Surprise! 10 ways your hotel website is killing your business. Part 2

February 21, 2014 • By

Tambourine: 10 ways your hotel is killing you

Think your website is “good enough?” Think again… Here’s the second half of our list of ten ways your hotel website may be insufficient and underperforming:

Read Part 1 Here

  1. You fail to showcase your special promos:   Hotel consumers have been conditioned to expect a deal. Groupon, Travelzoo, the OTAs, dozens of other flash sale and deal-of-the-day players have made travel consumers less loyal and more price-conscious than ever before. Fight Back! Showcase your best offers prominently… not only on your website, but also across all your digital channels: mobile, search, social and email to past guests.
  2. Your photography is boring:   We live in a world where image is everything. On the web, people look at images first and read only if they like what they SEE! Simply “taking” photos of your rooms and amenities is not enough… you need to MAKE photos. Check out this photo from Four Seasons Mumbai as an example of how compelling a photo can be. Not every property has the blessed locality of this one, but every property deserves to look its best to engage website viewers. Hire the best photographer you can afford and a stylist. This investment will come back many times over.
  3. You fail to delight meeting/event planners:   If your property has no meeting facilities and receives limited revenue from groups/weddings/events… feel free to skip to #9. But if you depend on those market segments for any substantial amount of revenue, you need to make sure you are delighting meeting and event planners when they arrive at your site. Do you have content to engage these demanding folks? 360º videos of your facilities? Diagrams and spatial dimensions of the meeting rooms? Photos of previous weddings? Sample menus? Maps to nearby entertainment venues? All these and more will make the difference between getting a lead or missing out on lucrative business.
  4. You are not optimized for all devices:   Virtually every travel consumer (especially if they are affluent) uses two or three different screens in their purchasing cycle. If your website is not utilizing fully responsive website design best practices (ie, auto-reconfiguring itself depending on the screen size of the visitor) you are losing bookings. Your site needs to be stunning on big screen desktop computers, easy to navigate and read on a tablet (both portrait and landscape) and of course on any smartphone. Recent data shows exponential growth in tablet bookings, so make sure your tablet experience has been vetted, optimized and tested.
  5. You are overspending on traffic until you fix conversions:    The push to shift dependency on OTAs and increase direct bookings has inspired hotels of all sizes to spend billions on driving traffic to their own website. Sadly, its mostly wasted… hotel owners and their marketing teams would be better served by focusing instead on CONVERTING a higher percentage of their existing visitor stream, no matter how small it is. From architectural link/URL planning to “big-data” personalization and “smarter” booking engines, there are important new innovations and techniques available to catapult your website conversion and capture more direct revenue.

Improving your website “look-to-book” conversion rate should be at the very top of every hotel marketer’s list in 2014.

Your website is the first impression guests have of your property, it will shape their perception of your value and determine if they will buy from you, surf away to your competition or book your property through a costly OTA.

About Tambourine

Tambourine drives revenue for hotels and destinations worldwide using advanced marketing technology. The firm is celebrating its 30-year anniversary. For more information, visit Tambourine.com.