If you’ve ever found yourself staring at a blinking cursor while trying to write your hotel’s website, social media captions, or an email campaign, you’re not alone.
For many hotel marketers, copywriting is treated like a to-do list item or just another task to check off the list. But the truth is, when done strategically, copywriting can become one of the most powerful tools to drive direct bookings and build long-term brand loyalty.
And recently, I had a conversation that completely shifted my perspective.
The Missing Piece in Your Hotel Marketing Strategy
In my chat with Maria Navarro, a bilingual hotel copywriter, founder of Maria Writing and Top 50 social media influencers in hospitality 2025, we explored a critical piece that too many hotels overlook:
Copywriting isn’t just about nice words, it’s about selling your hotel’s story to the right guests.
That’s exactly what we talked about and Maria also introduced a copywriting technique that I wish I had learned years ago. It’s called the C.L.A.S.S. formula, and it’s a game-changer.
What is the C.L.A.S.S. technique
This brilliant formula will help you create content that actually converts, by putting your ideal guest at the core of your messaging, not just pumping out random ChatGPT-generated copy that sounds like everyone else.
The essence of the formula is simple yet strategic: This approach is about moving away from generic, copy toward content that converts, because it speaks directly to your ideal guest profile.
Watch Maria explaining how this copywriting technique works
Why Copywriting Is Essential for Long-Term Hotel Success
Too often, hotel teams fall into the trap of writing last-minute promos, launching campaigns without clear messaging, or copying what others are doing. But here’s the reality:
- Random content ≠ results
- Strategic messaging = connection + conversion
Here’s what happens when you start writing with intention:
- You stop chasing trends and start building a brand
- Your message becomes memorable, not forgettable
- Your hotel website becomes a sales tool, not just an information page
- You attract the right guests, not just any guests
Strategic copywriting isn’t about writing more, it’s about writing better, with purpose, precision, and personality.
Think Long-Term, Not Last-Minute
If your hotel marketing strategy is mostly reactive (publishing when someone reminds you or when occupancy is low) then you’re missing out on the power of long-term strategic content.
Imagine having a clear voice that builds brand trust, positions your hotel as a top choice, and brings in direct bookings consistently, not just during flash sales or promo weeks.
That’s what this new approach to copywriting is all about.
Want to Learn the Full Technique?
We dive deeper into the C.L.A.S.S. formula inside the Hotel Marketing Lounge, where Maria shared a full masterclass breaking down this method in detail. You’ll also find:
- Real hotel marketing examples
- Copywriting exercises tailored to hospitality
- Guest persona worksheets
- Monthly live masterclasses with experts like Maria
If you’re tired of sounding like every other hotel online, it’s time to rethink how you write.
Great marketing doesn’t start with a logo or an Instagram filter. It starts with your message. And great copywriting gives your message power.
So, if you’ve ever felt like your content is just “filling space,” ask yourself this:
Is your copy converting browsers into bookers or just adding noise to the feed?
Ready to stop guessing and start writing with purpose?
Join The Hotel Marketing Lounge today for access to Maria’s full masterclass, plug-and-play templates, and a community of hotel marketers who are ready to share their industry knowledge, help you get clarity and develop a more strategic mindset.
