excited to connect with you.
Let me help you clarify your message with done-for-you strategy and copy. So you can drive sales, stay calm... even Calmento!
02 // MEET ME
Born and raised in Germany, I became a travel copywriter in 2023 after 3 decades in hospitality.
I worked in fashion, photography and hospitality for 15 years in New York City.
After that, the tiny island of Caye Caulker in Belize stole my heart. It became my wild, sun-kissed home. I opened Yuma’s House Belize, transforming a dark backpackers’ place into a world-travelers-paradise. We serviced 30,000 guests in 10 years, snagging TripAdvisor's Hall-of-Fame award.
So, I not only know the travel and hospitality industries, I’ve run a successful destination.
I love sales and marketing and I bring all that experience to my work as a conversion copywriter.
What’s important to me is that I don’t just send you words — I write strategic copy that supports your marketing, drives sales and strengthens your ROI.
And I’ve helped numerous brands publish websites that have been a turning point in their business.
03 // CREDENTIALS
In Addition to Being a TripAdvisor
Hall-of-Famer…
I received my rock-solid copywriting foundation in ‘The Copywriting Inkubator’ and ‘Copyhackers Conversion Copywriting with Joanna Wiebe.’
I’m no average copywriter.
Every word is infused with best practices, like data research, persuasion and a deep understanding of your ideal traveler, so you can convert those lookers into bookers.
I simplify your journey from start to finish, honoring your timeline and investment. ​
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Here’s how…
1. Research & Discovery
2. Writing & Wireframing
3. Revisions & Validation
04 // TESTIMONIALS
Client Love
"Among the many copywriters I've encountered, she's exceptional at immersing herself in your brand and connecting with your clients. We love her style and dedication!"
Diomne H.
Senior Marketing Coordinator
The Belize Collection
05 // MY FAVORITE THINGS
Some Things My Friends
Know About Me …
I love caving. The whole shebang. Helmet. Headlamp. Crawling, climbing, crouching. And yup, even swimming into a cave. Submerged in darkness, chasing whispers from the past (and the occasional bat dropping).
I’m obsessed.
And I bring that same intensity to your messaging.
Sometimes I even bring a flashlight. Occasionally my machete, strictly for overgrown messaging to dig up the insights that shape persuasive copy.
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P.S. Mr. Brown has crossed the rainbow bridge, but in my mind, he’s still right here next to me when I write (probably judging my headlines). Also, I recently swapped Belize for the U.S. East Coast… so these days, it’s less mango juice, more apple cider.
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