Wondering what the secret sauce is to getting international tourists to book with you? 

Looking to invest more in your marketing by learning about travel landing pages?

Look no further. 

A travel landing page is an ideal way to quickly and powerfully capture a tourist’s attention. Still, that’s not always the easiest task. 

There are big questions to be answered when creating a travel landing page, like how can you craft a landing page that leaves an indelible impression on visitors? How can you communicate the unique allure of your destination or experiences? 

After designing a number of our own travel websites, we’ve realized that answering those big questions can be a challenge. Instead, we focus on a number of smaller ideas that let us create compelling, converting landing pages.

Without further ado, we present our 19 best practices for creating a travel landing page. By working through the below list, you’re sure to set yourself up for success!

19 Best Practices For Creating A Travel Landing Page

  1. The Must-Have Elements

Include essential elements on your travel landing page to make a lasting impression. 

These elements include:

  • A compelling headline that grabs attention
  • A concise and enticing description of your travel offering
  • Captivating images or videos that showcase the destination or experience
  • Testimonials from satisfied customers
  • Trust-building badges or certifications
  • A user-friendly form to capture leads
  • A clear call-to-action (CTA) that prompts visitors to take the desired action, such as booking a trip or requesting more information.
  1. None (or Almost No) Extra Navigation

Minimize distractions and keep the focus on your travel offering by limiting extra navigation options on your landing page. By removing unnecessary links and navigation menus, you guide visitors toward the intended action without the risk of them getting sidetracked.

  1. Have A Clear Objective

Define a clear objective for your travel landing page. Is it to drive bookings, capture leads, or encourage inquiries? Align your design, copy, and CTA with this objective, ensuring a cohesive and persuasive experience for visitors.

  1. Match Your Display Ads

Ensure consistency between your ads and landing page. The messaging, visuals, and overall tone should align seamlessly with the ad that directed visitors to the landing page. This creates a cohesive experience and reassures travelers that they are in the right place, increasing their trust and likelihood of taking action.

  1. Keep The Design Simple

Simplicity is key when designing a travel landing page. Avoid cluttered layouts and overwhelming content. Use clean and spacious design elements, concise copy, and intuitive navigation to provide a user-friendly and enjoyable experience for travelers.

  1. Promote Value To The Visitor

Highlight the unique value and benefits of your travel offering to visitors. Emphasize what sets your destination or experience apart from others and how it fulfills their travel desires, whether it’s breathtaking landscapes, immersive cultural experiences, or exceptional customer service. By showcasing value, you captivate travelers and differentiate yourself from competitors.

  1. Focused Call To Action

Craft a focused and persuasive call-to-action (CTA) that stands out on your travel landing page. Use action-oriented language, such as “Book Now” or “Get Your Discount,” and make sure the CTA button is visually prominent and easily clickable. A clear and compelling CTA motivates travelers to take the desired action without confusion or hesitation.

  1. Make Other Pages For Other Offers

Avoid cluttering your landing page with multiple offers. Instead, create separate landing pages for different travel offerings. This allows you to tailor the content, design, and messaging to each specific offer, providing a more personalized experience for travelers.

  1. Your Website’s Homepage Is Not A Landing Page

Using your homepage as a landing page can be overwhelming for visitors. Instead, create dedicated landing pages that focus on specific travel offers or destinations. This allows you to tailor the content and design to match the visitor’s intent and deliver a more targeted and personalized experience.

  1. Responsive Design

Ensure that your landing page is fully responsive and optimized for mobile devices. With a growing number of travelers using smartphones and tablets to browse and book trips, it’s crucial to provide a seamless and engaging experience across all screen sizes.

  1. Use High-Quality Visuals

Incorporate high-quality and captivating visuals that showcase the destination, accommodations, or experiences. Images and videos that evoke emotions and convey the unique aspects of your travel offering can significantly impact the visitor’s perception and desire to explore further.

  1. Incorporate Social Proof

Include social proof elements on your landing page, such as reviews, ratings, or testimonials from satisfied travelers. Authentic and positive feedback can build trust, credibility, and confidence in your travel offering, encouraging visitors to convert.

  1. A/B Testing

Continuously test and optimize your landing page elements to improve performance. Conduct A/B tests on different variations of headlines, visuals, CTAs, or form placements to identify the most effective combination that drives the desired actions.

  1. Implement Trust and Security Signals

Instill confidence in visitors by prominently displaying trust signals such as security badges, encryption information, privacy policy links, and secure payment options. Assuring travelers that their personal and financial information is safe and secure can alleviate concerns and encourage conversions.

  1. Leverage Scarcity and Urgency

Create a sense of urgency or scarcity by incorporating limited-time offers, exclusive deals, or countdown timers on your landing page. These tactics can motivate travelers to take immediate action and prevent them from delaying their decision.

  1. Streamline Form Fields

Keep your form fields concise and only ask for essential information. Lengthy and intrusive forms can discourage visitors from completing them. Collecting minimal information initially and following up with personalized communication can help improve conversion rates.

  1. Use Compelling Headlines and Subheadings

Craft attention-grabbing headlines and subheadings that immediately communicate the unique value and benefits of your travel offering. A compelling headline can captivate visitors and entice them to explore further.

  1. Analyze and Track Performance

Regularly monitor and analyze the performance of your landing page using web analytics tools. Track metrics such as conversion rate, bounce rate, time on page, and click-through rate to identify areas for improvement and make data-driven optimizations.

  1. Try, Try Again

Your first landing page may not be successful. Regularly monitor and analyze the performance of your landing page using web analytics tools. Track metrics such as conversion rate, bounce rate, time on page, and click-through rate to identify areas for improvement and make data-driven optimizations.

Work With Passport Creative To Create Your Next Travel Landing Page

By implementing these best practices for travel landing pages, you can effectively engage travelers and tourists, communicate the unique value of your travel offerings, and drive conversions. 

Remember to create dedicated landing pages, incorporate essential elements, maintain consistency with ads, focus on simplicity, and promote value to visitors. With a well-designed and optimized travel landing page, you can capture the attention of travelers and inspire them.

If this sounds like a lot to take on, just know that you don’t have to do it alone. For help creating your next travel landing page, get in touch with our partner agency, Passport Creative.

For more tips and tricks to improve your travel marketing, sign up for our weekly email Travel Marketing Sunday.

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