4 factors that make customers flee from your hotel’s website
It is now assumed that most travelers prefer to book their vacations online.
The statistics speak of 4 people out of 5 who complete the process of purchase/booking exclusively via internet.
Even more interesting is the data provided by La Stampa, in which:
45 percent of Italians believe they can get lower fares by visiting hotel websites directly.
While the other half (55 percent) believe it is better to rely on price comparison portals or online travel agencies.
Given this fact, every hotel owner should ask himself if his site is able to effectively convert its visitors.
Here are 4 factors that make customers flee from your hotel’s website.
More than 50% of the accommodations commit at least 3 of these 4 errors that we are about to tell you.
1 – Your site is not updated
It will seem trivial and terribly obvious, but very often the site is the reason why users do not book. The site of the accommodation must have clear and readable texts and easy to reach commands.
Instead, you often come across sites that are never updated, with little information badly presented and a graphic appearance that discourages the reading of any information. Also not to be underestimated are the links of the non-functioning call to action, and moreover sites where there are special offers and packages for past or no longer valid periods.
In addition, the site must also be mobile friendly, or optimized for those who want to book via the smartphone, because a site difficult to access from mobile devices leads to the loss of a considerable catchment area.
2 – Are your photos professional and of high quality?
I admit, I’m an amateur photographer, and for this reason pictures are particularly close to my heart, but I guarantee that it is not for this reason that I inserted this second point in the article.
The images must be of high quality, possibly taken by professionals, and must highlight the peculiarities of your structure. This is an underestimated element, but a quality photo always has a big impact on users, it is the business card that puts the customer and the hotelier in contact for the first time.
The web communication has left more and more space for multimedia contents such as images and video, for this reason it is unthinkable to improvise images that are not captivating or even worse ugly and conspicuously amateur.
3 – Do you have a booking engine? Is it connected to the site in the right way?
The fundamental element to increase the number of direct bookings from the site of a tourist accommodation is undoubtedly the booking engine (we talked about it here in depth).
But any booking engine is not enough: you need a tool with specific features. A good booking engine must be fully integrated into the site of the structure (the brand of the structure must be consistent between site and booking engine). In this way you will get a very effective call to action for the benefit of bookings on our site.
Another important aspect is linked to payment systems. The ideal booking engine allows the user to pay with as many methods as possible and – above all – meets the highest standards of transaction security.
But above all you will have to offer advantages to visitors who choose to book directly from you, so as to increase the conversion rate and customer loyalty!
4 – Do you have a contact form with dozens of fields !?
Some hoteliers who do not intend to focus on a tool like the booking engine, prefer to insert a contact form. Too often we see contact forms with many fields to fill out, a factor that often scares the potential customer who decides to abandon the navigation, preferring a simpler booking system as an OTA channel.
Our advice is to avoid going beyond the classic fields such as name-surname, email, telephone number, type of stay.
Do not forget to specify an alternative contact form such as the phone number of the structure, which however will not save you if the potential customer is booking at night.
(Having a booking engine is not that bad, is it?)
The care of these details, from the modern website to the clear and intuitive booking engine, are an investment that you can not do without, there are no excuses.
These tools do not only depend on future earnings, but also on the credibility and reliability of your way of working, in a few words the first image that you offer to the customer.