Do’s and Don’ts for enhancing online hotel booking conversions
October 27, 2015 eZee Technosys
Over the past few years, hoteliers have adapted to various sources to receive maximum hotel bookings. Although various studies suggest that more than 20% of hotel’s revenue is sourced from OTA’s (Online Travel Agents), bookings can come from any where, it could be from online travel giants such as Expedia, TripAdvisor, InstantBooking, hotel’s own website or even the hotel’s Facebook page. Thus, eZee has accumulated few guidelines of do’s and don’t that will help hoteliers receive more booking from the online world.
Below are a few of things to ‘do’ which will enhance hotel’s online reputation:
Dazzle your guest with lucrative Visual Content:
To enhance online visibility and increase bookings, let the visitors view exactly what they are booking. With various high definition images and instant gratification of a descriptive video displaying the best features of the property, the guest will be able to easily view the type of room they require. Additionally, visual content will enhance hotel’s visual appeal which will further draw the guest in.
Accurate and Compelling Room Description:
It is essential that you provide a compelling room description, that will extensively describe the room and amenities offered by the hotel. The detailed room and hotel description will enable the guest to make quick and informed booking decision.
Optimize room rates and enticing booking packages:
The room rates are the most important information the traveler is looking for. In the very competitive hotel industry, the best way to attract more bookings is to offer the most optimized and competitive room rates and attractive booking packages. Additionally, while describing the packages, use appealing descriptions like the best room with complimentary breakfast instead of simply mentioning hotel room with a continental package.
Decorate your services and add a little extra:
Appeal to the guest by offering a few complementary add-ons like free WiFi and airport pick up. At times, some travelers who are booking from OTA’s visit the hotel website for to get for information on the hotel. At this stage, you can even draw the guest in by providing enticing deals and packages on booking directly with the hotel.
Seamless connectivity with distribution channels:
Get a dynamic and robust channel manager that provides 2- way XML connectivity between the channels and hotel’s front-desk. The seamless connectivity will result in efficient distribution and diminish the risk of overbooking. The captivating and swift booking experience will enhance the guest interaction with the hotel and build up the guest relation.
Target your audience and provide them an exceptional booking experience:
Offer your guest a dynamic and efficient booking engine that is flexible yet simple to use. Every hotel has a specific target demographics, to get the maximum output select a booking engine that offers a variety in GUI, which is alluring to your target audience. Moreover, a smooth and efficient booking experience will further enhance guest loyalty because the guest may not remember the price he paid, but rest assured he will always remember the ease and efficiency he experienced while booking with you.
Responsive website and mobile friendly booking engine:
As an hotelier, you have to comprehend that the modern traveler is quite tech-savvy and demand the best service on their finger tips. Therefore, it is essential that hotels provide a responsive website, which is compatible with all type of devices and a booking engine which is secure and mobile friendly.
While the above points are things hoteliers can do to boost revenue, there are few issues that can drive the traveler away from booking at your property. Avoiding these issues will ensure you make the most of the online resources and lead to increase in bookings.
Below are few arrangements to avoid to increase online bookings:
Broadcast correct data at right place:
Make sure the information you are publishing is appearing in the appropriate panel. Displaying room description under cancelation policy is not the correct way to go and will simply confuse the booker with chances of him starting to look for other options.
Be direct and transparent about hotel policies:
One of the driving forces to book a room is the easy availability of complete information such as nightly rates or hotel’s terms and conditions should be easily accessible. Transparency in hotel policies like cancelation and refund procedure helps the booker to have faith in the hotel and make the booking readily.
Keep it simple and savvy:
Since travelers can be from any part of the world it is not necessary for all of them to comprehend The English language. Avoid using a lot of jargon or abbreviation while publishing description or policies. (like CXL for cancel or PAX for number of people). keep the language brief and simple to understand.
Shun away from using uncommon symbols and unnecessarily terminologies:
Avoid using infrequent symbols like (â€¢) in the descriptions, rates or policies as they can make it difficult for the booker to understand your content. This can confuse or mislead the booker or may even head them towards abandoning the booking.
Don’t ignore a negative review, instead start engaging with the guest:
According to many hotel industry experts, one should always respond to an online hotel reviews irrespective of it being positive or negative. This will minimize the damage and refurbish hotel’s reputation. Furthermore, hoteliers can even acquire recurring business by responding a review with supplementary discounts or packages for next stay.
While the do’s of the list are essential to attracting guest, the don’t of the list have a pretty critical implications as well. In the midst of the competitive hotel industry, it is vital to stay abreast of the upcoming trends, prioritize strategy and work towards the methods that drive exponential bookings and upsurge hotel revenue.
This article was originally published on ezeetechnosys.com