It’s not always easy picking out hotels and places to stay when traveling.
Like most people, I’ve traveled a few times and the lodging is always one of the biggest decisions.
There have been plenty of times when I’ve thought I had picked a good place to stay only to be let down. And there have been other times when I’ve picked a place with low expectations only to be pleasantly surprised.
And then there are challenges with using a hotel’s website. They’re not always intuitive and easy to use.
Here are the challenges most hotel customers have when it comes to picking a hotel.
If you’re able to use your website to make these challenges easier, you stand to win more business.
1. The Price/Quality/Reputation Balance
People are always looking for some kind of balance between price, quality and reputation.
They understand that if they pay less they probably won’t get as much in terms of amenities and quality. And if they are willing to pay more they expect to get what they’re paying for.
That’s the value of your hotel and what you offer and it needs to clear on your homepage and throughout your website.
If your focus is on price then price should be the focus of the messaging on your website. Make the price large on your homepage. It might have a large $49.95 Per Night call to action in the middle of the page with a (short) list of amenities next to it listing that customers get a clean room with a bed, dresser and a bathroom with a shower.
On the other side, if you’re selling luxury, then the luxurious amenities should be the focus of the content on your website.
Wherever your hotel falls in the spectrum, communicate the value you offer. This allows visitors to determine immediately if you are the right hotel for them. They will appreciate that they can instantly figure out what they will get if they choose you.
This also helps your reputation when it comes to reviews on your site and on review websites. If you deliver on the value you offer, people will say that they got exactly what they were looking for whether they were looking for a clean room with no frills or if they were looking for complete luxury.
2. Location And Nearby Attractions
Many people stay in hotels because they’re visiting specific attractions.
However, many hotel websites don’t mention attractions at all.
A challenge for a hotel customer is knowing how far a hotel is from a popular attraction. It might be a restaurant or an amusement park or it might be the local convention center.
Make it easy for your website visitors to see where your hotel is and how your location associates with the common attractions in your area.
You can talk to your customers about where they are visiting. You probably already know what they will say, but once you have an idea, list out those attractions along with instructions on how to get there.
3. Transportation
When you list out local attractions it’s good to list available transportation too.
Sarah and I visited Seattle a few years ago and stayed at a B&B. We figured we would be taking taxis everywhere, but the B&B owner showed us how to use the bus system. And he gave us tips for riding and walking combinations.
You probably have knowledge like this in your head already. Put that knowledge on your website and give your guests instructions on how to travel to popular destinations.
4. Availability And Reservations
When a customer sees what you have to offer they want to know if there is a room available on the day(s) they want to stay with you.
Most hotel sites today are updated with up-to-the-minute availability. If you don’t have the functionality then you’re behind the curb.
And if there are times available, customers usually want to make a reservation right there on the spot. You have to make it easy for them whether it’s giving them a way to do it on your website or by giving them a phone number to contact so they can make a reservation.
5. Smartphone Access
Finally, many people use their smartphones to access the web today. In fact, some people only use their smartphones when they’re browsing the web.
Computers are still important, but smartphones are taking over.
Have you visited your hotel’s website on your iPhone?
If your customers don’t get a good experience when using your website on their smartphone then you’re going to lose their business. They might even go to a lesser hotel if they get frustrated while using your website.
Build a responsive website and make sure has a fast page speed. That will optimize the experience on all smartphones and mobile devices.
Conclusion
We all face challenges when it comes to finding information and making plans.
Your customers are no different.
When it comes to traveling and staying in hotels, people want to find a hotel that offers exactly what they’re looking for and they want to be able to book that hotel once they’ve made their decision.
Follow the steps above and you’ll make it easy for your customers to choose your website. Do so and you’ll probably see an increase in the number of customers you get through your hotel website.
Image: BuzzFarmers
