These Hotel Copywriting Mistakes Could Cost You Bookings
Are your website conversion rates making you cringe? You could be losing bookings because of common hotel copywriting mistakes.
From simple spelling errors to a total lack of personality, we see these mistakes popping up all over the hotel and tourism industry. Compelling copywriting has the power to win you more direct bookings. Without the right words, you could be leaving revenue on the table — or worse, handing those bookings over to your comp set!
Let's take a look a few common hotel copywriting mistakes and how to correct them.
#1 - Spelling errors and inconsistent grammar
Websites full of errors and inconsistent grammar are a total turn-off. Even little spelling mistakes can stand out to discerning bookers, meeting planners, and travel agents.
Mistakes do happen, of course — hey, we’re all human! If you’re DIY-ing your hotel website copy, have a colleague give your text a once-over before pressing “publish.” There are also a number of excellent (free!) tools you can use to sharpen up your copy, like Grammarly and Hemingway. If writing is just not your jam, you may want to consider hiring an expert hotel copywriter.
#2 - Fluffy, meaningless adjectives
Breathtaking views, hidden gems, world-class service… yawn. Few things grind our gears like fluffy, meaningless adjectives and common copywriting clichés. Hotel and travel websites are riddled with these meaningless phrases and buzzwords.
Not to worry, that means you have a better chance of standing out by focusing on compelling copy instead. Paint a truer picture of your location by tying it to a well-known point of interest or iconic neighborhood. Try to evoke the five senses when you describe your food & beverage offering, architectural design, or event spaces.
#3 - Zero personality
Your hotel’s “voice” should speak to the ideal guest persona you want to attract. Upscale, elegant properties should convey an upscale, elegant tone. Funky and hip? Don’t be afraid to write your website in a more irreverent, playful style.
Consistency is everything. Once you’ve nailed down your hotel’s distinct personality, make sure it comes across on every page. Want to know a simple trick? Create a brand copywriting guideline and keep it handy. List words or phrases that align with your hotel’s personality — and consider noting ones to avoid, too.
#4 - Trying to be everything, to everyone
Further to the above, you absolutely need to know your customer personas. Write to them, and only them.
It’s tempting to want to keep your website copy more general, we get it. What if you turn off a potential customer?! (Noooo!) Consider for a moment whether you are trying to be everything to everyone. Truth is, “being everything to everyone” is not a winning long-term marketing strategy.
Niche down and get specific. If you’re a fun, kid-friendly resort with a super-casual atmosphere, own it! If you’re a small, sleek, corporate-heavy hotel, don’t shy away from that. Use what makes you *you* to your advantage. This is how you attract the right guests; the ones who will love your property, rave about it once they leave, and most likely, come back!
#5 - No clear call-to-action
So your website is live and visitors are pouring in — time to pop the bubbly, right? Hold that thought. Attracting customers is one thing but actually converting browsers into bookers is another. Wherever that page fits into the conversion funnel, it needs to have a clear call-to-action.
Think of each call-to-action (CTA) as your way of leading the customer into the next phase of their booking journey.
When writing copy for your hotel website, ask yourself what action you want a visitor to take on that page. CTAs can range from “Download Our Meetings & Events Fact Sheet” or “Speak With A Sales Manager” to “View Guest Rooms” or “Book Now.” (Heads up, we’re about to drop one below in the hopes you’ll subscribe to our emails!)
Final thoughts? Words matter. Choose yours carefully, because falling victim to any of these common hotel copywriting mistakes can end up costing you thousands in bookings.