Copywriting is a fantastic way to market your business. By using a blend of storytelling, brand marketing and SEO, copywriters can create compelling written content that can advertise, describe, and engage potential customers. SEO-enriched content marketing doesn’t just help your content climb its way to the top of Google, keeping your content up to date can help it to stay there too.
Perhaps one of the areas that can truly benefit from this is in the luxury goods and services arena such as hospitality, where buying into a brand identity forms part of the service itself. Imagine if your London hotel is at the top of Google every time someone searches for “best hotel in London”. The bookings would skyrocket! While this is very fruitful, it is also an art that takes a while to perfect. That’s why working with those experienced in hotel copywriting is the surest way to get results.
In this post, we’re going to take a look at some best hotel copywriting examples and why they work.
Best hotel copywriting examples
Fusion Hotel Group
Fusion Hotel Group is a Vietnamese hotel chain that offers luxury accommodation across the country. On their website they have short paragraphs of descriptive text, compelling the reader to book yet also inviting intrigue with their short snappy copywriting.
Take this example of their all-day breakfast:
“They say that breakfast is the most important meal of the day. What they don’t say is when you have to eat it”
There’s a sense of playfulness that tells the prospective holidaymaker that this is a hotel where time works around them.
Compelling intros, such as “designed throughout to immerse guests in an atmosphere of cultural and artistic wonder”, also set the scene for a luxury stay that puts it ahead of the ordinary hotel stay.
Fusion Hotel Group don’t do fluff with their copywriting – they know that they have an aspirational brand to advertise to the reader and are happy to get straight to the point.
Mercure Hotels/Accor Group
Mercure is a global hotel brand and part of the Accor Group, with hotels in major cities across the world. It has gained its prestige over time but maintains it by various digital content marketing techniques, including expert copywriting.
One of the best ways Mercure draws its readers in and reminds them that they are an international brand is by giving each destination a bespoke introduction which capitalises on their respective unique selling points. For example, the London destination page begins: “London is one of the world’s most thrillingly cosmopolitan cities”.
It goes on to describe each Mercure hotel’s destination in terms of their key benefits – some are great for sightseeing, while others suit business travellers. This does the hard work for the reader in the first two paragraphs. It also keeps things snappy for the time-poor reader.
Mercure hasn’t just done this for its London hotels – every city that has a Mercure hotel has a bespoke description which shows customers that even for a chain there is a personalised touch to every hotel. The paragraphs themselves are short and not overwhelming but they keep any further information concealed behind a ‘See more’ so the page looks neat.
Mercure is also excellent at finding relevant keywords for each hotel so that they are capitalising on the various phrases that people would have searched for: “hotels in London”, “London Bridge hotel”, London Heathrow hotel”. These are essential to get visitors to the webpage in the first place.
Finally, Mercure sets itself apart by playing up the benefits of its partnership with Accor and the ALL Accor loyalty programme. This uses alliteration with ‘all’ and ‘always’ as well as ‘limitless’ to emphasise the richness of their offering:
“Always up to 10% discount on your bookings with ALL – Accor Live Limitless”
This lets customers know that when they join they become part of an exclusive club that can earn them ‘VIP treatment’, while the discounts for booking direct help circumnavigate the big hotel booking sites.
The Crystalbrook Collection is an Australian-based hotel group that prides itself on their easy to navigate website and compelling copywriting.
One of their tactics, as seen on their Rooms page, is to pepper their writing with interesting facts. For example, they ask “did you know that the average banknote has over 26,000 bacteria?” as a way to reinforce to their guests that they are operating on a card-only basis.
They are a luxury brand, and they do well to demonstrate this when plugging their higher cost suites. They give off an air of a pampering stay, with a lot of sophistication and rejuvenation through their use of the language such as “soothing and private” and “thoughtful, natural finishes”.
They also use their copywriting as a tool to show how they are a modern eco-friendly resort, with buzzwords like “sustainable luxury hotel and resorts across Australia” and #responsibleluxury.
With their use of modern slang and phrases they are clearly pitching themselves to a savvy, confident, younger market, as they introduce their social feed with “Pics or it didn’t happen” (which also encourages social sharing) and their blog with “If you’ve got it, flaunt it”.
We’ve looked mainly at luxury hotels so far, but Nomads is a hostel chain. They use immersive, compelling copywriting on their hostel descriptions and introduce their search tool with “Where would you like to stay tonight?” capitalising on the spirit of the moment nature of hostelling and creating a sense of urgency.
“Explore the social fabric that makes the Aussie and Kiwi cultures thrive” is another way of playing on the very core of a nomad existence – the desire to integrate with another culture.
Something that sets this brand apart is that they lead with their blog on their home page, which they use to drive sales. This features blog posts about travel in Australia and New Zealand, which they know will appeal to customers who are looking to not just visit an area but discover the stories of those areas and cultures. Of course, the secondary benefit is that they can use this content to cement their authority as a tourist company in these countries to get their blog posts to number one.
Some of their posts include “top road trips around New Zealand“, “reasons to visit Broome” and “underrated Australian cities” written by travellers themselves for that air of credibility. Throughout their blog posts they link to their hostels in the area, making it easy for readers to find the post and end up on a hostel booking page.
If you have a hotel or hotel brand, this can easily be recreated by publishing blog posts about your local area. You will already have some authority in the area, so you will find it easier to rank on for blog posts about it. However, blogging is a full-time job, and Nomads almost certainly hire at least one person to keep it going, manage the SEO for the blog, and make sure that it is a fruitful endeavour.
What marks out the best hotel copywriting?
As you can see, all of these companies use different methods to give their hotel or hostel company a boost in rankings and draw readers into their website, hopefully converting into bookings. Here is a summary of things to consider when writing copy for your hotel:
– Write for the reader – know who they are, the most important things that they need to know and lead with these benefits.
– Make paragraphs short but personable – you may need lots of little paragraphs for each destination and hotel to list all your features but don’t be afraid to use a ‘see more’ tab.
– Use the language of your audience – fun facts, hashtags and descriptive imagery can all engage and convert the right reader.
– Have a keyword strategy – this may involve following a keyword plan to ensure your content gets found high up in the search results for target phrases. It could also mean creating a number of localised pages around secondary search queries to redirect readers back to your booking page.
– Updated content – for this you might think about starting a blog, but hire somebody who knows what they are doing.
As you can see, there is a lot to think about when writing enticing copy for your hotel brand. If you follow these leading examples, you’ll be able to write exceptional hotel copy that will have bookings flying off the browsers!