These training materials cover writing descriptions for high-end hotels — the kind of copy that appears on travel booking platforms. The material was originally developed by emsenn for a writing team and is preserved here as a reference for marketing writing technique.
Tone and style
The standard tone is sophisticated while remaining natural and authentic. The reader should be addressed in second-person plural (“you”), connecting them to the hotel and inviting them to “travel” through the article. Emphasize the luxury of a 5-star hotel, but don’t oversell a 3-star property.
Assignment properties for hotel descriptions:
| Property | Value |
|---|---|
| Tone | sophisticated, natural, authentic |
| Perspective | third person |
| Address | second-person plural |
Structure
A hotel description has two core sections:
Expert opinion
Exactly 15 words. Written as a quote from the reviewing expert, given in the hotel brief.
Example: Tom Gill, London: “A contemporary hotel which provides tranquillity right in the heart of London’s historical city centre."
"We love” section
80 words, in list form. This section highlights why the expert chose this property, explaining what they loved about the hotel and the destination. It should contain 4-5 points drawn from the hotel brief.
Add personal touches to the points — if the brief mentions complimentary breakfasts, give examples of what you can eat and where.
Writing the opening
Think of unique selling points that help the hotel stand out. Consider: proximity to the beach, spa facilities, architectural style, surrounding area. The opening should draw the reader in immediately. Don’t forget to mention the location, star rating, surrounding areas, and style or architecture.
Worked example
In Saintes-Maries-de-la-Mer, where the Mediterranean Sea and the Rhone Delta meet, one can experience traditional atmosphere and spectacular surroundings. The 5-star hotel, Les Arnelles, is a charming building defined by a harmonious relationship with the great outdoors, both inside and out. Its balance of contemporary and natural aesthetics firmly roots the hotel as the standout place to stay.
Notice: the opening names the location, anchors it geographically, names the star rating, describes the architectural character, and establishes a theme (indoors/outdoors) — all in three sentences.
Room descriptions
For each room, write a title including the room name and size in brackets. Describe who the room suits (family, couple), its benefits (decoration, surrounding area), and its facilities (complimentary or optional). Mention size, view, style, and capacity (number of adults/children, whether babies are allowed).
Worked example
Beach Front Villas (95 m^2): Situated directly on the beach, these villas are ideal for a trip with the whole family; up to two adults and two children can comfortably stay here. You also have direct access to the beach and swimming pool; putting paradise outside your hotel door.
Landing page structure
When writing a landing page for a service (not just a hotel description), the following structure applies:
- Headline — the hook
- Proposition — what’s on offer
- Exchanged utility — what the reader gets
- Explanation of fulfillment — how it’s delivered
- Social proof — evidence others have benefited
- Closing argument — why now
- Call to action — what to do next