While the unique vibe sets independent hotels apart, success in today’s digital marketplace depends on how effortlessly guests can discover and book that experience online.
NB: This is an article from GuestCentric
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As consumers grow increasingly tech-savvy, how can independent hotels put their best foot forward in the digital marketplace? This article goes back to basics in terms of online usability, and highlights practical tools and strategies to bring eCommerce to hotel websites and drive more direct bookings.
5 Practical Ways to Bring Hotel eCommerce to Your Website & Drive Direct Bookings
In hospitality, inspiration sparks interest – but it’s a smooth, intuitive booking journey that turns that interest into revenue. From the moment guests land on your site to the final confirmation screen, every step should feel seamless, relevant, and easy. Here’s how to bring eCommerce best practices to your hotel website to boost direct bookings and reduce drop-offs.
1. Deliver a Seamless Website-to-Booking Experience
Guests feel confident and comfortable when they can explore, select, and book without leaving your site – creating a seamless journey that reflects your unique brand and values. Imagine a guest browsing your photo gallery, captivated by your beachfront suite – and then clicking “Book Now” only to be redirected to a page that looks completely different, with a different URL. That disconnect creates doubt. Instead, ensure that the booking flow feels like a continuation of the website experience – same design, same branding, same domain. This consistency builds trust and keeps guests from bouncing.
Why it matters: 75% of consumers admit to judging a business’s credibility based on its website design (Stanford Web Credibility Research). Any break in that design can break their trust.
2. Let Guests Book While They’re Inspired
Think of a guest exploring your romantic getaway page and seeing the perfect suite for their anniversary. If there’s no easy way to check availability right there and then, they may leave to “come back later” – but often, they don’t. Allow guests to check dates and prices directly from your homepage, gallery, or room descriptions – so they can act when excitement peaks.
Why it matters: 70% of travelers expect to book directly after being inspired, especially on mobile (Google Travel Insights). Make sure the path from inspiration to action is short.
3. Reduce Abandonment with Timely Nudges
Let’s say a guest has selected their dates and room but pauses to compare prices. Before they leave, show a gentle message like “Only 2 rooms left for these dates” or “Your selection is still available – complete your booking and get a free welcome drink.” You can also invite them to leave an email to save their selection or follow up with a tailored offer.
Why it matters: 87% of travelers abandon bookings before completion (SalesCycle). Timely reminders and gentle prompts can recover up to 30% of those lost opportunities.
