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User-focused tone

Imagine yourself as the guest. 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. Don’t issue cold commands; welcome them to participate. If you list features, talk about how the guest will benefit from them.

For example

Avoid: Guest List Manager is an online tool that enables organizers to easily monitor and manage group accommodation without the need to contact the hotel.
Try: 
Easily monitor and manage your group booking online with Guest List Manager

Avoid: It’s important to us that each guest is given appropriate information to make their stay as comfortable as possible.
Try: Here, you’ll find what you need to make your stay as comfortable as possible.

Avoid: Check out our lead rates from…
Try: Check out our rates from…

Avoid: Hilton Worldwide has expanded its suite of mobile applications to allow users to book all properties in our portfolio of brands.
Try: Check out our new mobile apps – explore our hotels, book, check in, and choose your room.

Tip

Write in second person. Using “we/you” helps make dry, corporate copy warmer and more engaging. Imagine that we’re talking to the guest at the front desk. Every word is a conversation. If we can use the customer’s name, even better.