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Chapter 9 of 12

Tone of voice

Talk like a good host

Imagine you've just arrived and your host is showing you around: relaxed, warm, full of little tips, never selling. That's how we sound everywhere — on the website, in a confirmation email and on the card on your pillow.

Warm, not syrupy

We're glad you're here, and we say so simply. No 'dear valued guest', no exclamation marks in every line.

Specific, not generic

Not 'authentic local experiences', but 'fishing with João at six'. Names, times, smells and places.

Curious, not clever

We share what we love and ask what you love. No puns, no jargon, no showing off.

Unhurried, not lazy

Short sentences and plenty of air — but always correct, clear and complete. Calm is not careless.

Character

We are, we are not

We are

Welcoming, like an open kitchen door Curious about people and places Calm and confident Sunny and optimistic Honest about what we are — and aren't

We are not

Pushy, salesy or full of urgency Posh, exclusive or snobbish Over-familiar or too cute Vague, poetic for its own sake A hotel chain talking to 'customers'

Lines

Our line and slogans

The brand line is fixed; campaign lines change by season. Always in the guest's language — never translate the brand line word for word into a third language without checking with us.

Brand line

Travel, people, culture. Under the logo on covers, posters and the website footer. Always with full stop, never in capitals.

Campaign lines 2026

Stay a little longer. You'll leave knowing someone. Breakfast waits for you.

House greetings

Bom dia, Comporta. Buenos días, Cádiz. Buongiorno, Procida. Local greetings are welcome in headlines and on social — never in contracts or invoices.

Before and after

Same message, Onda voice

“Rosa bakes the bread at six. Come down whenever you're ready — breakfast waits for you.”
“Your room faces the harbour. Leave the shutters open and the boats will wake you around seven.”
“Five rooms left for September. That's when the sea is warmest and the beaches are ours again.”

Don't

“Enjoy our luxurious breakfast buffet, served daily between 07:00 and 10:00!”
“Experience breathtaking sea views from our premium deluxe rooms.”
“HURRY! Only 5 rooms left — book now before it's too late!!”

In practice

Writing per channel

The voice stays the same; the volume changes. Here's how we adjust it, with examples you can borrow.

Same voice, two volumes: a booking confirmation with a host's tip, and an Instagram story that leads with the moment.

Website

Headlines: four to eight words, no full stop needed. Intro: two sentences about the place, then the practical stuff. Buttons say what happens: 'Check dates', not 'Discover more'. Example Headline: Slow mornings in Comporta Intro: Twelve rooms between the rice fields and the Atlantic. Bikes at the door, fish on the grill, nothing on the schedule.

Booking and pre-arrival emails

From a real person, signed with their name. Facts first (dates, address, check-in time), then one personal tip. Subject lines are plain and useful. Example Subject: Your stay in Tavira, 12–16 May Body: Hi Sanne, we're looking forward to having you. Check-in is from 15:00; if you arrive earlier, leave your bags with us and head to Mercado da Ribeira for lunch. — Inês

Instagram and social

Lead with the moment, not the offer. One or two short lines, the place as a tag, at most one emoji. Reply to every comment within a day, as the house ('Rosa from Onda Procida'). Example The boats came in early today. João saved us the sardines. 📍 Onda Tavira

In-room cards and printed matter

Short, handwritten-feeling notes in the local language, with an English line below. Be helpful, not instructive. Example (towel card) The sea will wash these again tomorrow. If you'd like fresh towels, leave them on the floor — otherwise we'll let them dry in the sun.

Signage

Local language first, English second, arrows after the words. Nouns only, no instructions: 'Praia ↑ Beach', not 'Please follow this path to the beach'.

Replying to reviews

Thank them by name, mention one detail from their stay, and sign with your own name. When something went wrong, say sorry plainly, explain what you've changed and invite them to get in touch directly. Never argue in public.

Word list

Words we use, words we avoid

Words we love

house (not hotel or property) guest (not customer) host (not staff) room, terrace, table, kitchen slow, warm, simple, together local names: João, Mercado, praia stay, come back, see you tomorrow

Words we avoid

luxury, luxurious, premium, deluxe breathtaking, stunning, paradise hidden gem, authentic experience exclusive, VIP, world-class book now, last chance, hurry package, upgrade, amenities dear valued guest

House style

Writing mechanics

Spelling and form of address

English: British spelling (colour, favourite, travelling). Address guests as 'you'. Dutch and German: always informal (je/jij, du). Portuguese, Spanish and Italian: informal on social, formal-friendly in emails.

Punctuation and emoji

At most one exclamation mark per piece, and never two in a row. No ALL CAPS for emphasis. At most one emoji per social post and none in emails, signage or print.

Names and places

Our name is always 'Onda' — never ONDA, onda or Onda Hotels in running text. Houses are 'Onda Comporta', 'Onda Procida'. Keep local spelling and accents: Cádiz, Alentejo, Isola di Procida.

Questions about this guide?

Contact Lucía

Last updated 24 Sept 2026

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