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Selling accommodation online is essential to the success of any hotel these days. With most travelers researching and booking their stays online, it is crucial that your hotel is well-positioned and offers a simple and efficient shopping experience. However, many hotels make critical mistakes that can jeopardize their online sales. In this article, we'll identify these mistakes and show you how to correct them to maximize your bookings.
1. Outdated and non-responsive website
The importance of a modern website
Your hotel's website is the first impression many potential guests will have. An outdated design or an interface that doesn't adapt to mobile devices can turn customers away. Nowadays, a responsive website that works well on smartphones and tablets is key to ensuring that users have a pleasant and frustration-free experience when browsing and booking.
Loading speed
As well as being responsive, the site needs to load quickly. If your hotel page takes too long to load, visitors may give up and look for other options. Tools such as Google PageSpeed Insights can help identify and correct problems that affect your site's loading time.
2. Complicated booking process
Simplifying the Process
A long and complicated booking process is one of the biggest obstacles to online sales. If potential guests encounter difficulties or unnecessary steps, they are likely to abandon the booking. Make sure the process is quick and intuitive, with as few clicks as possible.
Transparency and Clarity
Clarity during the booking process is essential. Make sure that all information, such as rates, taxes, and cancellation policies, is displayed. Last-minute surprises, such as hidden fees, can cause mistrust and make the customer give up on the purchase.
3. Lack of integration with OTAs and metasearch engines
The importance of OTAs
Online Travel Agencies (OTAs), such as Booking.com and Expedia, are important channels for increasing your hotel's visibility. However, many hotels make the mistake of not integrating their booking system with these platforms, missing out on a major sales opportunity.
Taking advantage of metasearch
Metasearch engines such as Trivago and Google Hotel Ads are valuable tools for comparing rates and driving traffic to your hotel's website. Ensuring that your hotel is listed and well-positioned on these channels can significantly increase your direct bookings.
4. Lack of attractive offers and packages
Creating personalized offers
Many hotels fail to harness the power of offers and packages to attract more bookings. Offering special packages for occasions such as honeymoons, anniversaries or weekend getaways can set your hotel apart from the competition.
Exclusive promotions and discounts
Exclusive promotions and discounts for direct bookings through the hotel website can also encourage guests to choose your establishment. Make sure these offers are highlighted on the homepage of your website and in your marketing campaigns.
5. Lack of investment in digital marketing
The importance of SEO
One of the most critical mistakes is underestimating the importance of digital marketing. Investing in SEO (Search Engine Optimization) ensures that your hotel's website appears in the top positions of search engines, attracting more visitors. Optimized content with relevant keywords, informative blogs, and detailed descriptions of accommodation are essential for improving organic positioning.
PPC (Pay-Per-Click) campaigns
PPC campaigns, such as Google Ads, can increase your hotel's visibility to a targeted audience. Investing in paid ads, especially during periods of low occupancy, can be an effective strategy for attracting new guests.
6. Low-quality and outdated images
The Power of Images
Images are one of the most powerful tools for selling accommodation online. Poor quality or outdated photos can give a negative impression of your hotel. Invest in professional photography to capture the best of your space and show exactly what guests can expect.
Videos and Virtual Tours
In addition to images, vídeos, and virtual tours are excellent ways to engage potential guests. They provide a more immersive experience, allowing visitors to explore the hotel before booking.
7. Lack of Reviews and Testimonials
Impact of Online Reviews
Online reviews are a decisive factor for many travelers. If your hotel has no reviews or if these reviews are not visible on your website, you could be losing bookings. Encourage guests to leave positive reviews and highlight the testimonials of satisfied customers.
Managing Negative Reviews
No hotel is immune to negative reviews, but the important thing is to know how to manage them. Responding promptly and professionally to criticism shows future guests that you value feedback and are willing to improve.
To maximize your hotel's online sales, it's essential to avoid these critical mistakes. Maintaining an up-to-date website, ensuring a streamlined booking process, investing in digital marketing, and offering an attractive visual experience are just some of the steps needed to stand out in today's competitive market. By correcting these flaws, your hotel will be better prepared to attract and convert visitors into loyal guests.
Stay tuned to the Erbon blog for more tips and innovative solutions for the hotel industry. If you're a hotelier looking to improve your access and conversions, contact us and find out how our solutions can help you achieve your goals.
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