The most important website performance stat is its conversion rate. It shows the number of online bookings / number of unique website visitors ratio. In this article, we will see what affects the conversion rate and how to improve it.
1. Hotel brand website should have the best offers
Every online user searches for the best deals and compares the options on various websites. Of course, OTAs are popular among travelers, as they promote themselves well and are well familiar to users. However, more and more users look for the best offers on hotel brand websites. The quickest and easiest way to turn website visitors into your hotel guests is to offer perks like discounts, gifts, or free services to those who book directly. On the website’s home page, let users know that they can get the best offer if booking directly on the hotel website.
2. Point of entry in Booking Engine
Call-to-action buttons should be placed where users can see them well and draw users’ attention. Highlight the call to action buttons on pages. It is important to let visitors go to the booking page from any other website pages.
Let users go to Booking Engine from detailed room pages and special offers pages. For this, rooms and rate plans on the website and in Booking Engine should coincide. You can create links to rooms and rate plans in TravelLine Extranet. To do this, click on the “Action” button on the right from a room or rate plan and select the “Create a link” button.
You can use pop-ups and banners that redirect to Booking Engine. Keep in mind that sometimes, you need to push users to book a little bit — it is right to send them little signals to draw their attention and remind them how wonderful your hotel is. For example, set a popup banner redirecting to booking at a closed rate plan. Learn more about widgets in Booking Engine.
3. Detailed room and rate plan descriptions in Booking Engine
Name room categories so that guests could understand them: Family Room or Room for Business Travelers and indicate the number of beds and their sizes. For example, Family Room (two double beds) or Double Business Room (two single beds). To make the room categories intuitively clear, add icons/thumbnails. They will help users quickly assess what the room has. The right choice of room photos affects the conversion rate greatly. Most people perceive images better than texts.
Without rate plan descriptions, guests do not understand what they are going to get — indicate what services are included, and how they can make a payment or cancel a booking. Names of rate plans shall be appealing and clear.
Pay attention to the sorting of rooms and rate plans in Booking Engine. The most familiar type of sorting for users is from the cheapest to the most expensive.
4. User-friendly booking process
Evaluate how convenient is the booking process on the website for your guests.
If there are foreigners among your guests, check if descriptions in your Booking Engine are translated into other languages (at least, English). Offer several payment options so that travelers could use the ones they need. Add extra services and a transfer in Booking Engine — this way, guests will feel that you take care of them even before they check in. Let them pay extra for early check-ins and late check-outs.
5. Manage incomplete bookings
The Marketing section lets you set automatic emails on unfinished bookings if users got to the last booking step but did not complete the booking. Add a discount promo code or a link to a special offer in the email. It is easier to retain guests than to attract new ones.
6. Hotel loyalty program for repeat guests
Encourage your return guests and make them feel special. Offer discounts and perks to guests for repeat bookings on the hotel website. For this purpose, you can use a loyalty program built-in Booking Engine, promo code rate plans or email newsletters from the Marketing section. Include a discount promo code for repeat bookings in your Feedback email. Then, your guests will for sure come back again!