What does a guest do since he starts looking for a trip until he makes a reservation on your website? The funnel of hotel room reservations has its particularities and is even more complex than the traditional purchase funnel of an e-commerce. On the one hand, we are facing a highly competitive sector, with a huge offer for almost any destination. On the other hand, the hiring of a tourist service requires a more complex purchasing process, since it is only one part of the preparations for a trip. This fact lengthens the reservation process, especially in those cases in which several people travel and, therefore, intervene in the final decision.
According to an Expedia study, Spaniards visit 4.11 web pages before confirming their trips, with the particularity of being the Europeans that fewer flight and hotel packages hire for fear that the included accommodation is of a quality inferior to that which could be Find it by hiring it independently. To this we must add that, in general, we are few foresighted and we like to take advantage of last minute offers.
The difficult challenge of getting the client to reach our website
Highlighting the hotel offer on the Internet is not an easy task. The SEO and SEM strategy, together with other factors, will influence the search engine positioning that the hotel obtains after the search of a possible client. After that, the barrier of the research and comparative offer phase must be avoided. And if this is not already complex, the route that the user makes to make a reservation encounters other difficulties when the client is already in the home of the hotel, with a much clearer idea of what he wants and almost convinced of the purchase.
Save the obstacles for direct booking
Analyze and be aware of the potential customer’s booking funnel on our website is crucial to achieve the conversion. Any process that can not be resolved in three or four steps is a lost sale opportunity. Hence the importance of making a good diagnosis of the design and usability of the web , both for or for mobile devices.
This, which seems very basic, is a common mistake in independent hotels that once commissioned your website, but after that they have not optimized it. As a result, the potential client finds reserve engines that do not work, prices that are not visible or not updated, surprises of charges “deceptive” or not included in the initial claim offer, which appear in a second and third step of the reservation, discouraging anyone to leave the process, unconfirmed payments … We already told, in the first person, the journalist Miguel Vega some time ago in the post ” The reservation engine of your hotel despair .”
Facilitate the reservation thanks to the analysis of the data (guest data)
To make a good diagnosis of the reservation funnel , you will need to analyze many data related to the traffic of your hotel’s website that can normally be obtained from the administration panel of the same, from your Google Analytics account or another web analysis tool that have contracted:
- Channel of origin of visits to the web (social networks, OTAs, metasearch engines, loyalty programs, other external channels, etc.)
- User activity on the page. Clicks and actions performed.
- Errors arising in the process.
- Moment of abandonment of the reservation.
Corrective measures to achieve the conversion
A good interpretation of all this information will allow you to launch corrective actions and try new conversion strategies. Of course, as long as the user has left some information on the web (email or phone) and has not completed the booking process, we must contact him and find out what happened.
Another relevant recommendation is to offer the user information and support channels in real time , so that he can resolve any incident immediately.