In a world full of digital business advancements, we are constantly striving to improve, to be better for our hotelier clients. A well-optimised website not only enhances your brand’s visibility but also significantly reduces reliance on third-party OTAs, saving on commission costs and driving higher revenue directly.
Here are Aró's top 10 strategies, to make your website more user-friendly, improve the guest experience, and boost direct bookings.
As a business by implementing these strategies, you can expect an increased conversion rate from your website and booking engine, improved direct booking ratio and finally a reduction in the amount of commission paid to OTAs.
1. Visually Appealing Designs
Luxury is synonymous with beauty, and your hotel’s website should reflect this.
- Professional Aesthetic: Invest in a clean, modern, and visually stunning design that mirrors your hotel’s luxury essence. High-quality images, video backgrounds, and a harmonious color palette are essential.
- Consistent Branding: Ensure that the website's design, fonts, and colour schemes align with your hotel's brand identity. Consistency builds trust and makes the site more memorable.
- Mobile Responsiveness: A mobile-friendly design is crucial as most users browse and book via smartphones.
Pro Tip: Partner with experts like Aró Digital Strategy to get a custom design that resonates with your brand's personality and luxury status.
2. Simplified and Intuitive Navigation
A seamless user experience is vital to keep visitors engaged and drive conversions.
- Logical Structure: Organise the website with clear categories and subcategories (e.g., Rooms, Dining, Spa, Meetings, Offers).
- Minimal Clicks: Ensure users can access key information and complete bookings in as few steps as possible.
- Search and Filter Options: Implement intuitive search and filter functionalities for room types, offers, and amenities.
Pro Tip: Avoid overly complicated or experimental navigation that may confuse users.
3. Fast Load Time and Performance
Speed is crucial—slow websites can drive potential guests away.
- Optimise Images: Use compressed, high-quality images and leverage content delivery networks (CDNs).
- Core Web Vitals: Regularly test and optimise your website against Google’s Core Web Vitals to ensure it meets speed and responsiveness standards.
- Efficient Code: Optimise HTML, CSS, and JavaScript for faster performance.
Pro Tip: Ensure your website loads in under 3 seconds to prevent high bounce rates.
4. User-Centric Booking Engine
Effective CTAs guide visitors toward booking decisions seamlessly.
- Prominent Placement: Position CTAs like “Book Now”, “See Offers”, and “Contact Us” strategically across the website.
- Action-Oriented Language: Use persuasive and urgency-driven language in CTAs (e.g., “Book Now for Exclusive Rates” or “Limited Time Offer”).
- Dynamic CTAs: Adapt CTAs based on user behavior—such as showing “Complete Your Booking” for users who viewed rooms without booking.
5. Strategic Calls to Action (CTAs)
Effective CTAs guide visitors toward booking decisions seamlessly.
- Prominent Placement: Position CTAs like “Book Now”, “See Offers”, and “Contact Us” strategically across the website.
- Action-Oriented Language: Use persuasive and urgency-driven language in CTAs (e.g., “Book Now for Exclusive Rates” or “Limited Time Offer”).
- Dynamic CTAs: Adapt CTAs based on user behavior—such as showing “Complete Your Booking” for users who viewed rooms without booking.
6. Leverage Location SEO
Appeal to local search traffic to boost direct bookings.
- Optimise Google Business Profile: Keep your profile updated with accurate information, photos, and guest reviews.
- Local Keywords: Use keywords like “luxury hotel in [Location]” or “boutique hotel near [Landmark]”.
- Consistent NAP: Ensure your Name, Address, and Phone number are consistent across all platforms.
7. Compelling Content Strategy
Informative and engaging content can influence booking decisions.
- Blog Posts: Write about local attractions, travel tips, and seasonal events.
- Videos and Virtual Tours: Create videos showcasing rooms, amenities, and guest experiences.
- User-Generated Content: Feature guest reviews and photos on your site.
Pro Tip: Content optimised for SEO can attract organic traffic looking for local travel information.
8. Social Proof and Reviews
Trust is a key factor in decision-making for luxury travelers.
- Testimonials: Showcase video testimonials and positive reviews prominently on your homepage.
- Review Aggregation: Integrate reviews from TripAdvisor, Google, and Booking.com.
- Branded Hashtags: Encourage guests to share their experiences using a branded hashtag (e.g., #StayAt[HotelName]).
9. Exclusive Direct Booking Benefits
Incentivise guests to book directly through your website.
- Exclusive Discounts: Offer 10% off, free breakfast, or late checkout for direct bookings.
- Best Rate Guarantee: Promote a “Best Rate Guarantee” to build confidence in booking directly.
- Loyalty Rewards: Provide points or special perks for repeat guests.
10. Analytics and Continuous Optimisation
Track performance to make informed improvements.
- Google Analytics: Monitor traffic sources, bounce rates, and conversion paths.
- A/B Testing: Test different headlines, CTAs, and layouts to find what converts best.
- Feedback Loops: Use post-stay surveys to gather insights for website improvements.
Optimising your hotel’s website for direct bookings involves a mix of aesthetic appeal, speed, usability, and strategic CTAs. A well-thought-out website not only attracts visitors but also converts them into paying guests effectively.
Ready to boost your property's direct bookings?
Contact Aró Digital Strategy to learn more about how to transform your hotel’s website into a direct booking powerhouse.
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