Copywriting lessos for the hospitality and tourism businesses


Are there any copywriting questions that can be asked, learned and applied to your hospitality and tourism business from Jon Snow, Sansa, the Mother of Dragons and all their compatriots?


Keep on reading!


01 “You know nothing, Jon Snow” (Ygritte)




Many forget that whoever reigns today in the digital world could tomorrow easily be subjected to a ” walk of shame” very much like the one poor Cersei endured stoically.

Nothing lasts and everything has the potential to be improved upon.

That’s why we all must start from the understanding that what we know today about copywriting, digital content, digital commerce, social networks, etc. can very easily become totally irrelevant in a heartbeat.

All those formulas, templates, infallible ingredients a lot of people swear by today, tomorrow can (and probably will) burn in the bonfire of change.

And us with them.

So, be humble, Jon Snows of the virtual realm.

Be very humble.


02 “When you play the Game of Thrones, you either win or die” (Cersei Lannister)



In the game of digital marketing and ecommerce, your competitors can be as oppressive as the cruel reign of the Lannisters.

Today you are the undisputed monarch in Google…

Tomorrow you make a simple mistake and your head rolls mercilessly through the bleak streets of the digital King’s Landing.

That’s why you need a group of courageous copywriters and creatives to protect you from life or death situations in this volatile and competitive environment.

Who are these bold warriors who would cross oceans for you?

SEO, Copywriting, Web design, Branding and Visual Content.

Treat them well…

Make sure they remain harmonious and that they invest all their efforts to make you win and retain the first position in Google’s ranks.

Make sure they sell for you and they protect your “honour” and reputation in all domains of the interwebs.

Your life depends on it.


03 “Hodor”



We all have a mission.

Ours is to help you seduce your clients over and over again with persuasive, informative and enchanting words.

Yours is to blow your customers’ minds with incredible experiences in your hospitality and tourism business!

And to make sure your customers wait for one of your new dishes, tours, products and/or services with as much anticipation as we do Game of Thrones!

There are as many missions as people or businesses.

As you recall, Hodor’s was to hold the door so that his good friend Brand could flee from the terrifying zombie like White Walkers.

The difference between us and the good Hodor is that our mission and our unique sales proposition is very clear (or so it should be!).

The poor giant, didn’t.

He went through life articulating a single word without knowing that, in fact, that word summed up the essence of its existence in this cruel planet.

Hold the door

Hold the door.

Fortunately, you don’t have to hold any door.

But you do have to do everything in your power to translate the magic of your hospitality and tourism experiences in all your communications – digital or not.

Try to bring your mission to the forefront of your business.

Try to underline that differentiating element that makes your potential clients decide on you instead of the many other hospitality and tourism businesses in the city.

Is it your unique ambiance?

The power of your stories?

Your creatively thought out city tours?

Do you offer other enticing elements like food and beverage, for instance?

Whatever it is, make sure you translate it in well-crafted words and you shall see that flow of clients that you crave for in your business.

(BTW, thank you, good Hodor, for your copywriting lessons and for all the sacrifice you have endured during your life on TV).


04 “Information is key,” Lord Varys to Tyrion Lannister



“Information is key. You have to know your enemy’s strategies and strengths. You have to know which of your friends are not your friends. “

Can’t believe how wise is the great eunuch!

Always be vigilant! So true!

On the one hand, study and analyse your digital “enemy”.

And always walk one step ahead of them.

On the other, don’t forget that keeping yourself informed about your customers is as important or even more, than having your enemy under control at all times.

We, at Coco Station, are completely and utterly sure that the key to a truly persuasive website is to know how to connect with your potential clients.

As simple as that.

Whether you put a number seven or not in the title of your blog post, it might help you attract him or her.

Or it might not.

But if you know for sure what the client is looking for:

  • What he/she needs.
  • What he/she fears.
  • Their expectations
  • Their motivations.
  • Their habits.
  • Their sense of humour.
  • The tone of voice in which they usually speak, etc.

It will not be difficult for you to establish an emotional connection with that person that is so important to you.

Your primary objective must be to establish an emotional connection with the reader and create a dialogue with him or her.

Obviously, you can’t do that without knowing your public in-depth.

That’s the key to your digital content.

So, leave the copywriting formulas aside for a moment.

And the templates.

There are just too many variables that come into play in the digital universe!


What other copywriting lessons can we learn from the characters that kept us glued to the screen for years?

Patience and perseverance.

To succeed in any business takes time.

But in the end, your perseverance will be rewarded, as it was Sansa’s when she finally met her brother John Snow.

Must admit it! Tear-jerking moment to the max!


So, what are your options then?

Let us help you 🙂  We speak your language. We know hospitality and tourism and Can’t wait to learn and tell your story!

See you on the other side!