It is No Longer Enough to Simply Have a Website.
Today, if you want to survive the competition it is vital to make your hotel’s website work for you. There are many ways in which you can make this happen but to give you a head start I have explained three key ways that your hotel’s website affects your conversion rates.
Google / SEO
I may be stating the obvious here, but having high searchability on Google is vital. If people can’t find you, they can’t book you. One of the first things someone does when they know they are taking a trip is Google hotels in the area they are going. Especially if they don’t know anyone there who can provide recommendations.
One way to increase your rank is having proper Search Engine Optimization (SEO) throughout your website. If you don’t already know how to implement SEO, you may want to consult with a professional. (*Waving my hand in the air* I’d love to help you!)
Having optimal Google ranking can help increase your placement, but that’s just the first step in converting a search into a sale.
There are three factors travelers are looking to answer while surfing hotel websites:
It is crucial to provide this information as quickly and as easily as possible from the moment someone clicks on your site.
If your website is difficult to navigate or vital information are hidden, travelers will quickly lose interest and move on to the next listing.
“What is the hotel’s bedding like?”, was by far the most common question I was during my time working in the travel industry.
Everyone wanted to know what size the beds were, how large the rooms are, or if they have connecting rooms.
Especially if they were traveling internationally, as European hotel rooms are typically much smaller than Americans. I encountered countless independently owned hotel websites where information was either non existent or hidden deep in a labyrinth of pages.
I already mentioned this above, however this one deserves its own segment. Pricing is one of the first things travelers look for when they land on your site.
It’s already important that you have competitive rates, but it has been shown that offering a deal to those who book directly through your website is the single more efficient way to boost your conversions.
On the flip side, having non-refundable rates has 3 times lower chance of conversion. So while listing the cost, make sure you offer some refundable options to your potential clients.
To find out more about how to improve your conversions and increase your brand recognition read this!