We save our bombastic verbal tours-de-force for off hours. On the clock, we strive to create a consistent reading experience across our properties.
To do this, we keep the following ideals in mind when creating content for Hilton properties:
Our customers prefer a natural conversation to a formal dialogue. Avoid jargon, industry-specific phrases, and our own internal terms. Keep it relaxed, but don’t appear contrived or devolve into slang or text message style.
Imagine yourself as the user. Think of the type of language you’d expect and how you’d react. Personalize the language to create a sense of easy-going dialogue. Rather than issue a series of cold commands, invite the user to participate.
Use active, optimistic language. Avoid negative words even if the key message is positive (e.g. “No better hotel app available”) as this may subliminally influence readers, especially on a quick skim-read.
Why use ten words when five will suffice? Web users – particularly on mobile devices – tend to scan content, rather than read it. Every letter counts. Put as much information as you can into the smallest space you can.