2017 Travel Website Behavior Study: Key Findings That Impact Your Hotel Website
It’s time to invest in your hotel website. Findings from a 2017 Travel Website Behavior Study by Fuel and Flip.to suggest that your hotel website is THE MOST influential factor when researching and booking a hotel. In fact, it’s more influential than Word of Mouth (#2), OTAs (#3) Search Engines (#4) and Review Sites (#5).
Hotel Shoppers Are Invested
Each time a potential guest visits your website, they are likely at different points of the booking journey. Your website therefore needs to provide content that is relevant to each stage of the booking process – Inspiration, Research, Planning, Validation, and Booking. Hoteliers also need to look closely at their web content, to understand what content is converting, and what might be causing people to leave the site.
Photos Are Important, But Not Just Professional Ones
Also of interest is the growing importance of website design. The study found that 77% of respondents said site design – things like layout and functionality of the page – influenced them during booking. This is especially true for Millennials, with 87% indicating they are influenced by the quality of website design.
Written Content & Your Story
The Human Element is Not Dead
Price remains the most important deciding factor – but price can mean two things: narrowing down a selection between one hotel over another, OR staying within a traveler’s budget in general. Location, Room Size & Layout, and Special Offers, also play an important role in the ultimate decision. Your hotel website should provide details around all these things, so travel shoppers don’t have to leave to find it elsewhere. If they can’t find answers to their questions, however, make it easy for them to contact you another way. Click to call functionality is best, to ensure they get immediate support and can complete the reservation over the phone.