Hotel websites could be working a lot smarter. Frank Reeves explains
Many hotel websites remain mere online versions of brochures to which a booking engine has been attached. Potential guests are shown a lot of static, yet gorgeous, content before they eventually click the ‘reserve' button, at which point they are taken off to a second system which does the heavy lifting.
Online travel agents (OTAs) have long since dropped these tactics. They tailor everything based on what their system thinks you want to see next. While a hotel website can't compete on all fronts, it should, at least, be able to tailor the experience around their potential guests' needs. To assist hoteliers and accommodation providers everywhere in building personalisation into their websites, we've condensed our efforts into six key principles.
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