Your hotel website should be as welcoming as your hotel lobby. While repeat business, brand loyalty, and word of mouth still play an important part in the hotel industry, today’s customers are increasingly shopping for value and are researching numerous hotel sites before making booking decisions.
For customers who find your property via an online search, your site’s design quality provides a powerful first impression and promotes trust if the site is well done. For this reason above all, your next hotel website should be creatively designed with usability and conversion in mind.
We all know having a strong online presence is no longer optional. What we sometimes still struggle to grasp is websites are an investment in the future success of your business, and it’s important to view it that way. It’s never ‘done’ or ‘final’ and it shouldn’t be. The nature of the web is constantly evolving and savvy marketers and companies need to evolve with it. Below are 7 reasons why your hotel may be in need of a website redesign.
With more and more potential guests searching online to book travel, it’s essential that hotels invest wisely in their website design. A lot of times guests will judge a book by it’s cover, so it’s important to make a good first impression and set the tone for the experience the hotel is trying to portray.
When it comes to website conversions, hotels tend to focus only on the numbers in the bank. Much like “heads in beds” it’s a great indicator of a successful site. But let us take a look at other important conversion metrics and a deeper review of optimization techniques that hotels can use to ensure a great user experience.
The main ‘macro’ conversion metric hotel marketers tend to focus on is revenue generated from direct bookings. That bottom line is key. However, let’s not forget other “micro” conversions that can lead to future bookings by capturing and engaging your audience. Micro conversions are goals, just like the important direct booking metric you’re currently measuring. But micro conversions are not direct bookings or sales. Micro conversions are goals that help to build relationships with your site visitors. These are relationship building goals that contribute to conversions (e.g. bookings!).
Attracting quality traffic is the ultimate goal for every hotelier and industry entrepreneur. SEO strategies change with every new release of a Google search algorithm, but getting high quality, relevant links to your site remains an indispensable way of driving web traffic.
Knowing who is linking to you and understanding how to build a quality link network can improve overall web traffic. Even more importantly, it can help you target the people most likely to purchase your services.
Despite the widespread implementation of Google Analytics, many hoteliers who have access to accounts don’t have much familiarity with the true scope of data available (beyond the summary traffic reports) nor insights into how they can dig deeper. With competition fiercer than ever, now is the time for hoteliers to take a deeper look at their online traffic and fully utilize Google Analytics – an incredibly powerful tool.
2015 is upon us! And what a year it’s going to be. With so many developments in the arena of hotel marketing, hoteliers are in for a busy year. Make 2015 the year you make the most of the new opportunities, tools and rules out there to leverage your hotel marketing efforts. Before you dive right in, have a look at some of the areas you should consider when devising your hotel marketing plan for 2015.
For hotels, holidays are busy, no matter what time of year it is. Whether it’s Christmas, New Year or Easter that’s coming up, holidays are a time when every hotelier struggles to juggle budgets, meetings and a normal day’s work.
During the holiday season, people prepare to go on vacation, and this means hoteliers need to brainstorm to devise creative ways to fill their properties. Here are our top five hotel marketing tips that will enable you to leverage your holiday marketing strategy all year round.
Web designers have a lot on their plates. The world of web design is changing so fast that what was once considered cutting edge has become obsolete in the space of a few years. For instance, while responsive websites were once unheard of, these days a website that doesn’t display well on mobile devices is considered backward.
Responsive websites automatically resize to fit the device being used to view them. Whether you’re viewing a site on a tiny mobile phone screen, a tablet or a desktop computer, the site morphs to fit the device. This can be a great alternative to creating a separate mobile site.
So you are planning the redevelopment of your hotel website and your web designer has created a stylish new design, and you love the way it looks. Now, before you build it, it’s time to focus on how it will maximise your revenues and deliver your Return On Investment.