Modern hotel competition pushes hotels to provide booking engine on their website. With most of travelers do their booking process online, creating a top booking experience is crucial to drive more revenue.
Although major reasons for abandon booking are because they just do research or looking for price comparison, issue related booking process as well as technical and payment issue are cannot be ignored. Therefore, if your website still not drive booking as expected, then it might mean it is time to improve your hotel website.
To achieve that, you need to make sure that your website have a good design and user friendly booking process. These steps will help you to check and learn how to fix most common mistakes of hotel website design. By following these steps, you will able to improve online booking experience for your guest as well as drive more booking from your website.
1. Show High Quality Photo
A picture could give significant effect between rising customer’s interest or make them leave your website. A picture’s role in website is not just for website decoration. It also plays as the media to show how your hotel and service looks like. However, most of hotels tend to miss the opportunity to properly display their hotel on their website. The use of low quality photo or even the use of stock photos would make customers not interested and getting wrong impression of hotel. This is not a good step to enhance your guests’ booking experience. Therefore, good visual communication is essential to feature your hotel service and give good impression for guest about what they can get during their stay.
However, you should not only expose your hotel and its room. Try to feature your hotel’s surrounding location, environment, and point of interest. These will help you to build the personality of your hotel. If your budget can’t afford a professional photo shoot, you can do it by yourself. The important thing is that you should keep in mind that your photo needs to give your guest the preview of your hotel and can connect them to your hotel’s personality. So, rather just show photo of pillows, it is better to show unique decoration or feature that your hotel has.
2. Display Guest’s Testimony
Review is not just about the recognition of your service performance by your customers. It’s also a powerful selling tool to influence your customers. People tend to follow something that they believe or something that has been approved by others. Therefore, displaying guest experience would encourage others to book your hotel. By providing guest experience, customers will get a clear image about what would they get when they stay at your hotel. This is surely the perfect step to gain your guests’ booking experience.
Today, it is not hard to collect guest reviews on the internet. You can easily collect guest on review sites like TripAdvisor or from your property’s OTA rating. You could display those reviews on your website to attract customer to book your hotel. The simplest way is by embed widget from review website to your website. For example if your hotel have been reviewed in TripAdvisor, you could add widget your website by following these steps. In addition, you can also select some great reviews from your guest and display it in one dedicated section on your website.
3. Make Your Website Responsive
One of crucial factors that make travelers abandon booking process from mobile device is because of unresponsive website display on mobile device. Being responsive means your hotel website should be able to adjust and fit in various devices, from laptop, smartphones, and also tablets.
Moreover, your website should also easily loaded. This is the ultimate key to enhance your guests’ booking experience because they don’t need to wait too long to see your page. Responsive website is not only to prevent booking abandonment, furthermore it will also give the better chance for better booking experience for your guest when they visit your website.
There are some elements that should be responsive on your website. These include text readability, view adaptability, content flow and loading speed. For the very first steps, you could use Google WebMaster to develop mobile friendly website for your hotel. You could read basic guideline from Google to help you design the better website for mobile device. It would be even better if your website could automatically adjust and fit to each device.
4. Make Your Website Easy to Use
Another way to develop better booking experience is by creating clear and easy navigation on your website. Surely you don’t want to lose potential guest because your hotel website has confusing navigation and content flow.
There are several steps to give your guests a good experience when they visit your website. First of all, the navigation buttons should be clear and using familiar words for them. The navigation button should give clear information and purpose for each page.
The simple yet clear design will make your customer easy to navigate your website and later on, it will be easier as well for them to book a room. Make your user interface become as simple as possible, but still functional. A complicated design will only annoy your customer and decrease their booking experience on your website.
Right now, just having a website is not enough. Your website should able to be attractive distribution channel for your hotel. Displaying high quality image and informative content needed by your potential guest are must to get positive first impression.
In addition, your website also need to be able to automatically adapt and adjust to various devices’ preferences. These efforts could give better booking experience for them and prevent booking abandonment. When your guests have a great experience visiting your website, boosting your revenue is nothing difficult because your direct booking will also increase by that time.