Being a Parks, Recreation, & Tourism Major at the University of Utah, I am frequently looking for website appeal within our local hospitality community. If we hope to attract as many guests as possible to our beautiful area, it is essential that our online presence is overflowing with AIDA. So, what exactly is AIDA? AIDA is the acronym for Attention, Interest, Desire, and Action. All of these must be identifiable within a website if a company wishes to successfully attract and retain customers. I decided to check out the website for Hotel Monaco in downtown Salt Lake City, and evaluate it for AIDA. A=Attention When I opened Hotel Monaco’s webpage, the first thing that drew me in was the gorgeous pictures of their hotel lobby, as well as the amazing landscape shots of SLC. When I scrolled down, the hotel boasted several links that complemented their brand and their location. They even included links from their very own blog! I=Interest It took less than 3 seconds to develop an interest in this website. The colors on the page were all vibrant and inviting, and it was obvious that I could spend a lot of time perusing all of their blog posts. The main thing that caught my interest was at the very top of the site. On the top right of the page, in small font, were the words KARMA REWARDS. I was hooked-I HAD to know what that link was all about! D=Desire The desire to continue navigating this website came for two reasons. First, they included “best rates guaranteed” throughout their site. Even if I wasn’t looking for the LOWEST rate, I appreciated that they anticipated the viewer’s desire to find a reasonably priced room. The other desire came from this picture, placed strategically in the middle of their homepage: If I wasn’t living in Utah, and I came across this picture with it’s teasing blurb, I would definitely click on that “LEARN MORE” button! A=Action So, what about Monaco’s website calls a viewer to action? Displayed boldly at the top of the site (and also as you scroll through the page) are two words highlighted in red. BOOK NOW. The creators of this site have ensured that no matter where you navigate throughout the site, your eye will be drawn to those bold words. ---->>>>> BOOK NOW So, now that we’ve gone through the concept of AIDA, let’s discuss why it is important.
I think it’s fair to say that the thoughtful process of incorporating AIDA into your hospitality website is a no-brainer. With millions of websites to choose from, how will your hospitality site stand out? How will you ensure that your viewers stay at your site for more than 3 seconds? What is interesting enough to keep them there and to keep them from getting bored? As an advocate for stay-cations, and a lover of the beauty that Salt Lake City offers, we should all be dedicated to improving our website’s AIDA. I would love to hear from you! Please comment below, and offer your opinion and advice. Also, take a peek at the Hotel Monaco’s website for yourself, as well as an article from Forbes regarding AIDA and how to make it work for you. http://www.monaco-saltlakecity.com https://www.forbes.com/sites/jaysondemers/2013/08/05/how-to-use-the-aida-formula-to-boost-your-content-marketing-strategy/#15496859358a
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AuthorHi, my name is Naomi Hall. I am currently a full time undergrad student at the University of Utah, studying Hospitality Management through the Parks, Recreation, and Tourism program. ArchivesCategories |