Seven Tricks to Regain Customer Loyalty Through Your Website
By Cid Jenkins Vice President, ATG's eStara | January 27, 2012
How can hotels measure online success? Now more than ever, it comes down to being able to measure the results of the enhancements you put on your site. Here, I offer seven tricks designed to help you measurably strengthen customer loyalty via your Web sites and lift online reservation rates, even in these interesting economic times.
1. Engage travelers with a human touch
Leaders in the travel and hospitality industry have already shown their commitment to their guests by creating interactive, engaging Web sites that entice with video, high-end photography, virtual tours and more. But too few are giving researchers what would most help them close a booking: the ability to instantly interact with a customer service agent. It's only natural that some travelers face hesitation when booking a trip online, particularly when specific questions arise regarding hotel amenities and services. How far a walk it really is to the beach, or what the qualifications are of the people staffing the on property kids camp? Answering these and many other questions quickly and easily can be the deciding factor between a completed reservation and a lost customer. Research has shown that online customers and prospects are more likely to book with you if they can engage in a live phone call or text chat when they need specific information or have questions.
The benefits of instantly linking your guests with hotel representatives via live chat and phone conversations also extend beyond increasing conversion rates. This capability also helps you streamline your call center process by having real-time access to the consumer's Web activity. When you talk to a customer via a click to call service, your agents can already know the context of what the caller has been looking at on your site, so they can more efficiently address their issue.
2. Connect with your travelers via online video
Many times travelers are introduced to a hotel through its advertisements on third party Web sites. Video advertising is certainly on the rise - and not just in the hospitality sector. With its popularity come advancements in technology. Today, hotels can transform video advertisements from passive content into active, revenue-generating leads. For example, even when advertising on third party sites, hotels can drive customer loyalty by making those videos actionable, driving traffic directly to their site, encouraging visitors to save the hotel's contact information or even offering a live interaction with a hotel agent directly from the video interface while the prospect is still playing the video.
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