Be careful what you say. The success of your hotel marketing depends on your words (and the quality of your website copy).


Successful hotel marketing has a lot to do with what you say, and how you say it.

When visitors read the words on your hotel website, it has to resonate.

Your words must trigger a reaction.

And yet, the motto on most hotel websites remains:

“A picture is worth a thousand words”…

But how well does that still work when your guest has already looked at 6 similar hotel websites?

Yes, the human brain can generally recall images faster and easier than text, but there something that works even better:

Our imagination. Once we’ve created a mental picture, all its colors and details stay in our memory much more vividly and for longer.



“I was recently invited to the anniversary celebration of a well-known pet shop in a large hotel. And what do I see when I open the door to one of the exhibition rooms? Somehow they must have escaped from one of the huge aquariums –  About twenty grass-green tree frogs, all dressed in tiny, white tulle skirts, jumped happily around!”

It’s fictitious, of course, but did you picture the frogs jumping elegantly around each other?

Did you perhaps even have to hold back a small smile?

Well! I had your full attention

…and that’s what you also want for your hotel – the exclusive and undivided attention of your site visitors…

…because if you don’t have it, they’ll quickly leave and look elsewhere…

How do you get attention?

With a website that conveys your (hotel) personality.

Your desired guest must feel a connection when they visit your site and have the feeling, “I’m in the right place here, they tick just like me, they understand me!”

Words help you sell hotel rooms – and make your hotel stand out.

They describe to visitor a unique hotel

Your hotel experience – in this exact format – can only be had at YOUR Hotel

And we’re not talking about facilities and service offerings here. Many other hotels have similar features.

We’re talking about your hotel experience and how your team expresses hospitality. That cannot be copied and is as individual as the people involved.

And your potential guest must get that immediately. Empty phrases and the same hotel descriptions make you just one hotel among many.

Don’t talk about your hotel product, instead put your guests at the center of your website and hotel marketing.

People don’t buy products.

People buy things that are useful or make them feel good.

Let’s have a look at some examples:

Yesterday I actually read this sentence on a hotel website:

“We put our guests first.” Seriously, now?

Well, who else would be standing there? And why does that have to be even mentioned? You could almost get the feeling that something is wrong…

Ok, I’m exaggerating a bit, but let me explain.

By expressing “You are the focus of our attention“, you naturally want to show your guests they can expect warm hospitality and lovely hosts.

The only problem is that such meaningless phrases rarely make an impression.

Here is a nice example of how it can be done better:

The Rohrmooserhof in Austria welcomes its guests with this slogan:

“We’ll provide you with a refreshingly good time”.

That sounds completely different, doesn’t it?

Typical phrases that appear on (too) many hotel websites are for example:

“Look forward to our attentive service”,

“Relax in our beautiful spa”,

“Enjoy our exclusive 3-course menu. “

What do you feel when you read these words? Did you just sit up straighter? Are you curious?

Or are you stifling a yawn because you’ve read these meaningless sayings too many times?

And what happens when you read sentences like this?


“Charming, nimble and attentive – some guests think we can read minds…”

 “One hour in our spa and you feel like you’ve been on vacation for 3 weeks!”

 “Exclusive, relaxed and so delicious you won’t want to get up”


Words have a much bigger impact than most people believe.

  • They fire our imagination
  • Create powerful mental images
  • Activate our senses
  • Affect our perception
  • Evoke feelings and
  • steer our perspective in different directions


I have to admit, this topic of language has fascinated me for years, and linguists are finding out more and more intriguing details.

It looks like we are sharing much more than simply information and facts, when we speak. Our words almost always also trigger images and emotions.

“Now, please do NOT imagine a pink elephant just now.”

You see? You are probably envisioning the elephant now in all its glorious details… 🙂


Did you know that words even affect our sense of taste?

When you read the word homemade” on a menu or a sentence like, “Enjoy Grandma Hilde’s famous apple pie”, it changes your perception and … influences your taste.

You expect it to taste better and most of the time it does… subjectively speaking…

Wirtshaus-chalk board -on-a-stone-wall-cake-does-not-make-fat-just-raises-the-folds-for-a-face-lifting-here-this way

Photo courtesy: Brigitte Winklhofer

This hilarious German sign says: ” Cake doesn’t make fat. It only smoothes the wrinkles. Along here for your face lift, please.”


Freshly baked bread” or aromatic coffee”  are all terms that your brain immediately associates with good smells and feelings like “pleasant”, “delicious” and “relaxed”.

Small changes in word choice can evoke strong emotions and inspire people.

Here are 4 strong words that will instantly trigger an emotion:



“Imagine this!”

Two small words with amazing effect. As soon as we hear them, our imagination is activated. Suddenly everything is possible – after all, we are “just imagining it”.

The good thing about it: With just two words you break down mental barriers and get your visitors’ imagination going. They can suddenly picture in all wonderful colors how great (…insert the desired thought here….) will be.


This will immediately grab your reader’s full attention. He (or she) feels addressed directly and pays attention. It’s about him (or her) and that’s important.

People are interested in things that will bring them comfort and joy.

Speak directly to your guest and he will listen to you WELL.


You want to convince someone to do something for you? Use the word “because” and the odds of getting approval just increased dramatically.

Do you know Robert Cialdini?, Professor Emeritus of Psychology and Marketing and author of several bestsellers. Cialdini has spent many years studying what convinces people and what factors influence them. When we are unsure or in doubt, our mind searches for an explanation.

The word “because” brings us this explanation.

It doesn’t have to be a big deal. A simple: “Do you mind if I go first? I have an urgent appointment in 10 minutes?” in line at the supermarket checkout and 99% of respondents will let you go up front …


“Remember?” associated with a positive event is yet another powerful trigger word. It evokes pleasant feelings and transports you back to the good old times – your first big success, your first big love, vacationing with grandma in the country side…

We remember easily and with pleasure. This helps us to build a (positive) bridge to what is to come.

So you see

  • WHAT you say on your hotel website and HOW you say it is important.
  • Persuasive copy will help you attract website visitors,
  • connect you with your favorite guests,
  • make a lasting impression,
  • and get potential guests to take action.

Not sure yet, on how to approach the topic of persuasive website copy?

Here you’ll find some first tips and ideas on how to start out!