looking out a window from a luxury hotel

Your Luxury Hotel Website Needs Copy That Converts. Get Rooms Booked with Two Simple Content Writing Strategies


In hospitality marketing, gorgeous, high-resolution images are worth a thousand words. It’s a cliche, but it’s true: visual storytelling works as a strong foundation for your hotel’s web presence. For luxury getaways especially, visuals are the key to encouraging guests to picture themselves at a unique destination they haven’t ventured before.  

That said: the words on your hotel’s website need to be just as impactful.  

The allure of striking imagery is powerful, but that power is lost without the support of well-crafted copy to share alongside your visual strategy. Visuals are important, but content is (still) king—and the key to reaching, engaging with, and converting web visitors.  

Reminder: A Solid Content Strategy Is Multifunctional  

Let’s take a few steps back to revisit the basics. At its core, your website content is a tool for communication. Its function is to convey information to your users and communicate the value and relevancy of your website to search engines.

However, it also has the potential to be more. It can strike awe, entertain, and weave stories together. It can put the ambiance of your hotel space into words, evoking the energy of your space just as well as your imagery.  

But here’s the caveat: being one or the other isn’t an option. The efficacy of your luxury hotel website relies on its ability to do both.  

Let's explore how to approach balancing these two high-level strategies and how they look in practice—as a simple guide for elevating your luxury hotel's web content strategy from a basic source of information to an effective resource for capturing and building meaningful connections with potential guests.  

Strategy #1: Embracing Emotion-Charged Storytelling

In a fast-paced digital world overflowing with information, storytelling stands out.  

It’s true that travelers approach their research for upcoming trips looking for key information: locations, rates, booking availability, travel arrangements, etc. Ensuring that they’re able to find that information is crucial—but they won’t be wowed by a laundry list of practical information. What they will be wowed by are stories: the way your content shares unique, engaging experiences and enthralling details with your property at the center of it all.

Even before guests leave for their next adventure, take them first on a journey with your content strategy.  

Highlight moments that are unique to your location.

Imagine weaving a story that puts potential guests at the center of your hospitality experience. Share stories of joy from guests who have enjoyed exquisite experiences—like cozy evenings by the fire, relaxing spa treatments, and epicurean adventures at on-site restaurants. When words evoke emotion, they create a connection that goes beyond the digital realm, making your hotel an authentic, tangible destination rather than just a place to spend the night.  

Be intentional with your word choice. With it, you have the potential to create connections with guests and portray your hotel as a destination rather than just a place to stay.

A sensory approach to language lends itself well to hospitality marketing—regardless of tone of voice. Balance your brand’s distinct TOV with words that evoke the senses—touch, sight, sound, smell, and taste—to engage visitors with descriptive details as part of your website’s vivid, comprehensive portrayal of your property.  

Stay top of mind with guests with memorable stories.

There’s also something to be said about the power of stories in terms of information retention. Studies on the link between narrative and memory have revealed that stringing together facts within a single story can aid with the retention of that information.  

Strategy #2: Mastering the Art of Urgency

When crafting a powerful hotel website copy, it's crucial to not only paint a captivating picture—but also guide visitors toward taking action.  

The key is to create a sense of urgency that compels potential guests to act, evoking a response to the prospect of that could slip away at a moment’s notice.  

FOMO is a tool. Use it to your advantage.  

Driven by a fear of missing out (or FOMO) on unique opportunities, potential guests can be inspired by the idea that the deals or adventures your hotel offers could slip away at a moment’s notice.  

Whether that’s through limited-time offers or limited availability for overnight stays or experiences, the perception that your hotel is a highly desirable destination with rare booking opportunities can be a strong motivator.  

For guests who have yet to visit, your hotel is a story waiting to be told— make it one that they surely don’t want to miss being a part of.

Identify language & content opportunities that emphasize rarity.  

Featuring exclusive offers, limited-time promotions, or special packages that can evoke a sense of FOMO can not only drive guests to make prompt decisions but also convey the idea that your hotel is highly sought-after—an in-demand haven that others are eager to experience.

With language like "Limited Availability," "Ending Soon," or "Book Now for Added Amenities," you inspire your web visitors to turn their interest to bookings before these enticing offers disappear.

Two Key Strategies. One Compelling, Comprehensive Approach to Hotel Website Content.

Crafting a compelling hotel website copy that gets rooms booked calls for an intricate balance between words that inform and words that evoke an emotional response.  

However, by keeping these two key mindsets in view as you develop your hotel’s content strategy, you’re poised for success—i.e., crafting copy that puts your hotel at the center of a compelling story that guests simply won’t want to miss.  

For guidance in striking that balance for your hotel’s web presence, get in touch. Our portfolio includes a variety of luxury and boutique destinations that we’ve had the pleasure of collaborating with. Let’s talk about using what we’ve learned along the way to help your hotel make a memorable impact with