At Pepper Gang, we enjoy shooting videos where we wave our arms and use cutting-edge terms like “bear moat” (see below). Utilizing our studio keeps the workday rolling smoothly through exercising creativity in an educational format. Ever heard of hotel copywriting?
This one is for the rapidly changing hotel industry. With proper advertising and visibility, your hotel’s website still needs to be as persuasive as possible. That’s where content comes in. The success of your hotel rests upon creative storytelling techniques and a deep understanding of what you can offer your target audience.
I’ve laid out some need-to-know basics on writing effective copy for your hotel’s website. In order to make future clients and travelers feel like your hotel is the one for them, you need to make them imagine the experience.
1. Figure out what you don’t want to write
I’m talking about the uninformative, uninspiring drivel that no one has any time for.
“Westerly Terrace has mini-fridges stocked with bottled water and pudding cups.”
No one cares.
Even in the most remote places, people have options. They’d much rather hear about a place to see the northern lights or even an infinity pool.
When traveling, people are looking for something to tell their friends about. Something to remember.
2. Ponder your guest’s path to purchase
What are you offering your guests? What’s the point of your website?
The message you want to convey in your copy has a lot to do with what kind of property you are trying to sell.
Is the hotel in a tropical location? Or a landing zone for obvious activities like a lodge in the Alps? Is it easily accessible to business people?
Do you want to inspire your traveler to just amaze them with facts and photos?
3. Avoid cliches and unnecessary adjective
Words like breathtaking, world-class, luxurious, and picturesque need to go. They’ve been so overused that their meanings have become obsolete.
Don’t be lazy in your descriptions!
The adjectives you choose need to be tactfully chosen and placed. In my free time, I review concerts and albums. It’s become a great practice in selecting the perfect adjective since music can be so difficult to describe. Think wisely about sound, scenery, and emotion. There are more ways to describe them than you think in hotel copywriting.
4. Be as specific as you can
Being specific will help you avoid cliches and sweeping statements like, “Everyone has a good time here!” No matter what, that’s not true. Don’t be so vague.
Future guests want to understand what makes your hotel special. What amenities will they care about? What changes are being made to the hotel? Keep them up-to-date with specifics.
5. Always know your target audience
Are your visitor’s snowbirds? Or are they spring breakers? Are they interested in the spa? Or are they into surfing?
You must know who you are writing for and then decide what they want. Focus on benefits, not features: what’s in it for them?
6. Tell a compelling story
Take a moment to think about your last trip. Not the one with Aunt Pearl and your 4 nephews, but the one you actually wanted to go on.
Travel can be an inspiring experience. You can be a different person detached from typical responsibilities and expectations. Now, invoke these emotions in your readers. Create a narrative that works for your audience.
The tone of your story should reflect the hotel’s vibe. Obviously, a villa in wine country will read differently than a boutique hotel in Silicon Valley.
Lastly, stimulate the senses and make your guest’s the story’s protagonist. Put them into the narrative as directly as possible. Make them feel it.
In March, we met with 3 experts in the field of hospitality about ways in which hotels can stay relevant to consumers. See what an expert traveler, luxury hotel manager, and Google development manager have to say.