Designing for conversion through smart design, targeted messaging, and strong CTAs that turn display ads into direct booking engines
Jul 8, 2025
In today’s competitive travel market, well-designed display ads are a powerful tool for hotels to stand out and drive direct bookings. Cendyn outlines how effective ad creatives must go beyond aesthetics, focusing instead on clear, conversion-driven design elements. The goal is to catch attention quickly, communicate value clearly, and prompt action.
Key takeaways
- Responsive & branded design: Display ads should adapt across screen sizes and placements while staying true to the hotel’s visual identity. A visible logo, clear borders, and a clean layout help cut through visual clutter and “banner blindness.”
- Concise, audience-targeted messaging: Strong ads use no more than 5–8 impactful words per frame. Messages should speak directly to a defined audience segment—such as families, business travelers, or luxury guests—and highlight one compelling benefit or offer.
- High-quality imagery: Professional photos that evoke real guest experiences are essential. Choose visuals appropriate for each ad format: close-ups for square ads, wide shots for banners, etc.
- Subtle, purposeful animation: Lightweight HTML5 animations (under 15 seconds) can enhance engagement without distracting. Use movement to guide attention, reinforce urgency, or showcase a rotating offer.
- Clear calls to action (CTAs): CTAs like “Book Now” or “Get the Offer” should be prominent, direct, and designed with contrast to grab attention. A good CTA uses active language and makes it easy for users to click.
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