To boost direct bookings, it is ideal to understand the behavior of the guests seeking your site. There are plenty of useful tools, such as Google Analytics, that allow you to track your guest’s behavior during the booking process.
Behavior By Device
Your hotel’s website is crucial when it comes to driving direct bookings. With an upward trend in mobile bookings, it is important to adapt your website to fit with the latest technology.
50% of website users are visiting from their mobile devices. However, plenty of users still use a desktop to purchase and complete actions, they use their mobile devices to check rates, photos, and view fast information while watching TV or waiting at a restaurant.
According to Triptease’s US Hotel Website Handbook, the key is to make your mobile website easy to navigate. The more simplified it is to buy a hotel room on a mobile device, the more likely you will have an increase in conversions.
Some appealing features are from having a live chat on a mobile device or live rate checks so users can compare your rate to other OTAs.
Mobile Key Providers are also an awesome way to enhance the digital aspect of your hotel. Guests can simply download an app and check-in to your hotel from anywhere, and can use the device as a key to get into their room. Learn more here or schedule a demo.
The moment a traveler approaches your site, your website typically has 8 seconds to capture the user’s attention. Therefore, it is a must to make your hotel appealing and engaging to the guest through their website experience.
Travelers look for three main things when visiting your site. That is: rates, rooms, and location. You must make it an easy process to locate that information or else they are going to leave your site. Add high quality photos of your hotel, ensure that the pages load quickly, and even add reviews so consumers can get a sense of “social proof” that your hotel is worth staying at.
Use Google Analytics or even social media platforms to get an idea of who your target market is and how they are navigating through your website. If you make your website look visually appealing to that type of consumer, then they will be more likely to stay on your site and book.
Also, by tracking how the consumer navigates around the site, you can take into consideration what buttons should be bigger or what pages you need to focus on for conversion.
Read more on the top things a traveler expects when navigating through your hotel website, here.
Behavior by Location
Depending on where your guests are coming from, international and domestic consumers have different booking behaviors. These booking behaviors even vary by State so it is crucial to know how the consumer’s location can affect whether they book your hotel.
A study by Triptease found that North American searchers are converting at the highest rate but book at the lowest value while those from other countries are converting less but have a higher booking value.
For those internationally, they are spending more on travel costs and tend to come to the United States for longer stays since they are coming from so far away, so they want a higher value out of a hotel.
Even with States, TripTease shows that New York has the lowest booking value but highest conversion rate while Texas has the highest booking value but lowest conversion rate.
This could be because New York is a famous destination, even internationally, so more people are going to book there in the US. But, those looking for a high-value stay spend more time looking at the website multiple times instead of immediately granting you a conversion.
As for Texas, people are booking there for a long time but aren’t booking for high value. Hotels there should target upsells or utilize longer stay offers to consumers.
Getting to know your guests and their demographics are extremely important if you are trying to increase conversions. By utilizing the three tips above, you will gain more conversions and keep your guests intrigued with their stay.
Learn more about correctly developing a website and learning about your guests with IBC Hospitality.