Creative best practices for hotel display ads

Designing for conversion through smart design, targeted messaging, and strong CTAs that turn display ads into direct booking engines

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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