TravelLine analysts consider the hotel website conversion rate of 1% a solid result. A rate of 2% is a good one. By the conversion rate, we mean the ratio between the website sessions and completed bookings.
Conversion rate is one of the metrics for measuring the performance of a hotel’s marketing efforts. In this post, we list four marketing actions to implement to improve the hotel conversion rate.
- Communicate on social media
- Improve the quality of the website
- Remarket through emails
- Work on customer loyalty
1. Communicate on social media
Hoteliers communicate with a broad reach of potential guests by utilizing social media channels such as Instagram, Facebook, and YouTube. Read our articles on Instagram Reels and other Instagram features.
Here are tips to implement in order to turn social media users into hotel guests:
1. Follow the 80/20 rule
Excessive self-promoting makes it less likely that users will buy fr om you. Post promotional content only 20% of the time. This can be information about your special or seasonal offers. Devote 80% of content to something that presents value for your potential guests. Provide information on entertainment options in your area, announce local events.
2. Provide social proofs
72% of hotel guests are more likely to book from a hotel that posts user-generated content (UGC) instead of stock images. In the hospitality industry, UGC is reviews, personal travel stories, and social posts featuring your hotel. Repost positive reviews and note the problems mentioned in the negative ones.
A hotel collects guest feedback in Instagram highlights.
3. Give attention to users
Answer users’ messages promptly. When travelers are looking for accommodation, they often DM several other properties. The faster you reply, the more advantage you have. Address each question asked and consider offering a perk like a discount to seal the deal.
Add a personal touch when messaging potential guests. They might be coming with kids or with a spouse for their wedding anniversary. Depending on circumstances, tell them about hotel amenities that would be useful or local attractions that would suit the occasion.
If guests are still hesitant, eliminate their fears. We have already written about the ways to decrease guest fears related to the pandemic. If a client cannot choose between your property and some other, give him a discount promo code or offer an early check-in for free. This will help him choose your offer over others.
2. Improve the quality of the website
When website visitors find it inadequate, they start looking for other options. To prevent potential guests from leaving the website, check if your hotel website has all the following points:
1. Keep information full and up-to-date
Foresee the questions that your website visitors could ask. Mention how to get to the hotel and list the amenities. This way, you can avoid long correspondence, and guests will make their booking decision much faster.
When writing a website copy, do not do it only for the sake of SEO. Use key search words but make the text easy to understand and well-structured. Present information in lists and bullet points rather than paragraphs because we tend to skip over when reading.
Make sure to include:
- high-quality photos
- accurate pricing details
- upfront cancellation policy.
2. Show the benefits of booking direct
Potential guests will be more likely to proceed with the booking on the hotel website if you present them well the value for money. For example, highlight the benefits of booking directly that clients will not get when booking on an OTA. Make a list of perks in a social media post or on a website page.
Here are some ideas to spread the word about:
- best-rate guarantee to beat OTA prices
- discounts via a loyalty program
- free or cheaper cancellation
- package deals
- no hidden charges.
Give website visitors a sense of urgency. To do this, include messages on the number of people looking at a room and the last room availability.
3. Personalize
86% of customers value personalization from hotel brands. Study your hotel’s target market and figure out 1-3 personas. Learn how in our post. When searching for a hotel on the Internet, customers want to see something that they can relate to. If you place photos representing your personas on the website, they will capture the attention of potential guests. Reach the personalized approach by creating different special offers and packages for different types of guests.
A website photo that would draw the attention of families with kids searching for a hotel.
3. Remarket through emails
When website visitors abandon bookings, bring them back with follow-up emails. They should remind clients to finish the bookings and note the chosen dates and room categories. Let customers know that you are holding a room for them and include a link that would lead them directly to the step wh ere they left. To increase the value of the email, offer a complimentary drink or another perk of your choice.
Example of an automatic email that is sent to guests that did not complete a booking. This capability is available for TravelLine Booking Engine users.
4. Work on customer loyalty
79% of bookings on the website are made by guests belonging to a hotel customer loyalty program. By retaining your customers you increase the repeat rate and, as a result, your conversion rate. Introduce a loyalty program to your hotel to create long-lasting relationships with your guests.
Offer champagne glasses upon arrival or discounts for every next stay. Another way is to create separate customer bases for guest personas and provide them with special offers that would personally benefit them.
Key takeaways
- Take interest in your guests and their purpose of travel.
- Give website visitors and social media users something to relate to.
- Define your target market and personalize your offer for target personas.
- Do not hesitate to offer little perks to seal the deal.
