Hotels could do more to engage with guests online, says report

19 November 2012 by
Hotels could do more to engage with guests online, says report

Despite 90% of UK hotels having booking facilities on their website, they could do much more to optimise revenue through their online presence, according to research from MICROS, a technology provider for the hospitality industry.

The company's 2012 eCommerce in Independent Hotels Report, which provides an insight into how independent operators are using web and mobile technologies to engage with guests, found that only 38% of hotels are offering any optional extras, such as flowers, chocolates Champagne, during the online booking process.

The other key findings include:

• 37% of hotels respond to every TripAdvisor review of their property, whether positive or negative
• Only 6% allow the guest to book a table in the hotel restaurant during online room booking
• 10% have a website that is optimised for mobile phones
• 85% have a Facebook page, although the quality of updates vary with only 43% of hotels putting details of promotions and offers on the site
• 75% have a Twitter account, but only 35% responded when asked a question via the site
• 39% did not appear on the first page of Google results for their keywords

"However, there is still a lot that can be achieved, especially where revenue generation is concerned - 62% of the hotels weren't offering any additional extras during the online booking process and that's a missed opportunity."

The report, which is available free of charge from, evaluated 156 independent UK hotels on 33 questions related to search engine marketing, web design, user experience, and social media.

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By Janet Harmer

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