You’ve invested in an attractive website, implemented SEO best practices, and make time to create useful content for your target audience. So why isn’t your hotel securing more direct bookings?
The answer could be something really straightforward: You aren’t making use of landing pages.
What is a landing page?
A landing page is a page that has been created to serve one purpose only. In other words, it has just one goal: It has to get visitors on the page to take a specific action.
That action could be to join the hotel’s loyalty programme, sign up for the newsletter, or book a certain special offer.
Visitors normally get to this page after clicking on a link provided by the hotel. For example via paid ads, an e-mail newsletter, or on social media.
What are the benefits of landing pages for hotels?
A study of 7,000 businesses found that “companies see a 55% increase in leads from increasing landing pages from 10 to 15” (Source: HubSpot).
Hoteliers benefit from landing pages, too. More specifically:
Landing pages let you target different market segments.
Landing pages allow you to target different market segments without trying to be everything to everyone.
Let’s say you’re a downtown hotel. Your guests include business travellers as well as relatively high-income, weekend-getaway / city break tourists. These segments have different priorities and expectations.
Through the use of separate (customized) landing pages, you can directly appeal to each segment with respective relevant points of interest.
It’s easier to guide visitors towards a desired action.
Because landing pages focus on just one thing, it’s easier for you to convince visitors to go ahead and do that one thing. Your marketing objectives are more attainable when you aren’t bombarding visitors with options, information, and ways to leave the page.
It’s easier to measure a campaign’s effectiveness.
Because there’s only one critical metric to track (did they convert?) you can easily determine how well the landing page is performing.
And since you can create different versions of your landing page and direct a percentage of traffic to each version, it’s therefore easier to test what works and what doesn’t.
That is, you can see which version resulted in a higher number of conversions. With that knowledge, you can go back and make the necessary changes to improve your pages.
Landing pages help you gain insight into your customers.
Visitors to your landing page will be required to provide information, at the minimum an e-mail address, in exchange for something like a newsletter or access to a specially curated neighbourhood guide created by your hotel. By getting to know your guests through the information they share, you can continuously better your marketing.
What kind of landing pages can a hotel have?
As briefly mentioned above, you can have landing pages that:
- Convince visitors to sign up for your newsletter
- Encourages potential guests to sign up for your loyalty programme
- Inspires visitors to book a special package, e.g. wedding, spa, New Year countdown package, etc.
- Lets potential bookers download a free guide in exchange for permission to contact them with marketing offers
- Promote seasonal or limited-time only room deals
- Allow you to upsell or cross-sell
These are just a few examples.
A great marketer will have creative ideas to help you with your marketing campaigns.
Then a great copywriter will help you bring those ideas to life, so you can maximize the return on your investment.
Effective hotel landing pages
Landing pages sound great, right? Here’s the caveat: Your landing page is only as good as its components.
Your chosen headline, carefully crafted copy, images, colour choice, and design need to work in harmony.
In order to be effective, you must make sure that all the little details of your landing page work together to get the visitors to click on and follow through with your call to action.