Voice & tone
The voice follows from the four pillars. Each pillar is a writing rule, not an atmosphere. A piece of copy is on-brand when all four are present and none of the banned words are.
1. Kodawari — the pursuit of excellence in every detail
Section titled “1. Kodawari — the pursuit of excellence in every detail”Nothing left to chance.
Rule: name at least one specific detail about the accommodation, the transfer, the guide, or the activity.
“Your driver will wait with a sign at the arrivals gate. The car has water and Wi-Fi. No waiting.”
Avoid: being vague. Saying something is high quality without explaining why.
2. Sensorial — speak to the senses, the heart, the inner child
Section titled “2. Sensorial — speak to the senses, the heart, the inner child”Wonder, discovery, curiosity.
Rule: describe what the traveler will see, hear, smell, or touch — or evoke the feeling of discovery.
“You’ll feel gravel under your feet before you see the temple. The air smells of moss and old wood.”
Avoid: “magical place”, “incredible atmosphere”, “unforgettable experience”.
3. Stillness — a calm, confident, well-informed tone
Section titled “3. Stillness — a calm, confident, well-informed tone”Like a quality magazine.
Rule: no exclamation marks. No vague words. State the fact, then the reason.
“The drive takes 2.5 hours. We recommend leaving at 7am to arrive before the crowds. Here is why.”
Avoid: “Don’t miss out!!”, “Book now!”, “Incredible offer!!“
4. Wabi-Sabi — the beauty of imperfection
Section titled “4. Wabi-Sabi — the beauty of imperfection”The magic of unexpected discovery.
Rule: include an imperfection (an old ryokan, family-run, unpolished) or an unplanned moment (a wrong turn, a hidden shop, a local recommendation).
“The owner is 82. The walls have darkened with age. Last week, a client found a ceramicist by following a cat down a small street.”
Avoid: “perfect itinerary”, “flawless experience”, “VIP access to everything”.
Vocabulary
Section titled “Vocabulary”Banned — absolute, in every language and every context
Section titled “Banned — absolute, in every language and every context”Hype superlatives amazing · incredible · unforgettable · magnificent · wonderful · stunning · breathtaking · fabulous · spectacular · extraordinary
Status VIP · 5-star · palace · luxury (as status) · exclusive · premium · elite · prestigious
Pressure book now · don’t miss out · limited offer · last chance · hurry · act fast
Cliché once in a lifetime · life-changing · magical · dream come true · paradise
These are categories, not just a word list. A banned word translated into French or Japanese is still banned — inoubliable, magique, luxe, exclusif, réservez maintenant fall under the same rules. If a word’s only job is to tell the reader how to feel, cut it.
Recommended
Section titled “Recommended”Sensory — light · silence · gravel · wood · moss · patina · dawn · shadow · footsteps · rain · aged · worn
Curiosity & wonder — discover · stumble upon · hidden · wander · follow · behind · secret · surprise · curious
Precision — exactly · 3 rooms · 7am · 45 minutes · 100 years · hand-made · specifically · just enough
Imperfection & the unplanned — wise · aged · worn · no elevator · family-run · found by accident · wrong turn · not on Instagram
Calm — here is · we recommend · perhaps · consider · exactly right · quietly · slowly
Tone by context
Section titled “Tone by context”The voice is constant; the tone flexes.
- Inspiration (site, social, campaigns) — sensory and unhurried. This is where Sensorial and Wabi-Sabi carry the weight. Still no exclamation marks.
- Practical (logistics, confirmations, instructions) — Kodawari and Stillness. Plain verbs, exact numbers, no jargon, never cold. Being useful is being on-brand.
- When something goes wrong — direct and human. What happened, what happens next. Don’t over-apologize; do take care of the person. Composure over grovelling. Weather, closures and delays are not failures to apologize for — they are the conditions under which the journey becomes the traveler’s own.
Language
Section titled “Language”COCOLO writes in French, English and Japanese.
- French is the primary language of the site and marketing copy. It should read as French written by a French writer, not as translated English — rhythm and restraint matter more than fidelity to an English source.
- English follows the same rules, for international travelers.
- Japanese partner correspondence uses keigo. The pillars still apply: specificity, restraint, no hype.
Emotion comes from restraint, not from accumulation. One precise image outperforms three adjectives. Short sentences are fine. White space is part of the voice.
The read-aloud test
Section titled “The read-aloud test”Read it aloud. If it sounds like a person who loves this place talking to someone they like, it’s right. If it sounds like a press release or a discount flyer, rewrite it.
Reviewing for on-brand-ness
Section titled “Reviewing for on-brand-ness”Ask, in order: Does it name something specific (Kodawari)? Does it reach a sense (Sensorial)? Is it calm and free of superlatives (Stillness)? Does it admit imperfection or the unplanned (Wabi-Sabi)? Does it contain a banned word?