Hotel Website Pitfalls And How To Avoid Them


Hotel Website Pitfalls And How To Avoid Them

Due to hotel website pitfalls, 75% of people abandon the booking process.

Most people are browsing, shopping, or researching to find the best prices available. What can hotels do to lower the abandonment rate or ensure visitors will return and complete reservation?
 
SIMPLIFY BOOKING
A confusing or long process for making a reservation deters people from coming back.

  • Booking Widget placed front and center so visitors don’t have to look for it.
  • Progress bar with number of steps helps ease concerns about the time it will take to finish.
  • “Save for Later” feature encourages people to come back and finish reservation without having to start over.

 
CLEAN UP THE CLUTTER
Keep it simple! Don’t distract visitors from making a reservation.

  • Too many options and too much information is overwhelming.
  • People expect certain amenities so there’s no need to list every single one.

 
MORE MOBILE-FRIENDLY
Mobile device use is rising and hotels need a mobile-friendly method of booking

  • It’s expected that in 2016, 50% of reservations will be made on a mobile device.
  • Mobile devices are mostly used for same day reservations.
  • Hotels should make mobile friendly sites or apps that highlight last-minute deals.
  • Alternate methods of mobile payment (PayPal) make process easier.

 
EMPHASIS ON EXPERIENCE
Use visuals on your hotel website to show them the experience.

  • Pictures of buildings, the city, or hotel interior draw attention from the booking widget and don’t tell a good story.
  • Visitors want to know what kind of ‘feel’ they’re going to get out their stay – images should reflect those desires: relaxing, fun, business, social, welcoming, etc.
  • Use pictures with people to highlight the hotel environment and experience.
  • Videos! People are 85% more likely to make a purchase when a video is included. Videos also keep people on websites longer, boost SEO, and are more likely to be shared across platforms.

 
Still looking for more information on how to lower that abandonment rate? Listen to episode 5 of Branch-Out: The Digital Media & Marketing Podcast for more information on this topic! Make sure to subscribe and review!

by Alex Grant

As soon as he could talk, Alex set out interviewing anyone he could find. Armed with a tiny notebook and crayon, he primarily targeted his parents for these Q&As and always asked the same question – What color is the sky? Through this he developed a love for learning, writing, and storytelling.

Many years have passed, yet that inquisitive spirit remains. Alex left Austin, landed in Boston, and received a B.A. in Communications from Lasell College. As a Content Engagement Executive at Waverley Knobs, Alex hopes to combine his passion for writing and film with his desire to help people. He believes each moment in life helps flesh out a person’s story and enjoys using his talents to get those stories onto paper.

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