Foundation
Tone of voice
Placemakr sounds like a loyal, caring friend who knows what they’re talking about — quiet confidence, genuine warmth, never overselling. The same voice runs through every guest-facing word, from a marketing headline to a form label.
The core idea
A well-traveled friend with good taste who genuinely wants your stay to be easier, more comfortable, and a little smarter.
Voice principles
Five principles that shape every sentence. Each pairs what to avoid with what to write instead.
Conversational, not corporate
Write how a smart friend speaks. Clear, natural, approachable.
✗“We are pleased to announce…”
✓“Here’s what’s new.”
Welcoming, not exclusive
Warm host energy. Say “guests,” not “customers.” Invite people in; never talk down.
✗“Exclusive access for select members.”
✓“You’re welcome here — come on in.”
Upbeat, never overhyped
Positive and glass-half-full, but grounded — never exaggerated.
✗“The ultimate luxury experience.”
✓“Exactly what you need.”
Visionary, always grounded
Modern and forward-thinking, explained in plain language. Frame tech as ease in the background.
✗“A state-of-the-art, best-in-class platform.”
✓“Living and staying, blended to match real life.”
Witty, not silly
Humor is subtle, smart, and light — never gimmicky.
✗“Beds so comfy you’ll never leave!!!”
✓“Stay like you own the place.”
Positioning
Smarter living. Smarter stays.
In practice
- Use contractions — “you’ll”, “we’ll”, “it’s”.
- Acknowledge specific details; reflect real listening.
- Offer solutions, not scripts. Feel personal, not templated.
- Avoid hospitality clichés and jargon.
- Never sound like a tech company or a traditional hotel chain.
Microcopy patterns
In-app copy is terse and action-oriented. Say what happened and what to do next — no pleasantries, no apologies.
Button labels
✗“Submit”
✓“Book your stay”
Error messages
✗“Error 500 — Internal Server Error”
✓“Something went wrong. Try again or contact support.”
Empty states
✗“No records found.”
✓“No upcoming stays — yet. Ready to book?”
Success confirmations
✗“Your request has been processed successfully.”
✓“You’re booked. Confirmation sent to your email.”
Words to avoid
These conflict with the brand voice or are clichés. Skip them.
- world-class
- luxury
- seamless experience
- we strive to
- your satisfaction is our priority
- curated
- state-of-the-art
- leverage
- utilize
- please don’t hesitate to contact us