Maybe it’s the heat wave in France that’s making me crave the cool of the forest.
Or maybe it’s the fact that, at 08:33 this morning, a pair of brutes came to mutilate (or, in their words, “top”) two trees at our residential complex.
One by one, they amputated the branches, until the whole tree was reduced to a trunk with gaping wounds.The foliage that was admired by the residents from their windows—and inhabited by many a bird—all gone.
I won’t go into all the reasons why topping is actually BAD for trees. But today, something intangible was destroyed.
…and I mourn its loss.
That’s why I chose to write about a hotel on a mission to not just preserve the natural world, but help build it back.
For day 3 of my 100-day copywriting challenge, I’m travelling over to Bambu Indah, who are pioneers in regenerative hospitality.
Without further ado, here are 10 hero sections I wrote for Bambu Indah’s homepage. I’ve marked a few of my favourites with a ✨.
Hero #1
When you’re sick of the urban jungle, come visit the real one.
Feast your eyes on organic shapes and lines. Not a single slab of concrete in sight.
[ Discover all houses ]
Hero #2
At Bambu Indah, you don’t just connect with nature. You melt into it.
We’re imagining a human life as it was meant to be lived—lightly, simply, harmoniously.
[ Discover the resort ]
Hero #3
Forget all your worries. At Bambu Indah, it’s just you and nature.
This is a haven from the fast-paced life, a place of tranquility and deep restoration.
[ Book your stay ]
Hero #4
Discover what nature truly sounds like
Wake up to soothing soundscapes of birdsongs, the roar of the Ayung River and the murmur of communal living.
[ Explore the resort ]
Hero #5
Travelling in style doesn’t have to be taxing on the planet
We begin with ecological mindfulness: restoring antique homes, building new ones with bamboo, crafting with natural materials, providing all-natural bath products and growing our own crops in permaculture gardens.
[ Read more ]
Hero #6
When touching grass is not enough, we are your last resort.
A place to slow down and breathe freely, to disconnect from everyday life and reconnect with yourself. ✨
[ Book your stay ]
Hero #7
Sustainabile stays have never been this elegant
You don’t have to sacrifice luxury or comfort to reconnect with the outdoors. Discover how we harmonise cosiness with nature.
[ Learn more ]
Hero #8
An eco-luxury sanctuary within the jungle
From open-air bamboo houses to wooden nests amid the foliage, we bring you closer to nature without compromising your comfort.
[ Explore all houses ]
Hero #9
Built to return back to the earth
No cement, no plastics, no harmful chemicals. Our regenerative practices are not a marketing ploy—it’s our commitment to preserving and enriching the natural environment. ✨
[ Discover more ]
Hero #10
Your stay, shaped by the seasons
Whether you wish to connect with nature or to take home vivid memories, our resort offers plenty of immersive experiences to help you discover the rare side of Bali—and perhaps learn more about yourself.
[ View all offers ]
Recap
This was such an interesting concept to explore! I haven’t even touched upon Bambu Indah’s dining and wellness offerings.
Generally, I would advise against talking about one’s mission on the homepage. But this hotel has built everything around their values and beliefs, so it would have been disingenuous to not showcase it prominently.
This messaging is not just about what the hotel can do for its guests. For many travellers, choosing to stay at Bambu Indah is a way of supporting a cause, which I wanted to emphasise.
Lessons
Perhaps it is not necessary to try to reflect ALL offerings of a hotel in a single statement. Usually that includes accommodation, dining and wellness, but that can quickly become bloated.
Instead, it’s much more powerful to distil the hotel’s essence to ONE idea.
3/100
Click here to read more entries from 100 Hotels in 100 Days.