Key Elements of High-Converting Hotel Websites

Key Elements of High-Converting Hotel Websites

Creating a website that turns visitors into guests requires a mix of art and science.

You have to showcase your brand while also keeping in mind it converts.

So in this blog, we’re going to analyze what sets high-converting websites apart.

The power of words

Your website's copy is more than just information.

It’s your medium to connect with users.

Your way of showing you understand them.

And they belong in your hotel.

There are a few principles to take into account:

• Focus on benefits, not just features

• Address guest needs directly

• Use clear, compelling language

For example, don't just list "24-hour room service." Instead, say "Satisfy your cravings any time, day or night."

Read more about how to talk to your audience in my previous piece about understanding your guests.

Compelling Offers

Strategic offers can help a user make a decision

However, don’t overuse it or you’ll lose credibility.

There’s a reason why Amazon only has one Prime Day.

A few options you have when creating offers:

• Time-limited deals: Create urgency in times of lower occupancy.

  • Examples of this include Prime Day, black Friday, etc.

• Exclusive benefits for direct bookings: Give them a motive to book directly.

  • Examples of this include a free night if you book 7, a Complimentary room upgrade, a bonus massage, etc.

• Experience packages: Sell more than just a room, include massages, tours, or whatever aligns with your brand.

Seamless Booking Process

A smooth booking journey is crucial.

Take cues from our analysis of top booking platforms:

• Minimize steps and fields to booking

• Offer guest accounts for faster checkout

• Provide multiple payment options

Remember Jakob's Law: keep the process familiar and intuitive.

Reducing Friction and Hesitation

Every obstacle is a chance for a guest to change their mind:

• Be transparent about pricing—no hidden fees

• Offer free cancellation if possible

• Provide instant confirmation

These practices align with UX best practices we discussed earlier.

By implementing these elements, you're not just designing a website.

You’re showing your greatness to the world, and your guests.

Continuous testing and refinement, as we saw in the Sandals case study, is key to ongoing success.

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.

Retaining and Upselling Guests: Maximizing Lifetime Value

Getting a booking is great, but turning that guest into a loyal, repeat customer is even better.

It's always cheaper to keep an existing guest than to acquire a new one. Loyal guests also tend to:

• Spend more per stay

• Be more forgiving if small issues arise

• Provide valuable word-of-mouth marketing

Effective Upselling Strategies

Ask and you shall be given.

It was surprising to me how many people upgraded when offered the opportunity.

However, if you don’t prompt them to do it, they will rarely ask for it.

It’s like having a great product but not telling anybody about it.

You’re doing a disservice to the guest and you.

It isn’t just about increasing revenue, it’s about making their stay better.

There are a few moments when this is especially effective:

1. Pre-arrival emails: Offer room upgrades or special packages

2. During booking: Suggest complementary services (e.g., airport transfers)

3. At check-in: Propose dining reservations or spa treatments.

4. In-room: Promote amenities, food and beverages.

5. Before checkout: Offer to extend the stay or a late checkout if available.

Canary has built a great platform to offer upsells at different stages.

They allow you to introduce upselling opportunities in different stages of your guests' stay.

The key is to make relevant, timely offers based on guest personas.

Building a Loyalty Program That Works

A well-designed loyalty program can significantly boost retention:

• Offer meaningful rewards (free nights, exclusive experiences)

• Make earning and redeeming points easy

• Provide instant benefits to encourage sign-ups

• Use tiers to encourage more stays

There’s been a lot of talk about loyalty programs.

In the last few years, they haven’t been as effective as they were before.

There’s a great article about it in TNMT’s blog dissecting this exact topic.

One loyalty program that it’s very well crafted is dis-loyalty. It’s also an incredible example of the impact knowing your guests can have.

Nurturing the Guest Relationship

Keep the connection alive even after check-out:

• Send personalized thank-you emails.

• Request feedback (and act on it).

• Share tailored offers based on past stays.

• Keep them in the loop with social media.

Leveraging Technology for Retention and Upselling

Use tech to make personalization scalable:

• CRM systems to track guest preferences and nurture relationships (even leaving personalized notes on their room).

• Automated, targeted email campaigns

• Mobile apps for easy booking and in-stay services (apps show a greater conversion rate, however, adoption is not easy).

FAQs:

• How often should I update my offers?

  • Regularly, based on seasons and occupancy. Keep content fresh to encourage repeat visits.

• Is it worth investing in professional copywriting?

  • Absolutely. Great copy can significantly impact your conversion rates.

• How can I gather more social proof?

  • Encourage happy guests to leave reviews. There are a lot of good tools to make this easier, and we recommend Canary Technologies.

• How can I tell which stage of the funnel needs the most work?

  • Analyze your website metrics. For example, if you have high traffic but low bookings, focus on the consideration and action stages.

• Should I create separate landing pages for different funnel stages?

  • Yes, this can be very effective. Tailor content to where the guest is in their decision-making process.

• How does mobile usage affect the funnel?

  • Mobile users often start in the awareness stage. Ensure your mobile experience is top-notch throughout the entire funnel.

• How soon after a stay should I start re-engagement efforts?

  • Start immediately with a thank-you email, then follow up with personalized offers within 2-3 months.

• Can small hotels compete with big chains' loyalty programs?

  • Absolutely. Focus on unique, personalized perks that big chains can't offer. Dis-loyalty is a great example of that.

• How do I balance upselling with not being pushy?

  • Always frame offers as enhancements to the guest experience, not just add-ons for profit.