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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.
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.


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.