Different people respond to different messages. It's key to work out who wants to come to your hotel and make sure they get the information they want to see.

It may be tempting to target as many people as possible with content that you’re particularly proud of, but this unfocused approach does not lead to better conversion rates. Identifying the personas of your ideal guest types and targeting them with concise messages that are specifically relevant to them will work far better than a broad brush approach.