wihp: elements of a hotel website

ELEMENTS OF A HOTEL WEBSITE

WIHP ACADEMY – ITALY WEBINAR – 2014

Martin Soler

I suggest everyone read this article before making the presentation: http://blogs.hbr.org/2012/10/structure-your-presentation-li/

According to Procter & Gamble shoppers make up their mind about

a product in three to seven seconds, just the time it takes to note a product on a store shelf.

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EMOTION SELLS


EMOTION SELLS


“People don’t ask for facts in making up their minds. They would rather have one good, soul-satisfying emotion than a

dozen facts.” - Robert

Keith Leavitt


Speed


is emotion

For every second it takes your website to load, your conversion

rate decreases by 7%.


Content Delivery Network isn’t a luxury



Happy people makepeople happy.

A hotel website has 3-7 seconds to communicate the USP to the user.

1. Location2. Comfort3. Price

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Simplicity is the exact balance between too much and too little.


Les reperes sont rassurant. Vos utilisateurs aiment retrouver leur point de reperes.



THE GREAT GATSBY RESERVATION HOTEL DINING HEALTH & BEAUTY SHOPS EVENTS FAMILY HISTORY NEWS


Direct your users where to go, clearly.

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Too many choices, a problem that can paralyze


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Search Engine Optimization


“Google only loves you when everyone else loves you first.”

Treats are the name of the game at Villa Feltrinelli. A reversible bathrobe with towelling on one side and satin-lined on the other? Yes! Acqua di Parma toiletries? Another tick! How about a state-of-the-art music system for an uninterrupted flow of music - ranging from jazz to relaxation - with a bath-time overture quite separate to a simultaneous bedroom rendition? Absolutely! An unpacking service, a personal laundry service and desk sets of hand-printed Venetian writing paper? Yes, yes, yes, and the list goes on!


What is the purpose of the site?


What is the purpose of the site


1. Page load speed2. Enticing offers3. Emotional design4. Clear call-to-action5. Simple navigation6. Cross-device compatibility 7. Booking analytics8. Easy-to-use CMS9. Frictionless booking engine 10. Multiple contact methods

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Speed test: https://developers.google.com/speed/


Tools

THE 4 PILLARS

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1. If you want fast results, protect yourself from brandjacking.

2. If you are uncertain of where to advertise, find out where OTAs advertise.

3. The alternative to good advertising is more OTAs. It’s not wrong, it’s just a different strategy.

4. If you think there’s a war against OTAs think again. Almost one quarter of your direct bookings happen because you are on OTAs.

5. Occupancy is a result of the right rates and the right visitors, both are under your control.

6. The USP is never what you think it is. It’s what your guests think.

7. A hotel has three parts to its marketing plan (a) location (b) comfort and (c) value. The best hotels are equally good on all three. But any hotel can excel in one and that is it’s edge.

8. If you can’t track direct results it’s not marketing. It may be PR but thats a whole different field with a whole different view.

9. The four key performance indicators of your website are: Turnover generated, visits to site, conversion rate and of course budget spent to make that happen. Learn to read them in your sleep, they’ll save you lots of hot air.

10. The easiest way to increase rates is to increase service and guest satisfaction; because you can’t move the hotel nor renovate it over-night.


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NEXT SEMINAR WIHP ACADEMY

-13 novembre 2014

-SOCIAL MEDIA

MARKETING PER l’HOTEL

wihp: elements of a hotel website

Marketing