Writing for the hospitality industry
The hospitality industry has been facing remarkable obstacles – from Covid shutdowns to staff shortages, the ongoing cost-of-living crisis, recession, and climate change, which is increasingly front of mind for both the public and in industry conversations.
Recent figures from AlixPartners and CGA/NielsenIQ showed, for example, that more than ten licensed premises close in Britain every day. It is clear that hospitality – including food and beverage services, event planning, travel and tourism, hotels, restaurants and bars – is under intense pressure to carve out a competitive edge against rivals and survive this harsh environment.
How powerful copywriting can help
At Editing Edge, we take a strategic approach to copywriting to help our clients tell their unique stories, create effective marketing collateral and share their key messages to reach their target audience.
We have built strong relationships with high-profile clients in the hospitality industry, from Harry Murray MBE – the former chairman of luxury hotel Lucknam Park, who has won several Lifetime Achievement awards for his contribution to hospitality – to telecoms providers and sustainability experts.
Content writing for hotels and hospitality
Who: Marston’s Telecoms
The challenge: Telling human stories about the benefits of installing telecoms for hospitality businesses and their customers.
The result: Telecoms can appear a dry topic but compelling human content showcasing the advantages Marston’s has brought clients provided great case studies for sales and marketing collateral.
How we did it: We talked to the marketing team and the CEO to uncover hidden nuggets about their clients and the way Marston’s Telecoms overcame their challenges. For example, Dudsbury Golf Club, Hotel and Spa was plagued by internet issues while MBS Equipment Co. needed help ensuring their phone system would facilitate business growth post pandemic.
Who: Inntel – the UK’s largest independent meetings and travel management company.
The challenge: To persuade clients they did not have to give up international travel for meetings and conferences to hit their sustainability goals, using a survey Inntel had commissioned.
The result: A white paper provided the perfect medium to leverage the results and key takeaways of the survey to a) showcase Inntel’s thought leadership on this topic and b) build a narrative that underlined the value Inntel brings to its clients.
How we did it: To make the white paper relatable to the reader, we found human examples such as: McCormick Place Hotel in Chicago, where a rooftop garden spreading over 2.5 acres produces more than three tonnes of seasonal vegetables and herbs used in the kitchens; British Airways offsetting all domestic flight emissions; and Scandinavian Airlines allowing passengers to buy biofuel to cut CO2 emissions by up to 80%.
Who: ChangeQuest – providing training and consultancy support to organisations trying to manage constant change.
The challenge: Our client could see the hospitality sector struggling with change and wanted to reassure hotel CEOs of the concrete steps they could take to make improvements.
The result: After conducting in-depth research, ChangeQuest called us in to put together a well-argued and brightly written white paper about managing change in the hotel industry.
How we did it: We brought this white paper to life by using tangible case studies and testimonials which backed up the research, such as how creative sessions run by ChangeQuest helped a company shift 80 of its staff to an external provider.
At Editing Edge, we take great pleasure in helping our clients in the hospitality hone their communications through words. So, if you are looking for a skilled and experienced copywriter, please don’t hesitate to contact us.
