Clichés, buzzwords and ChatGPT

Just for grins, one of us was playing around with ChatGPT the other day to see what AI might come up with for a hotel or resort home page intro. Here are some of the results.


Write a 50-word overview of a lakeside mountain resort with a golf course.
“Nestled amidst breathtaking mountains, our lakeside resort offers an idyllic escape. Enjoy a luxurious stay while indulging in our world-class golf course, harmonizing leisure with nature's beauty. Immerse yourself in tranquility, savor stunning views, and tee off in style at this ultimate mountain retreat.”


Write a 50-word overview of a luxury beachside resort.
“Experience paradise at our luxury beachside resort. Nestled on a pristine stretch of white sand, indulge in exquisite ocean-view suites, world-class dining, and rejuvenating spa treatments. Immerse yourself in water sports, lounge by infinity pools, and relish breathtaking sunsets. Unparalleled elegance and natural beauty await at every turn.”


Write a 50-word overview of a luxury city hotel.
“Discover urban sophistication at our luxury city hotel. Nestled in the heart of the bustling metropolis, we offer opulent accommodations, exquisite dining, and impeccable service. Indulge in lavish amenities, from a serene spa to rooftop panoramas. Experience the pinnacle of elegance, where every moment reflects our commitment to refined living.”


As entertaining and amusing as it was for us, the sad thing is, you’ve seen copy like this. Lots of times. Features rather than benefits, clichés, buzzwords, too many overused adjectives, and so on. Written by actual human beings who should know better. At least AI has an excuse.
Nobody remembers readalike copy that doesn’t stand out. And it doesn’t do much for you. Having a creative writer working with a clear Brand — that is, what sets you apart — would help here. A lot.

Wherever it may be nestled, your hotel isn’t a cliché, so don’t rely on clichés to sell it. Resist the usual. Stand apart.The idea is to be memorable.

 Be honest, you’ve forgotten that mountain resort one already, and you haven’t even finished reading this. Well, you're done now, but you get the idea.

Taking up the slack

There's never enough, is there?

Time, resources, people – whatever it is, often there’s just not enough of it to get all the things done you want done when you want them done.

What to do?

Fractional marketing support. On-demand expertise.

We’re not talking about simply looking for a freelancer for a project here or there, but hooking up with a boutique firm with a range of expertise who will give you a sweetheart rate in exchange for regular work.

You may have a relationship with one of the large digital companies for your website or email program, but it’s unlikely that helping you out with some creative thinking, like copywriting, design, media planning or Branding fits into their business model. They aren’t structured for fractional support. So if they’re willing to go off the menu, it takes time and costs big bucks.

Find a firm built to respond quickly and cost-efficiently. They’re out there. (We’re one.)

The idea, of course, is to establish continuity and familiarity with your property and your Brand. A steady, familiar partner, but only when you need them. On call, as it were

We once worked for a client for eight years on a string of projects, one after the other, as needed and on demand. It worked out well for everybody and if the property hadn’t been sold, we’d probably still be at it.

The point is, if you can get that balance of a regular partner who is only there when you need them, you can stretch your resources. And that's always a good thing.

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