Overview

We are an independent luxury boutique hotel in a premier mountain resort destination in the American West. The property is entering an important new chapter, expanding from a highly regarded boutique hotel into a fuller destination hotel experience with new luxury suites, a new restaurant concept, an expanded spa and wellness center, elevated dining, curated guest experiences, and a stronger overall on-property amenity offering. We are looking for a senior creative strategist and copywriter who can help us weave these pieces into one clear, elevated brand story. This is not a basic copywriting project. We need someone who can help define the narrative, tone, positioning, and creative direction of the hotel as it evolves. The right person will understand luxury hospitality, boutique hotels, destination travel, editorial-style copy, and how to make a property feel distinct in a competitive market. The Challenge The hotel has historically been positioned as a luxury boutique property in the heart of a highly desirable mountain destination. With new suites, a new restaurant concept, a spa and wellness center, and more on-property amenities, we need to clarify the next chapter of the brand. We want the story to feel cohesive, refined, warm, and differentiated. We also need to better distinguish the property from a nearby lifestyle hotel competitor with strong brand visibility. The goal is not to become bigger, louder, or more corporate. The goal is to communicate that the hotel is now a more complete luxury destination while preserving the intimacy, warmth, independence, and service culture that make the property special. What We Need We are looking for someone to help create a brand narrative and messaging platform that can guide our website, copy, campaigns, photography direction, design updates, and guest-facing communications. Deliverables may include: Review of current website, copy, tone, and visual identity Review of competitor positioning Clear positioning recommendation for the hotel’s next chapter A refined brand narrative tying together the hotel, new suites, spa, wellness, dining, restaurant concepts, concierge, and destination experience Key differentiators and messaging pillars Tone-of-voice guide Homepage messaging hierarchy Sample rewritten homepage copy Suggested copy direction for core pages: suites, spa, dining, amenities, concierge, and experiences Creative direction notes for design, photography, mood, typography, and visual storytelling Practical recommendations our internal marketing team and website developer can execute Ideal Candidate You may be a fit if you have experience with: Luxury hospitality Boutique hotels Destination resorts High-end restaurants, spas, wellness, or travel brands Brand positioning Website copywriting Editorial-style luxury copy Creative direction Brand voice and messaging systems We are especially interested in someone who can write with restraint, clarity, and sophistication. The tone should feel elevated but not pretentious, warm but not casual, refined but not generic. What We Are Not Looking For We are not looking for a logo designer only. We are not looking for generic AI-generated copy. We are not looking for trendy, overly fluffy luxury language. We are not looking for someone who simply repeats phrases like “unforgettable experiences,” “hidden gem,” or “where luxury meets adventure.” We need someone who can think strategically and write beautifully. Project Structure We would like to begin with a paid discovery and brand narrative phase. If the fit is strong, this may lead to additional website copy, campaign copy, email copy, print collateral, and ongoing creative direction. Please include: Two or three examples of luxury, hospitality, travel, restaurant, real estate, wellness, or lifestyle brand work. A brief explanation of how you approach brand narrative projects. Your recommended process for a project like this. Your hourly rate or fixed project estimate. A short note on how you would begin differentiating an independent luxury boutique hotel from a larger lifestyle hotel competitor. We are looking for someone who can bring a refined, strategic, editorial eye to the next evolution of an independent luxury hotel.