The modern day travel shopper has a world of choice at their fingertips. In minutes, they can research accommodation options using an array of OTAs, metasearch platforms, and hotel websites.

In this crowded space, how can your own hotel capture its share of direct bookings? One way is to optimize the copy on your website’s rooms and special offers pages. After all, this is where guests focus a great deal of their (limited) attention when they compare different properties.