Thursday, October 8, 2015

Hotel Digital Booking Funnel - Part 2

With competition coming from many sources now, online travel agencies and metasearch engines for example, it is extremely critical for hotel websites to be updated with a number of potential improvements. In order for hotels to keep their website direct booking platform ahead of other competing channels, these upgrades should be implemented as part of an overall digital marketing strategy. Here are a few more steps hoteliers can take in this regard.

User Experience
How the users, who are potential hotel customers, experience the hotel through its website is probably one the most important factors in determining the site’s success in driving direct bookings. Also the influence of traditional SEO techniques in determining search rankings is waning, while search engines are increasingly rewarding the human side of web design. The hotel website needs to be clearly laid out and easily navigated, while engaging to the user. Social media buttons, in addition to clear call to actions should be readily available from all website pages. Website performance is critical as well, users will not be converted into customers from pages, which load too slowly.

In order for the hotel website to be engaging for the users, they must find the content within it to be relevant to their lives and the purpose they are on the site to begin with. Hotel content should enhance the user’s experience in such way that they are naturally drawn into the booking process, while their purpose is empowered with useful topics such as accommodation, amenities and on-property facilities as well as local area information. Content should always provide value to the website users. Additionally ensure all content, particularly images and video, looks professional across all user platforms including mobile, laptop, and desktop.

The user experience is further enhanced through the personalization of content. Through the analysis of the user’s demographics, past search, web viewing and purchase history, content can be tailored to the interests of the user. For example, if at some point a potential hotel customer researched information about a particular travel destination, they would then see offers from the hotel for that exact location. This results in a highly personalized and relevant website experience for each individual user.
Despite the overwhelming advantages online travel agencies may seem to have over a local hotel website, the hotel can counteract them to a degree by implementing a smart digital marketing strategy. Any hotel has its own advantage as well, of being local and therefore having the ability to better respond to the changing needs of their customers and the local area.

Posted via OnFast -

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