Truth & Trust
Claim evidence rule
Only make claims that the hotel can prove through its facilities, services, policies, booking information or approved guest feedback.
“Each room includes a dedicated work desk and high-speed Wi-Fi.”
“Direct bookings include complimentary luggage storage before check-in and after check-out.”
“Our Weekend Stay package includes breakfast for two and late check-out, subject to availability.”
Confidence level labelling
Treat approved operational information as high confidence. Send uncertain or changing details for review before publishing.
High confidence: A listed room amenity confirmed on the hotel website.
Medium confidence: A local recommendation confirmed by the concierge this month.
Low confidence: A claim about future opening hours, availability or a proposed package.
Source quality rule
Use first-party and approved sources for all hotel information. Do not rely on unverified social posts or old third-party listings.
Use the booking engine for live rates, room availability and package terms.
Use the hotel operations team for service details, opening hours and guest policies.
Use written guest permission before publishing a review, quote or guest-created image.
Factual freshness
Check changing information before it goes live. Remove or update content if the information is no longer correct.
Confirm package dates before scheduling a promotion.
Confirm restaurant, bar or breakfast opening hours before posting.
Update local guides when a recommended venue closes, moves or changes its service hours.
Guest Review Use
Use guest feedback as proof of experience, while protecting privacy and preserving the original meaning.
Quote a review with the guest’s name only when they have agreed.
Use an anonymous review excerpt, such as “A peaceful base for a busy work trip,” where consent is not available.
Do not edit a review to make a claim stronger than the guest’s original words.
Correction rule
Correct material errors quickly and clearly. The hotel must not leave incorrect rates, terms, or service details live.
Replace a post with an incorrect package inclusion and publish the corrected version.
Add “Updated on [date]” to a web page when a material detail has changed.
Remove a room image if it no longer reflects the current room design or amenities.
Findability & Structure
Room page structure
Each room page must help a guest decide whether the room fits their stay.
Start with the room name, size or layout, bed type and key guest benefit.
List facilities, workspace details, bathroom features and accessibility information where verified.
End with current availability and a direct booking CTA.
Experience page structure
Each experience page should connect a hotel service to a real guest need.
Open with the occasion, such as a weekend break, business trip or local celebration.
Explain what is included and any conditions that apply.
End with a relevant action, such as “Check available dates” or “Plan your stay”.
Neighbourhood content structure
Neighbourhood content must position the hotel as a useful base for the area.
Start with a local moment, such as a morning coffee stop or evening gallery walk.
Name the venue or route and explain why it is worth a guest’s time.
Link the recommendation back to the hotel’s location or concierge support.
Metadata baseline
Every website page and campaign asset needs clear, accurate metadata before publication.
Use a page title such as “Design-Led Boutique Hotel in [Neighbourhood] | [Hotel Name]”.
Write a meta description that includes the hotel type, location and a practical stay benefit.
Use a social sharing image that clearly shows the hotel, room or neighbourhood story.
Internal linking logic
Link related pages so guests can move from inspiration to booking without searching again.
Link each room page to the booking engine and relevant offer pages.
Link a neighbourhood guide to nearby room types, direct booking and concierge information.
Link a business-stay page to workspace details, meeting options and long-stay packages.
Accessibility baseline
Make content readable and usable for all guests.
Add descriptive alt text to every image, such as “Boutique hotel room with a desk beside a window”.
Use headings in order and avoid large blocks of unbroken text.
Add captions to all video content and ensure text overlays have strong contrast.
Risk, Policy & Brand Safety
Publishing permissions
Only approved staff may publish content that affects rates, service policies or guest safety.
The content lead may publish approved brand and neighbourhood content.
The reservations lead must approve packages, rates and booking conditions.
The hotel manager must approve incident responses, policy changes and sensitive announcements.
Prohibited claims
Avoid claims that cannot be verified or that create unrealistic guest expectations.
Do not say “the best hotel in the city” without recognised and current evidence.
Do not say “guaranteed late check-out” when it depends on availability.
Do not say “eco-friendly” or “sustainable” without evidence of specific practices.
Privacy and data rule
Collect and share guest information only where needed and approved.
Do not publish room numbers, reservation details or travel plans.
Do not repost a guest’s photo without clear permission.
Direct booking enquiries to secure forms, email or the booking engine rather than public comments.
Third-party permission rule
Record permission for any material the hotel did not create.
Note the licence or photographer approval for every external image.
Record the creator handle and permission status for user-generated content.
Use approved music licences for social videos and paid campaigns.
Complaint response rule
Respond to public guest complaints with care and move the matter to a private channel.
Acknowledge the issue: “Thank you for bringing this to our attention.”
Avoid debating facts or sharing personal reservation details in comments.
Ask the guest to contact the hotel directly through an approved email or message channel.
Incident holding statement
Use a short, factual statement when there is a service disruption or safety issue.
“We are aware of the issue affecting [service] and are working to resolve it.”
“Our team is supporting guests affected by [incident].”
“Our next update will be shared by [time]. For urgent support, contact [channel].”
Voice & Tone
Considered voice
Write with calm detail. Show the care behind the hotel without using exaggerated language.
“A quiet corner to work, rest or take the afternoon slowly.”
“Natural light, soft textures and space for the essentials.”
“Every detail is chosen to make the stay feel easier.”
Welcoming voice
Be warm and helpful. Speak as a host who knows the guest’s time matters.
“Arriving early? We will store your luggage while you explore.”
“Let us know what brings you to the city, and we will point you in the right direction.”
“Whether you are here for one night or a few, we are here to help you settle in.”
Locally informed voice
Show genuine knowledge of the area. Recommend places with a clear reason to go.
“Start the day at [Café Name], a short walk from the hotel.”
“For an unhurried evening, ask us about the galleries near [Street Name].”
“Need a quiet place for a client meeting? Our team can recommend nearby options.”
Tone for room content
Use a calm, sensory and practical tone when showing rooms.
“Morning light, a proper desk and a place to pause between meetings.”
“A king bed, blackout blinds and a quiet night in the city.”
“Designed for slow starts, late returns and everything in between.”
Tone for offers
Use a clear and restrained tone. Explain the occasion, inclusions and next step.
“Plan a weekend in [Neighbourhood], with breakfast included.”
“For business trips that need a little more time, enjoy late check-out where available.”
“Book direct to view current stay offers and available dates.”
Tone for service recovery
Be direct, respectful and solution-focused when responding to concerns.
“We are sorry that your stay did not meet expectations.”
“Please send us a direct message with your booking details so we can look into this.”
“Thank you for your feedback. Our manager is reviewing the matter.”
Writing Mechanics & Terminology
Language variant
Use British English across every channel.
Write “colour”, not “color”.
Write “neighbourhood”, not “neighborhood”.
Write “organise”, not “organize”.
Sentence and paragraph length
Write for quick reading on mobile and booking pages.
Keep most sentences under 20 words.
Keep social captions to short paragraphs of one to three sentences.
Use bullet points for room facilities, package inclusions and local recommendations.
Perspective rule
Write from the guest’s point of view, while keeping the hotel voice clear.
Use “you” for direct guest guidance: “You can check in from 15:00.”
Use “we” for hotel service: “We can arrange a taxi on request.”
Use “guests” for general information: “Guests can store luggage before check-in.”
Preferred terms
Use terms that support the hotel’s design-led and personal position.
Use “design-led stay” instead of “luxury escape”.
Use “personal service” instead of “unmatched hospitality”.
Use “neighbourhood guide” instead of “hidden gems”.
Avoided terms
Avoid vague or inflated language that makes the hotel sound generic.
Avoid “world-class” unless backed by a recognised award.
Avoid “ultimate” when a specific guest benefit can be stated.
Avoid “unforgettable” unless a real experience explains why.
Number and date standards
Use consistent formats for operational information.
Write dates as “31 July 2026”.
Use 24-hour time, such as “Check-in from 15:00”.
State currencies clearly, such as “SGD 220 per night, excluding taxes where applicable”.
Visual & UI Expression
Room imagery
Show rooms as useful, lived-in spaces rather than empty inventory.
Pair a wide room image with a close-up of materials, artwork or lighting.
Show a practical moment, such as a desk setup, breakfast tray or evening reading.
Use accurate images that show the room’s current layout and features.
Service imagery
Show personal service through genuine, respectful interactions.
Photograph a welcome note or locally chosen amenity.
Capture a staff member preparing breakfast or offering a recommendation.
Show concierge details, such as a marked local map or transport advice.
Neighbourhood imagery
Use local content to make the hotel’s address more valuable.
Show the walking route between the hotel and a recommended café.
Photograph a nearby gallery, market, park or business district at the relevant time of day.
Pair an area image with a practical caption on distance, timing or local tip.
Video style
Keep video clean, useful and easy to follow without sound.
Use vertical video for room tours, local routes and service moments.
Add captions to every spoken video.
Open with the strongest visual in the first three seconds.
Graphic style
Ensure visual content is readable and inclusive.
Use one clear message per graphic, such as “A quieter way to stay in [Neighbourhood]”.
Use approved fonts, colours and logo placement only.
Keep text large enough to read on a mobile screen.
Design accessibility
Ensure visual content is readable and inclusive.
Use strong contrast between text and backgrounds.
Do not place key information only inside an image.
Add alt text that describes the content and purpose of each image.
Workflow & Governance
Standard workflow
All content follows: brief → draft → review → approve → publish → refresh.
Brief a room post with the target guest, room feature, proof and CTA.
Draft the caption, visual direction and booking destination.
Review operational details before approval and publication.
Decision rights
Assign one accountable owner for each content decision.
The content lead owns planning, draft quality and brand consistency.
The reservations lead owns rates, availability, booking links and package terms.
The hotel manager owns final approval for service claims, sensitive posts and guest complaints.
Feedback deadline
Keep content moving while protecting accuracy.
Set a two-business-day review deadline for standard posts.
Set a same-day deadline for time-sensitive offers and operational updates.
If feedback is late, publish only after required facts have been confirmed.
Last updated rule
Keep the guideline current and easy to trust.
Add “Last updated: [date]” to the document when rules change.
Update the document when the hotel adds new rooms, services or locations.
Review the full guideline every six months.
Governance check
Complete the quality check before every publication.
Confirm the claim is true, current and approved.
Confirm imagery, permissions and guest privacy are covered.
Confirm the CTA, link, alt text and formatting are correct.
Creator onboarding
Give new freelancers, agencies and staff a clear start point.
Share this guideline before they begin work.
Require a sample post using one approved format.
Review the sample against voice, visual and publish-gate rules.
Templates, Tooling & Automation
Brief block
Start every draft with the same seven fields.
Goal: Drive direct bookings for a weekday business stay.
Audience: Domestic business travellers staying one to two nights.
Promise: A calm, work-ready room close to key city locations.
Room ritual template
Use this structure for room and design content.
Hook: “A quieter start to a busy city day.”
Detail: “The Corner Room combines natural light, a desk and blackout blinds.”
CTA: “Explore available dates through the link in bio.”
Neighbourhood note template
Use this structure for local recommendations.
Hook: “A good morning starts two streets from the hotel.”
Detail: “[Café Name] opens early and serves breakfast before the neighbourhood gets busy.”
CTA: “Save this for your next stay in [Neighbourhood].”
Offer with purpose template
Use this structure for packages and promotions.
Hook: “Make a weekend of it in [Neighbourhood].”
Detail: “Our Weekend Stay includes breakfast for two and late check-out, subject to availability.”
CTA: “Book direct to view current dates and terms.”
AI usage rule
Use AI to support the work, but not to replace hotel knowledge or approval.
Use AI for draft captions, content angles and repurposing approved copy.
Verify every fact, offer, local recommendation and guest reference with a human owner.
Do not use AI-generated imagery to represent rooms, facilities, staff or real guest experiences.
File naming rule
Name files so the team can find the latest approved asset.
20260731_HotelName_RoomRitual_V01
20260731_HotelName_NeighbourhoodGuide_V02
20260731_HotelName_WeekendOffer_Final
Measurement & Optimisation
KPI definitions
Track measures that connect content activity to direct booking intent.
Awareness: Reach, video views and profile visits.
Consideration: Saves, shares, direct messages and website clicks.
Conversion: Booking-engine referrals, direct bookings and package revenue.
Monthly scorecard
Record performance in one monthly content sheet.
Track the top 10 posts by reach and engagement.
Track website clicks and booking-engine sessions from each content channel.
Track direct bookings and revenue linked to campaigns, offers or tracked links.
Test note
Record changes so the team learns what improves performance.
Change: Replaced a room-only image with a room-and-service carousel.
Expected impact: More saves and room-page visits.
Check date: Review results after 30 days.
Top-ten review
Review only the most important content each month.
Identify the top 10 posts or pages by website visits or booking referrals.
Keep the strongest format, theme and CTA for future content.
Refresh the three weakest high-priority assets with clearer proof, visuals or links.
Pruning rule
Update, combine or remove content that no longer serves guests.
Refresh posts that contain expired offers or changed service information.
Combine overlapping local guides into one stronger, current guide.
Remove pages with broken links, outdated room images or inaccurate details.
Direct booking attribution
Make direct-booking performance easier to trace.
Use tagged links for social posts, email campaigns and creator partnerships.
Use a distinct booking link for each package campaign where the system allows.
Review booking-engine referral data with the reservations lead each month.
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