While the benefits of a landing page are clear when it comes to promoting a business through online marketing or advertising campaigns, it may not be immediately apparent how a landing page can be advantageous for a hotel or lodging establishment.
Actually, there are multiple instances where a hotel would benefit from investing time and resources in creating landing pages.
From personalized guest experiences to data-driven marketing insights, let us guide you through understanding the captivating impact of landing pages.
What is a landing page?
A landing page is a standalone web page created for a specific purpose. Most of the time each landing page is created to accomplish one single goal or to connect with a selected audience.
Although it is not necessarily true, landing pages tend to match the look and feel of the hotel website and it’s common to hide the website menu to reduce the distractions and the leak points. Another thing that turns a regular page into a landing page is that they are generally not displayed in the website menu, so the only way to access it is knowing the URL.
Why should hotels invest in creating a captivating landing page?
A landing page can be extremely advantageous for hotels in various situations, it is a valuable tool for marketing or communication purposes and for enhancing the services provided to their guests.
When it comes to providing information and services within the hotel, opting for landing pages is a strategic advantage. Here's why:
- Contactless experience: landing pages provide a contactless way for guests to access information. This is especially important in a post-pandemic world where minimizing physical contact is a priority.
- Quick access to information: guests can quickly access relevant information about the hotel, such as amenities, room details, dining options, and local attractions. This instant access enhances the overall guest experience.
- Easy to understand: landing pages are designed to be easily comprehensible, with a single, focused objective and a prominent call to action. By eliminating distractions like menus, visitors can quickly grasp the purpose and usability of the page.
- Analysis opportunities: landing pages enable detailed tracking of visitor behavior and engagement. By using analytics tools, hotels can gather data on how visitors interact with the page, which can inform future marketing strategies.
- Dissociation from the main menu: a landing page does not interfere with the web page menu and does not confuse potential customers.
Here you have some examples of how other hotels smartly use landing pages.
Landing pages for establishment guests.
- Digital menus for on-site dining (restaurant and bar)
Hotel guests can scan a QR code, that is associated with the URL of the landing page, to instantly access the digital menu of the restaurant or bar. To make things even more convenient, it's useful to create a dedicated landing page to gather all the different menus.
- Room service menu or for giving information about the hotel facilities
In hotel rooms, a document featuring a QR code can be used to access a range of hotel services or browse through the room service menu.
- Guest arrival offers
The first thing guests ask for when they get to the hotel is the wifi password. Once connected, redirect them to a specific landing page with special offers for their stay.
- Swimming pool regulations or another hotel space regulation
If a hotel has a specific space, such as a swimming pool, it can prove beneficial to compile the guidelines and standards on an easily accessible online landing page, reachable through a QR code or hyperlink.
- Request information
A landing page could serve as a valuable tool for guests and past guests to conveniently submit a form, enabling them to request information and receive prompt feedback.(questionnaire or typeform)
- Local recommendations or a city guide
Another purpose for a landing page is to provide your guests with an exclusive city guide, specifically designed for those who are planning to spend their vacation at your hotel. This city guide can be accessed through a unique link, offering valuable information and recommendations to enhance their stay.
A landing page can also be a valuable resource for providing your guests with essential information about the hotel's cleaning standards, especially in the post-COVID period where transparency and reassurance are crucial.
Landing pages for highly specific targets
-Offer for a specific group (old customers, customers belonging to a loyalty group, couples, etc.)
A landing page could serve as a valuable tool for marketing endeavors, allowing businesses to assess the impact and success of a tailored promotional campaign aimed at a specific audience.
-Special conditions for a company
One particular audience that can benefit from a landing page promotion is a company. The landing page can showcase exclusive accommodations tailored specifically for businesses.
-Promote an event at the hotel, sell tickets or for people to register for the event itself
Hotel guests can enjoy an updated landing page that is exclusively dedicated to the events taking place within the hotel or in the surrounding areas.
-Leave a review at the end of the stay
Hotels can leverage landing pages to offer feedback forms and satisfaction surveys, effectively gathering priceless insights into the guest experience, preferences, and identifying areas for improvement.
Temporal landing pages
- Christmas menus
It is common for hotels to create a dedicated landing page showcasing their Christmas menus before and during the holiday season. This page can be conveniently shared through a link, serving as a special offer as part of their Christmas marketing campaign.
That concludes our compilation of proposals, but the possibilities for utilizing a landing page are endless.
These pages are incredibly useful tools in many day-to-day situations inside a hotel and enable the acceleration and digitization of many services while adding value to the customer experience.
Get creative and explore the numerous other scenarios where a well-designed landing page can be a valuable asset.