Take action: Five tips to help travel brands convert lookers into bookers
It takes a lot to run a travel e-commerce website successfully but three companies are making some headway. Ritesh Gupta finds how
Improving a travel e-commerce website with an overhaul of design and functionality is generally a routine initiative that happens every few years. However, even though such projects are expected to play their part in stronger affiliation with the brand, and a stronger role in travellers' booking funnel, it doesn't mean work stops there. One thing is certain, not every action will garner higher than average booking values and conversion rates. That said, small tweaks and changes can help. For example, enhancements could include a new feature or taking action to address sudden spurts in visitors to a website. And daily monitoring can help ensure that both website design and functionality works the way it should.
Before embarking on assessing how tracking works let's take a look at how established brands are changing the look of their websites. Take the case of Pullman Hotels & Resorts' new website, www.pullmanhotels.com. A major aspect of working on such a global project is its international dimension, says Xavier Louyot, SVP Global Marketing, Pullman. This has an impact on several aspectsincluding:
- languages,
- geo-localisation
- content
"Whether we are talking of design or functionalities, the pullmanhotels.com website aims to combine performance and pleasure," says Louyot. He cites full screen and immersive imagery, engaging content, Le Club Accorhotels dedicated services and personalisation of the experience (from both a customer and property GM perspective) as examples of how to achieves this.
In the case of WorldHotels, the team says it has immensely improved the booking funnel by adding room and rate display prominently next to top selling points such as guest reviews and location. The team has also placed rate information earlier in the booking funnel. In addition price, location and guest reviews are next to each other in order to make all information available at first glance. "We have also optimised our booking process by implementing a new design, layout and structure as well as developed new CTA (call to action)-buttons," says Kerstin Steinberg, global director e-marketing, WorldHotels.
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