Tips on Good Offers to Generate Bookings on an Independent Website
By Pedro Colaco President & CEO, GuestCentric Systems | January 27, 2012
Recap: What is a successful hotel website?
A successful hotel website is a website that maximizes its economic value to the hotel, i.e. it maximizes the number of e-commerce transactions in the form of bookings or contacts. To maximize the economic value of your website, you should pursue a structured e-commerce strategy. A successful e-commerce strategy relies on three key factors:
- Your website's visibility
- Your website's sales focus
- The bookable offers you promote on your website
Your website needs to perform well on all three factors otherwise no matter how much the investment you will not experience good results. That is why you should focus your attention on a structured e-commerce strategy.
Bookable offers is the ultimate goal for any hotel
We spent a fair amount of time in the last article explaining the importance of trusts mechanisms, instant online booking, real-time rates and availabilities, best available rates (BAR) and rate parity. But even if you get enough, relevant traffic, and the site is designed to convert lookers into bookers, no website can be a "sales machine" if there is nothing to sell or the product is not competitive.
Even the best technology will not succeed if there is no availability online, the online offers are not relevant to your prospective customers or your offering is not competitive in your region. Doing a detailed analysis to find the right balance is extremely important to engage your visitors, so you need to make sure you offer them what they are looking for.