Confident Buyers = More Bookings
Imagine this...
You're planning a family vacation for spring break in Puerto Vallarta, Mexico. 🏖️
You have never done this before.
So you Google “best family hotels in Puerto Vallarta near the beach.”
You're bombarded with options—direct websites, OTA listings, review sites, and endless promotions.
The photos show three hotels that are the best family-friendly options.
You've got three tabs open comparing them.
You saw kids' programs on the Google search results but can't find the information on the website.
One property mentions a family package, but it’s unclear what’s included.
The other resort has seasonal kids' programs included.
But you don't know for sure if they'll be happening when you're there.
With so many moving parts—dates, prices, locations, policies, amenities - you feel overwhelmed.
It's now 11 pm. You need to book this vacation ASAP.
You go to the review sites; maybe they will help.
One hotel has a slightly higher review ranking with reviews mentioning a kids' program.
What you thought would be fun is now feeling dreadful.
You can hear the clock ticking.
You pick one.
You get the confirmation email. And you're hit with instant regret.
Why do you regret your choice?
Let's dig in.
It's called the Paradox of Choice
As 66% of consumers report, it's more complicated than ever to make the right purchase.
Have you tried buying headache medicine lately?
Key Findings from Recent Research:
66% of consumers avoid making decisions when faced with too much information.
Today’s travelers face a flood of information that overwhelms decision-making.
73% look for ways to simplify their experience.
55% admit they buy products out of convenience, even if better options exist.
The last 2 data points explain the increased volume in the OTAs shop-by-price model, where the only comparison is price.
It may not be the best price or experience, but it is easier.
Many hoteliers think it's better to:
offer more deals
offer more room types
showcase every amenity
stuff their website with lots of words
overloaded booking pages with upsell options
The real issue is the confusion, friction, and lack of confidence in the booking process.
🔥Hot Take:
To get guests to pull out their credit cards, they must feel clear and confident.
Trust always precedes a transaction.
How You Can Boost Buyer Confidence
Be Helpful.
75% of consumers said they want brands to demonstrate that they understand their needs.
61% want that understanding reflected in communications.
Make it easy for your guest to gain knowledge:Write for the reader in concise, easy-to-read sections using headlines and bullet points.
Create pages for different market segments. For example, a family vacation page with all they need to know.
Add FAQs at the bottom of special pages (rooms, breakfast, specialized market segment)
Provide side-by-side comparisons of room types (one of my favourite things to do)
Add virtual tours
Share testimonials and reviews on all website pages
Be Relevant & Consistent.
79% of consumers say they feel more confident when they’ve done the necessary research.
75% of shoppers cross-check multiple sources to see if the information they find is true.
Make it easy for your guests to build trust.Commit to your market. Are you family-friendly or not? If so, don't hide information 3 clicks deep.
Use the "voice of the customer" in your website copy - mine this from your reviews and surveys.
Develop content addressing guests' needs.
Respond to your online reviews to show you care
Offer transparent pricing and easy-to-understand cancellation policies
Be Familiar
Purchase confidence is 2.4X higher among shoppers with a strong connection to the brand compared to shoppers who did not have a strong connection.
Make it easy for your guests to be familiar with you.Clarify what sets your hotel apart.
Develop a signature experience that reflects your unique point of difference.
Be active on social media. Share the front and some behind-the-scenes of your hotel to build trust.
Encourage guests to share their experiences online - reviews, social tags, etc.
Be consistent in brand tone, voice, visuals, and themes across all marketing.
Run retargeting ads to stay top of mind; familiarity breeds trust
More Reasons to Have Confident Bookers:
Highly confident consumers are 10X more likely to be very satisfied after buying - no regrets
Highly confident buyers are 6X more likely to return for future purchases - hello, repeat bookings.
Highly confident buyers are 18X more likely to recommend the brand to friends - wink, wink advocacy.
*all data referenced in this newsletter is from Think with Google publication
No one wants to regret a purchase.
If you help your guests avoid that feeling, they'll choose you.
Confident consumers are more likely to make bookings, not just today but for the future.
Is your marketing building confidence or breaking it?
If you aren't feeling confident in your marketing, let's change that. Book a call with me, let's talk.
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