Ms. Jenkins

Website / Online Mechandising / SEO

Five Tactics to Establish a Brand Affinity on the Web

By Cid Jenkins, Vice President, ATG's eStara

In a 2008 study from Forrester Research, over 80 percent of survey respondents said that improving the usability, usefulness, and enjoyment of the online experience is more important now than ever before - further demonstrating the importance of a hotel's Web presence. Although we've seen a steady increase in the number of hotels striving to create easy-to-navigate Web sites over the past decade, consumers are still looking for a better experience. From questions about booking, to impromptu issues that may arise during an online session, consumers will stick around a particular hotel's Web site only if they have an established affinity for the given hotel.

With the Web serving as an extension of the hotel brand, delivering a positive experience online can make the difference between a browser and a booker. How can hotels maximize this opportunity to establish a brand affinity through their Web presence? Here, I've listed five best tactics:

Improve customer loyalty on the Web

More and more hotels are gaining a reputation for catering to the needs of travelers by providing excellent services and comfortable accommodations. But in order for hotels to establish a brand affinity on the Web, its amenities can't start at the hotel lobby. The hotel's brand promise must extend to its Web site, arguably a consumer's first experience of the brand.

The Web site must be compelling enough to capture a browser's attention within seconds, or he'll be gone. When a customer first approaches a hotel's Web site, he's looking for intuitive navigation, attractive design, accurate up-to-date rates and availability status, and most importantly, an easy way to find the answers to his specific questions without a lot of searching.

By catering to their guests on the Web, hotels will help travelers build a sense of loyalty that permeates every interaction and influences future travel decisions.

Engage online customers by offering a human connection

First, it's important to clarify how this can be achieved. A potential guest may be on a hotel's Web site and unsure about a rate of a specific room or have questions about the accommodations offered. If this user can't find his answer quickly, he's more likely to leave the site frustrated. And the hotel is more likely to lose his business altogether. But if, just at that moment, a hotel can recognize its customer's need and invite him to speak with a live agent immediately, by simply clicking a button and waiting for his phone to ring (literally within seconds), that hotel will go far in retaining his business and building his loyalty.

This kind of experience is made possible by a service known as Click to Call, which creates a seamless, cross-channel experience for consumers when transactions move from the Web to the phone, and empowers contact center agents with a 360o view of each customer - meaning that agents immediately have the full context of the customer's behavior on the site so they can more quickly understand his need.

By proactively reaching out to customers on your site with the offer of live help, hotels are increasing online bookings, reducing Web site abandonment, and improving customer loyalty and contact center efficiency. A recent report from Forrester Research finds that firms that are successful in implementing interactive help, including online chat and click to call, are quick to move shoppers from the Web to the phone. Providing your guests with instant access to real-time help will ease the process of booking online - and therefore will turn your one time customers into long-term brand enthusiasts.

Interact with online customers with live chat

Like click to call, a click to chat service gives hotel customers another means of getting quick help when a voice conversation isn't desired. Some customers would rather engage in a chat session with an agent than talk on the phone. Or they may not be in a situation where they cannot have a call at that moment. When these travelers experience any issues or have questions during the booking process, click to chat is an instant way to relieve their hesitation. Thus, ensuring a positive booking experience on the Web can install a brand affinity on the Web for travelers.

Offer a direct connection from online videos

Video advertising and video content on Web sites is on the rise. According to Forrester Research, by 2012 video advertising will account for $7 billion, or nearly 12 percent of the $61 billion space for interactive marketing. There are now solutions available to transform video advertising from passive content into active revenue and lead generation tools by enabling consumers to instantly 'take action' while watching videos.

Travelers often are introduced to a given hotel via an advertisement on a third party Web site. By offering their potential guests an immediate way to connect with a hotel agent directly from the video (via click to call or click to chat), hotels are providing consumers a convenient, easy way to establish a relationship. This gives travelers the ability to easily book their reservations, while providing hotels the opportunity to track how their future customers are spending their time on the Web. The end result, in addition to increased bookings, is greater knowledge and insight into the preferences of the travelers, while giving the hotels the information needed to identify the needs, desires, and demands of its guests.

Listen to feedback

Travelers who take advantage of the human connection a hotel offers online will often provide insight into just why they needed live assistance. Maybe they were confused about the booking process. Maybe they needed more information about reservation details. Whatever the case may be, hotels can use the feedback given during these conversations to help improve the user-friendliness of their site, while simultaneously showing responsiveness that builds loyalty.

The end result

Hotels are craving loyalty-building solutions that are both easy to deploy but also demonstrate return on investment. Click to call, Click to chat, and interactive video services offer that critical human connection that helps a hotel demonstrate its commitment to service in every customer channel. Their fast and easy deployment will deliver to you a growing base of loyal customers.

Cid Jenkins oversees strategic sales initiatives. For nearly a decade, Ms. Jenkins has been instrumental in developing eStara’s strategy in the travel and hospitality market while garnering extensive experience driving revenue for eStara's partners, which include companies like Continental Airlines, Hotels.com, Red Lion Hotels and Starwood. Ms. Jenkins' career began as Director of Business Development at GraciasDoctor.com. Her international business knowledge started at the Consulate General of Chile and International Sleep Products Assocation. Ms. Jenkins can be contacted at 703-648-8296 or cid.jenkins@estara.com Extended Bio...

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