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Posts tagged with Hotels

Traffic to hotel websites is declining: How should they respond?

There is little doubt that residential rental sites such as Airbnb, VRBO and HomeAway are disrupting the multi-billion dollar hotel business.

There is still significant debate about the long-term impact of that disruption but if a new study conducted by Hitwise, a division of Connexity, is any indication, these sites are complicating hotels' online efforts.

hilton app

How hotels can create a more convenient customer experience

Hotel stays can be incredibly frustrating.

So, how can digital tools be used to make them more convenient?


How hotels can personalize the customer experience to compete with Airbnb

My aim with these articles is to cover some of the most important needs in hospitality and explore how brands can use digital touch points to deliver.

In the first of this series of articles I covered the need for recognition and in this article I’d like to focus on personalisation.


How digital can revolutionise the customer experience in travel & leisure

Spend enough time in hotels and you’ll realise that your needs are varied and many.

Unless you’re getting five-star treatment, living away from home can be a frustrating experience at the best of times. At the worst, it can be total hell.

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Hotels, beacons and the race to the bottom

A hot topic of 2015 is beacons and we're all excited, but what's the potential for beacons in hotels?

What could we marketers do to stop the consumer turning their back on them before we even begin? 


Google brings hotel booking to search

The transactionalization of search continues.

The latest market to be targeted by the world's largest search engine, Google: hotel booking. 


How hotel websites can improve the booking experience

Though 72% of people would book directly with hotel sites if the price is right, the user experience on offer is variable.

A new report from Triptease looks at user preferences when booking hotels online, and contains some useful tips. 

Here's a selection from the report, and some I've added... 

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Google ditches local carousel results for US hotels

Google is ditching its carousel integration for the hotel vertical in favour of a new (more profitable) 'three-pack' SERP rendering and some new secondary page experiences.

What does this mean for marketers? 

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Online reviews work, so why do so few hotels use them?

Consumer reviews are effective sales drivers, and a trusted source of information for users, but very few hotel brands seem to make use of them. 

Here, I've looked at some of the UK's hotel chains to see who is using reviews and, if so, are they doing it well. 


Why travel brands should focus on the search box

On a recent post reviewing user experience on hotel websites, one commenter observed that airline sites were much more task focused than their hotel counterparts, despite both being in the same industry. 

I do think that travel sites, hotel or airlines, should be focusing on the main user goals when they arrive at the homepage, which is normally encouraging them to search for the product in question. 

To this end, a clear and prominent search tool is needed, with a minimum of distractions from it.

While there is an obvious temptation to cram lots onto a homepage, resisting this urge helps more users to start their search.

I've been looking at some airline and hotel chain sites to see how they approach this issue. 


Which hotel sites offer the best user experience?

According to a survey, the answer is Premier Inn and Travelodge, the best-known budget hotel brands. 

Premier Inn narrowly nudged out its budget rival, with The Hilton a distant third. 

So what are these hotels doing right online? Or are the results merely a reflection of the popularity of these two brands? 

I've been looking at the survey results, as well as how the top ten hotel brands deal with the search and booking process. 


Nine user experience lessons travel sites can learn from Airbnb

Airbnb's business model has certainly been 'disruptive' for the hotel industry, but a major factor in its success is the user experience. 

While some travel brands have yet to fully adapt to the web, Airbnb offers an excellent user experience backed up by great visual design. 

I've picked out several lessons that other travel brands, and indeed any online business can learn from Airbnb...