Brand:

IHG Hotels & Resorts

Revamping website content with brand-true tone and SEO discipline

Industry:

Hospitality

Services:

Website content revamp
Adapting the tone of voice basis every brand
SEO-led copy and on-page optimisation
Multi-brand content architecture

Collaboration:

Eduhive Creative Studio

Overview

A renowned global hospitality group spanning multiple hotel brands – each with its own guest promise, unique voice, and way of telling its story.

Objective

To overhaul the website content across IHG properties while preserving the integrity of each brand’s tone of voice, guidelines, and positioing.

IHG’s portfolio spans multiple hotels, each with a distinct personality, promise, and guest expectation. The mandate was clear: every page needed to reflect the character of the specific hotel and its location, not read like a shared template. At the same time, the content had to be structurally consistent, search-aware, and performance-ready.

The brief demanded balance – brand fidelity, property individuality, and SEO strength – working together in every line of copy, across every hotel that falls under the IHG umbrella.

The work could not rely on format alone; it had to be voice-driven at every turn. Multi-property rewrites often drift toward sameness, so guarding against that required calibration of language and emphasis across brands. 

SEO added another layer of precision. Location signals, hotel descriptors, and brand terms had to be embedded naturally. The task was to build a content framework that could hold brand truth, hotel individuality, and SEO performance, without letting one dimension overpower the others.

Challenge

Every hotel belonged to the IHG ecosystem, yet each brand demanded a distinctly different voice.

The Process Workflow

We began with verbal identity and translated brand voice into module-level expression across core sections. Each module was treated as a voice checkpoint, not just a content block.

At the property level, the writing was built across three working layers:

  • Brand voice: Alignment with IHG and sub-brand tone standards
  • Hotel character: Rounded in location, guest mix, and experience
  • SEO intent: Search signals integrated naturally and purposefully


Structural consistency kept the system coherent, but the language felt lived-in. Urban business hotels reflected pace. Resorts leaned into ease. Meeting-led properties highlighted support.

The result was a portfolio of websites that felt connected but never uniform – recognisably IHG, distinctly individual, and strong in both voice and search engine performance.

Solution

We treated the project as a multi-brand content ecosystem to maintain quality and search performance across properties.

Team says

Working on different properties under IHG has been a creatively fulfilling experience for me. Every hotel has its own personality, so there’s always a need to think and find the right voice each time. It’s the kind of brand that has made me a much better writer than I was when I started.

Divya

Copywriter, Copylove

Key learnings

Even within one portfolio, each hotel brand required its own linguistic discipline.
Search intent had to be built into sentences, and not treated as an afterthought.
Copy worked better when it reflected the hotel’s real setting and experience.
Each website needed internal coherence and cross-brand differentiation.

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