This is true for the vast majority of hotel ads

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If you’ve ever been sold on a trip by evocative images of your destination, only to find it’s run-down and infested with roaches, you’ll know what I mean. Leveraging the aspirational quality of travel is one of the most powerful tools at your disposal as a marketer. If you can get your prospects to picture themselves enjoying the accommodations they imagine when they think of their trip – and actually deliver on this – you’re well on your way to creating happy, satisfied customers. When writing your ad copy, picture the objectives of your customers.



What do they want? How do they see themselves and their trip? Once you put yourself in your IT Numbers customers’ shoes, it’s much easier to craft ad copy that appeals to these desires and makes your copy more compelling. Take this ad for Princess Cruises, for instance: Hotel marketing Princess Cruise ad Granted, it’s not an ad for a hotel, but it perfectly exemplifies appealing to prospects’ desires with clever ad copy. Knowing that married couples with children are among its target market, Princess Cruises expertly uses desire as a motivator in its copy by promising “alone time” on their cruises. Not only is using aspirational copy a major selling point to your prospects, it’s also a serious competitive advantage. Perform a search for hotels, and check out the kinds of ads you see.









Hotel marketing hotel ads Almost every single selling point in the ads above is focused on price. Yes, getting a room at a decent rate is important to many travelers, but there isn’t a single word in any of this ad copy about the experience guests can expect from their stay.  – do a search and see for yourself. By emphasizing the quality of the experience, and aligning this with customers’ desires and expectations, you can create a powerfully differentiated ads that will stand out from the rest. A Note on Avoiding Clichés and Empty Promises Although using aspirational and evocative language can be a great way to make your ads more appealing, it’s important to avoid clichés – partly because it lessens the impact of your copy, but also because it may set up unrealistic expectations in the minds of your prospects.