Editorial review: 8 October 2026. The guidance on mobile performance and AMP has been updated; the original six-part optimisation framework is retained. The original publication date is retained.
One of the areas we must work on to improve the conversion rate, effectiveness and profitability of digital marketing campaigns is the creation of optimized landing pages.
Convincing guests that our hotel is the optimal choice is not an easy task, but it is not impossible. This process starts with the visualization and the first step is the landing page, therefore, its optimization is very important.
What is a landing page?
A landing page is a digital marketing tool whose sole purpose is to generate action.
Whether it is a direct sales landing page or a lead generation landing page, the action turns a website visitor into a customer or lead by completing a predetermined conversion event.
For a hotel, in most cases, the landing page is a direct sales page and is created for users to make a booking.
In this article we will review the 6 steps that will help us to create a successful landing page and fulfill its objective: to increase conversions and bookings.
1. Design
2. Usability
3. Messages and call to action
4. Loading speed
5. Traffic
6. Measure and Optimize
1. Design
An important aspect to take into account when creating a landing page is the design. Through a striking and clear design we will arouse the interest of the users to present our hotel and our value proposition, services, etc. On a hotel landing page, images must play a prominent role in the design.
2. Usability
Apart from an attractive design we have to look for the functionality of our page to enhance usability. The arrangement of each element has to make the action the user needs to perform clear and highlight the added value (in the text and images).
The page must be well structured inviting the user in each step to make a reservation or to continue reading. We must ensure that users can navigate the page correctly on all types of devices: mobile phones, tablets and computers.
It is advisable that the first step of the booking process (selection of dates, number of guests, etc.) is integrated into the landing itself so that the user can make the reservation directly without additional clicks.
3. Messages and call to action
The copy on a landing page should be more concise and summarized than those of a website and at the same time offer all the information that a user may need to decide to book in our hotel: general information about rooms, services, location, opinions, etc.
A highly recommended practice is to offer an exclusive benefit by booking through the landing page / site either in the form of an additional service or discount on the price.
Place clear calls to action where they help the visitor take the next step, without interrupting useful information or overwhelming the page.
4. Loading Speed
One aspect that deserves special care on a landing page is loading speed, as it can significantly improve conversion rates. To achieve this, we must optimize how the source code is loaded (CSS styles, JavaScript, etc.), minimize image file sizes while preserving quality, use a good server and consider a CDN.
For mobile visitors, prioritise a fast, responsive and accessible page and verify the complete booking journey on real devices. AMP is an optional implementation approach, not a requirement for hotel landing pages or a Google ranking factor. Google applies its usual standards to AMP pages, and good Core Web Vitals scores do not guarantee a top position. Google Search Central: AMP in Search, Google: AMP is not a ranking factor and Google Search Central: page experience.
5. Traffic
Following the creation of our attractive landing page, the first step is the generation of quality traffic to make our hotel known through the landing. For this we have different channels available:
Paid channels:
• SEM (sponsored links in search engines)
• Search engines
• Retargeting
• Affiliate Networks
• Display and Marketing Automation
• Advertising in offline media (TV, press, etc.)
Owned and organic channels (which still involve production, management and technology costs):
• SEO (natural positioning, will take some time)
• The hotel’s own website
• Social networks
• Emailing / Newsletter
For the creation of the messages it is very important to take into account the benefits that our hotel offers to users and to highlight them through clear proposals. It must include an offer and call to action, which has to be attractive and accompanied by quality images, which convey the advantages that the user has when booking rooms on our landing page.
6. Measure and Optimize
To achieve the best possible conversion rate, it is necessary to test and measure. The A/B testing on our landing page is essential to continuously improve the conversion rate.
Testing allows us, apart from improving our landing page, to improve our strategy in digital media. We should not assume that the content, images, call to action and value proposition we have used in creating our landing page are the best, but we must continually test and make decisions based on results.
To decide which aspects we need to test on a priority basis, we will analyze how users navigate the landing page through analytics data, heat maps, click maps and scroll maps to help us identify the areas with the highest potential for improvement.
