All modules / Content & Media Production
Module 005 · Go deeper
Copy that sounds like you, and images you can publish
Duration
4 hours
Format
Half day, on-site
Audience
Anyone who writes something a guest or an owner will read
About the module
Hotels produce content constantly: offers, newsletters, menu descriptions, social posts, owner updates. AI drafts all of it in seconds, and a reader can spot the result at a glance, because it sounds like every other hotel using AI. This workshop fixes that from both ends: capturing your property’s real voice from what you have already published, then briefing and steering images and video that look like your hotel rather than a stock library. Both halves end with something you can hand to the team, and a line about what AI must never produce in your name.
Who it is for
Anyone who writes something a guest or an owner will read: marketing and communications, sales, F&B and revenue writing offers, HR writing job ads, and whoever signs it off.
Learning objective
Capture your property’s voice as a reusable anchor, produce real written and visual content with it, and set the boundaries on what AI may generate in your name.
Bring this module to your team
Tell us who would be in the room and what they work on. We will suggest how to run it, on its own or with other modules.
What you will do
Extract your brand voice from content you have already published, rather than from adjectives in a brand book
Write a voice anchor any team member can paste to get on-brand output by default
Produce a real piece of hotel content you owe someone this week, start to finish
Strip the tells that mark a draft as AI-written, without rewriting it by hand
Brief an image so it can be steered, instead of re-rolling until something looks right
Hold a set of visuals consistent across a whole campaign
Decide what AI must never generate for your property, and write that line down
Bank the anchor, the brief and the sign-off gates so the team runs it without you
Lessons
2 parts · 4 hours in total
Section 005-1 · 120 min
From Brand Guidelines to Copy That Sounds Like You
Generate a piece of hotel copy with a plain prompt, then look at what the room recognises instantly: fluent, confident and anonymous. Each stage is taught, demonstrated live, then run by each participant on content they actually owe someone this week, with a neighbour for the checks, through Capture, Anchor, Draft, Edit and Bank. Closes on where the anchor lives so the team uses it by default, and on the claims a human has to check before anything ships.
You leave with: A voice anchor drawn from your own published content, one finished piece written with it, and the edit checklist that got it there.
Section 005-2 · 90 min
From Blank Brief to On-Brand Images and Video
Start from a finished set of on-brand assets made live in the room, then take apart how each one was made. Five stages, each taught and then run on your own campaign: Brief, Generate, Steer, Check and Publish. Closes on where AI video and audio have actually got to, and on the line your property will not cross, from guest faces to rooms you do not have.
You leave with: A reusable visual brief, a set of assets for a real campaign, and a written do-not-generate line for your property.
What you leave with
A brand voice anchor
One paragraph, pulled from your own published content, that anyone on the team can paste into a prompt to get on-brand output by default.
A finished piece of content
The real one you needed this week, drafted, edited and signed off during the session rather than started afterwards.
A reusable visual brief
Subject, style, constraints and exclusions, so a colleague can produce on-brand imagery for routine collateral without your supervision.
A published do-not-generate line
What AI may not produce in your property’s name, and which steps need a human before anything ships.
How we tailor it
The house voice is captured from what the property has already published.
Exercises use the organisation’s real offers, menus, newsletters and owner updates.
Image and video work follows the brand guidelines, and the room sets the lines the brand will not cross.
Included in
Packages
Included
Example programmes
Included
Included
Next step
Plan Content & Media Production for your team
Every module is a half day on-site, fitted to your AI tools, your documents and your policy before it runs. Or email singapore@horwathhtl.com.
Upcoming dates. Public dates to be announced. Contact us to arrange a workshop for your team.