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.