In the coming months (years I hope) I will blog about eBusiness opportunities in the hospitality industry. I strongly believe that hotel marketing managers can gain more online sales by addressing website effectiveness factors. A few weeks ago I presented about this topic at the Hotel Website Marketing conference in Amsterdam.
In the presentation (see below) I addressed the five building blocks for an effective (focused on high conversion) hotel website:
- accessibility: can the site easily be found in Google?
- availability: does the site and pages load fast?
- usability: is the site simple to use?
- functionality: what functions can the visitor use?
- stylability: how does the visitor perceive the online guest experience and brand message?
In the presentation I zoomed in on the fifth factor “Stylability”. I gave a few recommendations to assure that potential guests perceive your hotel website as:
- Sophisticated: use large, high quality images to illustrate elegance and style (e.g. http://www.chateauhotels.nl/)
- Authentic: be reliable and thrustworthy by giving the visitor enough information about privacy and the organization behind the site (e.g. http://www.edenhotelgroup.com/en/about-us/corporate/privacy.aspx)
- Pleasent: give visitors a very simple and intuitive way to navigate on your site. (e.g. http://bilderberg.nl/uk/)
Check out my presentation if you want to learn more about the five building blocks and start increasing your website effectiveness (and online sales) now!
In the next weeks I will elaborate on this presentation and blog more about all five building blocks (so stay tuned!)