By Ardalan Zandian on August 7, 2015 at 8:30 AM
Your website is one of your most important business tools. Most customers who are new to your brand learn about it and make their booking decision on your website. Plus, your site has the power to be selling 24 hours a day, seven days a week, worldwide -- that makes it uniquely powerful! Unfortunately, many hospitality brands have websites that simply aren’t working for them.
How can you make sure your site is doing everything possible to inspire new bookings? These tips will help you empower your site to compete in the world of premium luxury hospitality.
1. Offer Fast & Simple Booking
By the time they reach your site, most visitors are ready to make a booking decision. A “Book Now!” button should be clearly visible throughout your site. Adjust the size, position, and color of the button until you discover the combination that works best for you. It can make a big difference!
2. Provide Real-Time Availability and Room Rates
Visitors won’t spend time searching for information on your site if it isn’t obvious to them. Make sure accurate rate information is always available -- and that your pricing is aligned across online channels so your partners won’t offer a better deal than your own website.
3. Capture & Nurture Leads
There’s always a chance that customers will abandon the booking process after they get started. If you've collected a prospect's email address, be sure there is a system in place to follow up. If not, a simple pop-up window can sometimes put users back on the right track before they close their browser.
4. Implement Responsive Design
Elite business travelers who appreciate luxury frequently access sites using their smartphone or tablet while they’re “on the go.” With a responsive site design, your online presence adapts to their screen size, browser, and input devices. This makes it far easier for them to book from a mobile device.
5. Ensure Online Security
Savvy customers won’t book with you unless they know their financial data is secure. Ensure your site uses the latest encryption and supports trusted payment options. Promote confidence by displaying payment partner logos and banners that describe your security measures.
6. Use “Guided Booking”
No matter how simple your booking process looks to you, there are still ways users could get confused and abandon it. A “one-click” booking solution helps keep users on track. If your booking process is longer, consider explaining each step and offering help via real-time chat.
7. Make Information Easy to Find
Every page on your site should have a clear purpose. Make sure the most important information appears in the top third of each page. Don’t “nest” pages deeply, demanding that users follow links across multiple pages to reach what they need. Also, don’t forget to provide a search function!
8. Update Your Site
Last but not least, make sure your site has “signs of life.” Visitors want to know your property is active and offers them something exciting. Features like an event calendar and social media feed will demonstrate to users that your property always has something new to explore.
Want Immediate Results? Bring it All Together With Integration
Your website is often the first impression new guests have about your property, so make sure it's a good one. Even the most beautiful grounds and best customer service won't help if guests can't get past your website.
With Frontdesk Anywhere, you'll enjoy fully integrated hotel management, booking, revenue management, and online distribution alignment across all channels. That makes it easier than ever to improve your processes, leverage your opportunities, and book your property full.