Marketing campaigning strategies need to be calibrated to catch up with the ever-dynamic hospitality industry. With the advent of digital marketing, competition has become more intense. Many hotels are trying to use direct bookings as a source of revenue. One of the strategies used by hotels is to create attractive landing pages for hotels.
Direct booking saves commissions and allows you to offer personalized marketing. Landing pages have emerged as a great strategy to attract guests and generate direct bookings. They are an effective way to convert leads into customers. Let us understand how you can create fabulous landing pages for hotels.
Landing Pages For Hotels: An Essential Ingredient
Landing Pages are those that are created for a specific campaign. Unlike home pages, they don’t have links anywhere else. The goal is to direct the customer to one place and give information about the new offer or promotion, ultimately leading them to avail of the offer.
Landing pages should act as an engine to convert leads into profitable bookings. It should speak to your audience and represent your brand in the best possible manner.
Want to create a fabulous landing page for your hotel? Here are some tips you need to follow!
1. Have A Single Goal In Mind From The Beginning
The whole point of a landing page is to make a lead complete a single task. You should have a clear goal in mind when you send the landing page to potential hotel guests. Don't add unnecessary elements that would distract customers from the main goal. Lead the customer to the sale seamlessly.
2. Use A Catchy Headline
The first impression is the last impression. Your headline should immediately grab the attention of potential guests. If your headline is not enticing enough, the reader will not bother to read the body and click the CTA button.
Before deciding on the heading, you need to understand your customer persona. You can build a solid marketing campaign only after knowing your audience.
3. Consistency In Messaging
One fundamental rule in converting the audience into customers is to have consistent messaging across all the platforms- websites, social media and emails. Customers don’t have the time nor the patience to decipher mixed messaging on different platforms.
You need to have the same core message across all platforms. Of course, you can have variations in style and delivery based on the nature of different platforms. However, your landing page should have the same or identical headline; and the same benefits and pricing as email and social media marketing.
4. Make Use Of Visuals And Videos
Human beings are visual creatures. We need to look to really make sense of something. This is where you can make the most out of it. Use photos and videos to drive conversions and engagement.
The images, videos, and colour palette should match your brand and your message. Your visuals and message should go hand in hand, in order for the audience to get attracted.
5. Make The Audience Imagine The Benefits
Merely telling the audience about the benefit is not enough. You need to make them imagine them. What this means is that you need to highlight how these benefits will benefit the customer. For example, stating that your resort has a poolside bar. The benefit driven would be - “Our Poolside Bar Is Perfect For After Swim Drinks!”.
6. Social Proof
People will trust the word of others, which is why social proof is essential. You can also incorporate customer reviews in your landing page campaigns to add some weight. For example, if you are promoting corporate bookings, add a testimonial of a corporate client.
7. Call To Action
The most important part of any landing age is the call to action. If you are spending on the marketing campaign but not converting leads, the issue is definitely with the call to action. Your call to action should have these 4 things:
Text: The text should be clear and create a sense of urgency. It should be to the point and encourage the visitor to perform the desired action.
Placement: Your call our action should be placed after the message, in a place where it is visible. It should be highlighted and be in focus, preferable at the centre after the heading and body.
Size: Your CTA button should be visible immediately. It should be easy to locate, and identifiable. It should not be so big that it distracts from the message.
Colour: It should be slightly distinct from the rest of the page. Hence, the CTA button should have a distinct background compared.
Along with the design, your call of action should have a sense of urgency. To create a sense of urgency, you can put a timer showing that the offer is limited and will end soon enough. This encourages the customer to make a decision.
However, give them enough time. You can’t expect them to make decisions about booking a hotel room in 1 - 2 days. Be too hasty and you will irritate the customer.
8. Testing
The last but most important step is testing. To ensure that your marketing campaign will be a success, you need the test the landing page on the following parameters:
The Headline
The Call To Action (CTA) Button
Button Design - the appearance, design and size)
Button Color - It is looking good on the background? It is going well with the colour of the rest of the text.
The size of the copy - a short copy is better in most cases unless you require more details.
With these tips, you will be able to create productive landing pages for your hotel. They have now become an integral part of marketing campaigns.
Read our blogs to know more about the hospitality industry!
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