Someone has landed on your hotel website, they like what they see and are interested to get more information. But they have not made a decision to book yet – and you still have work to do to persuade them your hotel is exactly what they are looking for.
That’s why it’s important that every page of your hotel website is designed, and every paragraph written, with the goal to convert a viewer into a booker.
But one of the things that many hotel owners struggle with is putting together a hotel room description – they form it either as a bullet point list with a lot of photos around, or write a big, intimidating block of text that nobody will read.
Of course, you need to have professional photos for rooms, but that’s not enough. You need to write the description of each room, and you need to do it well.
So in this article, we’ll go through five tips that will help you write a room description for your hotel website that takes viewers one step closer to the decision to book.
Tip 1: Start with customer persona
I have probably mentioned this in almost every article on this blog, but it’s so important that I have to keep repeating it – everything you do for your hotel has to be aimed at your target audience. It has to grab their attention, be relevant and show them why your hotel is the right choice for them.
We have written an entire guide on what customer persona is, and how to create their profile – so if you don’t have it for your hotel, read the guide and start working on customer persona first.
The reason why you need to have your customer persona profile in front of you when writing the description of hotel rooms is simply that it will help you to put yourself into their shoes. You will be able to understand what room features are important for them so you can emphasise them. For example, if your target audience are travellers who prioritise their sleep and rest, you want to emphasise features like window blinders, soundproofing, the quality of bedding, and anything else that shows they will have a good night sleep at your hotel.
→ Action item: refer to your customer persona profile and write down all room features they might take into consideration when booking a hotel.
Tip 2: Be accurate and clear
Your hotel room description should be two things – accurate and clear.
While you want to do justice to your hotel and present the rooms in the brightest light, you should be very accurate with your description. This might sound obvious, but it happens too often that a room description on a hotel website sets higher expectations than the reality. And the outcome is negative reviews from disappointed guests.
Of course, this doesn’t mean you should be modest, but keep it realistic. Make sure you share room descriptions with other team members before you put them on the website, so they can do an accuracy check for you.
When it comes to clarity, this mostly refers to explaining the difference between different types of hotel rooms. Again, you have to put yourself into your guests’ shoes – especially if they are looking into your hotel for the first time. When you explain the difference between the rooms clearly, at the same time you are justifying the price difference between them. Your guests can easily decide which room type is a better option for them, and a better deal.
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Tip 3: Pay attention to details
Depending on the type of your hotel, and the type of travellers you are targetting, there might be a lot of details that you should add to the description that will persuade them to book a stay.
Again, this is connected to knowing exactly who are you targeting, and referring to your customer persona profiles to make sure every word you use in the description is important and relevant to them.
Adding more details to the description will make a reader imagine themselves enjoying a certain feature of the room.
We have mentioned an example above about targetting travellers who want to book a hotel that will guarantee they will get a good rest, and how you should emphasise the comfort of the room. You can then add more details to present the contrast of having a good sleep in your hotel room, instead of struggling to sleep all night due to noise and loud guests – waking up rested, full of energy instead of waking up tired and sleepy.
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Tip 4: Write for all senses
We are working on an entire article about sensory marketing for hotels, but to explain it simply now – it’s basically the use of marketing techniques to reach and captivate all five senses of our target audience – sight, sound, taste, smell and touch.
So when you are writing room descriptions, think about how you can add bits that will awaken specific senses to a reader. For example, a smell of homemade pastry and a taste of freshly-brewed coffee in the morning, scenic views from the windows, smooth jazz music playing in the hotel lobby, soft, comfortable bedding, and so on.
Don’t exaggerate though – think of this as final touches and sprinkle them throughout the description.
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Tip 5: Present it as an experience
Finally, remember that travelling is all about experiences – and a hotel stay is a significant part of it!
So don’t present your rooms as just a place to sleep and get room service – present it as a part of the entire travel adventure. People sometimes visit a place just so they can stay in a certain hotel – so don’t forget to add what makes a stay in your hotel a special and unique experience.
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Until next time,