Almost every other day, I see a headline about the latest trend that is going to have a massive impact on hotels and travel. Some might even be worth exploring. However, the fact remains that if your hotel booking engine is hard to use, none of the trends will have any impact on your net operating income and profits.
Contrary to what you might have heard, people still read. We read quiet a lot actually, but much of our reading has moved over to a screen instead of paper. When we are planning travel, we want to read about where we are going.
My work revolves around travel. Every night away from home is spent at a hotel or Airbnb property. I was recently asked about my hotel brand preferences and which loyalty program I use. The answer is that I belong to all of them but never achieve a high status due to the fact that my hotel nights are spread across many independent and brand hotels.
Throughout my career in revenue optimization for the hospitality and travel industry, I have always stressed the importance of owning your digital assets. This means having control of your domain, your marketing campaign's analytics and history, and especially your website.
Hotel website design, like any kind of design, is subjective. Nothing is more painful than a website design "discussion" where stakeholders talk for hours about colors, content and photos. For every extra person added to these meetings, more useless things get added and useful things get taken out.