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Conversion Booster: Emotional marketing

What is Emotional Marketing?

Emotional marketing is used by booking.com to evoke emotions to increase hotel conversion.

Emotions help your visitors to notice, remember, feel connected, and trust. Emotional marketing typically works on specific emotions: like happiness, sadness, anger, or fear, to motivate a guest book.

Can your language be over-excited?

As a result, to make the website even more convincing Booking.com uses an excitable language. The platform uses all adjectives in hyper forms: exceptional, excellent, great, superb, fabulous. So with emotional language rooms and the offers look even more attractive.

Examples of wording at booking.com, usage of adjectives with super forms, emotional marketing to increase hotel conversion

Playing on a fear

Above all, booking.com constantly adapts to the guest and to the overall situation. With the COVID-19 pandemic, guests changed their booking patterns and room search criteria. Consequently, Booking.com adjusted the offer

For example, we can see a banner on a homepage with the link Coronovaris Support section
Example of a banner on booking.com page with COVID-19 alert. This topic worries visitors and booking.com adapt the platform to meet the guest's expectations
Secondly, the platform has new filters
Example of new filters on booking.com page with information about anti -COVID-19 measures that hotels implemented. This topic worries visitors and booking.com adapt the platform to meet the guest's expectations an increase conversion
Moreover, booking.com highlights new safety measures hotels implemented
Example of a banner on booking.com page with information about anti-COVID-19 measures that hotels implemented and cleanliness rating. Booking.com plays on negative emotion (fear) to increase hotel conversion
Also, booking.com adds special banners with the cancellation policy
Example of banners on booking.com page with flexible cancelation policy due to COVID-19 situation. Booking.com plays on negative emotion (worries) and try to calm down the guest with extra security to increase hotel conversion
Add a new badge to hotel description: “Extra health & safety measures”
Example of a new badge that booking.com gives to hotels due to COVID-19 situation. Booking.com plays on negative emotion (fear) and try to calm down the guest with extra security to increase hotel conversion

This is a post from the Why booking.com converts so high and what hotels can learn from it?” series. We looked at how to use emotional marketing to increase hotel conversion. Read all the posts to find out how to Boost direct sales with different techniques: