During our time spent crafting articles for resorts, we have found one essential quality that great written content always has: particulars. Guests browsing your hotel’s website aren’t searching for vague promises of ‘heaven’,’luxury’ and’ something for everybody’; they are searching for the specifics, the deal-makers and conversely, the deal-breakers. Details are what’s going to convince them to make the purchase.
The simple fact is, specificity is critical when advertising resorts, from identifying your target audience to researching telling your story. Here are just a few of the ways that it pays to be specific in your hotel’s written content.
1. Be specific on your targets
Before you begin tapping away on this keyboard, it is crucial to know who you’re writing for — that is, who you imagine coming to remain at the hotel. This way, you can have your target client’s best interest in mind from the get-go.
Backpackers are not after the exact items as first-class travellers, as the interests of stag parties and households will rarely align. The target customer is not necessarily as finely determined as this — it might be quite broad — but the more you know about them beforehand, the more you can tweak your writing to appeal to them.
2. Be specific in the page names and blog headlines
The page names on a resort site should communicate loud and proud of what they refer to (terms such as booking’, ‘website’ and ‘dining and beverages’ leave little room for confusion). Web users are constantly bombarded with a glut of information; you will need to give them content that they can navigate quickly and digest quickly. Maintain your page titles and blog headlines tricky and straight to the point.
3. Be specific on your blog focus
A resort’s blog content ought to be focused, not overall. Consider focusing on hyper-local understanding, which won’t only be of use to guests throughout their stay but will also fortify your resort’s status as local area specialists. This will help to communicate the hotel’s story and values.
4. When writing for a resort blog, it is your job to transport prospective guests to the thick of it and tempt them to your particular corner of the planet. Whether you wish to bring them in the jungles of Borneo or into a far-flung Madagascar shore, you will have to be evocative. Highlight the experiences guests can be part of during their stay such as free walking tours in Hobart.
Do not be opaque or ambiguous. Start looking for concrete details that catch the feeling of a destination.
5. Be specific in your study
No matter how well you know the hotel or the area you’re writing about, do not rely solely on your knowledge — continually bolster this with thorough research. Do not make assumptions about the amenities or added perks. You may find a few reservations by exaggerating, but it is only going to come back to bite you if the negative TripAdvisor reviews begin flooding in.