Turning website visitors into holiday home guests

Convert website visitors into holiday home bookings

Why website conversion matters for holiday rentals

By some estimates, our brains absorb visual content up to 60,000 times faster than text, which is why stunning photography is essential for holiday rental marketing.

However, a beautifully crafted website with exceptional property photos still won't convert visitors if the user experience is confusing or slow.

Website conversion is about more than aesthetics, it's about e-commerce fundamentals and helping users complete transactions quickly and confidently.

So why is it that a beautifully crafted, visually stunning holiday rental website still doesn’t get any bookings?

With that in mind, here are 5 great tips to help boost your conversion rate.

Website conversion tips for 2026

1. Less is more: focus on what you're selling

There are countless tools to enhance your website with visual stimulus - icon libraries, royalty free image websites, free video production tools to name a few. 

The truth is, a website with loads of bells and whistles can be visually impressive, but remember, you're not selling features - You're selling a holiday experience.

Make that experience your focus.

With mobile users now dominating web traffic, excessive clutter slows page speed, decreases conversion rates, and increases bounce rates.

Aim for clean, simple design that showcases your properties without distraction.

When setting up your website, choosing the right platform matters. Learn more about website setup costs and PMS website options.

2. Design for all users: accessibility drives conversions

Get back to basics by making your website easily usable for visitors of all ages and abilities:

• Font sizes: Use large, readable fonts

• Contrast: Ensure strong text contrast, especially over image backgrounds

• Typography: Choose easy-to-read fonts, avoiding overly decorative styles

• Calls-to-action: Make buttons and links obvious with strong colour contrast

• Navigation: Keep it simple and intuitive

• Mobile-friendly: Optimise button sizes, navigation, and fonts for smaller screens

• Clear communication: Don't rely solely on visuals, use descriptive text for key actions.

3. Website visitors are task focused 

Your website visitors live busy lives, often filled with a plethora of competing decisions - big or small.

Help them by making it crystal clear what you want them to do: "Find a place to stay" or "Book now" and make it as simple and painless as possible

Think about their user journey from landing page to checkout and remove every unnecessary step. The simpler and more obvious the path to booking, the higher your conversion rate.

Why this matters for direct bookings: When visitors book directly through your website instead of an OTA, you save 15-20% in commission fees. Learn more about why direct bookings matter.

4. Track where your bookings comes from 

Understanding your traffic sources allows you to optimise the guest journey for each channel:

• Social media: Do users arrive from Instagram, Facebook, or TikTok posts?

• Search engines: Are they finding you through Google or Bing?

• Referral partners: Do they arrive via partner websites, directories, or portals?

• Email marketing: Are your newsletters driving repeat bookings?

Use Google Analytics to track these sources and refine your strategy based on what works.

The more you understand visitor behaviour, the better you can tailor their experience.

5. Speed matters: optimise load times

The faster users achieve their goal, the better their impression of your brand. Fast page load times are critical for conversion, especially on mobile devices where impatience is high.

To improve website speed:

• Optimise image file sizes without sacrificing quality

• Choose reliable, fast hosting

• Minimise unnecessary plugins and scripts

• Use a content delivery network (CDN) if serving international guests

Google also penalises slow-loading websites in search rankings, particularly for mobile users, so speed improvements benefit both conversion and SEO.

Your first photo is critical for attracting clicks, but it needs to load quickly too.

This can be a lot to take in but don’t panic! 

6. Test, iterate, and improve over time

Websites are living tools that should evolve based on user feedback and performance data.

Run A/B tests on headlines, button colours, and calls-to-action.

Monitor analytics to see where users drop off, then fix those friction points.

Frequently Asked Questions

What is a good website conversion rate for holiday rental bookings?

Average conversion rates for holiday rental websites typically range from 1-3%, meaning 1-3 out of every 100 visitors make a booking. However, this varies significantly based on traffic quality, property type, and location. Direct traffic and repeat visitors convert at higher rates (often 5-10%) than cold traffic from paid ads. Focus on improving your specific baseline rather than comparing to industry averages. Track your conversion rate monthly and test improvements.

Should I use a booking calendar widget or send visitors to a separate booking page?

Embedded booking calendar widgets generally perform better because they reduce friction, guests can check availability and book without leaving the page they're viewing. Sending visitors to a separate booking page adds an extra step and increases the risk of drop-off.

What makes a good booking widget?

The widget must load quickly and work smoothly on mobile. If your booking system doesn't offer a reliable widget, a well-designed dedicated booking page with clear navigation back to property details can still convert effectively.

How do I know which website changes actually improve conversion rates?

Use A/B testing (also called split testing) to compare two versions of a page or element and measure which performs better. Test one change at a time—for example, button colour, headline copy, or photo placement—and run the test long enough to gather meaningful data (typically at least 100 visitors per variation). Always track the metric that matters most: completed bookings, not just clicks.