Travel is an exhilarating experience. It’s fun, exciting—it’s an adventure! It’s also an absolute bear to plan and organize, even for short domestic trips. Booking or planning travel can be so challenging that high-value travelers prioritize a smooth, user-friendly website experience over features like online reviews or loyalty programs when deciding which brand wins their business.
That complexity is an opportunity in disguise for travel marketers. If customers are looking for simplicity when making travel arrangements, then brands can respond by creating seamless, straightforward, accessible websites that make the booking process a dream. So, before your customers can take off, make sure your mobile landing page delivers exactly what they need.
Speed Is of the Essence
Travelers don’t want to be delayed on the road or at the airport, and they certainly don’t want to be delayed waiting for your website to load. In fact, mobile users abandon more than half of all website visits when the page doesn’t fully load after three seconds. Look for ways to improve your website’s performance and load times, perhaps by using tools such as Accelerated Mobile Pages (AMP) or Progressive Web Apps (PWA).
What’s Your Angle?
You know why you stand out from your competitors—but do your customers? Tell searchers why they should book their one-of-a-kind trip with your one-of-a-kind brand. Do you have the highest ratings or rooms with the best views in town? Be sure to present your value proposition in clear language that will resonate with customers.
Use Design to Your Advantage
Don’t let customers get lost as they try to navigate your mobile website. They shouldn’t have to look to find your call to action; instead, it should jump out and broadcast exactly what they need to do on the page. Leverage design elements, like contrasting colors, engaging fonts, and large buttons to signpost a customer’s next step on their journey through your platform.
Don’t Overdo It
Less is often more on mobile, so make sure you only present customers with what they need to see when designing your website. Avoid bombarding them with a nonessential features, which can distract customers and slow down your website.
No two travelers or snowflakes are alike. That’s why personalization can make your brand’s mobile website really stand out in customers’ eyes: They already expect digital experiences to be tailored specifically to them, so incorporate autosuggest or autofill features that reflect the preferences of the individual user scanning your website. You can also draw on signals from users’ devices, including location or time of day, that might further personalize their experience with your brand.