Best Copywriting Examples for Hotel Websites to Learn From
Croatian Hotel Websites should Learn from Best English Copywriting Examples
I’ve been posting a lot of carousels on LinkedIn with best copywriting examples found on hotel websites.
In this blog article, I’ll touch upon copywriting examples on hotel websites (but also websites offering different kinds of accommodation) that need urgent improvement because it’s all too clear that their copy hasn't been written by a native English copywriter.
I’ll also mention copywriting examples I consider great. Those websites have amazing copywriting. You should take notice of them and emulate them.
One thing must be clear: we as copywriters should stay away from bad grammar, no matter what language we write in. English, in particular.
That in the first place.
It’s the language, style and images you create with it that stay in the reader’s mind. The words you use and the way you combine them - you’d better show that you’ve mastered English, even if English may not be your (hotel) customer/guest’s mother tongue.
Bad English has a Negative Impact on Your Business
Any website copywriting must be “clean” of mistakes in English (grammar, vocabulary, bad sentence structure, or word order).
Look below, for example.
I’ve put together a 10-page-presentation about the most common mistakes made in English on Croatian hotel websites (their English webpage).
Download the presentatio below:
a 10-page-presentation on the most common mistakes in English found on Croatian hotel websites
Steps for non-English Websites to have Awesome Copywriting
You can hire an English copywriter, a native English speaker at best, who has been engaged in crafting website copy for hotels. Such a copy for hotels could also makes use of videos
You can hire a copywriter like me, who, although living in Croatia for more than 40 years, has a strong command of English (I have an MA degree in English and German). Such a hotel website copywriter who’ll be writing in English won’t sound non-English right from the start.
You can learn from the very best copywriting examples on the internet.
Study the style, tone, images that come up with interesting checked facts, tell stories of guests, and share insights on what they found compelling about staying in a particular hotel.
There's nothing more annoying for me than to open a hotel website and see right away a mistake staring you in the face.
It’s obvious: the hotel website owner didn’t hire a website copywriter with solid English.
Copywriting Examples in the Travel Industry with either Incorrect or Bad English
But how do you know the hotel website was not written by a copywriter with good English?
It’s simple.
Just look at this example below:
EXAMPLE 1: a luxury villa in Gorski Kotar - bad word order
This obviously is not a copy written by a native English copywriter.
The text above describes the position of the villa (let’s imagine it being a hotel).
See the wrong word order here?
A competent English copywriter will not make such a mistake.
One of the first rules any student of English will have to learn is that English has a set word order when creating a sentence.
In linguistics they call this order the SVO structure (subject-verb-object, in that very order), which guarantees correct English.
EXAMPLE 2: A Croatian website inviting you for a cruise with bad English in the CTA section (the text on the button should say “Book a yacht”)
A Croatian website inviting you for a cruise with bad English in the CTA section (the button)
This section above is the so-called hero section (or above the fold).
When you have mistakes in your copy here (grammar, etc.) it will be seen as quickly as your potential customer/guest opens the website.
Anyone fairly good at English would say, "BOOK A YACHT” or "BOOK THE YACHT, if it’s a definite yacht.
But what's more appalling in this example is that it showcases an incorrect fact in its website copywriting.
Wait a minute. Croatia has an ocean?
In which world or life?
The copywriter here obviously didn’t do his homework well.
Research, research, research until you know that the fact you want to add is a proven one.
Best Copywriting Examples in the Travel Industry I have Seen
Now behold the best copywriting examples I have seen so far, and learn from them.
Take these as role models.
Here’s one role model: it has a remarkable video playing right when you open it.
Best copywriting example for a hotel with video (my opinion)
Here’s another role model: a hotel in Dubrovnik written by a native English copywriter.
This next website has been written by an English copywriter. No doubt about that.
Although the hotel is in Dubrovnik and not somewhere in England.
Look at the beginning of this segment:
The sentence structure is right, tone of voice all right, the vocabulary adequate, the images nice, the situations hypothetical, the scenes inviting…
Wouldn’t you want to sound like that?