T H E S H I F T
These examples are taken from real hotel websites.
They show how a few small changes in words and tone can transform how a place feels. From generic to genuine, from information to invitation.
T H E SA B L E W O R D P A L L E T T E
Words & Phrases to Retire & what to use instead.
ELEGANT
BREATHTAKING
Welcome to The Willow House, a luxury boutique hotel in the heart of the Cotswolds. Offering elegant rooms, fine dining, and breathtaking countryside views, it’s the perfect escape from everyday life.
A collection of old stone buildings gathered quietly around a garden. The Willow House is less a hotel, more a place to pause — a rhythm of simple food, soft light, and rooms that open to the fields.
Nothing hurried. Just time, held gently.
Welcome to The Driftwood Inn, a charming coastal escape offering stylish rooms and breathtaking sea views. Enjoy fresh local seafood, friendly service, and the perfect base for exploring the coast.
A collection of old stone buildings gathered quietly around a garden. The Willow House is less a hotel, more a place to pause — a rhythm of simple food, soft light, and rooms that open to the fields.
Nothing hurried. Just time, held gently.