Websites differ not just in terms of graphic style and functionality, but also in terms of the functions they fulfill.
Some are designed to provide information, while others draw attention with stunning visuals and photos. Others are solely for the purpose of selling.
In the hotel industry, where sales are based on trust, solid relationships, and guest loyalty, what role should a decent website play?
The functions that a website should fulfill are listed below.
1- Main communication channel
Guests look for information about the hotel first on the hotel’s website.
Because information is available at all times, it is critical that it be displayed in an appealing manner and maintained properly.
A website serves as the primary means of communication with visitors.
It must provide the types of contact that consumers anticipate, but it must do so first and foremost for users of the mobile site (a growing trend).
Regardless of whether guests utilize a desktop or mobile version of the website, a hotel website should be created to provide the most intuitive mode of communication (telephone, mail, live chat, etc.).
A website should provide more than just a simple means to contact the hotel.
In reality, surfing the page should be simple and transparent, and the design should be built on a unique understanding that allows us to guide visitors through the process.
2- Hotel trademark
Both the graphic and text layers make a website the hotel’s trademark provided that it corresponds to the hotel – it reflects the character and highlights the advantages. To achieve such a result, we design a website to allow a guest, who has never visited the hotel before, to be there virtually – feel the atmosphere, discover the character. For that reason, unusual, atmospheric images and a unique content are so important to arouse emotions and effectively highlight the brand’s trademarks. Even the design itself should define the uniqueness of the hotel. The ascetic side is not essential in all cases. It all depends on who the offer is addressed to. Trends? They also lie in the technology which is not visible at the first sight.
3- Building the brand image
Obviously, apart from being user-friendly (intuitive, simple, clear), a website has to be competitive in terms of content compared to an OTA. Thus it is worth to leave some room for to build the brand image, among others, with a presentation of elements such as restaurants, events, special offers, SPA, attractions at the hotel and in the area, as well as the unique solutions which define the hotel’s character. Nonetheless, the hotel image does not only include the visible but, first and foremost, the quality of the service and the establishment of long-term relations with a guest. Guests will confirm their appreciation with reviews on the quality of services, which in turn could translate into the number of reservations. Users frequently make a decision based on the recommendations. A great way to maintain the ties with guests is also a well-designed and regular newsletter.
4- Direct sales
The main task which Profit room assumes when building a website is effective sales (of rooms, offers, hotel services) and increasing the percentage of direct bookings by connecting an efficient booking engine. A guest may also check room availability, special offers, and packages, and make a booking on from virtually any level of the site. Thanks to the knowledge about guests’ behavior and expectations, we can freely shape special and package offers; Upselling also works great (the possibility to choose attractive additions to your stay directly from the level of the system, such as staying with a dog, a bottle of wine in the room, parking, etc.).
5- Information source
A hotel’s website serves as a resource for both guests and the hotel.
For one thing, we need to present a wide range of information that builds the image and educates about the hotel: its history, available attractions, distinguishing characteristics, meeting chances, restaurant offers, and so on.
We must not overlook content SEO, which entails creating unique information that is appealing to Google (supporting the website position in the search results).
The information should be accompanied by an image gallery that is as appealing and completely reveals the hotel’s product.
A well-designed website can also provide useful data about visitors, such as their behavior, activities, frequency of visits, time spent on the site, conversion rate, and so on.
The information allows us to apply appropriate marketing solutions that are tailored to the guests’ activities.
When we discover that people abandon a subpage after entering it, we take action.
Shall a website arouse emotions? Will it draw notice and encourage guests to learn about the hotel’s distinct personality?
Shall it provide information and simplify communication and the booking process? Or maybe, its role is to build the hotel image? Apparently, a well-designed website serves all these purposes. It is a multi-task tool which becomes more powerful and more effective with the new technologies.
MEWS is a full service web development Internet marketing company and technology integrator founded in 2003, by leading industry consultants with previous technology experience.MEWS is an Internet services and solutions company with interests in website development – Mobile applications– domain name registrations - web hosting.