Optimized Content for the Guest Directory: 6 Simple Tips

Find out what an optimized guest directory looks like with our six easy-to-implement tips that help optimize the content and best convince travelers of what you offer.

Simply put, good content and an attractive layout will inspire guests and boost sales. This applies to all communication channels. On social media, you will reach more followers and higher interaction rates. On the hotel website, you generate more inquiries and direct bookings.

A well-designed guest directory, whether digital or traditional on paper, brings similar benefits. On the one hand, it leads to fewer inquiries from guests as they can find the answer in the directory itself. On the other hand, it brings you more requests for additional services that guests discover while browsing.

To achieve these effects, content must be pertinent, coherent, and reflect your brand and style.

WHAT IS OPTIMIZED CONTENT AND WHY IS IT SO IMPORTANT?

Optimized content includes text, images, and other media tailored to your audience—designed to build trust, spark emotion, and drive action.

Depending on the channel, that action could be:

Following your hotel on social media
Booking directly on your website
Signing up for a newsletter
… or ordering room service from your in-room tablet

In the guest directory, optimized content makes it easy for guests to explore your offerings on their own time—and take immediate action.

With digital formats, bookings can be completed right on the device, whether that’s for a spa treatment, bike rental, or late checkout.

Bottom line: well-optimized content improves the guest experience, increases satisfaction, saves staff time, and boosts upsell revenue. That’s what we call return on investment.

6 STEPS TO AN OPTIMIZED GUEST DIRECTORY

Now let's take a look at how you can improve the content of your guest folder so that it fits well into your brand image and wows your guests.

1. Consistent style

Decor Elements What suits your hotel more? A friendly, familiar tone or rather an upscale, elegant style? There are several options here and no right or wrong answer. The key is to match your style to both your target group and your hotel. It should also be consistent across all channels. This gives a coherent overall impression that potential guests can identify with more easily.

So for the guest folder, it's time to get creative. How can you make dry hotel information more appealing to readers? With a digital directory, you can easily experiment to find the best solution.

Avoid a stylistic clash with additional offers. The offers themselves and their descriptions must be consistent with the overall brand image. Otherwise, they may come off as more alienating than attractive to guests.

2. The right approach

Don’t jump back and forth between the direct and indirect approach. Choose what fits your style and apply it across all channels. This small detail will make your content more consistent. When writing, address your guests directly. This is especially important when describing services and additional offers. Here is an example:

❌ Our chef delights guests with his creative dishes.
✅ Be inspired by the creative dishes of our chef.

The direct approach makes the text more interesting and helps guests imagine how they can enjoy the service. Booking the upsell is then not so far away.

3. Know your guests’ true wishes

First, think about who your target groups are. Are they business travelers, young couples, families with children, or seniors? Then ask yourself what these guests really want.

When it comes to additional services, no one wants just the service itself, but rather the feeling it can provide. Consider a business guest who books an airport transfer. He doesn't want the “airport cab ordered in advance”, but rather the “stress-free transfer”.

For all offers, think about what lies behind them. What feeling or need does it address? Instead of just mentioning the additional service, emphasize the experience that comes with it in the description.

4. The ideal length

Your guests aren’t reading for pleasure. They’re browsing for solutions. That’s why concise copy wins.

Stick to one or two sentences per section. Use bullet points for clarity. Break up content into digestible chunks, and always include a clear call-to-action like:

Reserve your massage now
Order a bottle to your room
Book late check-out with one tap

If it takes effort to find or understand the offer, you’ve already lost the booking. Keep it simple and to the point for maximum engagement and drive bookings.

5. Visual Presentation

Captivating descriptions already do quite a bit of convincing. However, much more is possible when the right images are used. Since people process images faster than text, they arouse interest when guests skim your info.

If possible, include people in your photos to let your guests’ imaginations soar and build their desire for the experience being depicted. It would be ideal to reflect the current season in your images as well since your offer is bound to change depending on the time of year.

In a digital guest portfolio, the selected files can be replaced easily and instantly. Once you're done, all guests will have access to the updated information.

6. No mistakes

Details matter. Typos, outdated offers, or broken links undermine trust—and can even frustrate guests who plan their stay around something no longer available.

Use tools like Grammarly or AI-powered assistants like ChatGPT to proofread. Better yet, ask a colleague to give it a once-over. And most importantly: update your guest directory as soon as changes happen.

This is especially easy with a digital format. Change a single setting, and the new information is instantly available in every room. No printing, no delay.

BONUS: Make it Sustainable

According to Booking.com's 2025 survey, 93% of global travelers want to make sustainable travel choices moving forward. This is a huge trend among travelers, and your guest directory should make the most of it. Whether it's including the option to skip house cleaning on desired days via the digital guest directory or cutting down paper costs, making your guest communication sustainable will not only make your guests happier but also cut costs from your operational budget.

OPTIMIZE YOUR HOTEL GUEST DIRECTORY STEP-BY-STEP

Optimizing the content of your guest directory is not that difficult. If you implement the tips listed above, you're already well on your way. Feel free to test different layouts, graphic elements, and descriptions. This way, you will improve the guest experience and also increase your additional sales!

👉 Five More Game-Changing Improvements You Can Make to The Hotel Guest Directory