Call-to-Action Guidelines

What a CTA Is

A CTA is a styled card embedded directly within an article, viewpoint, announcement, or other piece of editorial content on Hospitality Net. It carries a short headline, a one or two-sentence message, and a button that links readers to a chosen destination. That destination can be a demo booking, a report download, an event registration, a newsletter signup, or anything else worth a click.

CTAs are not banner ads. They sit between paragraphs, in context, alongside the content they relate to. That placement is the point. A reader who is already engaged with an article on revenue management is more likely to act on a relevant offer than the same reader passing a banner on a homepage.

How It Works

Once a CTA has been set up for an organization, it becomes available inside the editor. When the organization publishes content on Hospitality Net, the author can drop the CTA into the body of the article with a single click. One CTA can be reused across multiple pieces of content.

Every CTA has a start date and an end date. It only appears in published content during that window. Once the end date passes, the CTA stops rendering. There is no need to manually remove expired CTAs from old articles. They simply disappear when their time is up.

Impressions and clicks are tracked automatically. You can see how many readers saw the CTA, how many clicked through, and which articles drove the strongest performance.

Submission Specifications

When submitting a CTA, please follow these specifications:

• Tag (max 2-3 words): a short label sitting above the headline. Use it to name the product, content type, or campaign. Examples: "Report", "Free Trial", "ITB Berlin 2026".
• Title (max 60 characters): the headline. Action-led or benefit-led works best. Avoid generic phrasing.
• Description (max 180 characters): one clear value proposition in one or two sentences. Tell readers why this is worth their click.
• Button Text (max 2-3 words): verb-led. Examples: "Book a demo", "Download report", "Register now".
• UTM Link (required): the destination URL with tracking parameters. Use this format: ?utm_source=hospitalitynet&utm_medium=referral&utm_campaign=<campaign-name>. The campaign name should be short and identifiable.
• Start and End Date: when the CTA should go live, and when it should retire.

Writing a CTA That Works

The best CTAs respect the reader's attention. They lead with a benefit, not a brand. They use concrete language, not vague claims. They tell the reader what happens next.

A few patterns that consistently work well:

• Open the description with the outcome, not the company. "Cut booking errors by 40%" beats "Mews helps hotels improve operations".
• Match the tone of the surrounding editorial content. CTAs that read like ads feel like ads. CTAs that read like recommendations feel like recommendations.
• Use specific numbers, dates, or claims when possible. "Join 200 hoteliers in Berlin" lands harder than "Join us at our event".
• Keep button text active and clear. "Learn more" is a missed opportunity. "Get the report" tells the reader exactly what they will get.