The Ultimate Guide To Content Writing for Hotels

If you are a hotel owner or manager and looking for tips on how to create good content, here is the ultimate guide. It will help you attract guests, increase customer satisfaction, maintain your brand reputation – plus much more!.

The “sample content for hotel website” is a guide that can be used to write content that will help your hotel get more bookings. The article has tips, tricks and examples of what to do.

Although the epidemic has clearly shaken the whole hospitality business, there’s no doubting that the bulk of hotel research and bookings are still done online. Indeed, according to Condor Ferries, 700 million people are projected to book hotel rooms online by 2023, with 83 percent of US customers having already done so.

Such data underline the significance of digital marketing for hotels, but they also come with a caveat: direct hotel reservations have declined from 58 percent in 2013 to 46 percent in 2019, according to the EU industry organization Hotrec. Instead, intermediary websites such as Booking and Expedia are gaining a larger portion of the visibility pie each year, resulting in higher commission fees and overdependence on platforms for hotels.

However, there is a better, more cost-effective, and more long-term solution. Despite the huge influence of these aggregator sites, according to a 2019 survey by agenda.video, 21% of clients still booked directly via the hotel’s website. This may not seem like much, but consider how much money these hotels saved on commissions (up to 15% for Booking) while still being able to create meaningful connections with their guests.

So, how might high-quality, engaging content assist your hotel in cutting out the middlemen and securing these bookings? And how can you include it into your marketing strategy?

The Importance of Content in Hotel Promotions

The following are the two primary categories of material you’ll need to concentrate on:

  • Copy for your website. This is the content that appears on your whole website, including your homepage, ‘about us’ section, room and service descriptions, and reviews. All of this information must be consistent and relate to the larger narrative you’re attempting to convey about your property.
  • It’s your website. According to the same Condor Ferries data, 90% of individuals research their vacations online. As a result, it’s critical that you maintain a presence in this area, where you can not only provide SEO value but also communicate your hotel’s narrative.

Of course, because of Google’s Rich Snippets feature, you need pay attention to the technical markup structure of your website’s content for optimum visibility and exposure. Our Site Audit tool may offer you with a detailed examination of your markup structure and solutions to guarantee that you are completely optimized in accordance with the schema.org standard.

However, in this post, we’ll talk about how to produce strong copy in the categories described above, as well as look at some real-world hotel marketing techniques that have successfully used content.

Copy for the website

According to a 2019 poll by hotel marketing firm Fuel Travel, a hotel’s website is the third most powerful aspect in a customer’s research, surpassing travel review sites such as TripAdvisor. As a consequence, the material on your website must be truthful and entertaining, as well as establish an emotional connection to potential hotel visitors.

Here are some common things to think about when you browse your site:

  • Set the correct tone for your intended audience. This can vary depending on the size and amenities of your hotel, but knowing how to connect with your target audience is crucial. If you’re a low-budget beach resort catering mostly to 18-30 year olds, your language may be more appealing and casual. If you’re a high-end city center hotel catering to business travelers, your tone will likely be more professional and corporate.
  • Make it as unique as possible. For a long time, personalization has been a developing trend in digital marketing, and the hotel sector is no exception. Unless you’re targeting a certain audience (as in the instances above), attempt to segregate your material as much as possible. You may, for example, build separate sites for various categories of visitors, such as lone travelers, young families, or special events. The more customized your material is, the more each section will believe you are a good fit.
  • Don’t write a lot of text. People want to see for themselves what the rooms look like, what your amenities look like, and even what sort of views they can anticipate, therefore visual material is undoubtedly the most crucial form of content for hotels. Instead of concentrating on blocks of text, keep your written points short and sweet, and allow your photographs, videos, and virtual tours do the majority of the talking.
  • Make the most of your unique selling propositions. Make sure to emphasize what makes your hotel unique, particularly in comparison to other hotels in the area. It might be something practical, such as being close to a popular tourist attraction or a large transportation hub, or having vast meeting facilities. Alternatively, it may be something more emotional; perhaps your hotel is housed in a historic landmark that provides a one-of-a-kind visitor experience. Whatever it is, make sure prospective visitors understand how valuable it is.
  • Make sure your CTAs are in the right places. If you want guests to be able to book a room at your hotel quickly and easily, make sure your CTAs are in the correct locations. Your “book now” symbol, for example, should be as visible as possible on a room page. If you have a special offers area, make sure your subscription CTA is visible. But be cautious not to oversell. You want to encourage individuals to take action rather than forcing it on them. Set attainable event objectives for each page and utilize A/B testing (along with other behavioral techniques) to find the ideal layout.
  • Don’t overlook SEO. SEO should not just be applied to your blog; it should also be applied to the rest of your website. To guarantee that each page is optimized, utilize Webinomy’s On Page SEO Checker tool, as well as Site Audit to track your site’s technical SEO performance.

Of course, each page will have a unique function, so here’s how to optimize each area of your website.

Homepage / Main Page

On your site, where graphics should take precedence, the concept of “less words Equals more” should be most obvious. Your writing should be succinct and to-the-point, with an emphasis on the most critical aspects.

Indeed, putting the visitor at the center of your tale is crucial. Make sure they can envision themselves in the center of it while you’re telling it to them. This requires you to know who your visitors are (as stated above) and to interact with them as if you were speaking to a real person.

You don’t need to provide a deluge of information on facilities, destinations, activities, or eateries to guests here. Rather, you want to motivate and elicit an emotional response.  

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The Lorelei Londres hotel in Italy, which uses the first person to address the guest and effectively matches the text and picture.  

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In Kenya, the Lewa House highlights its environmental duty and awareness while yet placing the tourist at the center of the tale.  

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The Grand Forest hotel in Greece explores the themes of escapism and tranquillity.

About Us

This is where you may go into further depth about your hotel’s tale – with the accent on the word’story.’ Discuss your identity and what makes you unique, whether you’re a tiny family-owned company or part of a bigger hotel chain.

You may also discuss your expertise in further depth. If you own a vegan resort, for example, explain about your views and how they affect your visitors. What will you do to make their stay more enjoyable? What is the best way to accommodate what they want to do on their trip?

Always be sure to connect these topics to – and frame them in the context of – the traveling experience when discussing them.

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A book was written on the 7132 hotel in Switzerland, which links with the resort’s background and distinctiveness.  

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Chill & Co. in Greece emphasizes its selling point and establishes its target audience.  

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Katikies hotels, which are also located in Greece, tailor their services to the culture, environment, and history of the locations where they are located.

Descriptions of Rooms and Services

This area is essentially the heart of what people are interested in. Your site may be based on appealing hooks and clever language, but here is where attention to detail is crucial.

As a general rule of thumb, try to:

  • Inform the reader with all of the services available. This information may be presented in a variety of condensed and compact formats, such as drop-down menus.
  • Organize the data in a logical and easy-to-understand manner. Put the most essential information at the top of the page, where it will be viewed the most, and make sure your website is easy to navigate.
  • Avoid broad generalizations and clichés. Because it’s hard to evaluate whether you’re the “best” three-star hotel in Prague, avoid superlatives and hyperbolic comments like these.
  • Don’t exaggerate and don’t lead folks astray. If the view from a certain room is of, example, a dump, you may state the room has a window, but calling the view “charming” is ludicrous. At best, you’ll have an angry visitor when they arrive; at worst, you might face legal action for false advertising!

Here, your writing should be straightforward and simple to read while also being entertaining. Despite the fact that the objective of this part is to provide information, you should nonetheless describe your hotel in a manner that excites your readers’ senses, generates a desire to travel, and finally tempts them to stay at your hotel.

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Hotel guests at the Hilton Rochester are encouraged to imagine the possibilities of their multi-purpose events area.  

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The Hotel Portinari in Belgium uses clear CTAs across its room pages and breaks down the nature of each room to meet the demands of its customers.  

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The distinctive characteristics of Nesea Boutique in Greece are described first, followed by a detailed description of the amenities. A ‘Book Now’ popup stays unobtrusively in the corner of the screen at all times.  

Stories / Testimonies

One of the most significant points we’ve covered so far is the need of putting the reader in the middle of the action, and there are few better ways to accomplish so than by highlighting unique guest experiences. If the last part was data-driven, this one should be as emotional as possible.

Of course, the use cases you pick should match your target demographic; for example, if your visitors are mostly young families, you may discuss how your “mum and dad” personas were able to relax by the pool while “the kids” enjoyed the on-site children’s entertainment.

This area is very crucial if you hold events. You may show off a portfolio of prior events you’ve hosted, such as weddings, conferences, or business gatherings, and obtain thorough comments from individuals who attended. However, make sure you deliver their evidence in a manner that reaches as many people as possible. Avoid details and instead concentrate on broad comments like: “The hotel went above and above for us, providing us with the wedding ceremony of our dreams.”

Posts on the Blog

The advantages of maintaining a company blog have been thoroughly discussed, and the hotel sector is no exception. If you’re still undecided, an active blog may assist you in:

  • Create and reaffirm your own brand and narrative. Your hotel’s narrative is vital, as we’ve mentioned, and a blog offers you the perfect opportunity to build on it and describe it in more detail. If you run an eco-friendly hotel, for example, speak about what you’re doing to be more ecologically aware or provide tips on how to travel more sustainably. You may even include more personal aspects of your hotel, such as profiling or interviewing employees, if you desire. Perhaps your executive chef can explain how the restaurant employs real ingredients sourced from a local company to produce a one-of-a-kind dining experience. Alternatively, your event manager might talk about what they like about their job and how it relates to creating outstanding results for customers. By providing such details about the individuals who manage your hotel, you may give it a more genuine vibe, which may appeal to travelers searching for a more personalized experience.

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The Waldorf Astoria blog introduces readers to their master beekeeper!

  • Increase the size of your SEO audience. A blog is one of the most efficient strategies to increase your hotel’s exposure in search engines and to reach a larger audience. This is particularly true if you write about issues that aren’t directly related to your hotel’s location. “The 10 Best Secret Beaches in [your area],” for example, is an interesting post that will entice people to visit those locations – and, in the process, book your hotel. If you’re not the creative kind, Webinomy’s Topic Research tool, as well as the SEO Writing Assistant tool, will help you come up with ideas for articles based on your target keywords.

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The Mercure Kensington blog features SEO-optimized information to nearby activities.

  • Keep up with the latest trends and developments. As the epidemic has shown, having a platform in place where you can engage directly with people is critical. A blog is a wonderful place to start if there are important events happening in your area that might affect your company or people’s ability to remain with you. It does not, however, have to be a crisis management spokesperson. You may talk about how your hotel set up or runs specific amenities and/or services. For example, maybe you’ve boosted your solar power capacity to reduce carbon emissions, or you’ve opted to take Bitcoin as a form of payment. Whatever the development, the best place to announce and explain it is on your blog.

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The Radisson Blu blog announced the adoption of greener methods throughout the company’s properties.  

  • Provide a virtual concierge service. Promoting and showcasing the attractions in your area is always a smart idea since it will, of course, inspire guests to come and stay at your hotel. With a blog, you can keep people updated on a more regular basis, such as when a certain attraction is rebuilt or upgraded, or when something completely new debuts.

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The Crowne Plaza Melbourne blog encourages visitors to bring their families.

  • Support your social media efforts. Social media is a great space to promote offers and discounts, and engage directly with both your existing and prospective customers. It’s also a great place to share your Posts on the Blog and even repurpose them. You can create audiovisual content that supplements or expands upon your blog content, and – depending on your target customers – use it accordingly across different platforms.

Communication that is direct

Email marketing campaigns are an excellent approach to nurture leads and strengthen connections with both new and current consumers. However, if your emails are badly worded, they will not only fail to land, but they may also create problems for your reputation management staff.

Emails Sent Without Request

It’s simple to register the reservation and forget about it until the visitors come once they’ve finished the booking procedure. However, there’s no reason you can’t begin generating a remarkable visitor experience as soon as they click ‘confirm.’

Consider that your visitor has just booked their vacation and is likely to be delighted in your booking confirmation email. Create enthusiasm in your text by being upbeat and saying things like “I can’t wait” to see them. Make sure to include all pertinent information in the email, such as dates, hours, rates, instructions, travel information, and any other pertinent information.

Customers will be more likely to read any emails you give them between the date of their booking and the actual stay, so keep that in mind. This means you may upsell and provide extra services like spa treatments, excursions, and even accommodation upgrades. The idea is to constantly tapping into your customers’ enthusiasm and anticipation, and to employ intriguing language that isn’t’salesy.’

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Hotel Drisco in San Francisco sent me a confirmation email. The email continues to explicitly clarify the reservation dates and crucial information, as well as some insights on the surrounding area, in a warm, personable, and welcoming tone.

UnEmails Sent Without Request

You may also use email to provide unique discounts or offers to visitors after they’ve been with you, but be cautious not to spam them. Because most people travel throughout the summer, individuals are more likely to respond to emails that are rare, well-timed, and well-written.

Make use of the seasonality in your content as well. If you’re promoting Christmas weekend trips, for example, don’t simply say “stay with us and receive 10% off”; build an image of mulled wine and markets to evoke emotions and a desire to go. Unless you’re a resort, hotels are more often than not facilitators of the vacation experience (rather than the other way around), so plan accordingly.

Nobody loves hidden surprises, so be straightforward, succinct, and open with the terms of your offering.

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Kimpton’s email makes advantage of seasonality and smart language to captivate readers. The offer itself – as well as its essential clauses – is likewise straightforward.

Developing Your Content

Of course, if you’re a huge hotel chain, you’ll almost certainly have an internal content marketing staff capable of regularly producing similar pieces. However, this may not be the case for smaller hotels, lodging providers, and boutique resorts. So, what are your options?

The ideal answer is to outsource your article development, but that requires sifting through freelance sites and taking a risk on authors who may not be of the highest quality. You may lose time, money, and reservations as a result of this.

Which is where Webinomy Marketplace comes in. We offer high-quality, SEO-friendly custom content in a variety of formats, including Posts on the Blog, web copy, product descriptions, and emails. Most importantly, though, all of our writers are carefully selected and vetted, and are experts in their niche. This means that your content will be written by someone with experience in the hotel industry.

Check out our membership options to discover which service is best for your hotel, or get right in and explore the platform for yourself!

Streamline the content of your hotel

Allow Webinomy Content Marketplace to take care of it.

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Conclusion

It’s critical to have professional authors in place who understand your hotel’s positioning and the audience you’re aiming to reach, just as it is with any specialized content development.

It’s also critical to make sure your site content is interesting, truthful, and places the reader at the center of the tale. As the globe reopens to travel, now is a fantastic time to prepare for the expected increase in demand and begin building emotional ties with your future hotel visitors.

Content writing is an essential part of any hotel’s marketing strategy. This article will teach you how to write a description for your hotel that will make potential guests want to stay with you. Reference: hotel description creative writing.

Related Tags

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