One of the main reasons you might be losing out on direct bookings is because of your hotel website design. If your website isn’t optimized, then you’re likely not converting site visitors into guests. This is especially important for the smaller boutique hotels and bed and breakfasts who don’t have a large marketing budget to work with.
If you see traffic, but not much conversion, that’s a clear sign that something isn’t working with your website design. Another indicator of bad design? Lack of overall engagement.
But how do you change that? Here are a few things to keep in mind as you start to contemplate changing your hotel website design.
A clear Call-To-Action (CTA)
If you don’t have a popup or text overlay that encourages your viewers to book, you’re seriously missing out.
Running promotions, deals, and specials in a visually appealing manner can increase your conversions and encourage potential guests to book directly through you. You want to make sure these CTAs are front and center, so they can’t be ignored.
Additionally, don’t come across too sales-like. Make it eye-catching, give them the information they need, and allow them to opt-out if they’re not interested.
An easy-to-use layout
User experience is everything. Make sure all the relevant and valuable content is on the front page. Make it easy for them to search for what they want, book a room, and browse your menu items.
There’s nothing more frustrating than a website that is confusing, loads slowly and doesn’t make any intuitive sense. If you’re not sure what creates a great user experience, it might be worth it to call in a marketing expert, so you get it right.
Stunning photo galleries
65% of leisure travelers watch travel videos before making travel decisions. The same can be said about photos.
It’s not enough to list the amenities and leave it at that. Show them what the room looks like. Highlight what’s unique about the space. Show off the details that make it luxurious.
The more visuals you give a visitor, the more likely they are to imagine being there and book. Like luxury hotel photographer Mark Delong says, “a picture has the potential to have more than sentimental value for a hotel. It can bring guests through the doors.”
Simplified hotel booking
No matter the device, desktop or mobile, making reservations easy will drastically increase direct bookings. These days, 33% of travelers are booking on their mobile device. A nonresponsive site or hard-to-navigate booking page will affect your conversion rate.
Additionally, don’t make it hard for them to find the reservation page. If you can do a simple banner or box on the front page, it’s the best way to remind visitors they can book right then and there. It’s one of the highest converting designs for hotel pages overall.
There’s a lot to think about when it comes to your hotel website design. In most cases, it might be best to call in a professional in the hospitality industry to ensure your site is competitive with what’s out there.
But if you do decide to design your website on your own, pay attention to these design elements.
