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Ever feel like you’re doing all the right things, but bookings aren’t where they should be?
You update your website.
You tweak your ads.
You list every great feature your hotel offers.
Yet, too many guests are bouncing.
Let's stop there.
That last point about listing features is part of the problem.
Hotels love to list features.
- Free WiFi.
- Stunning views.
- Pool and hot tub.
The problem is that the guest must figure out whether these features matter to them.
It makes their brain burn calories trying to connect the dots.
Anything that makes booking feel like work creates friction.
Friction leads to guests bouncing to a competitor or a shop-by-price OTA.
The Cost of Confusion
When your marketing makes guests work too hard, here’s what happens:
- They don’t connect with the message and leave.
- More marketing spend is needed to get more visitors.
- Your hotel captures some bookings, but far fewer than it could.
- Pressure increases on marketing performance and revenue.
The cycle continues.
Here's how it plays out.
Meet Dave, a snowboard-loving dad planning a March break trip with his family.
Dave wants the most value for his money—not the cheapest, but not luxurious.
He’s driving, not staying ski-in/ski-out and looking for an easy, hassle-free trip.
He searched the web and found the Peak Hotel.
Their website's homepage looked like this. 👇
The Peak Hotel
- located in the downtown village
- complimentary breakfast
- comfortable and spacious rooms and suites
- complimentary shuttle to the ski resort
- complimentary secure ski storage
- less than a 5-minute drive to attractions - natural and ski resort
A list of features!
Oh, no! Dave's brain has to compute...
Dave wonders....
Is that important to me?
How important is that to me?
How will it help me have a great ski vacation?
Will my family be happy with this choice?
Dave's brain has to work.
That causes a rise in friction and doesn't increase trust.
Let's rewind this story....
Dave searched the web and, instead found The Peak Hotel with this message on their website. 👇
The Peak Hotel
You’re going to love more fresh tracks and fewer morning hassles.
It’s your vacation.
You shouldn’t waste time looking for a breakfast spot,
brushing snow off your car,
driving, or battling for a parking spot at the hill.
You do enough of that stuff in life already.
At The Peak Hotel, you'll wake up refreshed to a hearty breakfast,
grab your gear, and hop on our door-to-door shuttle for a fun day outdoors.
More mountain time. Less stress.
Suddenly, Dave sees himself there.
He says, "Yes, that's exactly what I want."
He books.
Dave feels like the family vacation hero. 🦸
It's called a story that sells.
(and the clouds part)
How to Swap a Features List for a Story that Sells
- Translate features into experiences.
Instead of “free breakfast,” say, “Wake up to a hot breakfast - no waiting, no searching, just fuel for your adventure.”
- Use guest-focused language - I call it "you" copy.
Change “our suites have kitchens” to “Cook, snack, or reheat takeout in the comfort of your own kitchen."
- Tell a story.
Show how a stay at your hotel feels instead of listing what you offer.
- Speak to desires.
What do your guests really want—convenience, adventure, or relaxation?
Frame everything around that.
When you stop listing features and start creating connections, bookings increase.
Guests will immediately see why your hotel is perfect for them.
They stop shopping around.
Ditch the features list.
Create a story that sells so guests can book quickly and confidently.
P.S. If you want help creating a message that moves guests from lookers to bookers, let's talk.
👉 Book a call with me today
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