In the ever-competitive hospitality industry, one of the most important assets a hotel can have is a well-optimised marketing landing page.
This serves as a crucial touchpoint for potential guests, influencing their decision to book directly with you rather than through third-party booking channels. In this blog, we will explore the best practices for optimising marketing landing pages that not only attract visitors but also convert them into loyal customers.
Use high quality imagery in the correct sizes
First impressions are everything and the images on your landing page play a major role in shaping visitors’ perceptions of your property. Low-quality or poorly sized images can make your hotel look unprofessional and deter potential guests.
To create an enticing experience, always use high-resolution images that are optimised for the web. Avoid uploading images that are too small, as they may appear pixelated or blurry on larger screens. Instead, resize and compress your images to maintain both visual quality and fast loading times. A good rule of thumb is to balance high resolution with file size to ensure smooth loading on both desktop and mobile devices.
Remember, your hotel’s story is told through the visuals – show off your best features, from luxury rooms and beautiful views to on-site amenities and happy guests enjoying their stay.
Use the same images for advertising across all platforms
Your advertising campaign and landing page should be consistent. This consistency aids the user experience and the message they receive while on their booking journey. For example, if someone sees an ad that convinces them to expect a luxurious spa experience at your hotel, they expect to see a similar message and perhaps even compatible imagery once they land on the landing page.
By bringing together elements for both design and messaging, you create a trust-worthy experience that will help a user get the booking decision they need to make. Make sure the landing page reflects the promise made to the user in the advertisement, whether it is an exclusive offer, discount or special package or bundle.
Compress all images to their smallest sizes for faster load times
Web page load times can make or break a booking. Studies show that a one-second delay in page load time can result in a 7% decrease in conversions. To avoid this, it’s essential to compress images before uploading them to your Content Management System (CMS).
There are various tools available online that can help reduce image file sizes without compromising quality. By keeping image file sizes manageable, you ensure that your landing pages load quickly, improving the user experience and boosting the likelihood of securing a booking.
Maximise the use of landing page components
Your landing page should not be a static, one-dimensional page; it should leverage all available components to engage users and drive conversions. Make use of every element on the page to showcase your hotel in the best possible light.
Call-to-action buttons (CTA): Encourage visitors to act by placing clear and direct CTA buttons. Use phrases like ‘Book Now’ or ‘Get Offer Now’, which compel users to take immediate action, instead of using “Learn More” and “Visit Site” if your focus is to sell.
Main content carousel: Use this space to highlight the key aspects of your offer, such as pricing, benefits and inclusions. Think of it as your elevator pitch – it should be eye-catching and persuasive.
Three-circle carousel: This is a great way to showcase your hotel’s unique selling points (USPs), such as its central location, award-winning amenities and family-friendly services, and select relevant USPs to align with your offer.
Testimonials: Real-life authentication is a powerful tool in order to build trust with potential guests. Showcase testimonials relevant to the offer you’re promoting – if you’re offering a family deal, then feature reviews from families.
Ensure your content is relevant and avoid repetition
When you are building a landing page, it’s important to have the information coincide with the offer. Make sure that every piece of information you have on the page seeks to fulfill your offer and add value to the offer.
Avoid repeating the same content in different sections of the page. For instance, if you’ve already mentioned the inclusion of a free breakfast in the main content carousel, there’s no need to repeat it in the 2-column carousel or the CTA. This could overwhelm the user, making it harder for them to focus on what truly matters.
Instead, focus on providing new and complementary information in each section. In the 2-column carousel, you could detail terms and conditions or highlight nearby attractions, for instance, while keeping your primary message clear and concise.
Optimise for mobile
Mobile bookings are becoming increasingly popular. The 2024 Hotel Mobile Barometer by Net Affinity has revealed that 65% of hotel bookings in the UK and Ireland are from mobile devices. This is why it is crucial to have a mobile-optimised landing page, so guests have a seamless experience making a booking on a smart phone or tablet.
Mobile optimisation isn’t just about making your page look good on a smaller screen – it’s also about functionality. Make sure CTA buttons are user-friendly and clickable, the page loads quickly, and the booking engine operates well on all mobile device platforms. The easier the booking process is for the user, the better the conversion rate.
Offer clear and transparent pricing
Pricing should never be ambiguous. If you’re offering a deal or discount, make sure the price is prominently displayed in several areas on the landing page, including on the CTA buttons and in the 2-column carousel section. Consumers appreciate transparency and clearly stating the price, along with any value-added perks which can help facilitate the decision-making process.
Leverage upsell and cross-sell options
Landing pages provide a perfect opportunity to upsell additional services, such as spa treatments, dinners or excursions. Highlight these add-ons in a way that makes them feel like a natural extension of the guest’s stay. This can be done effectively in the 3-circle carousel or within the main content area, ensuring that each upsell is relevant to the offer being promoted.
Are you ready to optimise your hotel’s landing pages and boost direct bookings?
In the competitive hospitality landscape, landing pages must be part of a marketing effort to convert prospective guests from website visitors into a direct booking. By using high-resolution photos, consistency between advertisements and landing pages, using image compression for quick-loading images and creating an excellent user experience, you’ll significantly improve chances to convert browsers to guests.
Keep in mind that your landing page is as important as a marketing tool – it’s part of the guest journey. With good content, design and consistent strategy, you can capture enough revenue from your landing pages as a revenue source, increase direct bookings and reduce reliance on third party booking engines.
To find out how we can support your next campaign, get in touch with our expert team today.