Welcome to the Friday Freebie!
Each week we share one impactful hotel marketing tactic that you can implement immediately to drive more conversions and more revenue.
This week’s Freebie: Do you really know what’s causing online visitors to bounce? Test drive your own booking engine to experience it yourself.
Take your blinders off.
Too often, hotel marketers invest so much in creating an enthralling website and compelling campaigns, that they forget where it all leads – to the booking engine!
The path from your hotel website (or email, social post, etc) to a completed booking is a delicate one. Once a guest makes it into the booking engine, you imagine a clear path to purchase, correct?
Oftentimes, there are blockades that hotel marketers fail to notice. Perhaps because their attention is on other marketing assets. Or, because they are too familiar with the minutiae, to notice the full picture.
Whatever the reason, typically more than 90% of the people who enter your booking engine will leave without booking!
What’s causing the exit?
Instead of turning a blind eye, put yourself in your guest’s shoes and test it out yourself. Make it a habit. Find out what could be throwing guests off. Then, work to simplify the journey as much as possible.
Could it be a cluttered booking process? Is the booking engine slow to load? A jarring brand transition from hotel website design to booking engine? Too many upgrade options? Complicated booking procedures? Messy design?
To get some ideas, watch this video to see what real consumers think when they are booking a room on an OTA and directly on a hotel website.
Tambourine uses technology and creativity to increase revenue for hotels and destinations worldwide. The firm, now in its 34th year, is located in New York City, Carlsbad and Fort Lauderdale. Please visit: www.Tambourine.com