Ever wondered how much of a difference the copy on your hotel website can make?
Writing the perfect hotel description, enables brands to increase conversion rates, gain new customers and much more. With people expecting to have as much information as possible before buying a product or service, the secret to driving up sales is in the planning. By focusing on strategy, attention to detail and more importantly, storytelling, you can stay ahead of competitors and keep audiences engaged.
Despite countless hotels in popular cities and small towns, learn how the perfect hotel description converts leads into bookings by reading these top tips below.
1. Know your audience
Before you start writing, knowing your audience is key. The initial planning stages will make sure your description takes full effect.
Think about your audience demographic and what they would like to know about the hotel. If your audience consists of retirees, a short and snappy description talking about the 20s-30s night will not be relevant. Once you have the right information, you can find content that relates to your audience.
Looking to attract a new and younger audience, Hyatt launched their Centric brand which targets travellers ready to explore. With each hotel designed after its destination, no stay is the same as the brand focuses on all guests becoming in-the-know locals. Through having a clear demographic, the brand’s look and content ate tailored to their audience.
2. Write killer titles and headlines
The introduction to your hotel is more important than any other section. It is the difference between someone clicking to find out more and choosing a competitor instead.
80% of your visitors will read your headline – but only 20% will go on to the read rest of your content. Your headline should be attention-grabbing and newsworthy. Make sure your titles are clear in describing what information the reader is getting. When talking about key features, don’t underplay the strengths of the hotel – the more enticing the writing; the more sales.
3. It’s all in the detail
The main body of the text is where you need the most detail. To keep people engaged, stay away from complex sentences and make sure your descriptions are clear and concise.
Location should always be mentioned early on so that visitors know what area they will be in. It is worth referring to any nearby airports, or tourist hotspots. People want to know why this is the place for them – storytelling is key. Focus on what makes your hotel unique and use the five senses to describe the facilities. Towards the end of the copy, include exciting local attractions that visitors can enjoy.
Focusing on the glitz and glamour of London’s West End, W Hotels by Marriot International gives guests all the details they need about the hotel. From the VIP facilities to the sparkle of London’s nightlife, they attract guests by telling the story of the high life.
4. Let’s talk about tone
What kind of hotel are you describing?
Similar to knowing your audience, knowing your hotel is key. Your writing should mirror your hotel’s image. If you have a luxury hotel, words that illustrate sophistication is necessary to give audiences an insight into what they’ll experience. If your hotel is fun and quirky, reflect this in your writing so the reader can know what to expect.
87% of people think brands need to put more efforts into being consistent. Planning a style guide is vital to making sure that your tone is carried out across your site – especially if different people are working on it. The writing must always be clear and concise. This can be simple guidelines such as writing style, use of language and technical details such as font.
5. Call to action
Call to actions are the gateway to increasing conversions on websites.
Now that your audience is interested in booking a stay, a button that leads to the booking page can help seal the deal. By building this into the page, audiences won’t lose interest as they navigate through the site for your availability page. Using call-to-action terms such as ‘book now’ or ‘stay with us’ will encourage people to take the next step.
Users must be provided with as much information as possible on the hotel. Contact details are key for those wanting to read more. The best way to include this is in a table containing a website, telephone number, social-media links. It is also worth including any extra information such as number of rooms and guest access.
Graduate Hotels is an American brand that knows the importance of using bold messaging. Helping guests to relive their college days, they have a call-to-action on every page. Using messages such as ‘book now’, ‘scroll down’ and ‘watch the video’, they guide the users journey through the site making sure nothing is missed.
6. Final checks
Once you’ve finished writing the content, final checks are necessary to make sure your page gets a tick on grammar and spelling – there’s nothing worse than reading through content that has been poorly written.
A top tip is to take a short break away from your work and then revisit it. This will help you to analyse the content with a fresh pair of eyes. You can also ask a colleague to read through the work, as second opinions are a great way to gain new insight.
It is now more important than ever to make sure that extensive research is carried out on the hotel you are writing about. Avoid providing false or misleading information by writing about unchangeable facilities. For example, it isn’t wise to discuss the delicious restaurant menu, as this is subject to change.
Now that you have written the perfect hotel description, high-quality images are key. Audiences want to picture themselves in their beautiful new holiday home. Blurred snapshots on a camera or phone don’t cut it, so it’s worth bringing in a professional to help sell the perfect holiday dream. Captions under each photo or video are imperative so the audience knows what they’re looking at.
Applying these key tips, makes sure you’re staying consistent and engaging audiences at all times. Through following a clear process, the perfect hotel description will increase those all-important sales.