The 5 winners.

The landing pages actually worth stealing from.

Winner #1: sandals.com

sandals.com/sale

Travel landing page example from sandals.com

The search: all inclusive caribbean

Sponsored sandals.com

St. Lucia All-Inclusive

  1. 1

    What gets in the way

    Ad is for St. Lucia, page leads with Jamaica

    The search ad is for St. Lucia. The headline block is the Great Jamaica Comeback Sale. A visitor who clicked for St. Lucia sees another island first.

  2. 2

    What works

    Credits and a free tour in the hero

    The hero shows up to $1,500, a $500 credit and ‘+ FREE JAMAICA ADVENTURE’. A buyer sees the size of the saving next to the headline.

  3. 3

    What works

    Booking bar with a $100 saving

    The booking bar carries ‘BOOK ONLINE TODAY & GET $100 OFF’. A buyer can check dates and see a saving in one place.

  4. 4

    What works

    Free tours tied to a 5 night stay

    The page says ‘WHEN YOU BOOK 5 NIGHTS OR LONGER’ above the free tours. The rule is short, so a buyer sees what the extras need.

  5. 5

    What gets in the way

    $49 deposit at the bottom of the page

    The cheapest first step, ‘RESERVE YOUR ROOM FOR JUST $49 PER PERSON!’, is the last big line. Few buyers scroll that far.

What to try

Put the $49 deposit in the hero

Move the $49 per person deposit up beside the hero credits. A visitor who is not ready to pay thousands sees a small first step at once.

See the original page

Winner #2: kimkim.com

kimkim.com/l/japan-tours

Travel landing page example from kimkim.com

The search: japan tours

Sponsored kimkim.com

Japan 7-Day Itineraries | Explore Japan in 10 Days

  1. 1

    What works

    Headline has the place and the trip type

    The search was for Japan tours. The headline says ‘Tailor-Made Trips to Japan’, so the buyer sees Japan and a custom trip in one line.

  2. 2

    What works

    Press logos under the hero

    BBC, TechCrunch and The New York Times logos sit under the hero. A buyer who does not know the brand sees names they know.

  3. 3

    What gets in the way

    Itinerary cards with no price

    Each card has a title with the days and a paragraph. No price shows on any card, so a buyer cannot judge the cost before asking.

  4. 4

    What gets in the way

    How it works in small type

    The steps start with ‘Tell us what kind of trip you want’ in small type. The way the service works is easy to miss.

  5. 5

    What works

    Local specialists with photos and bios

    Photos with names and bios sit under ‘Meet our Local Travel Specialists’. A buyer sees the people who plan the trip.

What to try

A from price on each itinerary card

The cards show days and no cost. Add a from price per person to each card, so a buyer sees the scale before asking for a quote.

See the original page

Winner #3: carnival.com

carnival.com/cruise-to/mexico-cruises

Travel landing page example from carnival.com

The search: mexico cruise

Sponsored carnival.com

Mexico Cruise Vacation | Carnival Cruise Line

  1. 1

    What gets in the way

    Hero photo with no price

    The hero is a photo. The first price on the page, ‘$208’, shows far below it.

  2. 2

    What works

    Headline repeats the search

    The search was for a Mexico cruise. The headline says ‘BEST CRUISES TO MEXICO’, the same words.

  3. 3

    What works

    Twelve port photos to pick from

    Port photos such as ‘COZUMEL’ and ‘PUERTO VALLARTA’ let a buyer choose a stop before choosing a ship.

  4. 4

    What works

    Three prices and a taxes line

    Three cards show ‘$208’, ‘$217’ and ‘$253’ per person, with ‘* Taxes and fees are included.’ under them.

  5. 5

    What gets in the way

    Cruise search far down the page

    The search form, ‘FIND A CRUISE’, is far down the page. A buyer who knows the dates has to scroll past the ports.

What to try

Cruise search under the hero

Move the search for sail from, dates and length up under the hero photo. A buyer who knows the trip can start at once.

See the original page

Winner #4: audleytravel.com

audleytravel.com/us/japan

Travel landing page example from audleytravel.com

The search: japan vacation packages

Sponsored audleytravel.com

Japan Vacation Packages - Book Now for 2026 & 2027

  1. 1

    What gets in the way

    Headline does not repeat the search

    The search was for Japan vacation packages. The headline says ‘Japan your way’, which does not echo the words searched.

  2. 2

    What gets in the way

    Three paragraphs before the first tour

    Three paragraphs of copy come before any tour. The first price shows further down, at $4,875.

  3. 3

    What works

    Side box about 30 years

    The side box says ‘Creating tailor-made tours’ and ‘for 30 years’, with award marks and two buttons. A buyer sees an old tour operator at once.

  4. 4

    What works

    Tour cards with days and a price

    Each tour card has the days and a price, such as ‘8 days from $4,875pp’. A buyer can compare trips by length and cost.

  5. 5

    What works

    Close with a specialist and a phone

    The close says ‘Speak to a certified specialist to start’ with three photos and the number 1-866-723-5207.

What to try

Phone and a specialist near the top

The phone number shows only near the end of the page. Put it and a specialist photo beside the intro box.

See the original page

Winner #5: intrepidtravel.com

intrepidtravel.com/us/costa-rica

Travel landing page example from intrepidtravel.com

The search: costa rica tours

Sponsored intrepidtravel.com

Costa Rica Group Tours

  1. 1

    What gets in the way

    Headline has no word for group

    The ad is for group tours. The headline says ‘Costa Rica tours & vacations’, with no word group in it.

  2. 2

    What works

    4.8 rating beside the heading

    A 4.8 rating with stars sits beside the destination heading. A stranger sees a score from other travellers.

  3. 3

    What works

    Crossed-out price on each trip card

    Trip cards under ‘Featured trips for Costa Rica’ show a crossed-out price beside the new price. The saving is visible on every card.

  4. 4

    What works

    Custom-trip card with a button

    A card says ‘Intrepid. Made yours.’ with a ‘Build my trip’ button. A buyer who wants a different trip has a way in.

  5. 5

    What gets in the way

    Saving offer inside a form

    The ‘Save USD $100’ offer comes with a form. It asks for a first name, an email and a privacy tick box.

What to try

Show the $100 saving up top

The $100 saving is far down the page. Put it beside the 4.8 rating so a buyer sees the saving first.

See the original page

What the 5 winners do.

  1. Put the place in the headline

    5 of 5

  2. Show a price on the page

    4 of 5

  3. Show a rating or press proof

    3 of 5

  4. Show real travel specialists

    2 of 5

Wildcards.

Pages that break the playbook in interesting ways.

Wildcard #1: luxuryescapes.com

luxuryescapes.com/search?destinationName=Koh+Samui&destinationId=le_7af6d6117d13124fd3e00f5cb5f04400&adults=2&children=none&pages=2

Travel landing page example from luxuryescapes.com

The search: koh samui all inclusive

Sponsored luxuryescapes.com

Koh Samui All Inclusive - Limited Time Offer Only - Koh Samui Hotels

  1. 1

    What makes it work

    Cancellation line on each card

    Each card says ‘Flexible cancellation available (hotel only)’. A buyer sees the risk is low before the price.

  2. 2

    What makes it work

    Inclusions listed on the card

    The card lists ‘Daily buffet breakfast’, a daily lunch or dinner and free-flow drinks. A buyer sees what the price covers.

  3. 3

    What it gets wrong

    Filter column beside the cards

    The left column lists ‘Type of escape’ and more filter groups. A buyer has many choices before the first card.

What to try

Match the search words on the card

The search was for Koh Samui all inclusive. Put the words all inclusive on each card that lists meals and drinks, so the click and the card match.

See the original page

Wildcard #2: hotel.hardrock.com

hotel.hardrock.com/vallarta

Travel landing page example from hotel.hardrock.com

The search: hard rock vallarta

Sponsored hotel.hardrock.com

Hard Rock Hotel Vallarta | Located in Riviera Nayarit | Friendly Staff

  1. 1

    What makes it work

    Percentage saving in the hero

    The hero banner says ‘HALLOWEEN SPECIAL’ and ‘A spooktacular escape with up to 55% off.’ A number shows in the first screen.

  2. 2

    What it gets wrong

    Renovation story fills the next block

    The block starts with ‘ANEW CHAPTER STARTS HERE’ with copy about the redesign. A buyer who came to book finds no rate here.

  3. 3

    What it gets wrong

    Three cards with no rate

    The cards say ‘REDESIGNED STAYS’, ‘NEW PLACES TO GATHER’ and ‘MORE WAYS TO EXPERIENCE VALLARTA’. None shows a rate.

  4. 4

    What makes it work

    All-inclusive stay has its own button

    A button says ‘EXPLORE THE ALL-INCLUSIVE EXPERIENCE’ under ‘EVERYTHING YOU LOVE. ELEVATED.’ A buyer finds what the stay covers.

  5. 5

    What it gets wrong

    News block before any booking step

    Further down, a news block called ‘FOR THE RECORD’ has two blog cards. A buyer ready to book meets articles.

What to try

A nightly rate next to the offer

Add a nightly rate to the Halloween banner. The line up to 55% off needs a price to measure it against.

See the original page

The copy bank.

Headlines

Offers

Promises

Next steps

3 pages that waste the click.

  1. mackinac island vacation

    Island welcome text with no price

    A visitor who searched for a Mackinac Island vacation reads a long welcome and a list of rankings. No price or form shows in the first screens.

    • Long welcomeThe page starts with paragraphs about fudge, trails and sunsets.
    • Ranking list‘No. 1 in the World!!!’ and two more rankings fill the screen after the welcome.
    • No priceNo price, date picker or booking form shows in the first screens.

  2. maldives all inclusive resorts

    Magazine list instead of a booking page

    A buyer who searched for Maldives all inclusive resorts reads an article with a byline. The list shows nine resort names and no price.

    • Article firstThe page starts with ‘The 9 Best All-inclusive Resorts in the Maldives’ and a long introduction.
    • BylineA named writer and ‘Updated on March 11, 2026’ come before any resort.
    • No priceThe ‘Top Places to Stay’ list has nine resort names and no prices.

  3. virginia beach oceanfront

    Hotel list for the whole city

    A buyer who searched for Virginia Beach oceanfront sees a list of hotels in the whole city. The heading has no word about the ocean.

    • No oceanfrontThe heading is ‘Top hotels in Virginia Beach’ with no word about the ocean.
    • Filters firstA buyer sets price, ‘Review Score’ and ‘Hotel class’ filters to narrow the list.
    • Map beside listA map covers the right side of the list, so each hotel card is small.

What we learned.

  1. Show a number early

    Sandals puts up to $1,500 in credits next to its headline. Intrepid shows a crossed-out price and a new price on every trip card.

  2. Show who plans the trip

    kimkim puts photos, names and bios under ‘Meet our Local a losing page Specialists’. Audley closes with three specialist photos and a phone number.

  3. Use the buyer's own words

    Carnival says ‘BEST CRUISES TO MEXICO’ for a Mexico cruise search. kimkim says ‘Tailor-Made Trips to Japan’ for a Japan tours search.

The bottom line

The travel pages here that win show a place, a price and a person early, for a luxury trip or a budget one. The losers send paid clicks to a tourism guide, a magazine list and a city hotel list.

Postclick is live

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Paste the URL your own ads point at. Postclick reads it the way we read these 45 pages, shows what is costing you trip bookings and draws new versions to look at. Your first audit and two design directions are free.

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