In the digital age, a well-designed landing page can make the difference between a booking and a bounce, but despite its importance, many hoteliers still have questions about what a landing page really is – and how to use one effectively.

Here we’ll explore the top five most frequently Googled questions about landing pages, and share insights that will help you boost conversions, increase direct bookings and grow revenue.

1. What is a Landing Page?

A landing page is a standalone web page created with a single goal in mind – conversion. Whether that means getting users to book a room, sign up for a newsletter, claim a special offer, or make an enquiry, every element of the page is designed to encourage that action.

Unlike your homepage, which introduces your brand and offers multiple navigation paths, a landing page is focused. It’s accessible via a unique URL and used in targeted marketing campaigns like email, paid search, social ads, etc. – to drive measurable results.

A good hotel landing page should:

• Be created on your CMS and only accessible via a direct link
• Serve one clear purpose (e.g. book now, sign up, enquire)
• Be free from distractions or multiple calls-to-action
• Highlight a strong offer or benefit to the guest

2. How to create a landing page?

Creating a high-performing hotel landing page involves more than just design – it’s about messaging, psychology, and user experience. Here are the essential elements:

Headline

Your headline is the first thing your guest sees. Make it count. A strong headline grabs attention, speaks to a specific audience, and promises a clear benefit.

Tips for writing powerful headlines:

• Speak directly to your ideal guest persona
• Highlight a clear benefit (e.g. “Save 20% on your next family break”)

If your headline does the two things above, you’re doing good.

Make it straightforward, easy to read, and most importantly, offer a great benefit to your audience.

Hero image or video

Your hero image (or video) should visually communicate your offer. For hotels, that means vibrant imagery that reflects your property, experience or atmosphere. Landing pages with video can see up to 80% more conversions.

Your hero shot should be above the fold and loads quickly on mobile. “A picture is worth a thousand words”, so take advantage of that.

List the benefits

Guests don’t just want to know what you offer – they want to know why it matters to them.

It’s important to use words that highlight the perks and pluses of booking with you.

One simple way to ensure that your landing page is more benefit driven is to use the “so what?” test. Simply read through any statements or features about your hotel and ask, “so what?”

Let’s say your hotel landing page makes the following statements:

• Children’s play area
• Sea views

Here’s how they become more benefit-driven and pass the “so what?” test:

• Let your kids play safely while you spend time with your significant other.
• Wake up to the sound of the sea – just steps from your room.

Social proof

Your guests trust other guests. Reviews, testimonials, star ratings and even guest photos can dramatically boost credibility.

Reviews and testimonials are powerful ways to use social proof on your hotel landing page. A consumer review study by BrightLocal.com showed that:

• 53% of consumers read reviews to judge local businesses
• 42% trust online reviews as much as personal recommendations
• 33% are more likely to trust businesses with 20-49 reviews
• 89% will take action after reading how a business responds to reviews

Consider showcasing:

• Google reviews
• TripAdvisor ratings
• Guest images with permission
• Logos from media mentions or partner companies

Including elements like client logos, guest photos, star ratings and authentic reviews on your hotel’s landing page is a powerful way to build trust and overcome the natural hesitation people feel before making a booking. These touches add credibility and help visitors feel more confident in their decision.

If you’re looking to build up your testimonials, start by reaching out to previous guests and encouraging them to leave a review on your website, Google or TripAdvisor. To increase participation, consider offering a small incentive – like a discount on their next stay or a complimentary treat during their visit – in exchange for a few honest words. Over time, this creates a bank of social proof that speaks volumes to future guests.

3. Why is the landing page important?

Landing pages are conversion powerhouses – and for good reason.

Unlike general website pages that serve many purposes, a landing page is built with one specific goal in mind, whether that’s getting more bookings, newsletter signups, voucher sales or event enquiries. Because they focus on just one message and one action, landing pages are incredibly effective at turning browsers into bookers.

Here’s why they matter for your hotel:

Targeted and tailored

Landing pages allow you to speak directly to specific audiences or guest types – without needing to edit or restructure your main website. This is especially useful when you’re running:

• A midweek escape offers for couples
• A family package during school holidays
• A seasonal sale like Black Friday or Cyber Monday

Each page can be completely customised to the intent of the user, the campaign goal, and the guest persona – giving you total control over the message.

Proven to convert more

Research shows that:

• The average conversion rate for landing pages is 9.7%, far higher than standard web pages
• Addressing guest concerns and questions directly on the page (e.g., is breakfast included, is there free parking) can increase conversion rates by up to 80%
• 30% of top-performing landing pages use video – bringing the hotel experience to life visually
• 36% use testimonials or reviews, helping to overcome doubts and build trust
  (Source: Hubspot)

These numbers aren’t just nice to have – they translate to real-world revenue. For every campaign you run, a great landing page increases the chances that your investment in paid search, social ads or email marketing actually pays off.

Perfect for campaign-based marketing

Landing pages work hand-in-hand with time-sensitive promotions. Whether you’re running a limited-time sale, gift voucher campaign, or promoting a local event, you can:

• Launch quickly
• Target specific audiences
• Track performance and tweak easily

And because they live outside your main navigation, they won’t interfere with your core website structure.

4. What makes a good landing page?

A great hotel landing page doesn’t just look good – it’s built to drive results.

When a potential guest lands on your page, you have only seconds to hold their attention, communicate value, and lead them to act. That’s why every element on the page must be intentional, focused, and aligned with one clear goal.

Whether you’re promoting a summer staycation, a midweek couples’ break, or selling gift vouchers, the best landing pages don’t try to do everything – they do one thing well and they do it fast.

Here’s what to focus on:

One clear Call to Action (CTA)

Your landing page should have one primary goal. Whether it’s “Book Now,” “Claim Your Discount,” or “Buy a Gift Voucher,” your CTA should stand out and guide your visitor towards the action you want them to take.

Avoid giving users multiple paths or links to click through. Every extra option is a potential distraction – and a lost booking.

Highlight your Book Direct benefits

Use your landing page as an opportunity to remind guests why they should book direct. These could include:

• Free breakfast or late check-out
• Lowest rate guarantee
• Free cancellation
• Exclusive perks or upgrades

Clearly presenting your Book Direct value proposition reinforces trust and keeps guests from clicking away to OTAs.

Use high-res, mobile-optimised visuals

Your images or videos should reflect the mood, experience, and quality of your offer. Whether it’s a romantic break or a family holiday, your visuals should evoke emotion and bring your offer to life.

Top-performing landing pages often include video – especially when highlighting rooms, spas, or scenic surroundings.

Mobile-first design is essential. With over half of bookings coming from mobile devices, ensure your landing page loads quickly, displays properly on all screen sizes, and has easy-to-tap buttons.

Brand consistency from Ad → page → booking engine

From the moment a user clicks your ad or email, the visuals, messaging, and tone should remain consistent across every step of the journey. Mismatched branding or disconnected experiences create friction and reduce trust.

Tip: Match your campaign creatives (e.g., Facebook or Google Ads) directly with your landing page content to create a smooth, high-converting path to your booking engine through recall marketing tactic.

Use testimonials or social proof

Adding reviews, star ratings, or guest testimonials to your landing page helps overcome doubts. Today’s travellers are heavily influenced by the opinions of others – use that to your advantage.

Consider quotes from recent guests, user-generated photos, or TripAdvisor badges to build credibility and confidence.

Create urgency or exclusivity

Guests are more likely to take action when there’s a sense of urgency or a limited time offer. Use language like:

• Offer ends this Sunday
• Only 5 rooms left at this price
• Early bird rate ends soon

Just make sure any urgency you create is honest and reflective of real availability or timelines.

5. What landing page impacts users the most?

Some landing pages perform better than others based on the campaign goal. Here are a few high-impact landing page types that have delivered results for our hotel clients:

• Seasonal Offers – Perfect for limited-time promotions like Easter, Summer or Black Friday.
• Midweek or Family Breaks -Tailored to specific personas such as couples, retirees or families.
• Gift Voucher Sales – Ideal in the run-up to Christmas, Mother’s Day or Father’s Day.
• Event-Based Pages – Created for weddings, conferences, or spa packages with detailed information and enquiry forms.
• Newsletter or Loyalty Sign-ups – Build your direct marketing list with an incentive like a discount or exclusive offer.

Make every click count

Landing pages are a critical tool in your digital marketing strategy. Whether you’re running a PPC campaign, promoting a special deal on social or nurturing email subscribers, your landing page is where the conversion happens.

If you’re not using them – or if yours aren’t converting – there’s real opportunity to grow bookings and drive more direct revenue.

Ready to build high-converting landing pages for your hotel?

At Net Affinity, we specialise in designing and optimising landing pages that get results. Whether you need help building pages for seasonal campaigns, vouchers or anything in between, we’re here to help.

Get in touch today to find out how we can support your next campaign.