Background: As the digital customer journey continues to become increasingly more complex, hoteliers need to be looking for more impactful ways to engage, convert and retain their best potential guests. Today’s typical online travel consumer is exposed to over 250,000 micro-moments a year and undertake a complicated journey of 45 touchpoints (websites, apps, content) via multiple devices before making a hotel booking (Google).
Hotels are not just competing with OTAs, their competitive set, and short-term rental accommodations on platforms like Airbnb, Vrbo, Booking, they are also competing with every micro-moment that distracts the travel planner, such as emails, text messages, video, and social media feeds. There is some serious competition out there for the travel consumers’ attention, making it even more important to engage and convert potential guests while they are visiting the property website.
Why is it important to improve website conversion rates?
The average hotel website conversion rate (bookings divided by unique monthly visitors) is typically below 2%. Out of 100 people who visit your hotel website, two or less will book, and 98 or more will abandon your website and make a booking elsewhere - either with your competitors or with the OTAs.
The situation is even worse with independent hotels, where conversion rates are even lower and range between 0.5% -1.5%. Most hoteliers do not even know what the conversion rates on their property websites are.
The recent...
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