The 6 winners.

The landing pages actually worth stealing from.

Winner #1: booking.com

booking.com/city/us/ocean-city.html

Hotels landing page example from booking.com
  1. 1

    What gets in the way

    Register and Sign in boxed in the header

    Two bordered boxes are in the top corner. A new visitor sees account links before any room.

  2. 2

    What works

    Headline repeats the town

    The headline has the town and state in it. A visitor who typed that town sees the same words.

  3. 3

    What gets in the way

    Calendar covers the first listing

    A date calendar opens over the page on load. The visitor must close it before seeing a single listing.

  4. 4

    What works

    Star and review filters beside the list

    The filters are next to the list. A visitor can cut the list by stars or score in one click.

  5. 5

    What works

    Each row shows photo, score and price

    Every row has a photo, a review score and a price. A visitor can compare stays without opening any of them.

What to try

Close the calendar on load

The town is already in the search box. Show the list first and let the visitor open the calendar.

See the original page

Winner #2: parksleepfly.com

parksleepfly.com/ord/airport-hotels-with-parking

Hotels landing page example from parksleepfly.com
  1. 1

    What works

    Three tabs for three needs

    The search box has three tabs. A visitor picks the kind of stay before typing anything.

  2. 2

    What works

    Question in plain words

    The box asks ‘When do you want to sleep at the’. It says what the form is for.

  3. 3

    What works

    Four ticks under the search button

    A row of four ticks sits under the button, starting with ‘Free cancellation’. It answers a worry at the moment of the click.

  4. 4

    What gets in the way

    Tiles show no price

    Each tile has a ‘View Deal’ button and no price. The whole capture has no dollar sign, so a visitor must click to learn the cost.

  5. 5

    What works

    Review band shows a score and a count

    A line reads ‘Rated 4.0/5 based on 46,441 reviews’. The big count adds weight to the score.

What to try

Put a from price on each tile

Each tile asks for a click to see the deal. A from price on the tile lets a visitor judge it before the click.

See the original page

Winner #3: sandals.com

sandals.com/royal-bahamian

Hotels landing page example from sandals.com
  1. 1

    What gets in the way

    Photo first screen has only the resort name

    The first screen is a large photo with the resort name. It has no price, no date box and no phone number.

  2. 2

    What works

    Offer box beside the intro

    A box beside the intro says ‘SAVE UP TO $1,500’. The saving is next to the first text a visitor reads.

  3. 3

    What works

    Inclusions in three columns

    Three columns list what the stay covers, starting with ‘No Worries’. A visitor sees what the price includes.

  4. 4

    What works

    Each review shows its source

    Each review card has an age, such as ‘1 WEEK AGO’. Fresh dates make the reviews look real.

  5. 5

    What gets in the way

    Phone number only in the footer

    The number ‘1-888-SANDALS’ appears at the very bottom. A visitor who wants to call must scroll the whole page.

What to try

Phone number beside the offer

The phone number is in the footer. Put it in the offer box so a visitor ready to book can call.

See the original page

Winner #4: allinclusiveoutlet.com

allinclusiveoutlet.com/destinations/mexico-all-inclusive

Hotels landing page example from allinclusiveoutlet.com
  1. 1

    What works

    Phone number in the header

    The header has a phone number with a line about booking with an agent. A visitor who prefers talking can call at once.

  2. 2

    What gets in the way

    Prize draw covers the search box

    A box says ‘ENTER TO WIN’ over the first screen. It stands between the visitor and the search box.

  3. 3

    What works

    Row shows nights, flight and price

    The first row says ‘Hot Deal - 4 Nights w/ Air from $839’. Length, flight and price are in one line.

  4. 4

    What gets in the way

    Two El Dorado rows show no price

    Two rows list resorts and show no price. A visitor cannot compare them with the priced rows above.

  5. 5

    What works

    Three trust badges beside the list

    Three badges sit beside the deals. They show proof while the visitor reads prices.

What to try

Price on every resort row

The ‘Hot Deal’ row shows a price and two rows below do not. Show a price on every row.

See the original page

Winner #5: royaltonresorts.com

royaltonresorts.com/resorts/chic-cancun-resort-spa/homepage-cvr-alt2

Hotels landing page example from royaltonresorts.com
  1. 1

    What gets in the way

    Headline in thin white capitals over the photo

    The headline says ‘PARTY YOUR WAY UNDER CANCUN SKIES’ in thin white letters. Over a bright sky it is hard to read.

  2. 2

    What works

    Sale in four stacked lines

    Four lines say ‘SUMMER BLACK FRIDAY SALE’ and ‘UP TO 20% OFF’. The offer is the biggest text on the screen.

  3. 3

    What gets in the way

    Two matching outline buttons

    Two buttons have the same outline style. A visitor cannot tell which one is the main step.

  4. 4

    What works

    Stay shown as inclusions with photos

    The section ‘INCLUDED IN YOUR STAY’ pairs photos with short labels. It shows 9 dining options and 6 more items.

  5. 5

    What works

    360 tour block

    A block says ‘FEEL THE CHIC VIBE’. A visitor can look around the resort before booking.

What to try

One solid button for the main offer

Two outline buttons look the same. Fill one and leave the other outlined.

See the original page

Winner #6: luxuryescapes.com

luxuryescapes.com/us/hotels

Hotels landing page example from luxuryescapes.com
  1. 1

    What gets in the way

    Review scores in tiny type at the top

    Google 4.7/5 and Trustpilot 4.8/5 appear in very small type. A visitor can miss the proof.

  2. 2

    What works

    A place or a description both work

    The search box accepts a place or a short description of the trip. A visitor with no fixed town can still start.

  3. 3

    What gets in the way

    First cards hide the rate

    The first cards say ‘Sign up to access exclusive rates’. The visitor must give an email to see a price.

  4. 4

    What works

    Member price, normal price and value

    A card shows a member price, the normal price and a line starting ‘Valued up to’. The saving is easy to see.

  5. 5

    What works

    Four reasons to book

    Four short blocks include ‘Best price guarantee’ and ‘7-day change of mind refund’. They answer worries near the end of the page.

What to try

Price on the first cards

The first cards ask for a sign-up before the rate. Show the price and ask for the email later.

See the original page

What the 6 winners do.

  1. Show reviews on the page

    6 of 6

  2. Search or date box on the first screen

    5 of 6

  3. Show a price or deal near the top

    4 of 6

  4. List what the stay includes

    4 of 6

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: dayuse.com

dayuse.com/s/united-kingdom/england/greater-london/london-heathrow-airport

Hotels landing page example from dayuse.com

The search: hotel london heathrow terminal 2

Sponsored dayuse.com

Dayuse Hotels in London Heathrow Airport Hotels by the hour

  1. 1

    What makes it work

    Heading repeats the hourly room idea

    The ad said a room during the day. The page heading shows the same idea for a Heathrow Terminal 2 search.

  2. 2

    What it gets wrong

    Map and banners before the first listing

    A map and two banners fill the screen. The first listing is below them.

  3. 3

    What it gets wrong

    Banner explains rooms by the hour

    A banner says ‘Discover the’. A visitor who came for a room reads an explainer first.

  4. 4

    What makes it work

    Discount badge next to the price

    A badge is next to the price. The saving is visible at the price.

  5. 5

    What makes it work

    Time slots on every listing

    Each listing shows its time slots. A visitor sees what hours are open.

What to try

First listing above the banner

Move the first listing above the explainer banner. The visitor searched for a room and sees one at once.

See the original page

Wildcard #2: opalcollection.com

opalcollection.com/destinations/sarasota-longboat-key

Hotels landing page example from opalcollection.com

The search: sarasota fl siesta key hotels

Sponsored opalcollection.com

Beachfront Hotel By Siesta key | Resorts Near Siesta Key

  1. 1

    What it gets wrong

    Headline does not say Siesta Key

    The search was for stays on Siesta Key. The headline does not use those words.

  2. 2

    What makes it work

    Five links under the headline

    Five links sit under the headline. A visitor can jump to a section.

  3. 3

    What it gets wrong

    Town copy before any resort

    A block of text about the town comes first. The page shows no nightly rate, and no resort is near the top.

  4. 4

    What makes it work

    Browse Rates button on each resort

    Each resort has a ‘BROWSE RATES’ button. The next step is clear.

  5. 5

    What makes it work

    One guest review with the stay date

    A review lists Zota Beach Resort and a 2025 stay. A date and a place make it look real.

What to try

Put Siesta Key in the headline

The ad said the stay is by the beach near Siesta Key. Put Siesta Key in the headline.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

3 pages that waste the click.

  1. A search for the company’s own name

    Region list instead of rooms

    A visitor who comes from a paid click finds a list of world regions. No room and no price show on the first screens.

    • No roomsThe page lists North America and other regions. It shows no rooms.
    • No priceThe capture has no price anywhere.
    • Filter firstThree columns of check boxes come before any result.

  2. all inclusive resorts in costa rica

    Empty search over a long list

    The search fields are empty above a list of resorts. Each card has tag pills and a long paragraph.

    • Empty searchThe search fields ask the visitor to fill in a place and dates.
    • Tag pillsEach card has up to five tag pills before the text.
    • Long textEvery card has a paragraph of about four lines.

  3. best napa valley accommodations

    Magazine list instead of a booking page

    A visitor ready to book sees an article with a list of links. The page shows no price.

    • Article firstThe page starts with a headline, a byline and a long intro.
    • Many linksThe top has many menu links.
    • Sent awayThe Book Now button goes to another site.

What we learned.

  1. Show a price near the top

    Booking shows a price on every row. All Inclusive Outlet says ‘from $839’ on the first row.

  2. List what the stay includes

    Sandals lists inclusions in three columns. Royalton adds photos under ‘INCLUDED IN YOUR STAY’.

  3. Answer worries beside the search

    Park Sleep Fly puts ‘Free cancellation’ under the button. All Inclusive Outlet puts a phone number in the header.

The bottom line

The booking websites here that win bookings put a price, a review score and a way to book on the first screen. The losers send paid clicks to a region list, a country page with no matching rooms or a magazine article.

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