The Top Five Website Failures and How to Fix Them
By Mike Kistner President, Chief Executive Officer & Chairman of the Board, Pegasus Solutions | February 12, 2012
Never before in the history of our industry have hotels had so many opportunities to market and sell their room inventories. Mobile, Google, social media, TripAdvisor, GDSs and traditional voice, among countless others, present infinite opportunities to increase exposure for hotel properties on a global level.
However, there is one tool that remains crucial regardless of the channel you're selling through…and that is the hotel website. Many hotels, especially independents, have only scratched the surface with the foundation of their online presence, inadvertently making serious errors that may in fact be hurting their chances to book rooms. Following are the five website failures hotels make, along with how to fix them.
Failure 1: Content is buried, inaccurate, not informative, too informative, etc.
Gone are the days of the brochure GM, who booked reservations with a picture showing a room with a tray offering a croissant, orange juice and a single rose on the bed. Today's hotels still need to paint an inviting picture, but do it for a savvier guest who has likely visited other sites for information about competing hotels before coming to yours.
Make it easy for travelers to understand your story by featuring appealing images that can be easily viewed. These will do more to sell your hotel than any flowery description. You can add as many adjectives as you want to a room description, but one unflattering picture will replace all the complimentary language in the world. Spend budget for photography – you absolutely need compelling and inviting pictures.