Property description guide for small property owners

What is a property description?

A property description is a written summary that provides key details about your hotel, appearing on booking platforms (Booking.com, Expedia, Airbnb) or your website, which is used by guests to assess the suitability of your accommodation and make a booking decision.

In this guide we’ll take a closer look at property descriptions, to understand why they’re important, and how to write a good one.

Why a great property description is crucial to booking success

Your property description is one of the very first impressions that a guest will have of your hotel, so this small piece of text can have an outsized effect on the success of your business.

A well-crafted property description does more than simply inform a guest – it can also set their expectations, give them a sense of your hotel’s vibe, and potentially build trust.

Ultimately an informative, compelling property description can be the difference between an empty calendar and a fully booked property. So let’s learn how to write one that converts casual browsers into paying guests.

How to write a property description that attracts guests

So, how to write a good property description? The good news: there’s a simple method that any property owner, including small, independent hoteliers, can use to create that strong first impression:

A captivating headline

How do you start a description of your property? With a strong headline. This is your hook that grabs the reader’s attention. Examples of weak vs strong headlines include:

• Generic vs engaging: “Welcome to Our Hotel” vs “Boutique Luxury in the Heart of London – Stunning City Views & 5-Star Comfort”
• Overused vs unique: “Your Home Away from Home” vs “Chic Riverside Retreat with Spa & Rooftop Bar – A Relaxing Escape”
• Features vs benefits: “Spacious Rooms & Free Wi-Fi” vs “Elegant Suites with Private Balconies – Perfect for a Romantic Getaway”
• Lacking urgency vs conversion-focused: “A Great Place to Stay” vs “Exclusive Beachfront Resort – Limited Availability, Book Your Dream Holiday Now!”
• Overly formal vs warm and welcoming: “Hotel with Various Amenities for All Types of Travellers” vs “Unwind in Style – Pool, Spa & Gourmet Dining Await!”

Setting the scene with storytelling

You want a potential guest to be able to imagine their stay when they read your property description. Use sensory language that describes the experience that they can expect: the warm welcome of front desk staff, the fluffy towels in the room, the cocktails by the poolside.

Highlighting unique features

What makes your accommodation special? If you’re not sure, now’s the perfect time to work that out. Your property description should clearly outline how you are different from your competitors, and explain why potential guests should choose you.

Listing essential amenities clearly

What property features and services do your guests value most? Clearly outline your most compelling amenities. Families will look for child-friendly amenities, corporate travellers will appreciate a workspace, couples might prioritise privacy.

End with a strong call-to-action

Create urgency with terms like “limited availability” and “don’t miss out”. Remove barriers to booking with “flexible cancellation” and “book now, pay later”. Create excitement with ”you deserve a break” and “your dream escape awaits”.

How to describe your small property effectively

Large properties and chains might have brand recognition, but they don’t have a huge amount of flexibility on how they describe themselves. As the captain of your own (smaller) ship, you have a blank slate to form a property description that talks about your USPs, to your target market, to secure you more bookings.

Property description examples that convert

Let’s look at a few good property description examples that can serve as inspiration for your own text.

Luxury stay example

Welcome to the ultimate 5-star boutique hotel experience. In-room: spacious suites, plush bedding, panoramic city views. On-site: Michelin-star dining, a world-class spa, personalised concierge services. With limited availability, secure your exclusive stay today and immerse yourself in unparalleled luxury.

Cosy apartment example

A charming, stylish urban retreat you can treat as your own. Our carefully curated space is like a warm hug: natural lighting, soft furnishings and all the comforts of home. Relax with a book by the window or enjoy a home-cooked meal in the fully equipped kitchen. Book now for a cosy, stress-free stay.

Beachfront escape example

Wake up to a golden sunrise and the sound of lapping waves in our stunning beachfront setting. Just steps from the shore, our spacious villas offer private terraces, ocean views and levels of tranquillity you’ve never felt before. From lounging by the pool to exploring coastal trails, paradise awaits – book today!

Budget-friendly option example

Stay and save! Our modern hotel offers clean, comfortable rooms, free Wi-Fi and a prime city location, all at an unbeatable price. Whether you’re here for business or exploring the sights and sounds of the city, you’ll enjoy all the amenities without breaking the bank. Book directly today for the best rates.

Sample property description

Looking for an example with a bit more structure? Here’s a rental property description template that breaks down the key elements of this text – just plug in the specifics of your hotel and you’re good to go.

1. A strong headline: Under 10 words – see headline section at the start of this guide.
2. A captivating first sentence: [Experience/Stay in] a [adjective] [type of accommodation], where [key feature 1], [key feature 2] and [key feature 3] create the perfect setting for [main experience or theme].
3. Highlight unique selling points: Enjoy [specific amenities or services], designed to [benefit to guest]. Whether you’re [activity or experience] or [alternative activity], you’ll find [comfort/convenience/luxury] at every turn.
4. Call to action: [Encouraging phrase] and [booking incentive/urgency statement]. [Booking prompt: e.g., “Book now and start your escape”].

After using Little Hotelier, we saw an increase in bookings compared to never using the system. I highly recommend property owners to try Little Hotelier and they will know that it’s really good!

Maneerat Wiriyarat,

Owner

Long N Joy Samui Apartment Service

Read more

Common mistakes to avoid in a property description

Now that we understand what a good property description looks like, what makes a bad one? Here are a few banana peels that an independent hotelier should aim to avoid:

• Overhyping vs being realistic: Never stray from the truth. If you set your guests’ expectations too high, they’ll inevitably be disappointed.
• Using vague or generic language: You need to stand out in a competitive market. Vague and generic language does quite the opposite.
• Failing to highlight guest benefits: Why should a potential guest care about your features and amenities? Make the benefits clear and tangible.
• Forgetting to include key booking information: You need to outline the next steps you want your guests to take with a clear call to action.
• AI vs human-written property descriptions: writing property descriptions can be hard, so there’s nothing wrong with using AI for your descriptions – you just need to carefully edit and humanise the text.

On the internet your small hotel finds itself competing against the rest of the world for the attention of your ideal customer. Attracting eyeballs is quite the challenge, but one that a compelling property description can make much easier. The right tools will help too. Case in point: Little Hotelier.