Webinar Recap: 4 Things You Can Do to Drive Conversions on Your Website
The travel industry today is highly fragmented. Travel shoppers use many different channels, primarily online, to research and book travel. But no channel is more profitable than your hotel website. Your website should be driving the majority of your bookings, with OTAs simply supplementing your efforts.
Darlene Rondeau, VP Best Practices & Online Merchandising at Leonardo, was recently invited by the American Hotel Owners Association (AAHOA) to discuss techniques to increase conversions on your hotel website. Here is a brief recap of her tips:
1. Tell Your Unique Story
High-quality visuals capture travel shoppers’ attention. This is because, as humans, we process visuals 60,000 times faster than text. Studies have also shown that people remember images longer. So using the right mix of visuals and descriptive text can help make you memorable as travel shoppers move through the shopping journey, and ultimately help you win the direct booking.
2. Lead With Your Guest Rooms
Also provide photos of each type of guest room, taken from multiple angles, so travelers can really get a feel for the space. Take photos of the bed, desk, TV, bathroom, balcony and other features in your rooms – anything that will help them imagine themselves staying there.
3. Provide Social Proof
Travel shoppers will search for this information before booking, so it’s important to include it on your website. Don’t give them a reason to leave your site, and potentially book with a competitor. Embed elements of social proof, like TripAdvisor reviews, directly on your website.
4. Promote Special Offers
Key Takeaways From The Webinar
According to Triptease, 60% of OTA bookers will visit your hotel website before booking it through an OTA – this is your chance to convince them to book direct
According to Nielson research, people often leave a webpage within 10-20 seconds
The average page visit lasts just under 1 minute
Include loads of images on your website – we process visuals up to 60,000 times faster than text
Guest Rooms are the #1 most-viewed image by travel shoppers so lead with them on your homepage
53% of travelers won’t book a hotel without first reading reviews – include them on your website
76% of travelers will pay more for a hotel with better reviews
60% of travel searches and 20% of reservations in 2016 were made on mobile devices. Your website MUST be mobile optimized
For more insights, listen to the full webinar recording on-demand.