General services
What sets a specialised copywriter apart from a generalist?
Generalists write for everyone; I write for the 'hotel and event tech stack.' I understand the difference between a legacy PMS and a cloud-native API, and I know how to speak to the pain points of a busy Revenue Manager vs. a Head of Operations.
Do you offer strategy, or just the writing?
I provide both. Many clients come to me with a product but no voice. I help develop content strategies that align with your sales funnel, ensuring your blogs and whitepapers actually move leads toward a demo.
Which areas of travel, hospitality, and event tech do you cover?
My expertise spans leisure, group, and corporate travel business, as well as event planning. Property Management Systems (PMS), Guest Experience Platforms, CRS, Booking Engines, Upselling software, and emerging AI solutions for the hospitality and travel sector.
I am used to writing for hospitality and event professionals.
How do you optimise hospitality tech content for AI search (GEO)?
Generative engines like Perplexity or ChatGPT look for entities and authority. I structure your content so it’s easily citable.
This means using clear answer boxes for technical definitions, implementing Schema markup behind the scenes, and ensuring we name-drop the specific integrations (like Mews, Oracle, or Salesforce) that AI models associate with industry expertise.
What is your experience with the 'Hotel Tech Stack' (PMS, CRM, CRS)?
Whether you’re selling a Property Management System (PMS), a Central Reservation System (CRS), or a Revenue Management tool (RMS), I understand how they communicate with each other via APIs.
My goal is to make sure your copy reflects that connectivity, so you don't look like a siloed solution but a vital piece of their operational heart.
How do you translate complex technical specs into value for a Hotel GM?
A General Manager is usually balancing a labour crisis in one hand and guest satisfaction scores in the other.
Instead of a list of features, they need to know how your tech saves their team 4 hours a week or reduces check-in friction.
I translate your technical capabilities into operational wins, turning 'low-latency API data' into 'real-time room readiness that delights early-arriving guests.'
Do you write for the MICE and Event Technology sector?
Yes. I help event tech platforms speak to planners who are exhausted by manual spreadsheets. We focus on how your software solves the big MICE headaches: attendee engagement, post-event data reporting, and seamless onsite logistics.
I make sure your content positions you as the partner who makes the planner look like a hero to their stakeholders.
What makes you qualified to specialise in hospitality and event tech?
I grew up in the hospitality niche. Most of my family works in hospitality, and I spent over six years writing for events and hospitality B2B companies (including three in-house at Cvent, the industry leader in event and hospitality technology.)
I’ve been on the inside of the tech that powers the world’s biggest events and hotels.
I don’t need a glossary to understand your product because I’ve lived the user journey from both the provider and the guest side.
What kinds of audiences are you accustomed to speaking to?
I’m comfortable tailoring my voice to the entire hospitality and events ecosystem. My experience ranges from:
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At-property & above-property professionals: GMs, Directors of Sales, Revenue Managers, and Operations teams.
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The event side: Corporate event planners, third-party agencies, and event marketers.
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The supply side: CVBs, DMOs, and A/V companies.
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The corporate travel side: Business travelers, and corporate travel managers who prioritize ROI and efficiency.
How do you translate complex technical specs into value for an event planner?
Event planners are some of the busiest people on earth. They want to know if your tech will stop their check-in line from hitting the front door.
I translate your features into 'Planner Peace of Mind.' I focus on the operational ROI: how your tool saves them time, reduces their stress, and makes them look like a hero to their stakeholders.
Do you have a blog?
I do! You can find my latest thoughts on hospitality trends, B2B messaging, and the human vs. AI content debate on my Blog Page. I use it as a testing ground for the same strategies I recommend to my clients.
I’m not in hospitality or event tech. Can we still work together?
My deep domain expertise is in Hospitality and Events Tech, but my process works for any complex B2B SaaS. Whether you’re in FinTech, Retail Tech, or EdTech, the challenge is usually the same: translating complicated features into human value.
If you have internal experts I can interview, I can write for you. I’ve successfully applied my SME-led framework to retail and general SaaS projects. Just ask to see those samples.
Do you offer reduced rates for charities or non-profits?
Yes. I believe in using my skills to support the local community. I’ve built the website for the Guildford Community Garden and crafted newsletters for the Berkshire Gardens Trust, often working at a reduced rate or pro-bono depending on the cause.
As you may have guessed, I have a special interest in gardening and nature! Visit my Instagram to find out more.
If you run a community project or charity that needs a voice, please reach out! I’d love to see if I can help.
Logistics and collaboration
How does the process work?
We start with a discovery call to nail down your goals. From there, I create an outline, execute the first draft, and provide two rounds of revisions to ensure the final piece is perfect.
Do you work with international clients?
Yes. While I’m based in the UK, the majority of my clients are global. I’m well-versed in navigating the nuances of EMEA, North American, and Asia-Pacific audiences.
Whether you need Oxford commas and US spellings for a Boston-based start-up or a formal, data-heavy tone for a London enterprise, I adapt the phrasing and cultural context to match your specific market.
What is your typical turnaround time?
For standard articles or case studies, I typically deliver within 7-14 business days. For larger projects like whitepapers or full website rewrites, we’ll agree on a custom timeline during the onboarding phase.
What should I include in a content brief?
A solid brief acts as our roadmap. To get the best results, please include:
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The why: What is the core objective? (e.g., brand awareness, lead generation, or product education).
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The who: A clear description of the target audience, including their specific pain points in the hospitality tech space.
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Key messaging: The 1-3 most important points or takeaways the reader should remember.
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SEO & technical data: Primary keywords, word count expectations, and links to any specific internal resources or data points.
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Call to Action (CTA): What should the reader do next? (e.g., book a demo, download a whitepaper, or sign up for a newsletter).
Do I need a formal template for the brief?
Not necessarily, but it helps! I can provide a simple template for you to fill out, or we can use your internal documents. The goal is clarity. The more specific the brief, the faster the turnaround.
What do you charge?
Because B2B projects vary wildly in complexity—from a 500-word blog post to a 20-page technical whitepaper—I don’t list flat rates on my site.
However, I’m fully transparent with my pricing. Send me a quick note about your project, and I’ll send over my current rate card or a custom quote within 48 hours.
The AI humanising process
What is AI content humanising, and why do I need it?
AI is great at generating bulk text, but it often lacks industry nuance and soul. I take your AI-generated drafts and inject them with real-world hospitality data, SME content (like interviews), and a brand voice that sounds like a human expert.
Can you help our SaaS brand sound human in an AI-saturated market?
Absolutely. The 'AI-standard' is neutral, repetitive, and a bit bland. I break those patterns by injecting real-world anecdotes, varied sentence rhythms, and a distinct brand opinion.
We move away from 'optimizing synergies' and toward telling stories that a Hotel GM or event planner actually recognises as their own.
Can you fix existing content that isn't performing?
Yes. I offer content audits and refreshes. If you have high-traffic blogs that aren't converting, I optimise the messaging, SEO, and calls-to-action to turn those readers into prospects.
Do you interview our internal Subject Matter Experts (SMEs)?
I'd be delighted. In fact, each project comes with a complimentary 30 minute interview. This is because the best insights locked in the heads of your product VPs and engineers.
I lead 30-minute interviews to extract those unique gold nuggets: the specific use cases and technical nuances that help me create thought leadership that AI literally cannot replicate.
How do you handle technical accuracy and fact-checking?
Hospitality is a small world, and a technical slip-up can damage your credibility fast. My process includes a rigorous technical sense check alongside your team.
I ensure we’re using industry-standard terms correctly—whether we’re discussing TrevPAR, GDS distribution, or GDPR compliance for guest data—so your authority remains bulletproof.
Executive ghostwriting
How much of my time does this actually take?
Very little. The goal is to get your insights out of your head without adding 'writer' to your to-do list.
We typically need just one 30-minute call per month. In that time, we can cover enough ground for 4-5 LinkedIn posts or one deep-dive article.
I handle the structuring, drafting, and polishing. You just approve the final result.
Will it sound like me, or like a corporate press release?
It will sound like you on your best day. I don’t use generic corporate speak. During our onboarding, I analyse your existing writing and speaking style to nail your cadence.
If you’re direct and punchy, the copy will be too. If you use specific analogies or war stories, they go in. The goal is authenticity.
I have the ideas, but they are messy. Do I need to write a draft first?
Absolutely not. In fact, it’s better if you don’t. My Zero-Draft process means you just show up to our call and talk.
I ask the strategic questions to pull the narrative out of your brain dump. I then organise that raw intel into a coherent argument. You never have to stare at a blank page.
Is this confidential? (i.e. Will people know I hired a ghostwriter?)
Only if you want them to. Our partnership is strictly confidential by default. I am happy to sign an NDA, and I never publish ghostwritten work in my public portfolio without express written permission.
To the outside world, these are your words, your ideas, and your byline.