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Conversational tone

We want booking our rooms to feel positive. Let’s inject some fun and light-heartedness into our tone. Let’s not replace content with comedy. Our customers prefer a natural conversation to a formal dialogue.

Avoid jargon, industry-specific phrases, and our own internal terms. Write like you’re talking to a friend, but don’t be so informal as to appear contrived. Keep it relaxed, but don’t devolve into slang or text message style.


For example

Avoid: Please contact us should you need to cancel your reservation.
Try: Changed your plans? Amend or cancel your reservation online.

Avoid: You must confirm that you agree to the Hilton Honors Program Terms and Conditions
Try: Now for the fine print. Please agree to our terms and conditions to join Hilton Honors.

Avoid: Guests can arrange food, beverages and additional amenities in advance of check-in.
Try: Tell us what you’d like in your room (food, drinks, extra pillows, etc.) before you arrive, and we’ll take care of it.

Avoid: Set your anticipated arrival time.
Try: What time do you think you’ll get here?


  • Use contractions. Words like “we’re” and “you’re” flow better and feel more natural than “we are,” and “you are.”
  • The UX can carry a lot of meaning. We don’t need to say “Oops!” when an alert pops up. The user knows they need to pay attention to the message.
  • Read the sentence out loud. Does it sound cheesy or condescending? Or does it sound friendly? Can you say it with a smile? 
  • Use your judgment when writing for luxury brands. If your copy feels too corny or contrived, revisit it. Focus on being concise. By removing stale imagery and adjectives, you can achieve a natural, conversational tone by omission alone.
  • Don’t feel the need to convey “luxury” adjectively. Remember the context in which our copy appears on-page. Complement hi-res imagery, brand taglines and industry award banners with concise, authoritative, information-carrying copy.

See also