Imagine this...
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You're planning a family vacation for spring break in Puerto Vallarta, Mexico. 🏖️
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You have never done this before.
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So you Google “best family hotels in Puerto Vallarta near the beach.”
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You're bombarded with options—direct websites, OTA listings, review sites, and endless promotions.
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The photos show three hotels that are the best family-friendly options.
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You've got three tabs open comparing them.
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You saw kids' programs on the Google search results but can't find the information on the website.
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One property mentions a family package, but it’s unclear what’s included.
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The other resort has seasonal kids' programs included.
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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.
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It's now 11 pm. You need to book this vacation ASAP.
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You go to the review sites; maybe they will help.
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One hotel has a slightly higher review ranking with reviews mentioning a kids' program.
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What you thought would be fun is now feeling dreadful.
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You can hear the clock ticking.
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You pick one.
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You get the confirmation email. And you're hit with instant regret.
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Why do you regret your choice?
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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.
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  Today’s travelers face a flood of information that overwhelms decision-making.
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• 73% look for ways to simplify their experience.
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• 55% admit they buy products out of convenience, even if better options exist.
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  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.

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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.
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🔥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.
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  75% of consumers said they want brands to demonstrate that they understand their needs.
  61% want that understanding reflected in communications.
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  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.
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  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.
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  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
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  ​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.
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  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
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• Highly confident buyers are 6X more likely to return for future purchases - hello, repeat bookings.
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• Highly confident buyers are 18X more likely to recommend the brand to friends - wink, wink advocacy.

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*all data referenced in this newsletter is from Think with Google publication

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No one wants to regret a purchase.
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If you help your guests avoid that feeling, they'll choose you.
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Confident consumers are more likely to make bookings, not just today but for the future.
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Is your marketing building confidence or breaking it?
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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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