Marketing clichés like “home away from home” or “luxury redefined” are doing your hotel zero favors. They’re overused, uninspired, and don’t tell anyone why your property is unique.
NB: This is an article from Curacity
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Travelers have seen it all before, and using these phrases is the surest way to blend in with the crowd. Worse, marketing clichés don’t create emotional connections or tell a story, which hooks guests and gets them dreaming about their stay. Don’t miss the chance to grab the attention of your ideal audience. Instead, ditch the cookie-cutter phrases and focus on authentic, specific messaging.
Top 10 Hotel Marketing Clichés to Avoid
Home Away From Home.
This phrase fails to capture what makes your property unique. Instead, highlight the specific features that provide comfort or luxury that might make guests feel the comforts of home.
- Highlight comfort features, like well-known bedding brands or smart TVs that let guests easily log into their streaming accounts.
- Use guest testimonials to describe how they felt at home during their stay.
Something for Everyone.
While trying to appeal to all demographics, this phrase dilutes your message. Focus on your core audience and tailor your messaging to their needs and desires. Create landing pages for various personas and segment your email list to reach the right people with the right content.
- Identify and prioritize your core target audience, such as families, couples, or solo travelers.
- Showcase tailored packages or experiences that cater to specific groups.
- Use data or surveys to understand and communicate what each group values most.
Luxury Redefined.
Luxury is vague and doesn’t explain what sets your hotel apart. Use concrete examples, like world-class spa treatments or a Michelin-starred restaurant.
- Show, don’t tell. Photography and video are better ways of demonstrating luxury than using the word luxury.
- Specify what luxury means: amenities, decor, or personalized services.
Unforgettable Experiences.
This phrase lacks specificity. Highlight exactly what makes your experiences unforgettable, whether a chef-led dining experience or a sunrise hot-air balloon ride.
- Detail specific experiences, such as private vineyard tours or sunset cruises. Never list more than two or three experiences at a time.
- Share guest stories or reviews that highlight what made their visit unforgettable.
Nestled in the Heart of [Destination].
It’s a tired way to describe your location. Instead, showcase unique aspects of your setting, like proximity to famous landmarks or hidden gems.
- Describe your exact location to landmarks, cultural attractions, or natural surroundings. Are you a five-minute walk or a 20-minute drive? Be clear so your potential guests can plan accordingly.
- Give your team the spotlight. Having your staff share their favorite local spots on your blog, social media channels, and newsletter is a great way to offer hyper-local tips that most media outlets can’t provide.
- Highlight when your hotel offers exclusive access or easier accessibility to popular attractions, restaurants, or tours.
