What is a Hotel Landing Page?
A landing page is a specially-designed web page that people see after clicking your online ad or in response to a promotional hyperlink. The goal of any landing page is to capture information about that person and/or to get that person to click through to your full site. The best hotel landing pages are like full page ads that set the mood to gain new customers. Their focus is on getting every visitor to start down the sales (booking conversation) funnel.
A hospitality landing page (crafted for a hotel, B&B, inn, or resort) can be your initial point of contact with consumers browsing the web. Besides being utilized for your Google AdWords and banner ad placements, it can also applied to social media campaigns. Someone planning a trip who clicks on your social-shared link is motivated to find the perfect place to stay. This is your opportunity to convince them to share contact information and consider making a booking.
Hotel Social Media Landing Page Ideas
What can you do with landing pages to capture and remarket to booking leads that discover your hospitality business on social media? Here are the top 3 ways you can link social media posts to landing pages to increase your qualified leads and get more bookings.
1. Hotel Special Offer Landing Pages
All social media marketing campaigns require a link to your website. In addition to asking people to “Like” your brand and “Share” with friends, link to a targeted landing page as well. I’ll assume that you already manage hospitality company pages on the popular social media sites where you post special rates and hotel packages.
When someone is interested in learning more and booking that deal, do they end up on your home page? Do you send that traffic directly to your online booking engine on the hope they have their credit card handy? A landing page is the effective way to provide more information about your special offer to warm them up to the idea of making a booking.
At this stage you have a warm lead who is motivated to move onto the next step. Your landing page can offer two call-to-action buttons – book now or book later. The first will be a button to let the visitors “Book Now” and take advantage of your offer. The second call-to-action’s purpose is to “Explore this Deal” or “View Other Specials.” Send those people that want to learn more about this and similar deals onto your full site to continue the conversation.
2. Hotel Free Content Landing Pages
The next kind of landing page is for offering free content to people that like your brand and wish to gain from your travel expertise. What can you offer for free to entice people to fill out your landing page form by sharing their contact information? How about a guide to your destination, tips for the best restaurants nearby, sports and recreation activities available at your property, or simply a digital brochure which explains everything?
This type of landing page should ask for an email address and nothing else to download the content right away. Or you can send it as an attachment via email once the form is submitted. Sharing free content is tangible proof that your staff are travel and hospitality experts in your area. People will be more likely to book a place to stay when they know your business can be trusted with their vacation time and money.
3. Hotel “Get In Touch” Landing Pages
The third way landing pages can be used for hotel marketing is via the simple contact form. While you may not have free content or special deals to offer, you can still ask visitors to get in touch when they are interested but not ready to book immediately. Add a contact form with an email address field and at most one or two other optional questions. Promise not to share their email address with anyone.
So why would someone get in touch when they are not ready to book now? Here are the best ways to convince someone to get in touch with your reservation staff:
- Bookmarking – let us send you additional information about the property with a link to return later.
- Newsletter – sign up for our email newsletter to be the first to know about future deals.
- Question – ask us any question so we can offer the information you need to plan the perfect trip.
- Rate Quote – tell us when you are looking to book and we’ll share our best rates when you book direct.
Hospitality Landing Page Design Guide
The most common landing pages are composed of several key areas so you do not want to stray too far from the standard. They are outlined below along with tips specific to hospitality marketing:
- Put your hotel brand name at the top along with a targeted tag line
- Try to copy the styles and colors of your banner ad or social media page
- Visually showcase your hospitality brand with a winning photo or video
- Add a bulleted list of reasons to book now, request travel content, or get in touch
- Include your contact details and each of your social media profile links
- Provide reviews and testimonials from past guests to highlight your reputation
With some basic web design skills any hotel marketer can build one or two landing pages to maximize their social media inbound traffic. Try it out for yourself or consider a landing page software vendor that specializes in the travel industry. Regardless of where and how you leverage landing pages to capture and remarket to leads, your booking conversation rate will thank you.
This post was contributed by Scott Petoff. Scott writes for the “Get More Bookings” blog at BookingCounts.com and leads the development of Book Later technology. Hotels can get the Book Later Button™, now with Landing Pages, to capture and remarket to visitors that are not ready to “Book Now.” With travel email remarketing, hotels can send out automated email reminders to return and complete a direct booking.