Edward Perry, Senior Director of E-Commerce, WORLDHOTELS:

This is a difficult one because it’s all about knowing your target customer and understanding how to speak his/her language. If you are not sure about this, ask your customers in the lobby about what is important for them and what motivated the stay at your property as opposed to across the street or across town. What is important to the market should dictate how you describe your hotel’s features and amenities.

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