As a boutique hotel, you have your own unique story to tell. And this needs to be visible in your hotel descriptions and descriptions of your visual content.
High-quality images are a big factor. However, this needs to be supported by compelling descriptive content to encourage lookers to become bookers when they are on your hotel website. Because of this, well thought out descriptive content plays a very important role in conversion on your own website as well as on other channels.
1 – Be accurate
When it comes to descriptions, evocative and compelling stories are important – however, accuracy is equally important. This is important to manage booker expectations when it comes to their experience at your hotel. One of the biggest reasons for bad online reviews is the gap between what bookers perceived as what they were booking against what they actually experienced.
Making sure that what you have posted online is as close to what the guests will actually experience is paramount. Not only to drive conversions but for repeat business and those all-important reviews.
2 – Start with the customer in mind
The work that you have done around defining the target audience, traveller types you seek and their expectations should drive the core content. What is your target audience looking to know, feel and experience if/when they book your hotel?
3 – Promise authentic hospitality
As a boutique hotel, the personalised experiences and authenticity matter. Ensure that this is reflected in the descriptions of your property, the destination and the experiences you describe.
4 – Provide inspiration
How can you inspire your guests through your content? As you know your target audience, identify what appeals to them and their lifestyle and build a story that relates to them. Take a look at this hotel.
5 – Write precisely and succinctly
Ensure that the content is sharp and precise. You will have two types of customers visiting your website
- one that reads your content in great detail and wants to understand all the nuances of the experience they are likely to have at your hotel
- and the other who skim reads and wants to make a quick decision one way or another
It can be challenging to meet both their needs, but finding a balance is important.
Using bullet points and emphasising keywords by having them bold or in italics is a best practice approach. And use short simple sentences and paragraphs.
6 – Provide vivid descriptions for images
Many hotels have beautiful imagery but miss out on maximising its impact by not adding a brief description.
Compelling descriptive content for great images will enhance the booker experience. Equally, it can help encourage lookers to become bookers when they are on your hotel website.
Ensure that every photo has a vivid description that helps website visitors to visualise the experience better.
7 – Use sensory language and phrases
Authenticity cannot be built on using generic adjectives. Use of phrases like “the best” and “premier” can be overused and will not relate to your customers who seek authenticity.
Look for language that is vivid and appeals to the senses of potential bookers. For example, words like tranquil, pampered, stress-free, lively, adventurous convey very different but specific messages more effectively.
8 – Make it about the experience
When writing the description, ensure that it is more about the benefits that your hotel can deliver rather than all the multiple features that your hotel can offer. Tailor-make it for your target audience based on the content goal matrix.
9 – Use an outline
When you start on the mission to create descriptive content for your hotel website, the areas to be covered as a minimum include the following:
This is the first thing that prospective booker reads. So it needs to capture interest and highlight the main reason why they should browse further. An example
Description of Accommodation
Describe what is special about the rooms and any unique aspects. Unique selling points of the room – like views, size and amenities for the business traveller or leisure traveller. An example
Description of Hotel Facilities
Describe standard facilities at the hotel and any unique aspects. An example
Description of Leisure Facilities
Describe leisure facilities at the hotel which help guests relax. Highlights could include leisure facilities like Spa, Swimming Pool, Bar etc. An example
Description of Location
Describe the location of the hotel in a way which helps guests understand its location and how easy it is to get there. Also, include how close it is to key attractions and sites. Capture unique aspects of hotel location like close to a wildlife reserve, central business district, distance from airport/train stations or nearest city. An example
Room Type Description
Describe the room in a way that the booker can visualise and understand its layout, space, views and comfort levels. Any unique selling points like the type of bed, bathroom (en-suite), Ideal for families etc. An example