Three Key Success Factors for an Independent Hotel's Website
By Pedro Colaco President & CEO, GuestCentric Systems | April 22, 2012
The Hidden Reality: most hotel websites do not generate enough business.
GuestCentric recently conducted a survey of over 300 hoteliers in North America, and the results were quite telling: while 84% of all hoteliers ranked their online strategy as important or very important, and 86% stated that they were happy or very happy with their official website, their main concern was that almost all hotel managers felt that their website did not generate enough business. This should come as no surprise, as only a staggering 14% pursued a structured online strategy!
This article tackles the issue of how independent hotels should create a structured online strategy to ensure e-commerce success for their official websites.
The online opportunity for Independents
Many industry studies show that the overwhelming majority of travelers (up to 80%) make their hotel selections and over 50% end up booking online and that 82% of those would prefer to book directly at the website of the hotel if they can get the best price and a trustworthy experience. If you tie these results with the fact that online bookings are the only growth market in hospitality in 2009/10, then it is clear that Independent hotels that provide their guests with a sub-standard online experience need to quickly upgrade their offerings to capitalize on the online opportunity. A strong e-commerce offering will enable Independent hotels to maintain their occupancy rates and decrease distribution costs through direct online bookings.
What is a successful hotel website?