Improving the booking journey with UX design

Improving the customer journey with UX design

Your hotel is not only competing with other properties near you.

It’s competing with Airbnb, Booking, Kayak, and all of the OTAs.

These companies spend (literally) tens of millions of dollars to improve their user experience.

The good news is that you can take the principles on why they do what they do, and apply it in your website.

And that’s what UX design is.

Making the process for a person that wants to take an action, as easy as possible.

Frictionless, fast and easy.

The Role of UX in CRO

User Experience (UX) is about making your website a pleasure to use.

When done right, it can significantly boost your conversion rates.

UX and Conversion Rate are so closely related that it still surprises me every day.

Yet it’s such an overlooked piece in the industry.

We’ve seen it while working with Sandals Resorts, small tweaks can sometimes increase conversion by 20% or 30%.

Compound a few of them and the results are outstanding.

Best Practices for Hotel Website Design

1. Clean and Intuitive Design:

   • Use white space effectively

   • Create clear visual hierarchies

   • Make navigation simple and logical

2. Clear Calls-to-Action (CTAs):

   • Use contrasting colors for "Book Now" buttons

   • Place CTAs where they're easy to find

   • Use action-oriented language

3. Brand Alignment:

   • Ensure your website reflects your hotel's unique character

   • Use high-quality images that showcase your property

   • Maintain consistency in design across all pages

Mobile Optimization.

Over 50% of hotel bookings now happen on mobile devices.

You cannot allow yourself to lose guests because of a non-responsive website.

Focus on the following to ensure this doesn’t happen to you.

• Responsive designs (adapts to any screen size)

• Fast loading times (aim for under 3 seconds)

• Easy-to-tap buttons and forms

• Simplified booking process

Doing things on mobile tends to be more frustrating, so don’t contribute to that.

Every Second Counts

Website speed isn't just about convenience - it directly impacts your conversion rate.

• A 1-second delay can reduce conversions by almost 80%

• 40% of users abandon a site that takes more than 3 seconds to load

This graph is not specific to the hospitality industry, but it still applies.

Putting UX to Work: A Step-by-Step Approach

1. Audit your current website (or use the Contact page to get a free audit from us)

2. Identify pain points using tools like heatmaps

3. Develop a plan to address these issues

4. Implement changes gradually, testing as you go

5. Monitor your KPIs to measure the impact

UX improvements should always be based on data and guest personas, not just gut feeling.

The ROI of Great UX

Investing in UX isn't just about looking good. It's about:

• Increased bookings

• Higher guest satisfaction

• Lower bounce rates

• Better brand perception

• More loyal guests

A superior UX can be your differentiator online.

It can make or break your brand.

Learning from the best

Platforms like Booking.com, Airbnb, Expedia, and many more invest millions in their booking experience.

Exploring what they do and understanding why can inform your strategy.

Jakob's Law

Jakob's Law states that users prefer your site to work the same way as other sites they know. For hotels, this is crucial:

• Guests browse many travel sites before yours

• Familiar layouts make users feel at ease

• The ease of navigation increases the likelihood of booking.

Key applications:

1. Use standard placements for search bars and navigation

2. Follow familiar booking process steps

3. Innovate in your offerings, not in basic website functionality

Airbnb

Airbnb's success isn't just about unique stays - it's about a smooth booking process.

Their website it’s simple yet powerful.

And you can book a property in less than 2 minutes.

Some characteristics that stand out are:

• Quick and easy search functionality

• Clear, high-quality property images

• Prominent, always-visible call-to-action buttons

• Streamlined checkout (as few as 4 clicks to book)

Outsite: Niche targeting

Outsite focuses on digital nomads, showing the power of niche targeting.

Their message is clear, and it’s evident that they understand their audience very well.

Some of the things that stand out from booking with them are:

• Membership options for frequent travelers

• A clear breakdown of costs

• Progress bar during booking to show steps left

The Hoxton: Hotel Booking Done Right

The Hoxton demonstrates how high-end hotels can create a distinctive online experience.

They do that by eliminating instead of by adding.

Less is more.

They have a very simple website that includes:

• Unique, brand-aligned design

• Flexible check-in options are presented upfront

• Minimum amount of information requested during booking

Key Lessons for Your Hotel Website

1. Reduce Friction: Make booking as easy as possible. Every extra step risks lowering your conversion rate.

2. Know Your Audience: Tailor your UX to your specific guests, as we discussed with personas.

3. Be Clear and Transparent: Show all costs upfront. Surprises at checkout can lead to abandoned bookings and higher exit rates.

4. Mobile Optimization is Crucial: Ensure your booking process works smoothly on all devices, as discussed in our mobile optimization section.

5. Brand Consistency: Your website should reflect your hotel's unique character, just like The Hoxton does.

By studying these industry leaders, we can see UX best practices in action. Implement these insights, and you'll be well on your way to boosting your conversion rates.

FAQ:

1. Can improving UX impact my bottom line?

   1. Absolutely. Our case study with Sandals shows how UX improvements led to a 112% increase in conversion rates.

2. Is it worth hiring a UX professional?

   1. Depending on your structure it could, It all depends on your structure and goals. If you're unsure about it, you can contact us and we can guide your decision.

3. Should I copy exactly what these big platforms do?

   1. Always tailor your approach to your unique brand and guest needs, however, try to learn lessons from their journeys and apply them to your website.

4. How can I compete with the UX of larger booking platforms?

   1. By offering a similar experience, you won't be losing much in terms of user experience. However, your offer in your direct channel should be more enticing than on OTAs, either by offering free upgrades, meals, points, or whatever order bonus you can.

5. Is it worth investing in a custom booking engine?

   1. My experience has been that with the generic booking engines, you often lose control and the ability to keep the experience congruent. However, for small or medium properties it might not make sense to invest in a custom booking engine. If you need help building a custom booking engine, we can help you.