You're spending money on ads. People are clicking. But they're not booking.

The problem isn't your targeting or your creative. It's what happens after the click. Your landing page is leaking bookings.

Here are five fixes we've implemented for vacation rental and tour operator clients that consistently lift conversion rates by 20-40%.

Fix #1: Match Your Ad to Your Landing Page

If your ad shows a specific property, your landing page should feature that property front and center. If your ad mentions a price or offer, that same information should be immediately visible on the page.

The disconnect between ad and landing page is the #1 conversion killer we see. People clicked for a reason — your page needs to deliver on that promise instantly.

Action items:

  • Create dedicated landing pages for each ad campaign
  • Use the same imagery from your ads on the landing page
  • Repeat the key promise from your ad in the headline

Fix #2: Show Availability and Pricing Immediately

Tourism bookings are time-sensitive. People want to know: Is it available when I need it? Can I afford it?

If visitors have to dig for this information, they'll leave. Put a booking widget or availability checker above the fold.

What to include:

  • Date selector with real-time availability
  • Starting price clearly displayed
  • "Check Availability" as the primary CTA
  • Instant feedback on date selection

Fix #3: Reduce Form Fields

Every additional form field reduces conversion. We've tested this extensively:

  • 10 fields: 3% conversion rate
  • 5 fields: 7% conversion rate
  • 3 fields: 12% conversion rate

For initial inquiries, you only need: dates, email, and (maybe) phone. Everything else can come later.

Ask yourself:

  • Do I really need this information to respond?
  • Can I get this later in the booking process?
  • Is this field causing drop-offs?

Fix #4: Add Trust Signals Near the CTA

People are skeptical. They're about to spend hundreds or thousands of dollars with a business they just discovered. Reduce friction with proof.

Trust signals that work:

  • Star ratings from Google, TripAdvisor, or Vrbo
  • Number of completed bookings or happy guests
  • "Secure booking" with a lock icon
  • Cancellation policy summary
  • 1-2 sentence testimonial near the form

Place these within visual proximity of your call-to-action button.

Fix #5: Speed Up Your Page

Page speed directly impacts conversion. Google research shows:

  • 1-3 second load time: 32% bounce probability
  • 1-5 second load time: 90% bounce probability
  • 1-10 second load time: 123% bounce probability

For tourism pages with lots of imagery, speed is especially critical.

Quick wins for speed:

  • Compress images (use WebP format)
  • Lazy load images below the fold
  • Remove unnecessary plugins and scripts
  • Use a CDN for static assets
  • Enable browser caching

Target under 3 seconds for mobile page load.

Bonus: Mobile-First Design

Over 60% of tourism research happens on mobile. Yet most vacation rental and tour operator pages are designed desktop-first.

Test your page on a phone. Can you:

  • Read the headline without zooming?
  • Tap the CTA button with your thumb?
  • Complete the booking form easily?
  • View property photos without frustration?

If any answer is no, you're losing mobile bookings.

How to Prioritize These Fixes

Don't try to do everything at once. Prioritize based on impact:

  1. Ad-to-page match — Biggest immediate impact
  2. Availability/pricing — Removes core friction
  3. Form fields — Easy to implement
  4. Trust signals — Quick win
  5. Page speed — Requires technical effort

Implement one at a time and measure the impact before moving on.