There’s a good chance you’re killing the conversion rate of your hotel website.
Right now, potential guests are bouncing off your hotel website as you read this.
What good are your brilliant marketing strategies if you can’t hold onto the customers’ attention once they get there?
Your hotel product is not to blame.
Most likely, there are holes that need to be taken care of on your hotel website.
Make these fixes and watch your conversions increase.
Hack 1: Use Dynamic Personalization
Too many hotel websites use sliding graphics to showcase different messages, amenities and promotions. If the first screen isn’t right for the visitor… maybe the next one will be!
Unfortunately, it turns out that sliders kill conversion rates. Instead, we recommend using simple dynamic personalization to deliver the right message/promo to each visitor.
For example:
• By using campaign tracking codes to identify various inbound traffic sources, you can customize the messaging of your homepage to be more relevant to your visitors. For example, if you are promoting an in-state resident sale, you can dynamically set your home page to detect website visitors from your state and display that promo first.
• You can prevent abandonment to OTAs by dynamically showing gated/loyalty rates (see example above) to users who are automatically identified as consumers who have used your direct booking engine.
• When a guest from London visits your website and moves into the booking engine, your website can automatically pass the user’s location and localize room rates in the booking engine to the guest’s native currency (i.e. instead of charging $100 USD for a room, you could charge 100 British Pounds, which is worth $1.32).
Hack 2: Keep Offers Consistent
Using promos across all your digital channels to drive traffic is nothing new, but if you don’t keep the offer consistent throughout the purchase journey, you are causing dissonance and inhibiting your direct hotel website conversion rate.
