Can words really sway people’s minds into buying something? A website with the right copy can make a difference in the booking rate, but be warned – persuasive copywriting should not only be seen as a tactical tool to spur visitors’ interest to convert, but rather as a means to deliver your hotel brand’s overall attitude or feel.

We’ve talked about copywriting to improve your website’s SEO, but in such a people-oriented industry, copywriting for the hospitality industry presents yet another challenge. Looking to increase conversion rates? Here are a couple of pro tips by a copywriter.

Mind your language

Language is more than just delivering explicit meaning, but also the context that comes with it. In fact, the most difficult part of using language is working with context. It’s not enough to simply memorize what connotations do certain words carry – it’s futile to do anyway since context is dynamic.

Understanding context requires us to understand culture, the ways various groups of people think and use words. Since people’s culture and attitudes change from time to time, it’s important to revise our understanding of the words that they use.

copywriting hospitality

This is starting to sound as if you need an advanced degree in psychology and linguistics to get into copywriting, but fortunately, there is a quick way around learning the language of your target market. Read! Read what your target market are engaging with.

Here’s an insider story:

We were working on website content for a luxury client, whose target market is very wealthy individuals across South East Asia. 

To get a better understanding of the language our target market might be engaging with, we visited Rolls Royce – the website, not the dealership. We studied the content and had a feel of how the words affect us. Certain words like ‘bespoke’, ‘finest experience’, ‘celestial’, and ‘mesmerizing’ may be descriptive words for their cars, but they deliver more context than that. The experience of being with the brand itself is etched into the words that they’ve chosen – concise, illustrative, emotional, yet never pretentious.

target market

Empathize with your target market

Getting to know the language that competitors use, will help us to understand the business points of parity. The points of parity are defined as a brand’s features or experiences that it must have or provide in order to be comparable with competitors that serve the same market. In other words, it’s the minimum standard that brands follow, not necessarily by government regulation, but by social norms. 

Once the points of parity are recognized, we then focus on the points of difference, which is the brand’s unique selling point. For example, all resorts have restaurants, swimming pools and additional entertainment like a pool table and karaoke (points of parity), but our client’s resort is an adult-only private villa resort.

Here’s an insider story:

Even though we’ve worked with plenty of resorts, each resort always poses unique challenges for our imaginative marketing team. The resort that we were working with is a unique kind of resort – a villa resort. However, to call their properties ‘villas’ is not accurate. The size of each unit ranges from 240 m2 to 480 m2, each features a large garden and private swimming pool, just as a house would have. The resort complex is complete with restaurants, a bar, a gym, and shared swimming pools. 

From this information, and from the client brief, we conclude several things about the target market. They are high-class customers, most likely in their 30s to 50s, looking for a romantic getaway experience. Some guests are young people in their 20s.

When we write articles for them, we imagine the kinds of experiences that the guests would be excited to have. We wrote about experiences such as sea-walking, snorkeling, luxury beach clubs, eating at the best restaurants, shopping in a mall, and paragliding. 

We also mentioned surfing, however that is to provide context that the location of the villa as an exciting place. There is a great chance that the client’s customer is not at all interested in surfing, so for instances where we write about things to do near the area, we wouldn’t include it as one, as just a brief mention would do. 

Need help with copywriting?

We copywriters at Island Media Management are not normal people – we enjoy looking at ads to see how the wording affects our mind; we learn the art of copywriting by taking inspiration from articles, social media content, and ads. 

If you would like to save hours learning about copywriting, simply let us do the writing for you.

About the author

Gio

Gio

Gio is a creative writer with a technical background in food science. His strong research skills and a keen sense of communication style blend well to craft compelling content. His personal blog covers topics about lifestyle, food, and finance. 

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