Our tone of voice is the embodiment of our personality and brand values. It informs how we sound. The words we choose. And how we use them.
It balances flexibility with structure, ensuring we frame things not only in the most suitable way – but in a distinctly Clermont way at all times.
The Clermont voice, aligned with our actions, is thoughtful, comforting and human.
We are a global brand. Not in location (yet). But to those that we communicate to every day. Our guests and our team – each with their own nuances. Therefore the words we choose, and the tone we adopt, flex accordingly.
Our personality is centred around three core traits. These flex, dependent on audience, situation and occasion. Yet our language should always be universal.
Fuss Free
We are speaking to an international audience. So we should be simple, clear and instant. Every word should add value. But we should never sound blunt, cold or disinterested.
Do speak clearly
Don't seem cold or blunt
Comforting
We’re a hotel. So our language should always feel warm, assuring and on your side. But never patronising nor whimsical.
Do appear helpful & warm
Don't make things harder for the guest
Witty
At times, we should let our personality shine. That means injecting some light-hearted humour in unexpected places. But this should never feel try-hard, pun-led or over-cooked.
Do use light-hearted humour
Don't be cheesy or use clichés
Each hotel is different. So too is each team member, and every guest.
We are also a brand that people need to recognise intuitively and trust.
That means we need both structure as well as stretch. A way of writing that allows us the freedom to adapt to new audiences and occasions whilst staying within a set of uniquely defined boundaries.
Fun vs Serious
We are not a serious brand. Nor are we the ‘whacky’ kind. Instead, we find the balance between bright, warm and human. Professional and committed. And always with a smile in our voice.
Relaxed vs Formal
Our language should sound neither overly relaxed nor overly formal. Instead we should sound assured, confident, infallible, never stuffy and never complacent.
Emotive vs Functional
Every touchpoint should feel like it’s been created by a human, not a robot. That means sprinkling varying degrees of emotive language into everything we write, whilst ensuring our message is always clear.
Personable vs Arm’s Length
We are a human brand. So we naturally lean more towards the personable side of things. Warm language. Personal touches. But we also know when too much is too much.
Conversational vs Direct
The stretch here needs to be greater. At times we can afford to be more conversational so our guests and team can get to know the real us. Other times they’ll need guidance. So a more direct tone is required.
Our visuals should feel complementary to our tone. One should never distract from the other, only enhance.
Illustration
Our words should have a natural connection with the chosen illustration, helping to inject further personality into the message. This is where our witty side comes into its own, with the illustration often acting as the punch line. Or the other way round.
Photography
Here it is less about wit and more about photography simply reinforcing the lead message.
Typography
Now and again our words will use typographic layouts to amplify that message. This can often help to create space, particularly in those materials that require larger amounts of copy.
Whilst our voice will always be centred around our core three personality traits, our broader dynamics will vary based on the relevant touchpoint.
Social Media
Our social needs to dial up the human side of our tone. More warmth. More moments of wit. But never overbearing. It’s where our personality can really shine – sharing those unexpected moments experienced by our guests.
Do deliver a natural and human perspective on the topic
Don’t shout or use overly cheesy messaging
Our newsletters are a chance to lean more heavily on the human side of our tone, amplified by our illustration style. These should feel personal, conversational and thoughtful.
Do add personal touches and make the reader feel thought about
Don’t create emails that are impersonal and generic
Hotel (out of room)
The hotel’s public spaces should lean more towards the functional and direct end of The Clermont spectrum. People need clarity, direction and assurance whilst not feeling as if they’re being spoken at.
Do offer sincerity and put the guest at ease
Don’t be unhelpful, defensive or blunt
Hotel (in room)
Once in the room, the more personable side of the tone should come into play. More conversational than direct. More familiar than distant. Less formal, more ‘we’re here for you’.
Do create assuring, 'leave it with us' messaging
Don’t create impersonal, 'computer says no' messaging
Internal Communications
Our team is our family. Therefore they should feel welcomed and cared for at all times. We speak to them like individuals whilst providing them with clarity and direction. Wit is balanced with professionalism, and familiarity married with guidance. And where possible, include real life tangible examples to bring instructions to life.
Do make a team member’s job feel achievable and empowering
Don’t be overly stern, dry and formal when trying to inspire
Meetings & Events
This is a professional audience who require assurance that the spaces will meet their demands. So we dial up the more formal end of our voice here, whilst not losing our warmth (these are potential future guests too).
Do sell the spaces through aspirational and helpful messaging
Don’t just list out what you get
Food & Beverage
Eating and drinking is a sensory experience. So our F&B comms should make the reader ‘feel’. That means dialling up the emotion and familiarity – whilst dialling down language that feels overly functional and direct.
Do make the reader feel excited about what's to come and looked after
Don’t present information in a cold or stern way
OTAs
Guests have a hierarchy of importance here. They need information, quickly. Where is it? What’s included? They also need to get a feeling for the hotel. What kind of experience can they expect? So we subtly lean towards our direct tone here.
Do paint a clear picture of the hotel, its surroundings and what their experience might look like
Don’t describe the hotel in a way that provides little insight
Long-form (i.e. blog posts)
This is a chance to fully flex two elements key to The Clermont’s personality. Knowledge and warmth. So here we lean heavily towards the more personable end of the spectrum, injecting a generous helping of personality throughout.
Do find an alternative angle, including interesting quotes and little-known facts
Don’t use generic sentences void of personality and insight
Here are some of our favourite examples of our tone of voice being used correctly, adhering to all of the above rules and representing the brand at its best.
If there is something on this list you are unable to check, get in touch with our Brand Manager at aline.peters@clermonthotel.group
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