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

When it comes to copywriting for hotels, selecting the right words is crucial. While impressive photos of well-appointed beds, pristine sinks, and a shimmering pool under the moonlight can capture attention, they alone cannot convey the complete experience.

Hotels belong to an industry where visuals only provide part of the story. That’s where social media plays such a key part in the purchasing decision. Travelers seek answers to critical questions: Is it a business-friendly hotel with a serene ambiance and well-equipped conference rooms? Can the restaurant cater to large groups with top-notch meals? Is the location easily accessible with excellent transportation links and fast Wi-Fi?

Alternatively, perhaps the hotel caters to families, offering engaging games and activities both within the premises and outside. The restaurant may have special sections on their menus dedicated to delighting the little ones, with toys, games, and table tennis paddles available for rent from the front desk.

Or does that alluring moonlit pool indicate a romantic getaway or a tropical beach resort? Is it a family-run local hotel or a proud new member of a renowned hotel chain?

In their everyday lives, people might not spend much time contemplating what to have for dinner or where to buy a new shirt. However, they will invest time in researching and selecting their accommodation. Most individuals have specific preferences in mind from the outset. That’s why it is crucial to have the right style of text on your hotel website and employ effective digital marketing strategies. This enables potential customers to make informed decisions and determine if your hotel aligns with their expectations.

Trying to cater to every type of traveler with a single description is challenging, unless your facilities are truly state-of-the-art and your prices are unbeatable. If you attempt to do so, you may find your hotel copywriting team resorting to mundane phrases like “a great experience” or “delicious food.” Unfortunately, people encounter such generic descriptions regularly, regardless of the product or service being sold. If you wish to stand out and be chosen over competitors, you must elevate your writing.

To break free from this predicament, you must make a conscious choice. Ask yourself: Who is your true audience? What kind of voice and personality should you use to communicate with them? What sets your hotel apart from competitors? What are its standout features?

For a brand like X2 resorts, their target is minimalistic, punchy, and vibrant copy that reflects their brand identity. On the other hand, a brand like Banyan Tree focuses on sensory and experiential elements, where long, poetic language is desired in every piece of communication. This is why partnering with an expert hospitality marketing team becomes essential.

You must know your hotel’s identity inside out—the type of guests it attracts and those it doesn’t. Write using the language that your target audience wants to see when searching for a hotel. Is your hotel primarily a business hotel? If so, your Bangkok copywriting firm should employ business language that highlights convenience and excellent transportation connections. Emphasize your ability to handle large groups at the reservations desk, restaurant, and conference rooms. Showcase confidence, style, professionalism, comfort, and functionality.

If you’re targeting families, the website should exude an air of excitement, offering a glimpse of the fun that awaits at every turn. Parents should feel compelled to show your homepage to their kids, sparking enthusiasm about their upcoming stay. Game zones, costume parties, playgrounds, swimming adventures, scavenger hunts—all these activities and more can be described in detail to present your hotel as a haven of fun for families.

When catering to couples, an adept hotel copywriter would skillfully depict the more tranquil aspects of the experience. Paint an enticing picture of taking leisurely nature walks amidst the secluded area behind the hotel. Highlight the sensory delights of the spa. Mention

the plush beds and the fresh flowers adorning each room.

Your hotel may have two different types of guests in mind—for instance, backpackers and world-travelers, or casino enthusiasts and luxury connoisseurs. Each target audience has its unique language, stories, concerns, and desires. Your task is to speak their language. However, ensure that you allocate time for meticulous editing and proofreading before publishing any content. Neglecting this step risks diluting the impact of quality writing due to occasional typos and poor word choice.

Lexicon, a full-service digital marketing agency in Bangkok, offers content writing, social media marketing, and graphic design services to elevate your hotel’s online presence.

About the Author

Steve Callerame writes content for hotels in Thailand and and has over 20 years experience telling travel stories.

Lexicon is an award-winning brand storytelling agency focusing on telling impactful stories for clients based in Thailand and South East Asia.


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