Thinking about your guest's path to purchase – what is the point of your website? Are you looking to inspire a traveller with not only your hotel but your location? Do you want to draw them in and engage them, or do you simply want to 'wow' and make booking as simple as possible? It could be one, or all three, but if the words you use don’t back it up, travellers will be left directionless. Once you have decided what you would like your website to achieve, keep in mind these basic best practices to make sure that your copy doesn’t get lost in the quagmire of commonality that is modern travel writing. 1. Avoid clichés Every second guesthouse you read about is “nestled” somewhere, hotels are always in “vibrant” cities, and the scenery around lodges is “breathtaking” so often it’s a wonder no one has suffocated. Get the full story at GuestRevu