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.
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
Secondly, the platform has new filters
Moreover, booking.com highlights new safety measures hotels implemented
Also, booking.com adds special banners with the cancellation policy
Add a new badge to hotel description: “Extra health & safety measures”
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:
- Cognitive ease to increase conversion
- Extreme Personalization
- Adding Value with direct bookings
- Directing Visitors throughout the reservation process
- Social Proof
- Scarcity Effect
- Booking.com Conversion Optimization Techniques. What hotels can learn from it?