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.