Source: Triptease

Spending time and effort bringing customers to your website is only half the battle when it comes to driving direct bookings. You also need to make sure that the user experience (UX) on your hotel's website is effectively converting them into bookers. Hiring designers and developers is expensive, though - and trying to improve the user experience yourself may seem like a daunting task. However, across the thousands of websites that we scrutinize at Triptease every day, we've noticed a number of common design mistakes that frequently occur on hotel websites - none of which require any technical knowledge to fix.

A lack of focus on identifying guest personas

Different people respond to different messages. A business person doesn't want a romantic holiday and a family won't relate to your speed dating evening. It's key to work out who wants to come to your hotel and make sure they get the information they want to see.

It may be tempting to target as many people as possible with content that you're particularly proud of, but this unfocused approach does not lead to better conversion rates. Identifying the personas of your ideal guest types - for example, by looking at lifetime value or average cost to serve - and targeting them with concise messages that are specifically relevant to them will work far better than a broad brush approach.

Read the full article at Triptease