As the face of an organization, websites can make or break a brand image. For the travel industry, this is no different. There are about 20% of the hotels in the industry which has managed to get a conversion rate of about 2.2% in the industry.
There are millions of travelers who are visiting your website, but the most important question is 'how many of them will actually return and book a room with you?'. Hoteliers must understand that content shown on your website is what a traveler is looking for. Generic, uninspiring content, or false promises is what disappoints, leaving your conversion rate unchanged.
Thanks to hotel databases that ease the identification of patterns, things like previous reservations, guest preferences, loyalty programs, survey responses and online reviews are able to be dissected and deduced. Yet, working on all these factors could remain a nightmare for marketers, especially for those owning smaller hotels.
How can we change our conversion rates?
Property management systems break down conversion into two primary segments — engagement, and then conversion.
Conversion looks at marketing tools like advertisements, websites, booking engine channels and revenue management. But conversion can never happen unless you’ve engaged your audience towards your product or service.
Engagement on the other hand is a more complex term since hoteliers need to look at various important aspects like pre or post trip surveys, reputation management, loyalty marketing and building communication amongst new and old loyal guests.
This can be done in 3 simple steps:
Your website is a mirror image of your hotel. This means that it is important for your content to reflect the personality of your brand. Website surfing has increased, where 137% people visit your websites via mobile, resulting in a 67% growth of bookings app downloaded on mobile. This indicates that travelers today are more digital, which is something hoteliers must keep it in mind since, people visiting your website are only concerned with content. It is extremely important that hoteliers keep such things in mind and explore guest patterns from their intelligence databases to find out what they are interested in.
Revenue management is equally important for hoteliers to compete in this fierce market. Hoteliers that use tools such as BAR (Best Available Rates) have managed to show rates customers wish to see on their and other booking portals through accurate forecasting and dynamic pricing.
Brands can retarget customers through retargeting ads, after a customer has already visited your hotel’s website and engaged with it. Leaving email contact details or creating an account can mean recontacting the customer again to encourage them to return to your site to place a booking.
With these three steps a hotelier can not only lessen revenue hindering factors but can also make the necessary corrections on where they’ve gone wrong in the past.