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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

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 COVID-19 alert
Secondly, the platform has new filters
Example of new filters on booking.com
Moreover, booking.com highlights new safety measures hotels implemented
Example banner healthy safety
Also, booking.com adds special banners with the cancellation policy
Example of banners on booking.com
Add a new badge to hotel description: “Extra health & safety measures”
measures health safety

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: