Convert Better With UX Writing: Hotel Case Study By Google

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The more I learn about UX-Writing and Copywriting, the more I fall in love with it.

I love it because it works like crazy. It’s what makes OTAs selling whatever they want to sell.

And it serves hotel direct booking strategies, if we understand its power and how to make use of it.

And this time, the confirmation comes directly from Google and specifically with an hotel-related example.

Back in 2017, the UX-Writer Maggie Stanphill and her team at Google, simply replaced the former label “Book a room” with a softer “Check availability”.

The instant result was a +17% of engagement with the new label:

Google: Hotel - Check Availability vs Book Now

As it turned out, Stanphil’s intuition was right: “Book a room” implicitly requires a higher commitment.

This, in turn, also strengthens the theory that emotions play the biggest role in the booking process.

Think about it, logically the 2 labels don’t make any difference, everyone knows that no one commits to anything by simply making a search labeled “Book a room” as opposed to one labeled “Check availability”.

Still, 17% incremental engagement is impressive.

Furthermore, this also confirms that the vast majority of users are not yet in their “buying” or “booking” mode, therefore a less committing wording ease them along the process rather than forcing into the purchase.

Why not doing the same on your Search Form in your site then?

Hotel Search Form


Whilst it makes sense to keep the “Book Now” next to your rooms and rates in your booking engine, in your website most visitors are simply scanning the options and a form that pushes them into the “Book Now” may be too aggressive.

Especially because “Book Now” is even stronger than “Book a room” as the “Now” implies time restrictions.


P.S. Check the 7 Hotel Marketing Strategies for 2021.

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Alessandro Crotti

Alessandro Crotti

I am Alessandro Crotti and I am a Digital Strategist and E-Commerce Coach for Independent Hotels. This is the only thing I have been doing for about 17 years now. I help Hotel Professionals to generate more leads, more prospects and more bookings.

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