Human Powered Websites Are the Future

By DJ Vallauri Founder and CEO, Lodging Interactive | March 05, 2017

There is no doubt that, as consumers, we are always looking for solutions that save us time. Time is the one factor in our daily lives of which we never seem to have enough of. Large consumer brands such as Amazon, Best Buy, Comcast, and many others understand this important human factor and take advantage of opportunities to return "time" back to consumers. But how are they doing this and why haven't hotel brands followed suit?

Recently Benedict Cummins from HotelExecutive connected with DJ Vallauri, Lodging Interactive's Founder and President, to discuss his vision on human powered websites and why he believes they are the future for the hospitality industry.

Benedict: DJ, your agency has been in the digital marketing space for over 15 years now, offering hotels the tools and services to drive direct bookings via their websites. As it relates to hotel websites, how have things changed in the past few years and where are things headed?

DJ: Hotel websites have come a very long way in the past 15 years. Hotel websites are no longer considered "brochureware" but rather are active sales tools operating on a 24/7/365 day a year basis. Most recently new technology developments have occurred in the area of making desktop websites more manageable and effective on mobile devices. One specific example of this is the responsive adaptive technology. The majority of hoteliers have come to understand the importance in providing consumers with an exceptional online browsing experience via their mobile devices. As a result, the majority of hotel websites today are properly rendering on mobile devices. The hospitality industry has never been known to be on the cutting edge of technology But when Google introduced search engine ranking penalties for non-mobile friendly websites, I believe this pushed the hospitality industry to make the proper investments in responsive website technologies.

Benedict: Yes, mobile technologies have certainly affected the entire Internet and not just the hospitality industry. But is it all about technology or is there more? How do you see the hotel website evolving in the next few years?

DJ: That's a great question, but let's step back for a moment. The hospitality industry is all about being hospitable towards people. We're about the human-to-human connections we have with our guests. We're about providing experiences our guests will remember for a lifetime and will hopefully share with their network of friends and families either in person or via social media channels. The experienced hotel operator clearly understands this concept of "humanizing" their property. Operating a property with this mindset clearly provides a competitive advantage for those General Managers that "get it."

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