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. Travelers have seen it all before, and using these phrases is the surest way to blend in with the crowd. Worse, 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.
What is a cliché?
A cliché is an overused phrase, idea, or expression that has lost its originality and impact due to frequent repetition. It may have once been meaningful or clever but has become predictable and uninspired. For example, in hotel marketing, clichés include generic slogans like "where comfort meets luxury" or "unparalleled service," which fail to differentiate a brand or evoke genuine emotion. Avoiding clichés is key to crafting authentic, creative, and engaging 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.
Relax and Unwind.
If you tell guests to relax, you must back it up with amenities—a serene spa, private beach cabanas, or curated wellness programs.
- Avoid this unless you have wellness offerings like spa treatments or curated fitness programs.
- Use sensory language that evokes relaxation only if you can connect them to specific amenities, like yoga classes, infinity pools, or private balconies with stunning views.
The Best Kept Secret.
If your property is truly unique, show it rather than saying it. Highlight what makes it a hidden gem, like its secluded location or exclusive services. Calling yourself the best-kept secret doesn't work when your potential guests can find you online, on social media, OTAs, etc.
- Use scarcity marketing by emphasizing exclusivity, such as limited room availability or fast-selling tickets to your special programming.
- Highlight awards, press mentions, or guest reviews that reinforce your exclusivity.
Award-Winning [X].
Simply stating "award-winning" without providing context feels hollow. Mention specific awards, their significance, and why they matter to your guests.
- Use the award as a starting point to tell a story about your commitment to the guest experience.
- Highlight guest benefits tied to the award-winning feature, such as your acclaimed spa or restaurant.
Perfect for Business or Leisure.
This catch-all phrase is too broad. Instead, tailor separate messaging for business travelers and leisure guests to highlight relevant amenities for each.
- Create separate marketing campaigns for business and leisure travelers, focusing on relevant features.
- Highlight each group's amenities, such as business travelers' conference rooms or family-friendly activities for leisure guests.
Your Stay, Your Way.
This statement lacks originality and specificity. If you offer customizable experiences, give examples.
- Offer customization examples, such as personalized dining menus or tailored room setups.
- Use specific calls to action, like "Plan Your Custom Itinerary with Our Concierge."
- Showcase real examples of how past guests personalized their stay.
Avoiding these clichés and focusing on specific, compelling details will create a more memorable and engaging message for your hotel. Once you have those details? Use Content Hub to share them with us for automated distribution in 40 of the world's best media brands, including AFAR, Travel+Leisure, and many more.
If you'd like to know how to get your message placed in the media (think: your next seasonal campaign, key marketing messages, and words you like/don't like), contact Curacity today for a demo.
