Copywriting for Hotels: How the Right Style Leads to the Right Audience

When copywriting for hotels, word choice is everything. You can show nice photos of well-made beds, sparkling sinks and a deep blue pool open to swimmers under the moonlight – but hotels are one industry where pictures just don’t tell the whole story. Is it a business-friendly hotel, with a quiet atmosphere and well-equipped conference rooms? Can the restaurant satisfy large groups with high-quality meals? Is it in an accessible location with lots of transport links and fast wi-fi?

Or perhaps it’s a family hotel instead, where games and activities can entertain the kids both inside and outside the hotel grounds. The restaurant menus might each have a special section to treat the little ones, with toys, games and table tennis paddles available for rent from the front desk.

Or does that moonlit pool indicate a romantic getaway instead? Or a tropical beach resort? A family-run local hotel or a proud new member of a giant hotel chain?

In their everyday lives, people might not spend a lot of time deciding what to eat for dinner, or where to buy a new shirt. But they’ll take the time to research their accommodation, and most people have a particular preference in mind when they begin. This is why having the right style of text on your website, and the right digital marketing, can help those potential customers make decisions and help them decide if your hotel is the right choice.

It can be hard to catch every kind of traveler with one description, unless your facilities are state-of-the-art and your price is truly a bargain. If you try, you might find that the only words your hotel copywriting team can use to describe you are boring ones: “A great experience!” “Delicious food!” But people see descriptions like that all the time, no matter what is being sold. If you are going to stand out – if you expect people to choose you instead of the others – you will need to write better than that.

To escape that trap, you need to make a choice. Ask yourself: Who is your true audience? What kind of voice, and personality, do you want to use to communicate to that audience? What does your hotel really do better than its competitors? What are its best features?

You have to know exactly who you are, and who you aren’t. And write with the words that your audience wants to see when they are looking for a hotel. Are you a business hotel? Your Bangkok copywriting firm should use business language. It should write about convenience, and about your transport connections. Your ability to handle large groups at the reservations desk, the restaurant and the conference room. It should show confidence. Style. Professionalism. Comfort. Functionality.

If you’re writing for families, a reader should learn that there’s fun around every corner – and the website should be written with an air of excitement, so that parents can show your homepage to their kids to get them enthusiastic about coming. Game zones, costume parties, playgrounds and swimming adventures, scavenger hunts — all of these and more can be described in detail to show kids that your hotel is a paradise for having fun.

If your audience is couples, a good copywriter for hotels would describe in attractive detail some of the quieter things to do in that setting. The feeling of taking that slow nature walk between the trees in the secluded area behind the hotel. The spa and all of its sensual delights. The soft beds and fresh flowers placed in each room.

Your hotel might aim for two different types of guests: Backpackers and world-travelers, for example, or casino-lovers and upper-class connoisseurs of luxury. Whatever that target audience is, it likely has its own language. Its own stories to tell. Its own problems and wishes. Your job is to speak that language. Just make sure you make time for careful editing and proofreading before you publish anything, or you might risk losing the effect of quality writing in occasional typos and poor word choice.

If your audience is couples, a good copywriter for hotels would describe in attractive detail some of the quieter things to do in that setting. The feeling of taking that slow nature walk between the trees in the secluded area behind the hotel. The spa and all of its sensual delights. The soft beds and fresh flowers placed in each room.

Your hotel might aim for two different types of guests: Backpackers and world-travelers, for example, or casino-lovers and upper-class connoisseurs of luxury. Whatever that target audience is, it likely has its own language. Its own stories to tell. Its own problems and wishes. Your job is to speak that language. Just make sure you make time for careful editing and proofreading before you publish anything, or you might risk losing the effect of quality writing in occasional typos and poor word choice.

 

Lexicon is a full-service digital marketing agency in Bangkok, offering content writing, social media marketing and graphic design services.