Good hotel content writing is all about details. What good is it to describe your hotel as ‘luxurious’ without mentioning the high-thread count sheets, the silk robes and the top-drawer Champagne that awaits guests in their room?
During our time spent crafting content for hotels, we’ve discovered one key quality that good written content always has: details. Guests browsing your hotel’s website are not looking for vague promises of ‘paradise’, ‘luxury’ and ‘something for everyone’; they are looking for the specifics, the deal-makers and conversely, the deal-breakers. Details are what will convince them to make the purchase.
The fact is, specificity is key when marketing hotels, from identifying your target audience to conducting research to telling your story. Here are just some of the ways in which it pays to be specific in your hotel’s written content.
1. Be specific in your targets
Before you even begin tapping away on that keyboard, it’s imperative to know who you are writing for – that is, who you envision coming to stay at the hotel. That way, you can have your target customer’s best interest in mind from the get go.
Backpackers aren’t after the same things as first-class travellers, just as the interests of stag parties and families will rarely align. Of course, the target customer isn’t always as finely determined as this – it may be quite broad – but the more you know about them in advance, the more you can tweak your writing to cater to them.