Great Copywriting Examples for Homepages - Hospitality Copywriting
The 3 stages of good copywriting examples. Each one engages the customer.
Hotel Copywriting Examples to Inspire you
What to Avoid in Your Hotel Copy (in the Hero Section)?
(content updated on 28 March, 2026)Before I show you these great copywriting examples (just 2, at the end), let me first share the concepts and best practices that are part of each great copywriting example.
A good number of them have a persuasive impact.
Maybe persuasion isn’t necessarily an element in hotel copywriting, because you mostly read about features and benefits of an accommodation. There are also the best visuals to attract the potential client/customer, but persuasion is a “tool” that many people in this trade (copywriters) use.
What’s the Secret Ingredient in These Great Copywriting Examples?
Persuasion.
Great copywriting persuades.
Without persuasion, there wouldn’t be any conversions (purchases or bookings).
You’ve got to put yourself in your potential customers’ shoes.
If you don’t write with the reader in mind, you will lose the investment you made to convince a potential customer or client.
Clarity.
Persuasion comes from clarity.
Clarity is important. To bring your idea home to the potential customer.
Andy Crestodina (CMO and Co-Founder at Orbit Media Studios, who has been at the forefront of digital marketing innovation for over two decades) highlighted CLARITY as the first grave mistake a lot of brands make when they want to up their web presence.
Clever language or clear language for website copy? Which persuades better?
Clarity is crucial. Don’t be clever, says Andy Crestodina.
What Do You Lose if Your Website Copy isn’t Clear?
Well, you lose the willingness of the website visitor, your potential client to learn more about your hotel or business.
You’re going to lose his interest, and of course, you won’t be able to persuade.
Lack of persuasion comes from content that readers don’t understand.
"One of the biggest mistakes brands make with their website copy is creating content that's too complex or technical. While it's important to showcase your expertise, you don't want to alienate your audience with language they don't understand."
("5 Tips for Writing Website Copy That Converts" by Stephanie Burns, published on Forbes.com. This was before ChatGPT. )
Don’t think that keeping your copy simple will prevent you from attracting the customers you want to attract.
Simplicity and clarity will just make conversion more simple—there won’t be any misunderstandings.
So, any great copywriting example is a result of this ability to convince and persuade readers, who may not know anything about your brand and who landed on your site thanks to efficient SEO optimisation.
SEO gets them to view your website, and thanks to great copywriting, they’ll start thinking of committing to buy what you offer.
Understanding the Customer is Essential for a Great Copywriting Example
The greatest impact persuasive copywriting has is to turn someone totally ignorant about you into someone ready to buy your product.
And that happens because you awakened a need in them that was dormant.
Because you showed benefits they recognize.
Because you managed to establish a relationship of trust with them, etc.
So, how do you manage to convert now in the age of AI?
There’s a good article on this that offers 5 ChatGPT prompts to get great copywriting examples and convert customers.
2 Great Copywriting Examples of Hotels
I always come back to these 2 great copywriting examples as learning materials for hospitality copywriting.
1
The first one is for a hostel (OK, not a hotel really) in Amsterdam:
You’ll see why this is a great copywriting example if you have read the contents of this blog article this far.
2
And this copy example containing a video immediately in the hero section:
The video is a visual story that creates the setting, and the copy acts as an addition to it. It’s a set of visual treats to attract the customer and show the bounty of activities and experiences that await those who’ll book their stay there.
What’s Bad Hospitality Copywriting?
Copywriting Examples to Avoid (in the Hero Section)
Hotels may not be the specific field for jargon and corporate-speak, but their homepage copywriting often shows mistakes that could have easily been avoided had they used the services of a competent copywriter. A copywriter who speaks the language of hotel guests.
Let your above-the-fold space (= hero section) be memorable for great copywriting!
Most hotel websites’ above-the-fold spaces (that’s the space on a website you instantly see when you land on it, before you scroll down) only have huge images of the hotel they write about.
A hotel’s homepage - no text in the hero section apart from the hotel’s name
There’s no text (= copy).
Nothing that addresses the potential visitor. Only the building itself.
Is that enough to convert?
Here are 3 Bad Hotel Websites’ Hero Sections - Copywriting Examples to Avoid
Which one of the following homepages of 3 different hotels uses the hero section best?
A the image above
B Your oasis of elegance and comfort
C We are a collection…
A doesn’t use copy where it could persuade. It simply has the name of the hotel in the hero section.
The two other examples are more advanced:
C is very vague, while B plays with a short sentence-like structure that could figure as a slogan for the hotel.
But hey, C also has a video option! It’s their CTA.
So, make your above-the-fold space the space where you’ll “hit” the reader’s eye with your most valuable asset you have. Think Octant (the video in the hero section mentioned as exemplary above).
How would you improve bad copywriting in C’s case to make it better?
What about looking at what the hotel offers as a distinguishing feature first? Something the hotel does better than any other hotel in the same category (based on testimonials and stories on Quora, for example)?
Because what they currently have simply doesn’t do its job properly: it certainly isn’t a good copywriting example of persuasive copywriting.
So out of the 3, I’d say B.
But I think there should be more explanation of why that hotel represents elegance or a calm island.
A recent case I worked on:The website I worked on as a copywriter and an SEO strategist has the following hero section:
This is a business design hotel in Switzerland
So, there you have it: 2 great copywriting examples (1 for a hostel and the other for a hotel) and 3 types of copy in the hero section you definitely got to avoid.
Persuade. Be clear. Avoid jargons (there shouldn’t be any of it in hospitality copywriting).