The Ultimate Guide to Writing Hotel Descriptions That Sell

Mireille • May 10, 2023 • 6 min read

The Ultimate Guide to Writing Hotel Descriptions

Imagine a weary traveler, desperate for a good night’s rest and a hot meal, who stumbles upon your hotel’s website. Your hotel description is the glowing beacon that lures them in like a moth to a flame. And that, my friends, is the power of effective hotel copywriting.

This article will delve into the art of crafting hotel descriptions that sell like hotcakes, making your establishment the crème de la crème of accommodations. So grab a pen, buckle up, and let’s embark on this rollercoaster ride to optimization and conversion glory.


1. Understanding Your Target Audience

A. Identifying the target audience

First and foremost, you need to find out who your ideal guests are. Is your hotel a sanctuary for budget-conscious backpackers or a paradise for luxury-loving jet-setters? Understanding your target audience allows you to tailor your hotel description to their particular tastes and desires.

B. Analyzing their needs and wants

Once you’ve identified your target audience, you need to get inside their heads. Figure out what they want in a hotel, and more importantly, what they need. Are they seeking a home away from home or a thrilling escape from the mundane? The answers to these questions will inform your hotel description and make your target audience feel like you’re speaking directly to them.

C. Researching competitors

To truly stand out in the crowded hotel marketplace, you need to know what your competitors are offering. Investigate their hotel descriptions and take note of any unique selling points they might be flaunting. You’ll want to make sure your description offers something fresh and exciting to entice travelers to choose your establishment.

Highlighting Unique Selling Points

2. Highlighting Unique Selling Points

A. Identifying unique selling points (USPs)

Your hotel has something that sets it apart from the rest, and it’s your job to pinpoint it. It could be a breathtaking view, a luxurious spa, or a delectable farm-to-table restaurant. Whatever it is, make sure it takes center stage in your hotel description.

B. Prioritizing and highlighting USPs in the description

Once you’ve identified your USPs, weave them throughout your description to create a tantalizing tapestry of enticements. Emphasize these selling points in a way that leaves readers salivating, desperate to book a room and experience the magic for themselves.

3. Structuring the Description

A. Structuring the description for readability

To create a hotel description that’s as easy to devour as a five-star breakfast buffet, it’s crucial to structure it for maximum readability. Nobody wants to dig through a dense, convoluted jungle of text to find the information they seek.

Instead, break your description into smaller, digestible sections with clear subheadings. Utilize bullet points and numbered lists to present information in a way that’s both visually appealing and easy to scan.

B. Crafting an attention-grabbing headline

The headline of your hotel description is akin to the pièce de résistance of a gourmet meal – it’s what captures your audience’s attention and makes them yearn for more.

To craft a headline that’s as irresistible as a freshly baked croissant, you’ll want to make it catchy, concise, and informative. Use powerful adjectives and action words to ignite your reader’s imagination and create an irresistible urge to learn more about your hotel.

C. Writing a compelling opening statement

Your opening statement is like the opening scene of a blockbuster movie – it sets the tone and determines whether your audience will be hooked or left wanting. To write an opening statement that grabs your reader by the heartstrings and refuses to let go, use vivid, sensory language that evokes emotion and transports them to your hotel.

Paint a picture of the unparalleled experiences they’ll have, the enchanting sights they’ll behold, and the unforgettable memories they’ll forge.

D. Describing the hotel in detail

Once you’ve captivated your reader with an enthralling opening statement, it’s time to immerse them in the world of your hotel with rich, detailed descriptions. Channel your inner wordsmith and describe the hotel in a way that transports the reader to the scene.

Use evocative language to convey the sights, sounds, and smells of your establishment – from the soothing murmur of a trickling fountain in the courtyard to the sumptuous embrace of high-thread-count linens. Remember, the devil is in the details, so don’t skimp on the specifics that make your hotel unique.

E. Emphasizing the benefits of staying at the hotel

As you describe your hotel in all its glory, don’t forget to emphasize the benefits of staying at your establishment. Your potential guests want to know what’s in it for them, so make sure you showcase the perks that will make their stay unforgettable.

Perhaps it’s the jaw-dropping rooftop pool with panoramic city views, the rejuvenating spa treatments that will leave them feeling like royalty, or the mouthwatering cuisine served by a world-renowned chef. Whatever it is, let your readers know that choosing your hotel is an experience that’s worth every penny.

By focusing on structure, headline, opening statement, details, and benefits, you’ll create a hotel description that sells like hotcakes and leaves your guests clamoring to experience the magic for themselves.

Using Persuasive Language

4. Using Persuasive Language

Crafting a hotel description that simply informs is not enough to convince potential guests to book a room. You need to use persuasive language to create a sense of urgency, address potential objections, and encourage action.

A. Using persuasive language in the description

Persuasive language is all about using words and phrases that elicit an emotional response from your readers. Instead of simply listing amenities, you want to evoke a sense of excitement and anticipation about what your hotel has to offer. Use action words, such as “experience,” “indulge,” and “explore,” to convey the unique experiences that await guests at your establishment.

B. Creating a sense of urgency

Creating a sense of urgency is a powerful tool in persuading potential guests to book a room. Encourage readers to act quickly by emphasizing limited availability, such as “only a few rooms left” or “book now before it’s too late.” You can also use time-limited incentives, such as “book in the next 24 hours and receive a complimentary spa treatment.”

C. Addressing potential objections

Addressing potential objections is another way to use persuasive language to persuade readers to choose your hotel. Identify potential concerns, such as location or price, and address them head-on.

Use persuasive language to turn those concerns into selling points. For example, if your hotel is located in a quieter part of the city, highlight the peaceful atmosphere and easy access to public transportation.

D. Encouraging action

The ultimate goal of your hotel description is to encourage readers to take action and book a room. Use persuasive language to make it clear that choosing your hotel is the best decision they can make. Include a strong call to action, such as “Book Now” or “Reserve Your Stay,” and emphasize the benefits of booking with your hotel.

Incorporating persuasive language, creating a sense of urgency, addressing potential objections, and encouraging action are all important elements of a successful hotel description.

By utilizing these techniques, you can convince potential guests to choose your hotel over the competition and create a sense of excitement and anticipation about their upcoming stay.

5. Optimizing for Search Engines

In addition to being persuasive and engaging, your hotel description needs to be optimized for search engines to ensure it reaches as many potential guests as possible. Here are some key tips for optimizing your hotel description for search engines:

A. Incorporating relevant keywords throughout the description

Keywords are the foundation of search engine optimization (SEO). Identify the relevant keywords and phrases that potential guests might use when searching for hotels, and incorporate them throughout your description in a natural and organic way. Be sure to use them in your headline, opening statement, and throughout the body of your text.

B. Using natural language and avoiding keyword stuffing

While incorporating keywords is essential, it’s important to avoid keyword stuffing – the practice of overloading your text with keywords in an attempt to rank higher in search results.

This not only sounds unnatural and awkward to readers, but search engines will also penalize you for it. Instead, use natural language and incorporate your keywords in a way that flows seamlessly with your text.

C. Including metadata and alt text for images

Metadata, such as titles, descriptions, and tags, are essential components of optimizing your hotel description for search engines. These tags help search engines understand the content of your website, and can improve your chances of ranking higher in search results.

Additionally, be sure to include alt text for any images you use in your description, as this helps search engines better understand the visual content of your website.

By incorporating relevant keywords throughout your text, using natural language, and including metadata and alt text for images, you’ll ensure that your hotel description is optimized for search engines and reaches as many potential guests as possible.

Formatting and Editing

6. Formatting and Editing

Once you’ve written your hotel description, it’s important to format and edit it to ensure it’s easy to read and free of errors. Here are some tips for formatting and editing your hotel description:

A. Formatting the description for readability and visual appeal

The way your hotel description is presented can have a big impact on how well it’s received by potential guests. Use headings, subheadings, and bullet points to break up large blocks of text and make it easier to scan.

Use a legible font and appropriate font size, and make use of white space to create a clean, uncluttered look. Finally, consider adding high-quality images to showcase the unique features of your hotel.

B. Proofreading and editing for clarity and accuracy

Before publishing your hotel description, it’s essential to proofread and edit it for clarity and accuracy. This means checking for grammatical errors, typos, and awkward phrasing.

You’ll also want to make sure that all the information you’ve presented is accurate and up-to-date. Consider having a colleague or professional editor review your work for an objective perspective.


In conclusion, writing an effective hotel description that sells requires careful consideration of your target audience, highlighting unique selling points, using persuasive language, optimizing for search engines, and formatting and editing for readability and accuracy.

By following these tips, you’ll create a hotel description that captures the attention of potential guests, inspires them to book a room, and sets the stage for an unforgettable stay.

Remember, your hotel description is often the first point of contact between your hotel and potential guests. It’s important to invest time and effort in crafting a description that accurately represents your hotel, showcases its unique features, and entices potential guests to choose your establishment over the competition.

By prioritizing the importance of effective hotel descriptions, you’ll be well on your way to attracting a steady stream of guests and establishing a reputation for excellence in the hospitality industry.

What is your thought on writing Hotel Descriptions? Let us know in the comments.

By Mireille
Meet Mireille, a marketing and tourism expert with 15+ years of experience coaching hotels. She crafts compelling marketing strategies using the latest techniques to attract, engage, and retain customers. Her deep understanding of consumer behavior and attention to detail drive measurable results for business growth. Find her exploring the world for new marketing insights to help clients stay ahead.


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