5 Common Reasons Your Hotel Website Doesn’t Get More Bookings

5 Common Reasons Your Hotel Website Doesn’t Get More Bookings

24 Nov 2014 Toby Shaw

If your hotel or resort has more empty rooms than you wish, there’s 5 areas of improvements you can make to the website. These sale-boosting improvements are by no means trends and have been long-time effective ways we've increased bookings for Australian hotels, resorts, and other accommodation providers.

Lack of people visiting the site

Larger resorts get upwards of ten thousand people visiting their site each month. Smaller boutique B&Bs tend to hover around two thousand per month.

Driving more people interested in visiting the area you serve is one effective way to get more bookings. Search-engine optimisation and Google AdWords are two great ways to get more ideal customers to book direct. The keywords people use in their search query explicitly tell you if they're a potential customer. If you'd like help with getting more visitors from Google to drive direct bookings, contact us.

Lack of information

Descriptive information about your hotel or resort is key to get bookings. Each time some calls to ask a question, jot down their question and check it’s answered (and easily discoverable) on your website. If not, update the site. You’ll soon have a descriptive website that encourages people to book with you while reducing the number of unqualified phone calls.

Bad imagery

A study published by Cornell University called “Using Eye Tracking to Obtain a Deeper Understanding of What Drives Online Hotel Choice” looked at the factors people consider when booking a hotel. After the name and price of the hotel, images were the most looked at object on a hotel’s website.

Pay a top-notch photographer to snap hundreds of photos of your accommodation. Capture everything a visitor is interested in seeing. Get the best and most valuable ones on the site. If you have poor images on OTAs like TripAdvisor, update them to. The same study found you can get more direct bookings by optimising your listings on OTAs.

Poor call-to-actions

Every page should have a call-to-action. Take control of the user experience. The best place for your site is likely in the header. Individual cabins, rooms, and suites should have their own unique call-to-action like a “check availability” button.

We’ve found a button with “Book Now” text, that is common on most hotel websites, is intimidating. Most people proceed to the booking page to check availability and pricing. “Check Availability” can net you more bookings. We suggest you test it.

Ignoring mobile

We analysed 20 accommodation websites and found mobile and tablet users on average make up 40% of web traffic. If your site is not designed for mobile, you’re telling 40% of people to book with a competitor.

The best way to make your site mobile compatible is not building a mobile application or a separate mobile site. Take advantage of a technology called “responsive design” where you have the one website but it adjusts and changes depending on the size of the device.

For help with getting more visitors and improving the conversions of your hotel website, have an exploratory chat with Fastrack Group. Call us on 1300 659 289.

About Toby Shaw

Toby specialises in SEO and SEM, especially with a data-driven flavour. He is from the UK, and previous to moving to Queensland worked for the SEO platform Linkdex for 5 years as an Insights Analyst and Data Scientist. Toby has completed a Bachelor’s from Imperial College London with a degree in Materials Engineering. When he isn’t at work, Toby is a keen cellist and cyclist, as well as a fan of Everton FC.

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