Top 10 Best Practices for hotel description | Hotel Marketing
October 19, 2020|Hotel Marketing
Both leisure and corporate travel agents use online booking websites to search and book hotels. Your hotel description on these websites acts as an electronic brochure, which makes it one of the most significant sales assets you have. Thus, make sure that your hotel description is as great as it can be. Here are the industry’s best practices that you can use for your hotel.
1. Fill out all sections in the hotel description.
Most websites will give you the option to provide a short summary along with a more detailed description. It is a cardinal rule that you make the most of both of these sections without repeating yourself too much. Use the short summary to state the unique selling points of your hotel. On the other hand, use the long description to provide additional information for what guests can expect when they come to visit you.
2. List all the amenities, services and facilities that your hotel has to offer.
Help prospective guests and travel agents find the right hotel for them. Not only should you include this information in your description, but you should also tick the relevant checkboxes on booking websites for each of your amenities. It ensures that guests can easily find your hotel when they apply search filters for specific amenities. Give as much helpful information as you can. For example, if you have a restaurant on the property, you should give your guests enough restaurant information to be able to plan a dinner for one person or a group of people for one evening.
3. Be creative with your hotel room names.
Differentiate yourself from the competition and try to think outside of the box. It is easy to give your rooms boring names like standard and deluxe. However, we recommend that you use your room type as an opportunity to show off its features. For example, if a set of your premium rooms overlooks a lake, call them the ‘lake view’ rooms. Guests will already be able to gauge which rooms are premium just by the price range. That is why the name of the room does not need to indicate this.
4. Be mindful of the presentation style of your description.
Using full sentences and bullet points with condensed information helps prospective guests and travel agents to review your hotel quickly. Adjectives are useful to make your hotel sound more attractive and create a positive brand image. Do not use complex language or overly long sentences as international customers may not be fluent in your language. The rule of thumb is to keep it simple.
5. Know your guests and what they want.
The types of rooms available for booking should have different amenities depending on whether you have leisure or corporate customer base. Do not forget to include the room size and amenities, such as breakfast or free wi-fi. Any other luxury product should also be included as well as room features, like balconies, large windows, and great views. This way, your potential guests will get a sense of what to expect, and there are no last-minute surprises.
6. Make sure your property address is correct.
Your guests can copy your address information into online mapping platforms like Google Maps. It can be very frustrating for guests to find out that a wrong address is listed or only a street name but no property number is given, so when they would plot the location visually, the online map would display the wrong place along the road. That is why you need to make sure that your property is mapped onto the correct location.
7. Detail your location information.
As you know, location is one of the most relevant factors when it comes to choosing a hotel. Give as much detail as you would like to know as if you have never been to your city before. Mention local landmarks and transport links like airports, as well as the proximity between your hotel and the city center. You may also want to include your longitude and latitude GPS coordinates as this may help your guests index your hotel against other points of interest in the local area.
8. Mention the attractions and tourist destinations in your local area.
Attract tourists by including places they can visit in your city. You can also list corporate headquarters for large corporations to attract your corporate customers base. Make sure you provide the correct distance and directions fo these two.
9. Let guests know how to get to your hotel.
Assume that your guests have never been to your city or to your hotel before. If you do have space in your description for directions to your hotel, you may include this information in your booking confirmations. However, it really does offer reassurance to guests if you include this in the hotel description. It also provides an opportunity to advertise the convenience of your hotel. You want to make it as easy as possible for guests to reach you.
10. Keep an eye on your competition.
As we always say on Bezla, stay ahead of the competition. For this reason, ask your travel agents what their favorite hotels are in your local area. Get a copy of your competitor's descriptions too. Travel agents look at these descriptions everyday so they are in a position to know what makes a good hotel description. They will be more than willing got point out what works well and what does not, if you only ask. Their feedback is indeed valuable and helpful advice.
As a final note, be as honest as you can be in writing your hotel description. Do not exaggerate your hotel features to avoid creating false expectations in your guests. Describe your services clearly and accurately and keep your hotel description as up-to-date as possible. More importantly, differentiate your property from the market by focusing on your unique selling points.
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