Unifying a global ecosystem of websites, while making each sound unique

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

10X

business mandate in 3 years

5+

sub-brands managed

7+

countries footprint

About the client

InterContinental Hotels Group (IHG) is a renowned global hospitality group spanning multiple hotel brands, each with a distinct personality, promise, and guest expectation. Our mandate was to overhaul the website content across IHG properties while preserving the integrity of each brand’s tone of voice, guidelines, and positioning.

This is where it got interesting 


The brief needed balance – brand fidelity, property individuality, and SEO strength – working together in every line of copy. 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.

And here's how we cracked it

We began with verbal identity and translated the brand voice into module-level expressions across core sections, building the writing across:

  • 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

The result was a portfolio of websites that felt connected but never uniform – recognisably IHG, distinctly individual, while strong on SEO.

The Process Workflow

Copy Love - Branding

Work snapshots

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.

Team says

Copy worked better when it reflected the hotel’s real setting and experience.

Divya
Copywriter, Copylove

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