Luxury hotels must develop a customized marketing strategy in order to drive more direct bookings and compete against online travel agencies (OTAs). This should include creating a conversion-optimized website featuring stunning imagery and clear calls-to-action.
Yokel Local, a HubSpot Agency Partner, presents their team in a professional yet genuine manner. Clicking each individual photo reveals more information on them as well as using strategic white space to draw the visitor’s eye toward important pieces of data.
1. Visually Appealing
Your team may pay the bills and keep your business running, but ultimately it is their service delivery that ensures success. Therefore, it is essential that users can see who makes up your team; doing so will allow visitors to form trusting relationships with it and develop it further. One creative solution would be a Meet the Team page designed specifically to introduce users to those behind the brand.
This hotel website employs a monochromatic palette for portraits of its staff members, creating an air of professionalism. Each portrait comes complete with short descriptions that offer essential customer information without taking up too much room on the page. Furthermore, this design ensures users can quickly locate what they’re searching for on this page.
When it comes to turning visitors into bookings, having a clear call-to-action (CTA) is vital. One effective strategy for doing this is placing it at the top of every page so it is easily visible by visitors; adding large and bold text so it stands out amongst all of the content on that page can also help.
This hotel website uses an innovative and creative method for showcasing their staff – using a spinner with numbers in the middle that shows up the next image as you scroll down – not only effectively displays but also adds a fun element that leaves visitors with lasting impressions of this staycation destination.
2. Clear Calls to Action
Many hotel websites treat their teams as unseen entities that work behind-the-scenes to keep business running smoothly, yet it’s your employees who directly interact with clients and customers on a day-to-day basis, creating credibility for your company through personal interactions. By including team member photos on your website, potential customers will have more of an opportunity to connect with your staff members and trust your services.
Your team members need a profile page with which they can convey their unique interests and quirks that make potential customers comfortable working with them. At Humaan, for instance, each team member features an eye-catching group photo that exclaims: “We are creative!” while individually their photos come paired with maps showing where they reside – this demonstrates your staff is truly global in scope, meeting client needs from around the globe.
When it comes to presenting your team, make sure the photos are of high-quality and uniform size so visitors can quickly recognize each member. Each employee should also include an easily digestible description that describes their background, skills and accomplishments – ideally using paragraph form if available – ideally including blog posts into meet the team pages is another effective way of providing additional insight into staff and company culture.
Establishing credibility for your hotel business with guests requires building credibility within your team and showing their strengths and expertise, so they know who to turn to when booking accommodations with you. A Meet the Team page also can improve search engine optimization (SEO) and increase site traffic, giving guests peace of mind that everything will run smoothly when staying there.
3. Original Content
When someone visits your website for the first time, they’re not just searching for rooms or events – they want something personal that meets all their specific needs and desires. That is why your content must be both captivating and compelling for an unforgettable hotel experience.
Your website should feature a range of content types, from self-promotion such as your on-site restaurant to more expansive pieces such as your destination guide. However, it’s essential to keep in mind that each page serves its own distinct function; your About Us or Weddings pages might have very different purposes.
To create successful content for your hotel, it is vital to fully comprehend its customers and any issues they are currently facing. Doing this will allow you to produce copy that resonates and drives people towards taking your call-to-action.
Use original content on your hotel website in various forms – text, images and even video are all viable methods of creating engaging original material for visitors to view. Just keep in mind that not everyone has time to read an entire novel when visiting your site – be brief but engaging when crafting content!
Your content should tell a narrative about what makes your hotel special and highlight features and benefits as well as experiences provided to guests. By telling this tale of your establishment, potential guests can visualize themselves staying with you before ever setting foot in your lobby, increasing their likelihood of booking their stay with you.
4. Social Media Integration
No matter if clients interact with your team members directly or via phone and email, it’s essential for visitors to build up credibility for your business by connecting emotionally with its services offered. Doing this increases customer loyalty and increases likelihood that they’ll come back.
Integrating social media into your hotel page can help demonstrate the talent of its staff, by inviting visitors to interact and by directly sharing content through various social channels directly by the hotel – creating more likes, shares, and click-throughs than would otherwise be possible.
Introduce the team and show off your company culture through video. Video marketing is an effective tool, with many people preferring it over text when making purchasing decisions. Hotels could use videos in their meet the team pages to establish more personal connections with prospective guests.
Add bios and photos of each member of your team for added audience familiarization as well as recruitment purposes. It is key that every employee be listed with their name, position and skills description.
Add fun facts about your employees to make them more relatable, like sharing athletic achievements or passions in their profile. Humor helps break down barriers between businesses and potential customers, increasing engagement.
5. Responsive Design
An essential element of a successful website design is responsiveness – meaning the page resizes automatically according to a user’s device, enabling them to easily read without pinching, zooming, and rescanning for words.
This design feature is especially essential for hotel websites, where many visitors will use smartphones to view them. Furthermore, this helps improve user engagement as it encourages them to remain on the page longer periods of time, which serves as a key indicator of engagement.
Responsive design will also assist with making sure the page loads quickly – this is another critical factor in keeping users interested and engaged on a website that’s slow loading; slow load times have also been known to impact search engine rankings negatively so it’s vital that websites optimize accordingly.
Additionally, it’s crucial that you regularly add fresh information and photos to your Meet the Team page, in order to keep it engaging for visitors and show your company as dynamic and active. Video content is an effective way of engaging visitors, whether that means an introduction video of your team members or simply providing brief and informative explanations of products or services offered by your business.