5 Tips to Turn More Lookers into Bookers (free tool incl.)
read time: 3 mins
Last week on LinkedIn, I shared two key ways to increase your hotel website’s direct bookings.
#1 - Increase your website traffic
#2 - Increase your website conversion rate
Don't you love seeing your website traffic go up?
I do.
Recently, a client experienced a 64% increase in website traffic after implementing my recommendations in their Revenue Roadmap.
It was fantastic!
But I know that it's only part of the story.
You're missing the bigger picture if you don’t track how much traffic converts to bookings.
However, we get caught up in the numbers, but the conversion rate is where the magic happens.
Here’s a quick formula:
Conversion Rate = (# of website visitors / # of bookings)
Did you know that the average hotel website converts at about 2%?
If you have 10,000 visitors to your website, that's 9,800 that leave without booking.
That’s a problem, especially if you’ve spent $1 or more to attract each visitor.
For independent hotels, it's reported to be even lower, ranging between 0.5% -1.5%.
Most hoteliers do not even know the conversion rates on their property websites.
My LinkedIn friend, Cory Falter, said it best:
“Fix the holes in the boat before inviting more passengers on board.”
How to Fix the Leaks: Practical Ways to Boost Your Conversion Rate
1. Use Conversion Tools and Widgets
Implement tools that guide potential guests through the booking process and reduce drop-offs:
Custom Messages:
Show timely, on-site messages to boost bookings. I partner with TripTease for this.
Price Comparison Widgets:
Show real-time pricing compared to OTAs so guests know they’re getting the best deal.
Email Captures:
Cart abandonment and "save the search" let guests quickly resume their booking if they leave mid-booking.
(again, TripTease for this)
2. Commit to Best Available Offers
Make your website the place for the best deals:
Best Rates & Exclusive Packages:
Offer rates and packages are only available on your website. New guests will be delighted, and repeat guests will learn this.
Consistency is Key:
Don’t just promise the best, deliver it.
Make it a cornerstone of your reputation.
3. Reduce or Remove Friction - The dreaded "F" word
Make booking easy and seamless:
Click Count:
How many clicks does it take to book? Reduce it.
Load Speed:
A slow website means lost visitors and lost bookings.
Mobile Experience:
Ensure your site is smooth and functional on mobile devices.
4. Website Content
Your website should be more than just pretty pictures and feature lists.
Upper Funnel Content:
Inspire travel to your property and destination with stories, blog posts, a streaming social feed, event planning tips, and immersive information. Why? Because the OTAs can’t do it as well as you can - use it to your advantage.
Guest-Focused Copy:
Write content that speaks directly to your guests.
Every page must answer, “What’s in it for me?”
5. Strong CTAs
Well-crafted CTAs are among the best and most cost-effective ways to boost conversions.
It's more than a "Book Now" button.
There are a few things that you need to know, though.
It's too much to write in this email, but I wanted you to know them, so I created a handy checklist.
Today, Bookings Boost subscribers received this freebie. You could be one of those lucky people! Sign up
Improving your conversion rate isn’t a one-and-done task.
Some changes yield instant results.
Others, like adjusting website copy, need testing and show results over time.
Here's a jarring statistic.
50-60%.... the percentage of independent hotels that update their website less than once a year.
That stat (from HeBS Digital & Cendyn) makes me cringe.
Follow me and you’ll be well on your way to making changes and optimizing for conversions.
In my Bookings Boost Newsletter today, I shared tips that will help you get in the Google and ChatGPT results.
Subscribe to get tips like this, freebies, and all sorts of great extras to boost your productivity and your hotel’s revenue.
Optimized websites are a win-win:
Guests win because they can book faster and easier.
You win because you lower your acquisition costs.
It’s time to turn those lookers into bookers (and fix any leaks in the boat).