Did you know that most guests visit 2-3 different websites before ultimately making a booking? This insight can significantly change how you approach your online presence. In our recent webinar together with our partner The Hotels Network, we shared strategies to enhance your direct bookings and get an edge over OTAs. Let’s dive into some of the key points and actionable advice that can help you attract more guests – and outsmart the OTAs.
Understanding Your Guests’ Online Journey
BookVisit’s Commercial Director Fredrik Norbeck pointed out a critical piece of data: guests typically browse multiple websites before ultimately making a booking decision. What does this mean for you? Ensuring your website is visually appealing and easy to navigate is essential. It’s not just about looking good; it’s about being found on google and other search engines and chosen in a sea of options.
”"A very interesting number is that we see guests visiting on average 2-3 different different websites before they actually make their booking... It's really important to keep that in mind."
Fredrik Norbeck, Commercial Director, BookVisit
Harnessing Data to Optimize Distribution and Pricing Strategies
Effectively managing your hotel’s distribution involves more than just understanding where your bookings are coming from and the guests’ online journey. It requires a deep dive into how your property is perceived across different channels. Regular audits of your pricing across booking platforms ensure competitive and consistent offerings, while actively managing online reviews improves guest experiences and ratings. Knowing where and why guests book directly helps in refining marketing strategies and expanding visibility across various platforms and decreases reliance on major OTAs. Sonia Merena, Market Director Northern Europe, The Hotels Network, also discussed how leveraging analytics can help you understand and beat the OTAs at their own game. By monitoring how OTAs display your prices versus your direct rates, you can strategically adjust your pricing to ensure you’re always offering the best deal directly.
Why Local Collaborations Matter
Imagine increasing your bookings just by connecting with the cafe down the street or the local museum. Fredrik highlighted how partnerships with local businesses don’t just boost traffic—they enhance the entire guest experience. These collaborations can be your ticket to making your hotel the go-to option in your area.
Siri, Revenue Manager, from Circus Venues, and a panel speaker in the webinar, adds a practical example from her extensive experience: “…we are 62 companies that work together for just the same purpose on getting the tourist or the guests in Stockholm to come to our island. It’s very important that you work together because we all have the same mission. We are not competitors; we are neighbors.”
Mobile is Where It’s At
With two out of three people browsing the web via their smartphones, having a mobile-optimized website is no longer just an option—it’s imperative. If your site isn’t optimized for mobile devices, you’re likely missing out on a huge chunk of potential bookings. Make it smooth, make it fast, and watch the bookings roll in.
“Research shows that mobile takes up two-thirds of e-commerce… make sure that you are using responsive tools and websites and everything to convert your guests, because there’s nothing worse than getting on a website and it’s not mobile friendly.” – Fredrik Norbeck, Commercial Director, BookVisit
The Paradox of Choice in Hotel Offerings
The range of options presented to guests can significantly influence booking decisions. Fredrik noted the impact of offering too many choices: “Research on having too many options shows a decrease in conversion. Going from three offers to five can reduce conversions by about 30%.” This insight highlights the need to streamline offerings to enhance guest decision-making and increase bookings. Understanding and applying the principles of the Paradox of Choice can prevent potential guests from feeling overwhelmed and abandoning the booking process.
Importance of Preferred Payment Options
Providing preferred payment options is critical in minimizing booking abandonment. Fredrik emphasized the consequences of not aligning with guest preferences: “If the preferred payment option is not available, up to 50% of potential guests might abandon the booking at the checkout phase.” He also mentioned the growing popularity of modern payment solutions, “Buy now, pay later services processed billions during the peak season, underscoring the importance of these options.” Ensuring that your hotel offers the most favored payment methods can significantly improve conversion rates and guest satisfaction.
Sustainability as a Selling Point
Sustainability as a Selling Point Eco-friendly practices are more than just good for the planet—they’re good for business. Hotels that actively promote their sustainability efforts tend to attract a growing demographic of travellers who value environmental responsibility. Sharing your green policies can make your hotel a preferred choice for the eco-conscious traveller.
Missed our webinar?
Don’t worry, you can access the recording here. It’s full of insights and practical tips that can transform the way you attract guests. Ready to take your hotel’s booking strategy to the next level? Book a demo with BookVisit today and see how our solutions can help you streamline your operations and boost your bookings.
