How Online Guest Experience Improves ROI. By Nancy - buuteeq Friday, 4th July 2014
In the virtual world, just as in the real world, accessibility matters;
How people find and interact with your property’s website can make all the difference and more specifically, your website’s channel management and booking engine can improve guest experience before your customers even set foot in the lobby.
First off, your website needs to be easy to find. You should attract visitors through an array of sources—from OTA referrals and search engine marketing to organic search and direct traffic.
As the Internet holds more and more sway in peoples’ decisions and spending habits, hotels need to woo customers online using a variety of channels.
SEO and SEM on a search engine results page.
Secondly, your website’s booking engine needs to work efficiently. Potential guests feel more confident in a booking engine that has the same look and feel as the rest of the property’s website. Ideally, your website should not redirect to an outside booking engine.
In addition, guests who interact with your booking engine should have a pleasant, seamless booking experience.
In this sense, your booking engine is the first concrete experience a guest has with your hotel’s services. So even when a hard-to-use booking engine does successfully capture a guest’s reservation, this person will arrive at your hotel with a negative guest experience. This deficit might be impossible to overcome.
As you know, guest experience affects your property’s bottom line. The same holds true for your guests’ online experience on your website.
The following infographic examines how these two vital factors—diverse traffic sources and booking engine interaction—influenced the ROI of real buuteeq customers.
Nancy is buuteeq's very own brand journalist. Please contact her at email@example.com
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