Understanding how guests move from browsers to guests is key to optimizing your conversion rate.

The marketing funnel can give us insights on that journey.

The Awareness Stage

This is where potential guests first discover your hotel. They might:

• See an ad on social media

• Find you through a Google search

• Hear about you from a friend

At this stage, focus on:

• Eye-catching visuals that showcase your property

• Clear, compelling headlines that speak to your target personas

• Easy-to-find basic information (location, key amenities)

The Consideration Stage

Now, visitors are actively exploring your offering. They're comparing you to other options.

Key elements here:

• Detailed room descriptions and high-quality photos

• Highlighted unique selling points

• Guest reviews and testimonials

• Clear pricing information

This is where your compelling offers can shine.

The Action Stage

This is the crucial moment where interest turns into a booking.

Focus on:

• A streamlined booking process

• Clear calls-to-action (remember our discussion on Jakob's Law)

• Reassurances about security and cancellation policies

• Urgency creators (e.g., "Only 2 rooms left at this price!")

Strategies for Each Stage of the Funnel

1. Awareness:

   • Use targeted ads based on guest personas

   • Optimize for search engines

   • Engage on social media platforms your target guests use

2. Consideration:

   • Show video tours of your rooms

   • Provide comparison tools (e.g., room-type comparators)

   • Use retargeting ads to stay top-of-mind

3. Action:

   • Implement abandoned cart emails

   • Offer live chat for last-minute questions

   • Provide a best-price guarantee

Remember, guests can enter your funnel at any stage. Your website should cater to all, whether they're just browsing or ready to book immediately.

By understanding and optimizing for each stage of this journey, you can significantly boost your overall conversion rate.