Setting Priorities for Hotel Website Improvements

By Tema Frank CEO, Frank Reactions | January 27, 2012

Site Goals Are Key

How you set priorities depends on what your goals are for the site. If your main goal is to get more conference and event bookings you'll focus on different aspects of the site than if you are primarily after foreign tourists, which will again differ from a target market of repeat business travelers.

Website Statistics

One of the most useful ways to get clues about what changes are needed is to look at your website statistics. These are also called "metrics" or "analytics" , and you probably have access to some of this data already through your internet hosting company (or "ISP", in the industry jargon).

At a minimum, your hosting company should be able to tell you where people found your site, how many visitors you are getting, and how many visited each specific page. If there's a page you think is crucial but almost no one is seeing, that's a good indication that either your site structure needs changing, or what you are saying is simply not compelling enough for people to want to read it and continue on your site. Change is needed.

The cost of site analytics packages ranges from free to tens of thousands of dollars, depending on how sophisticated you want to get. At the more expensive end, you can find out what exact paths people are taking through your site, and details such as where their mouse traveled and/or where most users' eyes rested on each page. This will give you further clues about where trouble spots are.

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Coming up in March 2019...

Human Resources: An Era of Transition

Traditionally, the human resource department administers five key areas within a hotel operation - compliance, compensation and benefits, organizational dynamics, selection and retention, and training and development. However, HR professionals are also presently involved in culture-building activities, as well as implementing new employee on-boarding practices and engagement initiatives. As a result, HR professionals have been elevated to senior leadership status, creating value and profit within their organization. Still, they continue to face some intractable issues, including a shrinking talent pool and the need to recruit top-notch employees who are empowered to provide outstanding customer service. In order to attract top-tier talent, one option is to take advantage of recruitment opportunities offered through colleges and universities, especially if they have a hospitality major. This pool of prospective employees is likely to be better educated and more enthusiastic than walk-in hires. Also, once hired, there could be additional training and development opportunities that stem from an association with a college or university. Continuing education courses, business conferences, seminars and online instruction - all can be a valuable source of employee development opportunities. In addition to meeting recruitment demands in the present, HR professionals must also be forward-thinking, anticipating the skills that will be needed in the future to meet guest expectations. One such skill that is becoming increasingly valued is “resilience”, the ability to “go with the flow” and not become overwhelmed by the disruptive influences  of change and reinvention. In an era of transition—new technologies, expanding markets, consolidation of brands and businesses, and modifications in people's values and lifestyles - the capacity to remain flexible, nimble and resilient is a valuable skill to possess. The March Hotel Business Review will examine some of the strategies that HR professionals are employing to ensure that their hotel operations continue to thrive.