Top Secret Hotel Website Improvement Plan | Hotel Marketing
December 7, 2020|Hotel Marketing
COVID-19 has undoubtedly affected our businesses in ways we may not have been prepared for. Some businesses have had to resort to doing almost all business entirely online for quite some time for the safety of all interested parties. Of course, most hotels have had websites for years and transacted this way. However, with the variety of people now needing to use their websites, it is time for some changes to make the experience more seamless. With this, we’d like to offer you some insight on how to improve your hotel’s website because as they say – there’s no time like the present!
1. Understand how your customers get to your website.
Before making any changes to your website, try to gather data as to how your customers are able to get to your website. For example, through their choice of search engine. Your website hosting platform can usually provide this data to help you better understand the kind of traffic going through your website. From there, you can make an informed decision whether you think the organic traffic is enough for your goals or whether you need more paid advertising support from other providers. For instance, Google Ads.
2. Know how to use your teams effectively.
In any successful business, collaboration between different teams is key. The same is applicable in running your hotel website. In this case, the marketing and sales teams will have to work hand in hand to run paid promotions and handle reservations effectively. Remember that fostering and encouraging collaborative work comes from top management and is important for you to be able to maximize the revenue generated from your website.
3. Be clear with what you want to achieve with your content.
Whether your preference is for your clients to book online through your website, to send you an email, or to pick up the phone and give you a call, it should be intuitive on how your website is constructed. Making this clear and apparent on your website ensures an easy process to reach the point of sale. A good gauge on how you can improve effectiveness on this front is to ask your customers if they found everything they needed on your website or what other improvements you can make so that their next visit will be more seamless.
4. Keep a good eye on the competition.
Researching market competitor websites is now very common and accessible, even from your office desk. Try to look for common aspects which you can use to your advantage. For example, an interface that is familiar or intuitive will lead to an easier point of sale. If your customers know how to use your website, there will be better chances that they will find the details of your offers and will likely book with you.
5. Consider your target audience.
As with all other things, considering your target audience is a huge part of the decisions you will be making in improving your website. Whether you appeal to leisure guests or business people will affect how your website looks and feels. You will need to highlight relevant amenities, offerings, and other features that your target audience will find useful. A practice that some hotels make is to create a separate page for business needs for easier distinction. Their business page usually includes rates exclusive of tax, as is preferred by corporations.
Finally, remember that your website is never really finished. It will always remain to be a continuing development that will always have to adapt to the changes in the times. Continually making improvements to it should not be neglected because it is never just "done."
1800 JFK Blvd Suite 300 PMB 91649
Philadelphia, PA 19103