First impressions matter, and when it comes to your hotel’s website, colour plays a bigger role than you might think. Before guests read a word of text, the colour palette sets the tone, sparks emotions, and influences their decision to book. In fact, research shows that up to 90% of snap judgments about a brand can be based on colour alone. For hotels, that makes colour psychology a powerful tool.
How Colour Influences Guest Perception
Each shade carries emotional weight and subtle associations. Here’s how colour choices can shape the way travellers feel about your property:
Blue – Trust, calm, reliability. Perfect for seaside resorts or wellness retreats.
Green – Balance, sustainability, relaxation. Ideal for eco-conscious or countryside hotels.
Red – Energy, passion, excitement. Works well for boutique or lifestyle brands.
Gold & Neutral Tones – Luxury, elegance, timelessness. A staple for premium properties.
Bright Colours – Fun, creativity, vibrancy. Great for family-friendly or youthful brands.
The key is aligning your palette with your hotel’s identity and the experience your brand promises. It is also essential to consider your primary target markets and guest demographic when choosing palette combinations, remembering that colour meanings can vary depending on the culture. At Aró Digital Strategy we have conducted deep research into colour psychology and its impact on the bespoke websites that we build for our hotelier clients, here is some of what we've found:
Colour in Practice: Building the Guest Journey
Beyond the homepage, colour can guide users through your site:
Call-to-Action Buttons – Consistent contrasting colours help “Book Now" buttons stand out and increase conversions.
Backgrounds – Soft neutrals reduce visual strain, making browsing pleasant.
Accents – Strategic pops of colour draw attention to key amenities or offers.
Contrast - Contrasts must be high enough for accessibility.
When used well, colour doesn’t just look good, it creates a seamless, emotionally resonant journey that reassures guests they’ve found the right hotel.
Your website is your digital lobby, and colour is the atmosphere guests walk into. By thoughtfully choosing a palette that reflects your brand personality, you can influence how travellers feel and encourage them to take the next step.
At Áro Digital Marketing, we specialise in creating hotel websites that combine beauty with strategy. If you’d like to know how your website’s colour and design choices can shape guest perceptions and actions, we’d love to chat. Contact Us.