KILLER CALLS TO ACTION – TOP PERFORMING EXAMPLES FROM THE TRAVEL BRANDS WHO UNDERSTAND HOW TO GENERATE ONLINE BOOKINGS
When it comes to boosting your hotel’s call to action, it is sometimes very helpful to check out a few handy examples from brands that are already getting it right. While a great CTA can help guide buyers through the process and prompt them to take a leap and make the reservation, a weak call to action will result in equally weak results. For your hotel, that means empty rooms and poor RevPar figures.
If you’re in need of some inspiration, take a look at a few examples of killer calls to action used by top travel brands. Use their tried and tested successes to guide your own efforts. And don’t forget, a killer call to action shouldn’t just be used on your web page itself. Use what you learn from these examples to inform your call to action strategies across your marketing channels, including in emails, social media posts and blog updates.
What makes a great CTA?
The examples on this list are all representational of some of the key best practices of great CTAs, which not only grab the attention of prospective hotel guests, but provoke meaningful interaction with your brand. Some of the best practice elements which will help to maximise your chances of success include careful consideration of the size, colour, wording, position and urgency of your call to action – creating a formula which, when used in combination with the other elements of your website, provokes a positive response.
The rewards scheme offered by Marriot Hotels makes its proposition clear in simple, bold language – stay with this hotel and you will gain ‘infinite’ rewards points to use on subsequent trips. Its call to action is also clear. Join % Register. Whilst some small print clears up the details and a tonal CTA button makes taking advantage of the offer straightforward, the positioning – slightly off-centre – of the central premise makes it easy to see why this would be a genuine enticement to book. This is backed up by the scenic poolside view which the crisp white text cuts through. It’s clear and compelling.
This deceptively simplistic ‘search’ CTA from hotel price comparison site Trivago outlines its utilitarian benefits – reducing the costs of your holiday – in an approachable, centralised font. This is large enough to provide enticement but small enough not to interfere with the ability to enter a search term. The absence of surrounding clutter hints at organisation and reliability, encouraging trust as the go-to site for finding the ‘ideal hotel’ and making a booking. Fast, functional and effective and one that you can easily replicate on your own booking engine.
Stacking CTA upon CTA isn’t generally a recommended strategy for encouraging click-through, but there are, like most rules, a few notable exceptions. British Airways demonstrates urgency with their summery juxtaposition of simple CTA buttons and evocative images which help pinpoint some of the key elements of call to action strategies which could help to optimise your hotel website design. See all late deals is very compelling and not only ticks the killer CTA action box by tempting travellers to find a bargain, it’s also a great example of how to offer a simple, useful user experience.