This serves as a crucial touchpoint for potential guests, influencing their decision to book directly with you rather than through third-party booking channels. In this blog, we will explore the best practices for optimising marketing landing pages that not only attract visitors but also convert them into loyal customers.

Use high quality imagery in the correct sizes

First impressions are everything and the images on your landing page play a major role in shaping visitors’ perceptions of your property. Low-quality or poorly sized images can make your hotel look unprofessional and deter potential guests.

To create an enticing experience, always use high-resolution images that are optimised for the web. Avoid uploading images that are too small, as they may appear pixelated or blurry on larger screens. Instead, resize and compress your images to maintain both visual quality and fast loading times. A good rule of thumb is to balance high resolution with file size to ensure smooth loading on both desktop and mobile devices.

Remember, your hotel’s story is told through the visuals – show off your best features, from luxury rooms and beautiful views to on-site amenities and happy guests enjoying their stay.

Use the same images for advertising across all platforms

Your advertising campaign and landing page should be consistent. This consistency aids the user experience and the message they receive while on their booking journey. For example, if someone sees an ad that convinces them to expect a luxurious spa experience at your hotel, they expect to see a similar message and perhaps even compatible imagery once they land on the landing page.

By bringing together elements for both design and messaging, you create a trust-worthy experience that will help a user get the booking decision they need to make. Make sure the landing page reflects the promise made to the user in the advertisement, whether it is an exclusive offer, discount or special package or bundle.

Compress all images to their smallest sizes for faster load times

Web page load times can make or break a booking. Studies show that a one-second delay in page load time can result in a 7% decrease in conversions. To avoid this, it’s essential to compress images before uploading them to your Content Management System (CMS).

There are various tools available online that can help reduce image file sizes without compromising quality. By keeping image file sizes manageable, you ensure that your landing pages load quickly, improving the user experience and boosting the likelihood of securing a booking.

Maximise the use of landing page components 

Your landing page should not be a static, one-dimensional page; it should leverage all available components to engage users and drive conversions. Make use of every element on the page to showcase your hotel in the best possible light.

Call-to-action buttons (CTA): Encourage visitors to act by placing clear and direct CTA buttons. Use phrases like ‘Book Now’ or ‘Get Offer Now’, which compel users to take immediate action, instead of using “Learn More” and “Visit Site” if your focus is to sell.

Main content carousel: Use this space to highlight the key aspects of your offer, such as pricing, benefits and inclusions. Think of it as your elevator pitch – it should be eye-catching and persuasive.

Three-circle carousel: This is a great way to showcase your hotel’s unique selling points (USPs), such as its central location, award-winning amenities and family-friendly services, and select relevant USPs to align with your offer.

Testimonials: Real-life authentication is a powerful tool in order to build trust with potential guests. Showcase testimonials relevant to the offer you’re promoting – if you’re offering a family deal, then feature reviews from families.

Ensure your content is relevant and avoid repetition

When you are building a landing page, it’s important to have the information coincide with the offer. Make sure that every piece of information you have on the page seeks to fulfill your offer and add value to the offer.

Avoid repeating the same content in different sections of the page. For instance, if you’ve already mentioned the inclusion of a free breakfast in the main content carousel, there’s no need to repeat it in the 2-column carousel or the CTA. This could overwhelm the user, making it harder for them to focus on what truly matters.

Instead, focus on providing new and complementary information in each section. In the 2-column carousel, you could detail terms and conditions or highlight nearby attractions, for instance, while keeping your primary message clear and concise.

Optimise for mobile

Mobile bookings are becoming increasingly popular. The 2024 Hotel Mobile Barometer by Net Affinity has revealed that 65% of hotel bookings in the UK and Ireland are from mobile devices. This is why it is crucial to have a mobile-optimised landing page, so guests have a seamless experience making a booking on a smart phone or tablet.

Mobile optimisation isn’t just about making your page look good on a smaller screen – it’s also about functionality. Make sure CTA buttons are user-friendly and clickable, the page loads quickly, and the booking engine operates well on all mobile device platforms. The easier the booking process is for the user, the better the conversion rate.

Offer clear and transparent pricing

Pricing should never be ambiguous. If you’re offering a deal or discount, make sure the price is prominently displayed in several areas on the landing page, including on the CTA buttons and in the 2-column carousel section. Consumers appreciate transparency and clearly stating the price, along with any value-added perks which can help facilitate the decision-making process.

Leverage upsell and cross-sell options

Landing pages provide a perfect opportunity to upsell additional services, such as spa treatments, dinners or excursions. Highlight these add-ons in a way that makes them feel like a natural extension of the guest’s stay. This can be done effectively in the 3-circle carousel or within the main content area, ensuring that each upsell is relevant to the offer being promoted.

Are you ready to optimise your hotel’s landing pages and boost direct bookings?

In the competitive hospitality landscape, landing pages must be part of a marketing effort to convert prospective guests from website visitors into a direct booking. By using high-resolution photos, consistency between advertisements and landing pages, using image compression for quick-loading images and creating an excellent user experience, you’ll significantly improve chances to convert browsers to guests.

Keep in mind that your landing page is as important as a marketing tool – it’s part of the guest journey.  With good content, design and consistent strategy, you can capture enough revenue from your landing pages as a revenue source, increase direct bookings and reduce reliance on third party booking engines.

To find out how we can support your next campaign, get in touch with our expert team today.

Sharon Cowley, Sales Director at Net Affinity, and Quinten Gazendam, Director of Sales and Marketing at Smarthotel, shared their insights on how this collaboration is benefiting hoteliers and their shared vision for the future.

A partnership built on strengths

Sharon Cowley of Net Affinity reflects on the benefits of working with Smarthotel: “Our collaboration allows us to compete with other providers that offer a broader range of services. With Smarthotel’s flexible infrastructure, we can now build custom connections — particularly valuable for region-specific strategies or even GDS.”

Meanwhile, Quinten Gazendam of Smarthotel emphasised how the companies’ complementary strengths are central to the partnership: “At Smarthotel, we specialise in distribution, PMS connectivity and payments. Net Affinity brings expertise in booking engines and digital marketing. Combining our skills provides a holistic solution for hoteliers that covers both front-end bookings and back-end operations.”

Working together to maximise hotel revenue and guest satisfaction

The main takeaway from their conversation is that while Net Affinity and Smarthotel are separate entities, their collaboration brings new opportunities to streamline hotel operations and revenue management. This partnership offers a seamless integration between booking engines, digital marketing, PMS and payment solutions.

For instance, hoteliers are now benefiting from faster issue resolution. Previously, hotels had to coordinate across multiple vendors when facing rate and package mismatches between websites and OTAs. Now, with the shared support team, issues are resolved quickly, saving time and reducing complexity.

Quinten added: “Previously, dealing with niche OTA connectivity was a dead-end. Now, we can build custom connections for our clients globally. This flexibility ensures we meet the unique needs of every hotelier we work with.”

What this collaboration means for the hotels

Here are a few ways the collaboration is already delivering tangible value:

Quicker resolution times: Clients now deal with one team who understands both sides of the system – cutting delays and increasing satisfaction.

Rate and package mismatches: Resolved faster with integrated support across website and OTA channels. Now, with joined-up support, issues are resolved quickly by one support team together.

Marketing that syncs with live data: Campaigns from Net Affinity are now backed by real-time availability updates, closing the loop between demand and inventory.

Automated payments: Smart Payments suite helps hotels collect OTA payments or send paylinks for group bookings, reducing manual admin and elevating the guest journey.

How hotels are already seeing the benefits 

One standout example of this collaboration is The Hawthorn Hotel, a stunning new property opening in 2026 on Ireland’s West Coast.

From day one, The Hawthorn has partnered with Net Affinity and Smarthotel to create an effortless, guest-centric digital ecosystem — all before their first guest checks in.

The hotel’s tech stack is mobile-first and revenue-driven, combining Net Affinity’s booking engine and marketing tools with Smarthotel’s channel manager and PMS integrations. The hotel is benefiting from a fully connected journey from pre-arrival to post-stay, designed to boost conversion, reduce friction and elevate the guest experience.

Watch the full interview here:

Looking at future prospects

Sharon and Quinten are excited about what lies ahead for the collaboration. Sharon sums it up perfectly: “It’s not just about now, it’s about guaranteeing our presence in the next decade. Our clients want stability and with this partnership, we’re future proofing our services.”

Quinten adds: “We’ve found a groove with Net Affinity. The synergy between our teams is strong and that’s where the real value lies – creating a better, more integrated experience for hoteliers.”

This corporation between Net Affinity and Smarthotel will be the ultimate solution for hoteliers to drive direct bookings, depend less on OTAs and increase their revenue strategies across Europe. 

For hoteliers looking for tailored digital solutions to grow their business, this partnership offers the perfect combination of expertise, innovation and customer-first values.

For more information about the Hotel Tech Group, please visit https://www.hoteltechgroup.com/ and to learn more about Net Affinity’s partner, Smarthotel, visit https://www.smarthotel.nl/.

These innovative solutions are created to support the modern needs of hoteliers, addressing the growing complexities around payment processing, channel distribution and real-time availability management. Designed to assist with admin, minimise errors and create more revenue opportunities, they put automation and intelligence at the centre of your operations.

This launch represents a major milestone for both Net Affinity and the hotels it supports. As Net Affinity begins to operate with a stronger, integrated tech stack with wider functionality, the new tools will save hoteliers valuable time, reduce complexity and offer true value from day one.

Effortless hotel payments with Net Affinity’s Smart Payments

Many hotels still manage payments through a patchwork of disconnected systems, which requires teams to manually enter card details, chase payments and reconcile transactions over different platforms.

Instead, Smart Payments transforms this into one streamlined, secure and fully automated process – supporting every stage of the guest journey, no matter what Property Management System (PMS) or booking policies you use.

With features including:

• Payment page: Fully integrated with your booking engine for a seamless guest experience.
• Automatic VCC charges: Eliminate manual intervention and reduce human error.
• Payment links: Send secure links directly to guests, speeding up the payment process and boosting conversion.
• PIN terminals: Fully integrated terminals for on-site payments, linked to your ecommerce system for effortless reconciliation.
• Expert support: Our payment consultants are always on hand to guide your team and ensure best practice.

This future-ready solution streamlines operations, improves cash flow and enhances the guest experience.

Real-time control across every channel with Net Affinity’s Smart Channel Manager

Rate parity, channel restrictions and last-room availability management are just some of the everyday challenges hoteliers face while juggling multiple OTAs, GDS platforms and direct booking tools.

Smart Channel Manager gives you back control – consolidating all your channels into one powerful platform and allowing you to update rates, availability and restrictions in real time.

Benefits include:

• Real-time updates: Maximise every room sale while ensuring your direct channel always takes priority.
• Rule-based pricing: Implement strategies that optimise last-room availability and prevent overbookings.
• Boost visibility: Showcase your property across top-performing global channels to expand reach.
• Reduce manual tasks: Less admin, more time to focus on guest experience.
• Integrated support: Our team works closely with you to craft the right distribution strategy.

We’re delivering a more robust, scalable and connected offering that empowers hotels to move faster, operate smarter and grow with confidence – whether you’re a current client or discovering Net Affinity for the first time.

With our enhanced solutions now available to all clients, we’re not just evolving our tech – we’re expanding our ability to support hoteliers across every aspect of their operation. From cutting admin to maximising reach and unlocking new efficiencies, our mission remains the same, to empower you to do more, with less.

So, if you’re looking to reduce manual tasks, increase automation and future-proof your hotel’s digital infrastructure, these products are built with you in mind.

To learn more about how our technology can support your business in 2025 and beyond, get in touch with our sales team, sales@netaffinity.com  or visit https://www.netaffinity.com/our-solutions/ 

Mobile bookings on the rise

Mobile bookings have surged in the first quarter of 2025, with data showing a 7% increase compared to the same period last year. Hotels in the Republic of Ireland, in particular, have seen impressive growth. In April 2025, 59% of bookings came from smartphones, up from 52% in 2024. This rise in mobile bookings demonstrates how important it is for hotels to ensure their websites and booking systems are fully optimised for mobile devices.

The shift towards last-minute travel

Another significant trend is the rise in last-minute bookings. In April 2025, 27% of bookings were made within seven days of arrival, marking a 4% increase from the previous year. This reflects a growing consumer preference for spontaneous travel and the flexibility to make decisions closer to departure dates. For hoteliers, this means being prepared for quick-turnaround bookings and ensuring their systems can handle fluctuations in demand.

Regional variations: Insights from across the globe

The data also highlights some interesting regional differences. Bookings from the Republic of Ireland saw a slight decline of 2%, while bookings from the UK and Northern Ireland increased by 7%. On the other hand, bookings from the USA saw a marginal decrease of 4%. While US bookings are down in early 2025, Net Affinity expects a recovery later in the year, particularly between July and September, so hotels should be prepared for a potential uptick in international visitors.

How hotels can adapt

As these booking trends continue to evolve, hoteliers must stay agile and ready to adapt to the changing behaviours of their guests. By investing in mobile optimisation, streamlining the booking process and responding to the rise in last-minute bookings, hotels can position themselves for success in 2025 and beyond.

As summed up by our Managing Director William Cotter: “These shifts in booking patterns highlight the need to understand and keep pace with changing consumer behaviour. The rise in mobile bookings and the increase in short-term bookings are trends that will not be easily reversed, and hoteliers need to make sure they are well-equipped to respond.“

If you’re looking for more tips on how to adapt to these trends and maximise your hotel’s direct bookings, get in touch with our expert team at Net Affinity today.

Here we’ll explore the top five most frequently Googled questions about landing pages, and share insights that will help you boost conversions, increase direct bookings and grow revenue.

1. What is a Landing Page?

A landing page is a standalone web page created with a single goal in mind – conversion. Whether that means getting users to book a room, sign up for a newsletter, claim a special offer, or make an enquiry, every element of the page is designed to encourage that action.

Unlike your homepage, which introduces your brand and offers multiple navigation paths, a landing page is focused. It’s accessible via a unique URL and used in targeted marketing campaigns like email, paid search, social ads, etc. – to drive measurable results.

A good hotel landing page should:

• Be created on your CMS and only accessible via a direct link
• Serve one clear purpose (e.g. book now, sign up, enquire)
• Be free from distractions or multiple calls-to-action
• Highlight a strong offer or benefit to the guest
  
  

2. How to create a landing page?

Creating a high-performing hotel landing page involves more than just design – it’s about messaging, psychology, and user experience. Here are the essential elements:

Headline

Your headline is the first thing your guest sees. Make it count. A strong headline grabs attention, speaks to a specific audience, and promises a clear benefit.

Tips for writing powerful headlines:

• Speak directly to your ideal guest persona
• Highlight a clear benefit (e.g. “Save 20% on your next family break”)

If your headline does the two things above, you’re doing good.

Make it straightforward, easy to read, and most importantly, offer a great benefit to your audience.

Hero image or video

Your hero image (or video) should visually communicate your offer. For hotels, that means vibrant imagery that reflects your property, experience or atmosphere. Landing pages with video can see up to 80% more conversions.

Your hero shot should be above the fold and loads quickly on mobile. “A picture is worth a thousand words”, so take advantage of that.

List the benefits

Guests don’t just want to know what you offer – they want to know why it matters to them.

It’s important to use words that highlight the perks and pluses of booking with you.

One simple way to ensure that your landing page is more benefit driven is to use the “so what?” test. Simply read through any statements or features about your hotel and ask, “so what?”

Let’s say your hotel landing page makes the following statements:

• Children’s play area
• Sea views

Here’s how they become more benefit-driven and pass the “so what?” test:

• Let your kids play safely while you spend time with your significant other.
• Wake up to the sound of the sea – just steps from your room.

Social proof

Your guests trust other guests. Reviews, testimonials, star ratings and even guest photos can dramatically boost credibility.

Reviews and testimonials are powerful ways to use social proof on your hotel landing page. A consumer review study by BrightLocal.com showed that:

• 53% of consumers read reviews to judge local businesses
• 42% trust online reviews as much as personal recommendations
• 33% are more likely to trust businesses with 20-49 reviews
• 89% will take action after reading how a business responds to reviews

Consider showcasing:

• Google reviews
• TripAdvisor ratings
• Guest images with permission
• Logos from media mentions or partner companies

Including elements like client logos, guest photos, star ratings and authentic reviews on your hotel’s landing page is a powerful way to build trust and overcome the natural hesitation people feel before making a booking. These touches add credibility and help visitors feel more confident in their decision.

If you’re looking to build up your testimonials, start by reaching out to previous guests and encouraging them to leave a review on your website, Google or TripAdvisor. To increase participation, consider offering a small incentive – like a discount on their next stay or a complimentary treat during their visit – in exchange for a few honest words. Over time, this creates a bank of social proof that speaks volumes to future guests.

3. Why is the landing page important?

Landing pages are conversion powerhouses – and for good reason.

Unlike general website pages that serve many purposes, a landing page is built with one specific goal in mind, whether that’s getting more bookings, newsletter signups, voucher sales or event enquiries. Because they focus on just one message and one action, landing pages are incredibly effective at turning browsers into bookers.

Here’s why they matter for your hotel:

Targeted and tailored

Landing pages allow you to speak directly to specific audiences or guest types – without needing to edit or restructure your main website. This is especially useful when you’re running:

• A midweek escape offers for couples
• A family package during school holidays
• A seasonal sale like Black Friday or Cyber Monday

Each page can be completely customised to the intent of the user, the campaign goal, and the guest persona – giving you total control over the message.

Proven to convert more

Research shows that:

• The average conversion rate for landing pages is 9.7%, far higher than standard web pages
• Addressing guest concerns and questions directly on the page (e.g., is breakfast included, is there free parking) can increase conversion rates by up to 80%
• 30% of top-performing landing pages use video – bringing the hotel experience to life visually
• 36% use testimonials or reviews, helping to overcome doubts and build trust

(Source: Hubspot)

These numbers aren’t just nice to have – they translate to real-world revenue. For every campaign you run, a great landing page increases the chances that your investment in paid search, social ads or email marketing actually pays off.

Perfect for campaign-based marketing

Landing pages work hand-in-hand with time-sensitive promotions. Whether you’re running a limited-time sale, gift voucher campaign, or promoting a local event, you can:

• Launch quickly
• Target specific audiences
• Track performance and tweak easily

And because they live outside your main navigation, they won’t interfere with your core website structure.

4. What makes a good landing page?

A great hotel landing page doesn’t just look good – it’s built to drive results.

When a potential guest lands on your page, you have only seconds to hold their attention, communicate value, and lead them to act. That’s why every element on the page must be intentional, focused, and aligned with one clear goal.

Whether you’re promoting a summer staycation, a midweek couples’ break, or selling gift vouchers, the best landing pages don’t try to do everything – they do one thing well and they do it fast.

Here’s what to focus on:

One clear Call to Action (CTA)

Your landing page should have one primary goal. Whether it’s “Book Now,” “Claim Your Discount,” or “Buy a Gift Voucher,” your CTA should stand out and guide your visitor towards the action you want them to take.

Avoid giving users multiple paths or links to click through. Every extra option is a potential distraction – and a lost booking.

Highlight your Book Direct benefits

Use your landing page as an opportunity to remind guests why they should book direct. These could include:

• Free breakfast or late check-out
• Lowest rate guarantee
• Free cancellation
• Exclusive perks or upgrades

Clearly presenting your Book Direct value proposition reinforces trust and keeps guests from clicking away to OTAs.

Use high-res, mobile-optimised visuals

Your images or videos should reflect the mood, experience, and quality of your offer. Whether it’s a romantic break or a family holiday, your visuals should evoke emotion and bring your offer to life.

Top-performing landing pages often include video – especially when highlighting rooms, spas, or scenic surroundings.

Mobile-first design is essential. With over half of bookings coming from mobile devices, ensure your landing page loads quickly, displays properly on all screen sizes, and has easy-to-tap buttons.

Brand consistency from Ad → page → booking engine

From the moment a user clicks your ad or email, the visuals, messaging, and tone should remain consistent across every step of the journey. Mismatched branding or disconnected experiences create friction and reduce trust.

Tip: Match your campaign creatives (e.g., Facebook or Google Ads) directly with your landing page content to create a smooth, high-converting path to your booking engine through recall marketing tactic.

Use testimonials or social proof

Adding reviews, star ratings, or guest testimonials to your landing page helps overcome doubts. Today’s travellers are heavily influenced by the opinions of others – use that to your advantage.

Consider quotes from recent guests, user-generated photos, or TripAdvisor badges to build credibility and confidence.

Create urgency or exclusivity

Guests are more likely to take action when there’s a sense of urgency or a limited time offer. Use language like:

• Offer ends this Sunday
• Only 5 rooms left at this price
• Early bird rate ends soon

Just make sure any urgency you create is honest and reflective of real availability or timelines.

5. What landing page impacts users the most?

Some landing pages perform better than others based on the campaign goal. Here are a few high-impact landing page types that have delivered results for our hotel clients:

Seasonal Offers – Perfect for limited-time promotions like Easter, Summer or Black Friday.

Midweek or Family Breaks -Tailored to specific personas such as couples, retirees or families.

Gift Voucher Sales – Ideal in the run-up to Christmas, Mother’s Day or Father’s Day.

Event-Based Pages – Created for weddings, conferences, or spa packages with detailed information and enquiry forms.

Newsletter or Loyalty Sign-ups – Build your direct marketing list with an incentive like a discount or exclusive offer.

Make every click count

Landing pages are a critical tool in your digital marketing strategy. Whether you’re running a PPC campaign, promoting a special deal on social or nurturing email subscribers, your landing page is where the conversion happens.

If you’re not using them – or if yours aren’t converting – there’s real opportunity to grow bookings and drive more direct revenue.

Ready to build high-converting landing pages for your hotel?

At Net Affinity, we specialise in designing and optimising landing pages that get results. Whether you need help building pages for seasonal campaigns, vouchers or anything in between, we’re here to help.

Get in touch today to find out how we can support your next campaign.

With 190 stylish bedrooms and the capacity to host conferences and banquets for up to 350 delegates, it’s a versatile venue that caters to leisure, business and events guests alike.

As a busy hotel with multiple revenue streams, including weddings, corporate events, leisure stays and gift voucher sales – Castleknock needed a digital partner who could support the full scope of their operations.

From the start, our team at Net Affinity worked closely with the hotel team to enhance their direct booking capabilities, boost online voucher sales and ensure all of Castleknock’s facilities are promoted effectively across their digital presence.

Through our booking engine, Castleknock Hotel has been able to offer a seamless and user-friendly booking journey for guests, resulting in a significant uplift in performance. In the past two years alone, the hotel has seen a 23% increase in bookings and a 13.5% growth in online voucher sales.

But our support doesn’t stop at technology. We’ve built a strong working relationship with Castleknock’s team through regular communication, strategic monthly meetings and hands-on support.

“We’ve worked with Net Affinity for ten years,” says John Havel, Senior Marketing Manager at Castleknock Hotel.

“They’re attentive, extremely helpful, and feel like part of the team. They’re a huge part of the revenue that this hotel generates. I would definitely recommend Net Affinity to all hotels.”

We also manage Castleknock’s ad spend and website, ensuring their digital presence works hard for them, converting interest into bookings and helping the hotel stand out in a competitive Dublin market.

Annemarie Hayes, Director of Sales and Marketing, highlights how we’ve become more than just a booking engine provider. “Net Affinity promotes all of our facilities – from leisure stays to weddings and conferences and we’ve seen fantastic results since partnering with them.”

With a future-focused strategy and a collaborative approach, Castleknock Hotel continues to thrive and we’re proud to be part of their success story.

If you’re interested in working together, get in touch today.

This exciting feature is reshaping the search landscape by providing users with quick, AI-generated summaries directly in the search results. But what does this mean for your hotel’s visibility in search engines? And how can you adapt your digital marketing strategy to ensure your hotel stands out in this new search environment? Read on to find out.

What are AI Overviews?

AI Overviews are Google’s newest feature designed to streamline the search experience. These AI-generated summaries pull content from various trusted websites to give users a quick, concise answer to their search query – without needing to click into individual sites.

It’s all about speed, simplicity and surfacing key information in seconds.

What does this mean for organic traffic?

While AI Overviews aim to make browsing more efficient, there’s been concern around how they may impact organic web traffic – especially for original content creators. The fear? Fewer clicks to your website.

Google has responded by refining how these summaries work. They now include clearer links to source content, helping users dive deeper when they want more detail. But as this feature continues to evolve, it’s crucial that your hotel’s content is structured to remain discoverable.

Best ways to optimise for AI Overviews

To ensure your hotel stays visible in this new landscape, a strategic content update is essential. The goal? Position your content so it gets picked up by these AI-driven summaries.

Here are our top tips:1. Enhance FAQ and service content

Well-structured, relevant FAQ pages and guest service guides are more important than ever. AI Overviews prioritise clear, direct answers – so make sure yours are up-to-date, easy to navigate and aligned with real guest queries.2. Outperform competitors with high-quality content

Quality content still reigns supreme. Invest time in creating helpful, authoritative answers that are better than what’s already out there. Include specific hotel features, local recommendations or expert travel advice that adds value.3. Align with user intent

Think like your guest. What questions are they asking before booking? Use structured data, lists and factual answers to meet that intent clearly. For example, “Does your hotel have parking?” or “Is breakfast included in the room rate?”– simple queries with clear, structured responses.4. Improve readability and clarity

AI Overviews favour content that’s easy to digest. Use bullet points, short paragraphs and plain language to make your content accessible and appealing to both users and algorithms.

Stay ahead in the evolving search landscape

Adapting to AI Overviews doesn’t mean overhauling your entire SEO strategy – but it does require thoughtful updates and a guest-first approach. By making your content more searchable, scannable and informative, you’ll continue to drive valuable organic traffic to your hotel’s website.

If you’d like help tailoring your SEO strategy to meet these new changes, get in touch with our expert team today.

Or, read our latest success story to learn how Galgorm Collection achieved significant increases in revenue and direct bookings with Net Affinity’s solutions.

Whether you’re aiming to boost spring stays, capitalise on family travel or extend your strategy into autumn, a well-planned seasonal campaign can help you stay visible, drive direct bookings and fill rooms effectively. Below, we’ve outlined key opportunities and actions to help your hotel heat up for summer and beyond.

General summer campaigns: stand out early

Summer is one of the most competitive periods of the year for hotels, so your campaigns need to be both timely and impactful. We recommend having your summer offers live within the next week, while continuing to support spring and Easter stays.

Top tip: Focus on standout packages that grab attention – think added value, unique experiences or limited-time deals to create urgency and interest.

Family travel: think beyond the traditional

The family segment remains a major booking driver throughout summer, so it’s essential to offer packages that cater to a range of family types – not just the standard 2 adults + 2 children model.

What to prioritise:

• Offers suitable for single-parent families, families with more than two children, and teens.
• Flexibility in your booking engine to accommodate different room configurations.
• Clear, updated family content on your site – especially landing pages that highlight kid-friendly in-house activities and local attractions.

Summer dates to prioritise

Make sure your campaigns are aligned with key bank holiday periods when interest peaks. Here are the ones to keep on your radar:

• May Bank Holiday: 5th May (IE)
• June / Spring Bank Holiday: 2nd June (IE) / 26th May (UK)
• August Bank Holiday: 4th August (IE) / 25th August (UK)

Tailor your offers and messaging to suit both Irish and UK markets, as these breaks are high-potential windows for family and short-break bookings.

Planning ahead: autumn strategy starts now

Even as you focus on summer, now’s a great time to lay the groundwork for autumn. Consider creating early campaigns for:

• Late summer stays: Target families with young children (pre-schoolers), couples and older travellers to fill shoulder dates.
• Midterm breaks: Begin building awareness around family autumn escapes.
• Gift vouchers: Position these as perfect options for seasonal gifting or advance travel planning.

Need help with your summer campaigns?

If you’re looking to make the most of the summer season, now’s the time to act. From crafting compelling offers to targeting the right audiences, our team is here to support you every step of the way. Whether you need help fine-tuning your seasonal strategy, updating your website content or launching performance-driven campaigns, we’ve got the tools and expertise to deliver real results.

Let’s work together to make this summer your strongest season yet.

Want to see our work in action?

Discover how we helped Barberstown Castle grow direct revenue through strategic marketing and website optimisation.

Why Sensitivity Matters in Marketing

While these occasions can bring joy and celebration for many, they can also be a source of sadness or difficulty for others.

Acknowledging this diversity of experiences in your email communications is not only thoughtful but can also help build trust, enhance loyalty and foster a positive brand image.

Empathy in Action: Allowing Opt-Outs

At Net Affinity, we believe one of the most considerate approaches brands have adopted is giving subscribers the option to opt out of specific communications. For example:

• Mother’s Day and Father’s Day Emails: Many hotels, retailers and other businesses now send preemptive emails asking subscribers if they would prefer not to receive messages about these occasions.
• Successful Examples: DoorDash reported that 80,000 consumers opted out of Mother’s Day marketing in 2023. Similarly, Very.co.uk noted that over 10% of email recipients chose not to receive Mother’s Day emails in 2021. Waitrose and Sainsbury’s also implemented opt-outs with positive feedback.

How to Implement This Strategy

If you’re considering adopting an opt-out policy for sensitive occasions, here’s how to do it effectively:

1. Timing: Send your opt-out email a few weeks before the occasion to give recipients adequate time to respond.
2. Tone: Use warm, understanding language to let subscribers know they’re at the heart of your messaging decisions.
3. Reassurance: Clearly state that opting out won’t affect their ability to receive other communications.
4. Simplicity: Make the opt-out process straightforward, such as a single-click option or a quick form.

Building Brand Loyalty Through Empathy

By allowing your guests to control the messages they receive, you’re demonstrating empathy, inclusivity and respect for diverse experiences.

This thoughtful approach enhances your brand’s reputation and builds long-term loyalty with your audience.

Helpful Resources

To learn more about this strategy, check out insightful articles from Axios and NPR. These sources dive deeper into how brands have successfully managed sensitive topics in their marketing campaigns.

Approaching sensitive topics with care isn’t just good marketing – it’s the right thing to do.

By putting your audience first, you create meaningful connections that last far beyond a single email campaign.

With the addition of The Rabbit Hotel & Retreat and The Old Inn to its portfolio, Galgorm Collection successfully established itself as a unique and innovative hospitality group.

Colin Johnston, Managing Director at the Galgorm Collection: “We’ve been working with them for 10 years now, and they’ve been instrumental to our growth journey so far. We still have huge growth plans and we really feel that Net Affinity is the partner we want to work with to achieve those.”

Galgorm’s focus on building a strong direct booking strategy has been a key pillar of this partnership, with impressive results. Their OTA dependency is now less than 1% and within the first seven years of working together, Galgorm’s average room rate had increased by 62% and room nights sold had increased by 96%.

Elaine Kelly, Group Projects & Systems Manager at Galgorm Collection, said: “The main thing we really love about Net Affinity is that they continuously evolve their product with us in mind. It really feels like a collaboration as opposed to a client-and-provider relationship.”

Net Affinity provided Galgorm Collection with a bespoke website design, an advanced booking engine, and tailored digital marketing strategies. Weekly communication and quarterly meetings have created a partnership built on transparency and innovation.

Megan Wright, Group Revenue Manager at Galgorm Collection, said: “My favourite feature is the business intelligence model, it provides us with live data. We’re able to do very easy comparisons year on year and also the booking engine which provides a very seamless journey for our guests. As Galgorm Collection continues to grow, we hope to maintain the relationships we currently have, working together and growing together.”

For more information about Galgorm Collection visit galgorm.com.
For more information on Net Affinity, please visit netaffinity.com and for further examples of how its technology has impacted hotels, visit netaffinity.com/casestudies.