Would you buy three-year-old TVs for your rooms?
How about cheap lobby furniture that no one wanted to sit on?
If 1,000 people came into your store and 999 walked out without buying anything, would you rethink your merchandising?
The answers to these questions are obvious. But as strange as it may seem, some hoteliers remain blissfully unaware of their website’s negative impact on revenue.
And it’s a big problem: depending on the targeted ratio of group vs leisure bookings, the typical independent or boutique hotel website could represent more than 50% of the property’s expected revenue production.
Yet, far too many hoteliers still serve up an inferior, antiquated experience to potential and repeat guests. Remember, virtually ALL of your website traffic INTENDS (they rarely stumble into it) to find your site through natural search, paid search or links from other related sites. Then, 99%+ of those highly relevant visitors leave without converting… what does this tell you about your hotel’s website as a vital business asset?
Here’s a quick list of ten ways your hotel website may be insufficient and underperforming:
- You treat every website visitor the same: Business travelers expect and need different treatment than couples seeking a romantic weekend getaway. You don’t treat them in the same way when they are on-property, why treat them the same way when they arrive at your site? Simple new technology allows you to personalize the arrival experience and engage with the most relevant message and offer.
- You treat every booking engine visitor the same: Once a website visitor performs an availability search and enters your booking environment, it’s even more important to customize their experience. Based on their previous clickstream behavior and demographics, the booking environment should adapt to their profile… preventing reservation abandonment, increasing your conversion and raising your actual ADR. Tambourine’s booking engine making great strides in this area, check it out.
- You’ve never actually watched a human test it: Amazing things happen when you ask unbiased users (no, not your spouse!) to actually sit down and try using/booking on your site. Check out UserTesting.com for cheap, demographically-relevant testers.
- Your pricing is confusing: Ever been in the checkout line when the cashier has to go verify a price? Or been told that the coupon you want to use is no longer available? Or worse yet, you actually buy a product only to learn that it was cheaper at another store. Visitors to your online booking environment expect fast, simple, smooth transactions. Travel consumers will surf away from your site at the smallest hint of pricing friction, lack of price parity or complexity. Your revenue management team can have a deeply profound impact on your web team’s results… make sure the booking environment is carefully monitored and frequently tested!
- You have no SEO foundation: Competing with the OTAs and your compset for high Google rankings is hard enough without handicapping yourself from the get-go by failing to build the site on a best-practices SEO foundation. Your link structure, site map and microdata need to be carefully reviewed and crafted by real SEO practitioners.
Thanks for reading Part 1 of this 2 part series. We hope it was informative. Next week, we’ll tackle the next five reasons your hotel website is killing your business.
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.