Recently, I was browsing through various websites, thinking about purchasing a product, and this pops up on my mobile screen “Last-minute deal for the items in your cart!” Guess what I did next? Instantly clicked on it and placed my order as it was the best price I could get for the product I was looking for.
Well, that’s exactly how urgency tactics work. They are techniques used to create curiosity or scarcity in order to encourage people to take action quickly.
As a hotel owner, driving bookings on your website is a critical aspect of your business’s success. But with so much competition online, it’s really difficult to persuade website visitors to choose your hotel exclusively.
Don’t worry! We’ve covered everything you need to learn and implement, in this blog.
Read on to know how to use these tactics to drive more bookings and maximize revenue.
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Why using urgency tactics are an effective strategy for hotels?
Urgency tactics are a powerful tool for increasing hotel website conversions. Think about it – we all have busy lives and endless options to choose from when it comes to accommodations. Thus, urgency tactics are mostly used to capture attention and make searchers realize that they could miss out on an incredible experience if they don’t act fast.
Plus, urgency tactics help you stand out from the competition and show your guests that you’ve got something special to offer. These strategies are all designed to create FOMO i.e. Fear Of Missing Out, which encourages lookers to act quickly and secure their reservation.
Urgency tactics can be in any form, from pop-up messages to countdown timers. They can be triggered by a variety of factors, such as limited-time offers, low stock levels, or high demand. Whatever the form is, it’s all about creating excitement to book with you before they lose the opportunity.
If this sounds complicated, I am here to help! In this blog, we’ll explore some effective urgency tactics that hoteliers can use to drive more bookings on their hotel websites.
6 Urgency Tactics hotels can use to increase website conversions
1. One-Time Offers
One of the most popular urgency tactics is to offer a limited-time promotion. By setting a deadline for the offer, you create a sense of urgency that encourages customers to act quickly.
You might have seen OTAs using those “Book now and receive 20% off your stay” or “Upgrade to a suite for free if you book within the next 24 hours” on their websites. Undoubtedly, these encourage website visitors to book then and there.
One-time offers are also effective when targeted to specific audiences, such as previous guests or email subscribers. By offering an exclusive one-time offer to these audiences, you can build customer loyalty and encourage repeat bookings.
2. Special Discounts
Let’s say you signed up for a website and it was a 25% discount for first-time buyers. Isn’t that appealing? I mean, who wants to miss this one-time chance? When new searchers visit your website, they may be hesitant to book without some incentive. Offering a special discount for new bookers can encourage them to take action quickly.
Similarly, by using language such as “Summer special price” or “Exclusive offer for new customers,” you can create an immediate need that encourages new bookers to make a purchase before the deal expires.
However, it’s important to ensure that the discounts you offer are sustainable for your business and align with your overall marketing strategy.
3. Countdown Timers
Have you ever had the urge to buy something because of the ‘Deal Ends In 00:02:14 min’ timer? It’s true, we are usually attracted to anything that is visually expressive. A countdown timer is one such visual element that displays the amount of time left before an offer expires, such as a discount or limited-time deal.
You might have seen e-commerce websites using this tactic, as it works really well. Similarly, with countdown timers on your hotel website, you can build excitement among your potential guests.
By showing them exactly how much time is left before an offer expires, you encourage them to take action quickly and make a booking with you.
4. Direct Messaging
Direct messaging or sending notifications to your website visitors or subscribers is always a plus as you can communicate with your potential guests on a more personal level and provide them with a personalized experience.
One of the ways to use direct messaging as an urgency tactic is to send automated messages to potential guests who have abandoned their booking process.
Using personalized or automated messages, and real-time updates not only increase your website conversion rate but improve your brand loyalty as well.
For example, notifying subscribers about your loyalty programme. Loyalty members might receive exclusive discounts on room rates or complimentary upgrades. This can encourage customers to join the loyalty program in order to receive those benefits.
5. Use powerful words
What impacts the mind of searchers? Influencing words like “quick,” “fast”, ”best price guarantee”, “hurry” and many more. By using these words strategically in your marketing messages, your website visitors will be encouraged to take action quickly, ultimately driving conversions on your hotel website.
You can also use powerful words in your call-to-action (CTA) and encourage potential guests to take action quickly. For example, using CTAs like “Book now” or “Hurry” to encourage a sense of anticipation for potential guests to reserve a room quickly.
6. Low availability alerts
It’s human nature. People are more motivated to act when they perceive something as being in short supply. Notifying your potential guests that – only a few rooms are left or that the room they are interested in is in high demand will make them urge to book with you instantly.
You can display alerts on the website when there are only a limited number of rooms left available for a particular date or at a particular rate. This can stimulate a sense of demand and encourage customers to reserve before the rooms are sold out.
Additionally, you can also encourage your website visitors using popularity notifications such as ‘185 booked this in last 10 days’ or ‘25 people are viewing this right now.’ These can also encourage visitors to book with you promptly.
Conclusion:
FOMO or fear of missing out can have a powerful effect on shoppers.
When shoppers perceive that there is a limited opportunity to purchase a product or service, they may experience an urge to not miss out on that.
Hence, using urgency tactics as a part of your marketing strategies will be a plus for sure.
Mentioned above are just a few examples of urgency tactics used to increase conversions. Each of these tactics leverages the psychology of urgency and can drive conversions and increase sales.
Just remember to use these tactics ethically and transparently, and to always provide value to your customers.
