Category: Conversion Optimization

Effective hotel copywriting in 3 key steps

Effective hotel copywriting in 3 key steps

The power of great hotel copywriting on your website can’t be overstated. Far more than filling space on a page, the right words can spark the imagination of your potential guests, and move them one step closer to booking. Persuasive copywriting can fire up your conversion rates by using the kind of language that differentiates you from the competition, and connects your brand with your audience. While there are countless…

What is social proof, and how can you  use it on your hotel website?

What is social proof, and how can you use it on your hotel website?

Shop on the web for a short time and you’ll quickly realize how integral social proof is to the online shopping experience. This social proof comes in numerous forms, from customer reviews and testimonials to star ratings and Facebook Likes. All of which let shoppers know that the service or product they’re interested in comes recommended by others. In turn, this brings confidence and reassurance to the buying process, increasing…

5 ways hotels can use behavioral economics to improve conversion rates

5 ways hotels can use behavioral economics to improve conversion rates

Understanding the rationale behind consumer decision-making has long been an obsession for marketers. Popularized today as behavioral economics, brands such as Amazon and Netflix invest millions into understanding the psychology of their consumers shopping habits in order to drive purchases. In the travel industry, OTAs also build their platforms around principles of buying psychology to boost conversion rates. Yet far from being a secret or expensive investment, many of these…

Booking.com experiments with star ratings to test price sensitivity

Booking.com experiments with star ratings to test price sensitivity

An August 4 article in the popular UK site MoneySavingExpert.com revealed that Booking.com recently ran an experiment with Morgans Hotel Group to see how star ratings impact bookings. During the test, Booking.com advertised the Hudson Hotel in New York as both a three-star and four-star property under slightly different names. (Note that star ratings for hotels around the world are accredited under varying systems, with the U.S. star ratings being…

Using OTA conversion best practices to improve hotel direct bookings

Using OTA conversion best practices to improve hotel direct bookings

Why have OTAs become so successful in recent years? One of the biggest reasons is down to their mastery of the conversion process. This hasn’t happened by chance. OTA investment in e-commerce research is huge. In the case of Expedia, last year they ran 1,750 A/B tests and spent an eye-watering $750 million on technology. Through this kind of intensive investment and relentless experimentation, OTAs have tapped into the secrets…

How hotels can use urgency like the OTAs to drive bookings

How hotels can use urgency like the OTAs to drive bookings

Many people have a natural tendency to procrastinate, choosing to put things off until the very last minute.  But in the world of e-commerce, brands work tirelessly to convince customers that delaying a buying decision isn’t a good thing. This is something commonly achieved by creating a sense of urgency. Studies conducted by internet-based research lab MarketingExperiments have found that urgency can have a huge influence on conversion rates. One…

10 conversion optimization takeaways from a Disney World vacation landing page

10 conversion optimization takeaways from a Disney World vacation landing page

In our recent podcast and blog article on creating winning PPC campaigns, we discussed at length about the importance of good landing pages and the key elements within that help increase conversion rates. We’d like to show you what that actually means in terms of a real travel marketing campaign. Below you’ll find a landing page for a PPC ad on Disney World vacation packages. Each number corresponds with an…

Creating winning PPC campaigns with Josh Garofalo and Tristan Heaword

Creating winning PPC campaigns with Josh Garofalo and Tristan Heaword

Every year hotels around the world spend millions advertising on Google AdWords, yet in many cases, too much time is spent deciding on which keywords to bid on rather than considering a conversion-oriented strategy that actually generates bookings and revenue. So what’s the secret to creating winning PPC campaigns for hotels? A lot of it has to do with how well connected your PPC ad is to your website landing…

Podcast transcript: Winning PPC campaigns with Josh Garofalo and Tristan Heaword

Note: This is a full transcript of our podcast. For a summary of the main points in the interview, please check out the article “Creating winning PPC campaigns with Josh Garofalo and Tristan Heaword.” Nancy: Hello, and welcome to another edition of Travel Tripper’s hotel marketing podcast. I am Nancy Huang, Marketing Manager at Travel Tripper, and today we’ll be diving into the world of search engine marketing and the…

4 ways hotels can use A/B testing to improve conversions

4 ways hotels can use A/B testing to improve conversions

The principle behind A/B testing (sometimes called split testing) couldn’t be simpler. You create two or more versions of a page and split your website traffic between each one to see which version performs best. With each experiment, you test for a single variable so you can accurately measure what impact each successive change has. That variable could be anything from the headline and the amount of copy on the…

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