There is nothing more important in the hospitality industry than the hotel website calls to action. This one piece of copy can make the difference between whether you increase your direct bookings or not.
If your visitors buy into what you’re selling, that means you’re doing something right. But getting your hotel calls to action right can take a lot of trial and error. Sometimes, the best thing you can do is look at what other hotels are doing right and borrow from them.
If you’re not converting visitors into hotel bookings, it might be time to change up your hotel website calls to action. Here are some things successful websites do.
Be mindful of design
Your call to action is more than just a button encouraging your visitors to take action. It includes your entire design. From the background color you use on your button to the images surrounding the call to action, everything matters.
When you’re thinking about how to set up your landing page, think about simplicity. Companies like Square and Prezi have mastered how to keep their landing pages simple and their CTAs clear. For both, their CTA is front and center, surrounded by high-quality landing page designs and images.
Consider negative space
If you want your CTA to stand out, you might consider leaving it in the negative space. If you have a page mostly devoid of images and additional content, your button will be the most obvious thing on the page.
Obviously, for hotels, that means you need to work hard to make the rest of your content compelling. High-quality images and transporting visitors to your on-property experience is a massive part of what interests potential travels.
However, when it comes time to convert them, negative space can make it very clear where and how they can book through your website.
Make your rewards clear
Hotels that have rewards for loyal guests can use them as part of their CTA. Position it on your website in bold language with a simple selling point, the same way that huge companies like Marriott do when you visit their page.
You don’t have to be a Marriott to succeed with a rewards plan. Customers love the opportunity to gain rewards for their loyalty to your brand. So, whether you have two properties or several, publicize it. It can make all the difference with winning bookings.
Use multiple CTAs on one page
If you’re going to give your visitors the chance to convert once, why not do it twice? Stacking CTAs isn’t always the best strategy, but it some cases it works wonders. For example, British Airways will often stack different offerings on one page. One will be for the latest deals and specials, and the other will be directing customers to book a trip.
Multiple CTAs demonstrates urgency and encourages visitors to click through to get a deal by tempting them with special offers. As long as you’re not hitting them over the head with a sales-y design, it could be an excellent opportunity for guests to buy into your current specials.
The hospitality industry is built on converting visitors into guests. Having an excellent hotel call to action is the best way to do that. Implement these tips, and you’re likely to see a rise in your direct booking conversion rate.
