Ten Powerful Secrets to Improve the Web Site Experience

By Cid Jenkins Vice President, ATG's eStara | January 27, 2012

Below, I offer ten strategic secrets to help improve the customer experience for visitors to your Web site, and thus grow online bookings and increase your ability to strengthen longer term customer loyalty.

1. Be booker-friendly

Simply having a static Web site for your hotel is not enough. Your Web site needs to be able to easily handle online bookings for your guests. Both business and leisure travelers are looking to go to your Web site and quickly find what they are looking for. When a guest turns to your Web site, reservation information (including pricing rates, accommodations and any upcoming deals or promotions) should be readily available (and easily searched).

In the event that either a leisure or business traveler is pressed for time, you don't want to risk losing a guest because she can't quickly book her trip. Remember, the competition is just a click away.

2. Let your guests give back

Shoppers and travelers alike are increasingly influenced by hotel reviews and comments from their peers. Giving your guests the option to post reviews and / or comments to your Web site about their experience at your hotel allows your guests to form a community around your brand. It also gives your management team insight into issues that might require attention, and provides an opportunity to demonstrate your commitment to customer satisfaction by acting on and responding to customer feedback.

Coming up in March 2018...

Human Resources: Value Creation

Businesses must evolve to stay competitive and this is also true of employment positions within those organizations. In the hotel industry, for example, the role that HR professionals perform continues to broaden and expand. Today, they are generally responsible for five key areas - government compliance; payroll and benefits; employee acquisition and retention; training and development; and organizational structure and culture. In this enlarged capacity, HR professionals are no longer seen as part of an administrative cost center, but rather as a member of the leadership team that creates strategic value within their organization. HR professionals help to define company policies and plans; enact and enforce systems of accountability; and utilize definable metrics to measure and justify outcomes. Of course, there are always new issues for HR professionals to address. Though seemingly safe for the moment, will the Affordable Care Act ultimately be repealed and replaced and, if so, what will the ramifications be? There are issues pertaining to Millennials in the workforce and women in leadership roles, as well as determining the appropriate use of social media within the organization. There are new onboarding processes and e-learning training platforms to evaluate, in addition to keeping abreast of political issues like the minimum wage hike movement, or the re-evaluation of overtime rules. Finally, there are genuine immigration and deportation issues that affect HR professionals, especially if they are located in Dreamer Cities, or employ a workforce that could be adversely impacted by federal government policies. The March Hotel Business Review will take a look at some of the issues, strategies and techniques that HR professionals are employing to create and sustain value in their organization.