The right tone to attract new customers
Industry
Technology and travelServices
SEO web copywriting, brand + tagline – TOV application, copyediting + proofreading
Background
Little Hotelier is a cloud‑based property management system (PMS) + booking & channel manager + booking engine—built specifically for small accommodations (hotels, B&Bs, motels, guesthouses, etc.). It aims to centralise all booking, reservation, and front‑desk tasks in one place, rather than juggling spreadsheets, manual calendars, and multiple booking platforms.
Brief
I was brought in to work with Little Hotelier to apply their newly developed brand tone of voice (TOV) and rework the website copy for their freshly rebranded site. The project covered the Home page and seven feature pages, designed to showcase the platform’s benefits for small hotels, B&Bs, and guesthouses.
The aim was to craft copy that reflected Little Hotelier as an extraordinary host—charming, personal, optimistic, and inviting—while clearly communicating the features and advantages of their cloud-based property management system.
Approach
I was given the new Little Hotelier brand TOV guidelines, along with the mock-up pages that needed copy. I first familiarised myself with the tone, ensuring I understood how the brand wanted to sound: charming, personal, optimistic and inviting.
From there, I reworked the copy so every page felt unmistakably like Little Hotelier. I made sure the technology and features were explained clearly and simply for small accommodation owners, keeping the messaging approachable yet professional. SEO keywords were carefully applied across the specified pages to improve visibility while maintaining a natural, engaging flow.
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