How to highlight amenities on your hotel website

From high-speed Wi-Fi to spa services, the right amenities not only enhance your guests’ stays; they’re often cited in guest reviews as key reasons for choosing (and returning to) a property.

However, these amenities are only valuable if potential guests know about them and see what matters most to them. Effectively showcasing your hotel’s offerings on your website is crucial in such a crowded landscape.

By highlighting both standard and unique amenities, and going to town on the latter, you can attract more direct bookings and set expectations for an unforgettable guest experience.

In this blog post, we'll explore how to highlight your amenities, , personalize how they are showcased to your website visitors, improve the booking experience and leverage other website features to keep guests coming back for more.

What are the most important hotel amenities?

The ‘most important’ hotel amenities can vary widely depending on the property type, target audience and even the individual preferences of guests. A business traveler may prioritize high-speed Wi-Fi and meeting spaces, while a leisure guest might be more interested in a luxurious spa or kid-friendly facilities.

Understanding these differences is key to effectively marketing your amenities.

Let’s consider standard amenities vs those that help to drive bookings.

Every hotel offers a set of standard amenities – services and features that guests simply expect. These include essentials like Wi-Fi, comfortable bedding and 24/7 front desk service. While crucial, they’re now expected across the board – meaning they’re unlikely to be the reason a guest chooses you over another similar property.

On the other hand, amenities that drive bookings go beyond the basics to enhance the guest experience and differentiate your hotel and enhance your online reputation.

Think amenities that solve real guest needs – like a workspace for digital nomads, stroller rentals for young families, or a sleep-focused package with blackout curtains, herbal teas and a pillow menu.

To determine which of your amenities matter most to your guests, consider the following:

• Guest reviews and feedback – analyze online reviews and guest surveys to identify recurring mentions of specific amenities.

• Booking and inquiry trends – look at what prospective guests ask about before booking, indicating what drives their decision-making.

• Competitor analysis – see which amenities similar hotels in your area emphasize in their marketing.

• Guest segments – if your primary audience is families, for instance, amenities like babysitting services or kids’ activity packs might be key.

Standard amenities in the hospitality industry are likely to include:

• Free Wi-Fi, as noted above

• Late check-in/checkout

• Complimentary breakfast

• Parking availability

• Air conditioning/heating

Whereas amenities that could actually encourage bookings because they go above and beyond expectations might include:

• Sleep programs, as mentioned above

• Personalized concierge services

• Pet-friendly accommodation

• Wellness offerings (yoga classes, meditation spaces, organic toiletries etc)

• Unique dining experiences (chef’s table, local food tastings)

By understanding which amenities resonate most with your hotel guests, you can strategically highlight them on your hotel website and social media platforms to attract more bookings.

How to highlight amenities on your hotel website

Effectively showcasing your hotel’s amenities online can influence booking decisions and set guest expectations. By creating dedicated content around your amenities – through specialized pages, detailed descriptions and high-quality visuals that appeal to the guest and search engine alike – you can ensure that guests and potential customers see the value your property offers.

Create a page to spotlight unique amenities

If your hotel offers amenities that set you apart from competitors, creating a dedicated webpage to highlight them can be an effective marketing strategy. This is particularly useful for boutique hotels, luxury properties or hotels with experiential offerings that go beyond the standard.

A well-designed amenities page should:

• Clearly outline what makes your hotel’s amenities unique

• Use compelling copy to describe how these amenities enhance a guest’s stay

• Include high-quality images or videos to bring the experience to life

A great example of this is the Curtis Hotel’s amenities page.

Known for its fun, pop-culture-inspired atmosphere, the hotel emphasizes quirky amenities like themed floors, a 24-hour fitness center and pet-friendly accommodation.

The page works well because it uses playful descriptions that align with the hotel’s branding, along with eye-catching imagery that reinforces its personality.

Emulate them – consider how your brand personality can shine through in a similar way.

Write detailed room and amenities descriptions

Beyond a dedicated amenities page, your hotel can also enhance its website (and search engine optimization – or SEO) by integrating detailed descriptions into room listings and amenity highlights. Instead of simply stating “luxury suite with a private balcony”, use rich descriptions that engage guests and improve your SEO by including long-tail keywords guests actually search for, like “oceanfront balcony suite with spa access.”

‘Relax on your private balcony with breathtaking ocean views, unwind in a deep-soaking tub and enjoy exclusive access to our VIP lounge with complimentary evening cocktails.’

This level of detail not only informs guests but also helps them visualize their stay, making them more likely to book.

A hotel that does this effectively is Caldwell House Bed & Breakfast.

Their specials page highlights unique offerings like in-room massages or breakfast in bed, accompanied by descriptions that explain the experience in an enticing way.

If you take a similar approach at your hotel by adding well-written descriptions to hotel room pages, seasonal offers and experience-driven amenities, you should see an uptick in bookings.

Incorporate high-quality images and videos

A (static or moving) picture is worth a thousand words, and when it comes to hotel amenities, visuals can be even more persuasive than text. Guests want to see what they’re booking, whether it’s an inviting infinity pool, a lavish spa or a charming courtyard for morning coffee.

To make the most of visual content:

• Where budget allows, use professionally-shot images. If not, natural lighting, tidy spaces and a good smartphone can still go a long way—just be sure images are high-resolution and up to date.

• Include videos for experiential amenities like rooftop dining, wellness retreats or immersive cultural activities

• Feature real guest experiences, such as a short video testimonial of a spa treatment or a time-lapse of a sunset view from your hotel’s terrace

• Consider offering a small incentive (like a free drink) for guests who post a short video on Instagram or TikTok and tag your hotel. With permission, you can repurpose their content on your website

A great example is The Lanesborough, which uses stunning photography and immersive videos to highlight its world-class spa, fine dining and luxury accommodation. The high production quality and attention to detail make potential guests feel like they’re already experiencing the hotel.

By combining a dedicated amenities page, rich descriptions and high-quality visuals, your hotel can effectively communicate what makes it special, ultimately driving more direct bookings.

Show the right amenities to the right guests

Not all guests place the same value on hotel amenities, which means a one-size-fits-all approach can limit their effectiveness.

By personalizing website content, you can highlight the amenities that are most relevant to each visitor’s travel intent, such as wellness facilities for leisure travelers or business services for corporate guests. 

Personalization allows amenity messaging to adapt dynamically in real time, creating a more relevant and engaging browsing experience. As a result, guests can more easily identify what matters most to them, increasing engagement and supporting higher direct booking conversion.

Drive bookings with other website features

Beyond showcasing amenities, your hotel’s website should be optimized to provide a seamless user experience that encourages direct bookings. From mobile-friendly design to clear calls to action, these features can make a significant impact on conversion rates.

Prioritize responsive hotel website design

A responsive website design ensures that your hotel’s site adapts to different devices, whether guests are browsing on a desktop, tablet or smartphone.

Since a growing number of travelers book hotels from their mobile devices, a site that isn’t mobile-friendly can lead to lost bookings.

To ensure a responsive design:

• Use a mobile-first approach, ensuring key elements like navigation, images and booking forms function well on smaller screens.

• Optimize page load speed, as slow-loading pages can frustrate users and increase bounce rates.

• Conduct regular usability tests on various devices to ensure a seamless experience across platforms.

Implement a user-friendly booking engine

A clunky or confusing booking system is one of the biggest barriers you’ll face in securing direct reservations. Guests expect a fast and intuitive booking experience, and any friction – such as too many form fields or unclear pricing – can cause them to abandon their booking.

To improve their booking experience:

• Use a simple, step-by-step booking process that requires minimal clicks to complete a reservation.

• Display real-time availability and pricing clearly, avoiding hidden fees or last-minute surprises. Guests are more likely to complete their booking when pricing is transparent – surprise fees at checkout often lead to abandoned carts

• Ensure your booking engine is secure and mobile-friendly, with clear payment options and instant confirmation emails

Add clear calls to action

Well-placed, compelling calls to action (CTAs) guide visitors toward booking a room or exploring special offers. Without strong CTAs, even the most beautifully designed hotel website may struggle to convert visitors into paying guests.

To create effective CTAs:

• Use clear, action-driven language such as ‘book now’, ‘check availability’ or ‘claim your exclusive offer’.

• Place CTAs strategically – on your homepage, within room descriptions and at the end of blog posts or promotions.

• Ensure they stand out visually, using buttons with contrasting colors and concise, easy-to-read text.

Highlight sustainability and social responsibility initiatives

Sustainability and corporate social responsibility (CSR) are becoming key factors in travelers' booking decisions. Many guests prefer to stay at hotels that align with their values, whether through eco-friendly initiatives or community-focused programs.

For example, BWH Hotels introduced a carbon calculator to help guests understand the environmental impact of their stays.

This initiative aligns with the growing trend of sustainable travel, as studies show that guests are increasingly willing to pay more for eco-conscious accommodation.

Your hotel can highlight its sustainability and CSR efforts by:

• Creating a dedicated sustainability page on your website to showcase initiatives like waste reduction, energy efficiency and partnerships with local businesses.

• Incorporating eco-friendly badges and certifications on your homepage and booking engine.

• Featuring real guest stories and behind-the-scenes content about community-driven efforts.

By optimizing your website’s design, booking experience and messaging, you can create a seamless and compelling journey that encourages guests to book directly rather than through an online travel agent (OTA).

Guide guests to book direct using multiple message types

Highlighting amenities is most effective when paired with clear direct booking value at key moments in the guest journey. Varying message types and timing allows hotels to reinforce amenity-driven perks in a way that aligns with how and when guests are considering their booking options.

This approach can range from subtle Smart Notes that provide a gentle nudge, to countdown messages that create urgency around limited-time offers. Exit messages can also help recapture the attention of users about to leave the site, encouraging them to continue their booking journey by highlighting exclusive amenities available when booking direct.

Leverage predictive AI to promote the right experiences

Amenity-focused packages can be a powerful way to increase perceived value, but their impact depends on when and to whom they are shown. Predictive personalization tools allow hotels to automatically upsell packages to website visitors who demonstrate high booking or spend intent.

By using AI and machine learning to segment users in real time, hotels can ensure amenity-led offers are surfaced at the most relevant moment in the booking journey. This targeted approach helps turn amenities into bookable experiences while supporting higher conversion and revenue.

Focus on your guests to increase bookings and generate more revenue

Ultimately, guests want to feel understood, from the moment they land on your website to the day they check out.

That means showing them you’re ready to meet their needs, whether it’s a stress-free check-in, family-friendly extras, or thoughtful touches that reflect your brand.

The more clearly you communicate these touches online – through visuals, descriptions, personalized messaging, and a seamless booking experience – the more trust you build before they even arrive.

If they think you can accommodate them, and do so in a way that’s both better and better value for money than any of your competitors, they’re more likely to book. And if you deliver, they’re more likely to come again, leave good reviews and tell their friends.

When you move beyond a one-size-fits-all approach, you can ensure that the right amenities reach the right guests at the perfect moment. That’s where Lighthouse can help, we surface the insights that matter, from booking behaviors to market demand shifts, so you can showcase amenities with purpose, adjust pricing dynamically, craft tailored offers that convert.

Attract, engage, and convert more website visitors across the entire online booking journey with data-driven insights and AI-powered personalization. Use personalized content and tailored offers to create unique user experiences that drive more direct bookings and build lasting guest loyalty.

Ready to turn your website into a powerful, personalized booking engine? Look no further, let Lighthouse lead the way.