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Friday Freebie: One Simple Way To Reduce Booking Abandonment

July 8, 2016 • By

FridayFreebie-Tambourine

Welcome to the Friday Freebie!

Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more direct bookings. This week’s freebie: Increase your chances of converting online visitors by allowing them to contact you when and how it’s convenient for them, not you.

Those of us in hospitality know that customer service is gold. Every hotelier’s guest experience relies on their staff pulling off remarkable service from arrival to departure. However, most hotels fail to offer customer service in two vital, revenue-producing areas: when customers are on your hotel website and within your hotel’s direct booking engine.

In an age of instantaneous communication, it’s an aging practice to simply tell your online visitors to “call us with any questions” or “have a question? Email us.” Modern consumers are multitaskers and don’t have the time or patience to call and talk with your reservation agent. Nor do they want a response to their email a day later.

The best solution is to offer online chat on your website and in your booking engine for any questions they have in real-time. And, trust us, they DO have questions and probably plenty of them. Don’t make them search for answers on your website or inconvenience them by asking them to stop what they’re doing to call you. Most likely, guests will make their own assumptions, create their own reasons not to stay with you, and just move on to your compset.

Online chat allows you to address their needs right away, clearing away any uncertainty they may have about booking. Plus, it establishes a trusting relationship, which allows them to feel more comfortable about any purchase decisions with your hotel.   

Get More: Want More Bookings? Get Chatty


 About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

The 25 Most Important Features Of Your Hotel Website

May 2, 2016 • By
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Your hotel website is THE most important asset in your entire marketing arsenal. It’s the least costly channel of revenue and most likely the first impression prospective guests have of your property, so it makes sense to invest in getting it right. Make sure you don’t forget these 25 must-have features!

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 About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com

Want People To Actually Read Your Hotel Website? Here’s How

September 22, 2015 • By

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You want all of your customers to know your property intimately.

To love it.

To book it over and over again.

“And, they would,” you tell yourself. “If only they would just go to our website and read all the beautiful details of what makes us so spectacular!”

But, here’s the harsh reality – your customers AREN’T consuming every inch of your hotel website design. And, truthfully, they never will. Same goes for your blog posts and marketing emails.

In fact, a recent eye tracking study shows that, on average, people are absorbing only 20 percent of your web content.  And according to eConsultancy: “the majority of people read online content in an ‘F’ pattern. The image below shows you what the F pattern looks like. It is a heat map, so the red parts are where people spent the most time looking and the blue parts the least time.”

image2Before you get frustrated and fire your copywriter, here’s why your customers aren’t reading your web copy:

Why Don’t People Read?

•   It’s too tiring to read text on a computer screen. In fact, your eyes move about 25 percent slower online versus reading on paper.

•  People have smaller-than-ever attention spans and are suffering from information overload. Online visitors are searching for specific information and if they can’t find it with a simple skim of your site, they’ll bounce.

•  Web users want to feel as if they are driving their online experience by clicking on links and “moving” around. If they are stuck reading lengthy copy online, they feel unproductive.

Reading is Out, Scanning is In…

•  Don’t dismay. This doesn’t mean your hotel website and online marketing copy is useless. You just have to write for the modern user, who is simply skimming and scanning your hotel’s website.

•  The solution is simple: Write less and use formatting to capture and hold attention.  This makes content easy to digest.

The Secrets to Getting People to Read Your Website 

Here are a few tips for writing hotel website content that recognizes skimming and scanning behavior:

1. Keep paragraphs short – about two sentences long.

2. Get to the point, and quickly. Write your most important points at the beginning of sentences or paragraphs.

3. Use bullets (like we’re doing here) to break up content.

4. Use subheadings (also, see how we use them in this post) to break up groups of thoughts.

5. Add relevant links. Don’t just mention attractions that you are close to. Link out to them.

6. Emphasize your most important points by bolding them.

7. Leave plenty of white space.

8. Make each word count. Since you’re writing less, make sure the words you DO use are poignant and not generic.

9. Use photos. Instead of speaking wax poetic about your relaxing pool deck, show a stunning photo instead.  READ: A Picture is Worth a Thousand Bookings

About Tambourine

Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 33rd year, is located in New York City and Fort Lauderdale. Please visit: www.Tambourine.com