As a content producer for E-Marketing Associates, I have the opportunity to stay at our client hotels and write about my experiences. This is a component of our new RevBooster product for independent hotels. While this is an optional component, I think it is essential for content producers or copywriters like me to get a complete and accurate picture in our heads of a property. I can explain why in one world…”details.”
I often write copy for hotel websites, describing the rooms, amenities and area to potential guests. There are some properties that are comfortable, but predictable. And then there are some that hold a special character that is only accurately experienced using all the senses. As a writer, I research and read a lot every day. But there is no better research on all the particular “details” than actually going to a hotel, talking to the staff and owners, eating the food, seeing the rooms, experiencing the area and sleeping in that bed myself.
One of the hotels I stayed at was in a historical building where famous writers had lived in the past. I knew this before coming, but I remember walking from the covered parking lot into the lobby and thinking I was in a different world. From the brass fixtures to skylights and mirrors to the white and gold lined columns connecting to the walls, it was obvious that this building had witnessed much in the past. I felt transported into decades past—a feeling not unlike when someone is actually traveling.
There are some things you just can’t learn about a place from words and pictures. A good example is the level of customer service a hotel provides. Of course every employee and general manager says that they provide the best customer service to guests, but nothing can compare to actually experiencing the service yourself. I once stayed at a hotel whose owners ate dinner with me at the restaurant next door, as if I was part of their very own family. I saw the waitresses and staff talk to hotel guests like old friends. That level of hospitality is best seen firsthand rather than through words, and experiencing it allowed me to accurately write about the hotel on their website.
Something must also be said about experience vs. research. Sometimes small details can get lost in the constant stream of information. However, I have found that it is easier to remember details when they are associated with a memory or experience, especially a positive one. Since I actually stayed in certain hotel rooms, I can tell you exactly which amenities they had, as opposed to simply reading a list online.
Writers are forever told “write what you know.” Can you really know about something you haven’t been exposed to? Perhaps you can, but there is a certain verifiable truth, mood and feeling that comes from words written from reality.
Don’t forget that these words work. According to eMarketer, 92% of internet users read product reviews and 89% of people say that reviews influence their purchasing decision. For more information on our hotel marketing product RevBooster.