Hotel copywriting, website creation + communications consulting
There's more pressure on hotels than ever before to engage customers through original content. Helping to secure direct bookings and loyal customers, hotel content marketing is the preferred digital marketing method for many hotel marketing teams. It's now deemed to be more effective than many other means of reaching customers. Content marketing costs 62% less than traditional advertising and generates at least 4x the engagement (Demand Metric). There are plenty of other stats where that came from too.
I bring my 16 years of travel journalism experience to help hotels keep their blogs and other content channels populated through ongoing and stand-alone hotel copywriting projects.
Some of my clients want to refresh their entire website presence. Since most customers visit a hotel website multiple times before making a booking, it's important to get it right. I see a hotel website as its window to the world. That's why I also apply my years of digital expertise working across the travel sector and global institutions to create new websites from scratch. Experienced in developing website Information Architecture (IA) and working in a range of content management systems (CMS), I am able to develop new hotel websites from start to finish. This includes creating content with the SiteMinder platform, as I am also a SiteMinder Advocate Partner and one of the brand's listed experts.
I work with five star hotels, quirky boutique hotels and everyone in between. I also work with a range of tour operators, travel agents and full-service event destinations, so I’m no stranger to adapting to tones of voice and editorial styles accordingly.
Here’s just some of the hotel copy I write for my clients:
I write website copy that makes the original features of hotels and local destinations stand out. Drawing on keyword research and web writing experience, I write SEO-optimised content that doesn’t come across as ‘keyword stuffing’. Website content projects I’ve worked on range from re-writing individual pages or landing pages, to producing the content for whole websites. English-speaking audiences notice when content has been written by a native English writer too, so I also help global companies ensure their English content is perfect.
I work with clients with a range of website needs, whether it’s creating a new website from scratch, establishing a new blogging section, or anything in between. Experienced at Information Architecture (IA) development, user testing and implementing new copy in content management systems (CMS), I am able to lead the website creation process from start to finish. As a SiteMinder Advocate Partner, I am also able to advise on the various SiteMinder tools available, from creating a new website to specific tools that can help increase room bookings.
Blogs and travel content marketing
Regularly produced, engaging and inspiring content keeps hotel brands relevant, driving traffic to their websites. Evidence shows that companies who blog regularly have significantly more engagement and bookings. Websites with blogs have a staggering 434% more indexed pages (TechClient), meaning they’re much more visible in search engines including Google. I write blogs about service offerings, destinations and travel inspiration. In turn, these feed social media channels and e-newsletters with original content.
Social media content
Travel related social media content makes a huge difference to hotels. When social media is part of a customer’s journey, they convert at a 129% higher rate and they’re 4x more likely to spend a higher amount of money (Deloitte). With years of social media content and management experience, I write engaging copy for Instagram, Twitter, Facebook and other channels. I also have a compelling track record of growing social media channel followings.
E-newsletters and email campaigns
Reminding potential and former customers you’re still there is crucial to hotel brand. In fact, targeted e-newsletters are said to generate 58% of all digital revenue (The Direct Marketing Association). I write and manage e-newsletter mail-outs with engaging subject lines and need-to-know content.
White papers, e-books and brochures
Gaining the trust and respect of your audiences is key and sometimes long form content is the way to do this. I research and write specialist white papers and e-books about destinations, trends and hotel service offerings, which some clients use as gated content. Copywriting hotel brochures, leaflets and other print material are also projects my journalism, editing and book writing skills are crucial for.
Other areas I work in:
Editorial calendar production and management
Uploading content and blogs to content management systems
Sourcing and editing images
Social media campaigns and channel set-up
Website user testing
Professional responses to online reviews, e.g. on TripAdvisor
Hotel site visits and experience reports identifying areas for improvement
I quote for each project individually, based on the amount of research and writing time required. My clients find that working with an individual rather than an agency is always more cost effective. Working with me means you’ll always be dealing with the same person and you get the benefit of my specialist hotel copywriting experience too.
Get in touch
If you have a hotel copywriting project you’d like to discuss with me, I’d love to hear from you. You can email me at:
sasha [at] sashaarms.com or via my contact form.