How to write holiday let listings
We all know that photos are inspiring when it comes to planning our holidays, but what about the words we write?
The written content on your holiday let listing is just as important as the photography. It can highlight key selling points and attributes that may not be immediately obvious from photos. It can also be used to identify practical elements that will make a holiday more enjoyable, easy and convenient. If the photos are the first thing that someone sees, the copywriting is integral for converting a potential guest into one that’s booked and ready to go.
Good copywriting doesn’t just increase the chances of getting those initial bookings either. Where information accurately portrays your property, it’s also likely to result in fewer complaints, happy guests and even repeat bookings.
In this article we explore what you need to know about copywriting and how it can help maximise the opportunities for your holiday home.
How to write copy for your holiday let listings
Writing is crucial for giving guests the information they need to make that booking. It needs to be a combination of nicely worded prose and practical information. Some people prefer to write it themselves, others prefer to enlist the support of a professional copywriter. So what should you consider when writing a holiday let listing?
Help guests find what they need
A well written holiday let listing should confirm to guests that your home is right for their wants and needs whilst on holiday. Mention practical amenities that make it a baby friendly holiday property, such as high chairs. Reference amenities such as washing machines, coffee makers, boot rooms and other information that guests may find useful for their stay or the type of holiday they’re looking for. Those searching for family friendly or large group holidays may look for activity specific amenities such as games rooms, swimming pools or tennis courts.
Here at HolidayHost, we can also advise on amenities that are most sought after and help a listing stand out on the listing sites to additionally help improve the appeal of staying at your Devon or Cornwall holiday home.
Create travel anticipation
Your holiday home description should be used to take potential guests on a journey through your home so that they can really see themselves staying there. The real knack of copywriting for holiday let listings is to make all the practical information sound appealing and value adding.. It shouldn’t exaggerate, but should use words that bring the place to life.
Creating a sense of anticipation extends to how you write about things to do in the local area in your holiday let description. Prospective guests may choose your property in the first instance, or they may choose the location first and then come across your home, either way, the destination has to shine through as a place to make fabulous holiday memories. Your holiday let description is the perfect place to start this journey for your guests.
Who is your holiday home for?
Different properties suit different people. Some are perfect for romantic breaks, others are better suited for families, some are ideal for groups of friends celebrating special occasions.
The chances are that you want to make your property appealing for a couple of different markets or maybe even all those groups. Some of that will be in the actual set up of the property - trundle beds to turn an adult twin into a room for three kids for example. However, it’s important that those details are communicated through photos, videos and your holiday let descriptions if you’re to get bookings from your target market. Not only are we guiding you to include these details but also to do it in a helpful and enticing way that presents both the practical details as well as the inspirational side of staying at your place!
Avoid unnecessary wording
What you don’t write is sometimes as important as what you do write. Making your holiday let sound appealing is important, but choosing your words carefully is essential. Making words work for their space on the page rather than simply decorating a sentence is vital.
If a word isn’t adding to the proverbial picture then remove it. If it sounds like promotional jargon to you then it will sound insincere to the guest as well. For example: ‘stunning views’ doesn’t tell the guest anything but ‘panoramic ocean views’ does.
Setting the scene
Your holiday let listing should include information about the local area and any tips such as favourite restaurants or activities. It’s not only a considerate and helpful thing to do, but it will also help visitors to get a sense of what they want to do on holiday, to plan, imagine their escape and work out if the area offers the activities and entertainment that they’re looking for.
We all know what it’s like to go somewhere we’ve never been before, and having some tried and tested advice on where to go and what to see from the homeowner or a local expert will help guests make the most of their time, and feel like they’ve been given the inside track. You can supplement the information with downloadable property information booklets once guests have booked as well.
Staying relevant
It’s important to keep information up to date. If you make any changes to the decor or if a local restaurant you have mentioned closes down, review the copy or advise your host, to make sure it’s accurate. Not doing so runs the risk of guest complaints and bad reviews, or a sense that guests have been mis-sold their getaway, which isn’t good for you, the guest or future potential bookings either.
Reviewing the content year on year will also help you to add fresh ideas to the page, and perhaps offer something new to repeat bookers as well, which will give a sense of true professionalism and attention to detail.
Keywords for SEO
Consider keywords and keyword research that’s relevant to your holiday home, its location and its amenities. Of course, the main purpose of doing this is to help people to find your property when they’re looking for a holiday home to stay in. It’s not just a question of choosing popular phrases, however, it’s essential that they are relevant to your property. It’s no use having lots of web traffic to your listing if it’s those people who are looking for something totally different.
What are the benefits of using a professional copywriter?
There are lots of benefits to using a professional copywriter, including their knowledge of how to write compelling holiday let listings and making the best use of your own time. Here are some of the top benefits:
Copywriters are professionals
Copywriting is what they do day in, day out, so they know what they’re looking for and what information to highlight. They are experts in creating a narrative that will entice, appeal and inform your potential guests, bringing clarity and precision to the messaging and maximising the potential for sales.
Professional support is better use of your time
While you might be an extremely proficient writer, putting this information together might not be the best use of your time. You may have a job, a family or simply other things that you would prefer to be doing with your time; setting up and managing a holiday let listing can be a lot more time consuming than people realise. You came to HolidayHost because you know that you don’t want to spend all your time handling the finer points of your holiday let - so, start as you mean to go on.
Copywriters provide a fresh perspective
You know your holiday home, but the copywriter comes to it with fresh eyes. They will be able to see what a visitor would see, might have a different take on things that you hadn’t considered and will be thinking about it from the perspective of someone who might want to stay there. It would be wonderful if you could tell them the details that only you could know, and by having a collaborative approach, you will be able to truly showcase all the things that make your holiday home an amazing place to escape to. You get to talk about, celebrate and inform on the things you love about your property, and your copywriter will spin that information into expertly written prose to really show it off.
A professional can set your holiday home apart
A professional copywriter gives your listing an edge. Lots of people on self-letting platforms like Vrbo or Airbnb write their own listings - and it shows. There’s not much point in having exceptional photos if the written word gives an impression of being amateur. Make potential guests feel reassured that they are going to a property where things are done properly and they can expect a high standard of service and experience. That’s what will set you apart from other properties on the market.
