In online marketing for hotels, the use of landing pages plays a critical role and is considered an integral part of successful marketing strategies that aim to maximize the potential of inquiries, bookings and revenue. Read more about the benefits of using landing pages in hotel marketing in the article below.

Why hotels should use landing pages for marketing

Landing pages are the key to higher conversion rates, resulting in more inquiries and sales. Unlike traditional websites, landing pages are specifically designed to maximize conversions. They offer clear benefits, including a significant reduction in bounce rates, because they do not distract the user with too much different content. Instead, they present relevant information at a glance without overwhelming the visitor.

The structure of landing pages is often based on the proven AIDA model, as it is particularly suited to convincing website visitors of your product. The model consists of four stages:

• A stands for Attention: Get the potential guest's attention
• I stands for Interest: Generate specific interest in the product
• D is for Desire: Create desire and longing
• A is for Action: Motivate the user to take action

The goal is to guide the potential guest from interest to the booking process and then to a conversion, e.g. an inquiry or a booking. Comparative studies and A/B testing have shown that landing pages are extremely effective in hotel marketing campaigns and achieve a higher conversion rate.

Essential content for a successful landing page

A landing page should not only be technically sound, but also visually appealing. The design should reflect the hotel's visual language and corporate design to create a consistent brand experience. Optimal loading speed is crucial to keep visitors' attention. This will help reduce bounce rates and improve the overall user experience. The structure of the landing page should direct the visitor to relevant content. The following content should be present on every landing page:

• Unique Selling Points (USPs) of the property
• Room categories
• Current offers
• Reviews and testimonials
• Frequently asked questions
• Inquiry form or even the option to book directly
• Call-to-action buttons (CTA) in the customer's field of view

Strategically placing multiple call-to-action buttons in the user's field of vision on the landing page is critical to motivating visitors to take action. Clear calls to action such as "Book Now" or "Send Inquiry" increase the likelihood of conversion.