Our research into hotel guests’ online behaviour shows that alarmingly often they have problems deciding which room to choose. How should you describe rooms to help guests make the decision and to make them choose rooms of a higher standard more often?

A very specific pattern often emerges from our studies of hotel guests’ online behaviour. Namingly, guests visit the pages with details of particular types of rooms and revisit several times those they have already seen. In the end, they choose the cheapest type of room (if any).

First Impressions Count: Room List Essentials

Guests first encounter rooms on a list view, so include only the key features that help them scan and compare quickly:

• Room size
• Maximum number of guests
• Bed configuration
• Extra bed options
• Air conditioning
• (If relevant) View, balcony, or other unique perks 
  profitroom.com
  
  Avoid long or flowery text. If your system requires some description, keep it under 160 characters, just enough to highlight the essentials.
  
  

Websites that manage to easily assist guests in their decision making share a few characteristic features. What are they?

First of them is clearly highlighting the most crucial features of a room, especially room size and the maximum number of guests. Bed configuration, extra bed options, air conditioning are also important. Each hotel has a slightly different list that can also include details such as the window view or the presence of a balcony.

It is crucial to clearly indicate such features as early as on the first list view of all rooms. This is where we, as Profitroom, can help hoteliers by properly designing their room list.

The list should show only the key features in a concise form, without any unnecessary text. Guests shouldn't have to read such a description – it’s enough to scan it to know the rooms’ key features and to compare them.

This is an example of what it could look like:

At a glance, you know the differences between the rooms – and see what are the great additional features which the more expensive room offers.

However, if hoteliers don't put the rooms’ key features into the system, they won't show up on the list! On the other hand, if your website allows you to publish longer text strings on the room list, it is definitely not worth making use of it in favour of the key words. Making an effort and putting all the key features into the system will allow you to use them over and over again. Your guests will pay you back with more reservations.

When viewing the room list, guests just want to compare rooms and longer texts will only obscure the picture.

If you cannot dispense with a loose text (because, for example, the rooms have a unique character that has to be shown somehow), the description should not exceed the length limit of one text message: 160 characters. It should more or less look like this:

The key features are not all, of course. The rooms should also be described in a detailed form available on the per room view. This is what you can really do your word-magic. Unfortunately, around 70% of them do not take the opportunity and provide only sketchy descriptions.

How To Describe Rooms?

It is worth repeating the key features of the room, just like on the room list. They should be conveniently displayed at the top of the page clearly visible to guests, so they don't have to spend time searching for the most important features among the remaining features.

What Should You Start Writing Room Descriptions From?

It is good to start with brainstorming and writing down all information that you think might be of importance and interest to guests. Talk to the reception staff – they know what guests ask about and what arguments influence positive decisions.

Don’t start writing just yet! Let’s first classify room features into three groups - from the most to the least important ones.

The first group should include the features that are good description of your hotel’s unique characteristics and atmosphere. What we mean by it are the distinguishing features that you want to highlight, that make you stand out from other hotels. For example, in the case of a historic building it might be a short (more on what we mean by “short” will follow soon) reference to its history.

The second group is all the important information on room furnishings, amenities and arrangement, and terms of stay (complementary services, range of service, pet friendliness, child policy and cancellation policy) – those are the details that guests ask about.

All other information that does not fit into the two above groups will constitute the third category. It includes descriptions of what guests can see in the photos (“furnished in two styles – classical and modern, in brown and golden tones with green, beige and orange accents”) as well as high level statements (“We aim high when it comes to the standard of our rooms.”).

The information from the first group should be placed just after the key features of the room. You can consider illustrating it with a photo. Then comes the information from the second group. The third group should be omitted altogether – a long description will discourage guests from reading the text.

How To Put It All Together?

This is of crucial importance. Our research also demonstrates that hotel guests do not read blocks of text. Instead, what works well are short bulleted list, with the most important fragments in bold type, such as this:

Make sure your descriptions are short and to the point. Once a text is ready, make it shorter by a third. Then ask someone to edit and shorten it by another third. Consider every word – does it carry any useful information? Remember that hotel guests don't want to read long and meaningless descriptions.

What About Pictures?

Pictures should show what is difficult to describe with words (style, colours, spaces, atmosphere) and vice versa – the lexical description should include all information that pictures cannot convey. Graphics and texts are meant to communicate different types of information and it is worth remembering this distinction.

From Browsing to Booking: Help Guests Decide Faster

With the Profitroom Booking Engine, key room attributes like size, bed type, air conditioning, and guest capacity are automatically pulled into the listing view. Guests no longer need to dig for clarity; everything is structured, visual, and easy to compare.

The result? A smoother path to decision-making and a gentle nudge toward rooms with higher value. It’s a small shift that transforms browsing into booking, intuition into action.

Room Types Matter: Guiding Guests to the Perfect Stay

Strategic Room Naming: How to Influence Perception and Drive Bookings

Use evocative adjectives to enhance appeal:

• Cozy, Spacious, Elegant, Plush, Bright, Panoramic
  These words help position the room as desirable, even premium—without needing to say so directly.

Functional Room Categories: Give Guests a Clear Mental Map

Guests don’t just want rooms, they want rooms that fit their purpose. Define categories by layout and function:

Standard Room – Simple, comfortable, ideal for short stays
Deluxe Room – Extra space, better view, added amenities
Junior Suite – A midpoint option with a sitting area or niche perks
Full Suite – Separate bedroom/living areas for luxury or longer stays

Tip: Mention features that align with purpose. Kkitchenettes for families, work areas for business travelers, lounge zones for relaxation.

First Impressions That Convert: Highlight What Matters Most

On each individual room page, Profitroom places the most important details right where they belong, at the top. Clear, structured, and instantly accessible, this layout lightens the mental load and gives guests immediate reassurance before they even scroll. It’s more than smart design; it’s a proven way to boost engagement, inspire confidence, and gently lead guests toward that final click: “Book now.”

Tailor Language to Guest Segments

Common Mistakes in Room Descriptions—And How to Avoid Them Gracefully

When it comes to hotel room descriptions, a few simple missteps can lead to broken trust, lost bookings, or unwelcome surprises for your guests.

Here’s what to watch for and how to stay one step ahead:

Overselling = Over it

Guests remember. Reviews remember. Your booking rate definitely remembers.

Hiding key info

Using vague or redundant phrasing

Supporting Upsell Through Naming and Framing

Descriptions can justify higher price points. A title like “Executive Suite with Private Lounge Access” immediately signals exclusivity. Match the name with benefits, extra amenities, upgraded interiors, or premium locations.

Your goal: make guests feel like they’re paying for value, not just a name.

Visuals & Words: A Duo That Sells the Experience

A picture may set the mood, but it’s the words that complete the story. Striking the right balance between imagery and copy is key.

Let your visuals whisper ambiance, show off the soft lighting, the room’s natural flow, the design details. But pair them with purposeful text to share what can’t be seen: square footage, the direction of the morning sun, whether there’s a work desk or child-friendly space, and what’s included (and what’s not).

Together, they create a rich, honest preview, so guests don’t just see the room, they understand it.

One Source of Truth: Save Time, Stay Consistent

Behind the scenes, the Profitroom Booking Engine quietly does the heavy lifting. Room details and descriptions are centralised, meaning you only need to enter them once. No more copying, pasting, or endless updates. The result? A seamless consistency across your site that builds trust, saves time, and presents your offer with the polish it deserves. And when your operations run this smoothly, guests notice—and bookings follow.

From Basic to Irresistible: What Makes a Room Description Work

Let’s be honest “Double room with TV and Wi-Fi” tells guests nothing they didn’t already assume. It’s functional, but forgettable.

Now compare it to:

"Unwind in a bright, airy double room featuring a plush queen bed, ultra-fast Wi‑Fi, and sweeping views of the pool, perfect for both peaceful escapes and focused remote work."

Feel the difference? Specificity brings the space to life. Storytelling creates an emotional pull.

The lesson? The more clearly you describe the comfort, the easier it is for guests to picture themselves there and click “Book now.”

Clear. Concise. Compelling: Why Simplicity Sells

Today’s travelers scroll fast, think faster, and book in the blink of an eye, often with one thumb and half a glance. That’s why your room descriptions must speak volumes in just a few lines.

No fluff. No filler. Just meaningful details that show, not tell.
Highlight the essentials: Is there space to breathe? A layout that flows? Comforts that feel considered?

When clarity meets benefit-driven language, decision-making becomes effortless and booking friction fades away.

What Guests Really Want: Room Details That Speak Their Language

Travelers today aren’t just looking for a place to sleep, they’re craving comfort, convenience, and a sense of belonging.
A good description answers silent questions:

Is there room for my yoga mat? Can I charge my phone bedside? Will morning light flood the space or will blackout curtains gift me rest?
What to Include in a Room Description – Key Features
Each room listing should highlight tangible attributes that directly influence guest decisions. These features should be visible at a glance and easy to compare. Here’s what to include:

Core Room Details (what every guest looks for):

These elements set expectations and simplify comparisons across room types:

• Room size (sq meters/feet)
• Guest capacity & bed configuration
• Bathroom type (shower, bathtub, en-suite)
• View or orientation (city, garden, sea)
• Climate control (AC/heating)
• Wi‑Fi connectivity and details
• Work area: desk, ergonomic chair, lighting
• Entertainment: TV type (smart, streaming-enabled)
• Accessibility features
• Extra bed options or cots available 
• Expected Amenities (guest essentials):
  

  These are assumed as baseline expectations today:

• Toiletries (shampoo, soap, etc.)
• Hairdryer, razor, personal care accessories
• Coffee kit or tea-making facilities, minibar or kettle
• Wardrobe/closet, suitcase space

• Safe for valuables 

Elevated & Thoughtful Touches (that elevate experience):

Such thoughtful additions can differentiate your offering:

• Blackout curtains or efficient lighting controls
• USB chargers or additional power outlets
• Bathrobes, slippers, and upgraded linens
• Free bottled water or local welcome treats
• Workspace with stationery
• Smart TV with streaming apps
• Luxury toiletries or welcome gifts
• In-room air purification or upgraded refreshment choices

Room Features: Let Guests Picture Themselves There

Every Detail Matters: Why You Should List All Room Amenities

Do you want to help guests make the decision?

Increase the number of reservations with Profitroom Booking Engine!