What message is your hotel website sending your guests?

Whether you’re a seasoned industry professional or a newcomer learning on the go, every independent hotelier must become an expert at effectively communicating with global travelers.  With a goal of converting travelers’ curiosity into confirmed bookings, hoteliers communicate directly with travelers in various ways, such as through marketing campaigns, but traveler communication extends beyond deliberate, well-crafted messaging.

When evaluating hotels, travelers take note of every detail that may provide insight into their lodging experience.  Unfortunately, in some cases, these insights may inadvertently push travelers toward other properties that can better meet their lodging needs.  To avoid making revenue-damaging missteps, read about some of the hotel website mistakes that send the wrong message to travelers.

Make the right first impression

In many cases, hotel websites provide travelers with their first introduction to independent hotels, so every photo and description helps tell the story of the on-property experience.  However, some hotel websites mistakenly send the wrong messages to potential guests.  For example, low-resolution photos, misspelled words, misplaced punctuation, broken hyperlinks and outdated information can signal a lack of attention to detail and lower travelers’ confidence in the hotel to deliver a great on-property experience.

In these instances, independents can find solutions relatively easily and quickly, but what’s most important is that hoteliers must avoid these errors from reoccurring in the future.  Regularly evaluating your hotel website should be an essential component of your property’s continuous improvement processes.  Your website is an invaluable asset, so it must be kept in optimal condition to continue delivering long-term value for your hotel.

Reservations and revenue

A hotel website’s ability, or inability, to take online reservations can convey a much stronger story to travelers than the missteps mentioned above.  Seamless online booking has become an integral part of travel planning, so when independent hotel websites ask travelers to email or call the front desk for availability, it can make properties seem out of touch with the latest technology and unaware of the needs of modern travelers – neither of which are positive for hotels.

In addition to being a valuable resource for information, hotel websites are revenue centers for independent hotels – that’s if they’re equipped with a booking engine.  Independents that want to start capitalizing on online booking opportunities can do so with innRoad.  Our booking engine, a core feature of our cloud-based software, enhances existing hotel websites by providing a new revenue generation channel that captures and manages reservations in real-time.  To learn more about enhancing the value of your hotel website, click here to contact an innRoad digital expert today.