"Welcome to our hotel, an oasis of relaxation where the courtesy and professionalism of our staff will make you feel at home." How many hotel websites start like this? Too many. And the sentence says nothing guests don't already take for granted.

Your hotel homepage has a precise job: to make clear, in a few seconds, who you are, who you're right for and why book with you. Let's look at what to write, section by section, with practical examples.

The 5-second rule

A guest landing on your homepage should be able to answer these questions without scrolling:

  1. Where is the hotel?
  2. What kind of hotel is it?
  3. Who is it for?
  4. Why should I choose it?
  5. How do I book?

If answering any of these means searching, you're losing people.

1. The main headline

It should contain location and promise. Not a generic slogan.

  • ❌ "Your dream holiday"
  • ✅ "Family hotel 50 metres from the beach in Rimini, with parking and pool"
  • ✅ "Hotel steps from the Bologna trade fair: breakfast from 6:30am and free shuttle"

Below the headline, a supporting line with a concrete detail, and the booking button.

2. Direct-booking perks

A simple strip right below: three perks with an icon. Example: "Free parking · 12 noon check-out · Best price guaranteed". See how to make booking direct worthwhile.

3. Why choose us (3–4 points)

This is where you set your hotel apart from competitors. Concrete, verifiable, useful:

  • "Homemade cakes at breakfast every morning, baked by Anna"
  • "Family rooms for up to 5 with two separate areas"
  • "Free bikes and 30 km of cycle path from the hotel door"

4. The rooms

A preview of room types with photo, size, number of guests and "from €X". One click leads to the detailed page. Deep dive: how to describe hotel rooms without the usual clichés.

5. Social proof

Average review score (with the source) and two or three short, specific reviews. One review saying "breakfast was fantastic and parking so convenient" beats ten saying "everything perfect".

6. Location

A simple map and the distances that matter to your guests: to the beach, centre, station, trade fair, ski lifts.

7. Practical information

Parking, check-in and check-out times, pets, breakfast, accessibility. These are the questions guests ask most by email: answering them here saves you time and saves them doubts.

8. A final call to action

Repeat the booking button and an alternative contact (WhatsApp, phone).

Tone of voice

Write the way you'd speak to a guest at reception. Short sentences. No empty superlatives ("excellent", "exclusive", "unique") unless you prove them. Keep your style consistent, matching your guests.

Think about Google and AI too

Your homepage is also the page Google and AI assistants read to understand who you are. Clear copy covering location, hotel type, amenities and target guests helps you appear in the right searches and in AI answers. See what information to publish to help AI assistants understand your hotel.

A complete example (first screen)

Family hotel in Rimini, 50 metres from the beach Pool, private parking and kids' menu. Run by the Rossi family since 1978. [Check availability] ✓ Free parking when you book here · ✓ Free cancellation up to 7 days · ✓ 9.1 on Booking.com

Frequently asked questions

How long should homepage copy be?

Long enough to answer the main questions, organised into short sections. For Google, it helps to have a few hundred words of real text, not just photos.

Should I show prices on the homepage?

A "from" price helps guests see whether you're in their range. Make sure it's realistic and up to date.

Is a slogan useless?

No, but on its own it's not enough. If you use one, always pair it with concrete information about location and hotel type.

Want a homepage that sells?

With our free marketing audit we analyse your homepage copy and structure and show you what to change to convince more guests to book.