Savvy Tips For (Re) Designing Your Website

Our guest blog this month is from design and marketing company Ulka Media. Here they offer up some great tips and tricks when (re) designing your accommodation’s website.

www.ulkamedia.co.uk/website-design-ayrshire

As with most businesses, it’s important to portray yourself as professionally as possible and that extends to your property’s website. You only have a few moments to grab a user’s attention online so be sure to not squander the opportunity.

User Experience

When it comes to website design it’s vital to make a good first impression to stand out from the busy marketplace.

The whole user experience needs to be simple and alluring from start to finish to draw in prospective guests. Since 40% of users will abandon a site if it takes longer than 3 seconds to load, speed is critical so it’s important to employ techniques for faster loading such as browser caching or choosing the right hosting package.

Another factor to consider is how many clicks a user needs to get to the reservations stage and keep this to a minimum … 1 if possible, 3 at the absolute limit.

Responsive Layout

In 2018 Google deployed mobile-first indexing which emphasized the importance of mobile-friendly designs as users increasingly move to handheld devices for the web.  This is especially true in the travel industry as guests make bookings ‘on the go’. It is absolutely essential website usability on mobile devices is at the forefront of your website design, delivering great opportunities to reach your audience wherever they are.

Check to see if your website passes Google’s mobile-friendly test here http://search.google.com/test/mobile-friendly ).

SSL Certificate

An SSL Certificate can be setup and configured by any reputable hosting company. Without getting into the technical workings, it activates the padlock and the https protocol (promoting trust) when installed on a web server, allowing secure connections from a web server to a browser.

 

Quality Content

Is your content relevant? Is your property family-friendly or adults only? Have the rooms been recently refurbished? Have you won any awards? Are you located in a convenient location or close proximity to a popular visitor attraction? Do you offer free Wifi (if not, why?), is there an option for late check-out or any other benefits you can promote? You need to portray all of these points and any other Unique Selling Points to the website users to differentiate your property from all the others. You may also consider adding a location map or FAQs page to enhance the site.

Cohesive Branding

If you have a logo, stick with it on every medium (online and offline) from your website & social media accounts to your signage, brochures & stationary.

Your brand is not just your logo however, it’s also your colours and type face as well as your voice, reassuring your potential guests of the quality of your premises.

 

Loyalty

One of the most effective methods to promote direct bookings through your own website is to offer an attractive loyalty program.

Can you team up with local partners to provide discounts which guests can benefit from in return for loyalty points accrued?

 

Images

Photos of your property should not only be large and high resolution but they should also have good composition. Focus on guest rooms, restaurants and other amenities, not the exterior (unless you have a nice patio or balcony perhaps) especially on the home page. Hire a professional photographer if you can stretch the budget, the end result will be worth the investment to truly showcase your property.

Virtual Tours

Consider adopting a virtual tour to engage your customers with intuitive interactive content like pop-ups to provide additional detailed information or reservation links. This is like Google Street View for inside your business allowing you to replicate your premises in stunning details and provide your guests with a useful glimpse of your facilities from afar prior to making a booking.

Reviews

‘Social proof’ is the buzzword at the moment which includes engaging on social media and user-generated content. Most people (over 75%) read reviews before booking travel accommodation so it’s important to have them somewhere on your website – whether it’s a widget on the homepage or a dedicated landing page. Consider displaying TripAdvisor and Google reviews as these are more convincing than your own website testimonials.

Live Chat

Surpass your guest’s expectations with outstanding customer service instantly by engaging with them using live chat directly on the website. Online travel agencies like booking.com, etc cannot provide personalised guest service in this manner but you can.

NOTE: freetobook’s Messaging system is now up and running!

 

Calls to Action

To ensure your website is ‘conversion optimised’ it will require smart call-to-actions to usher guests through to the reservations page.

If you don’t do anything else on this list make sure your BOOK NOW button is displayed prominently on every page of the site. Once they have clicked the button to book don’t distract users with more CTAs.

Promote direct Bookings

Make it simple for your potential guest to book directly on your website (with a good booking engine like freetobook).

Display certification icons to encourage potential guests to book with confidence.

 

Local Events Calendar

Adding a local events calendar gives guests a reason to stay an extra night if they know the circus is in town the following evening or the flower show is at the weekend. Make sure to include dates, times, entry costs and any other pertinent details to help your visitors. In addition to upcoming events, list what activities are available locally whether it’s recreational activities such as golf or popular restaurants and visitor attractions like beaches, castles or theme parks.

Offers & Upsells

Can you offer a deal to first time guests who book direct or perhaps a free breakfast? Lure potential guests by offering certain deals available if they book before a certain date. Maybe you can upsell an afternoon tea as an extra on the booking confirmation page?

Urgency

Create a sense of urgency through the search and booking process by telling users when there are only a limited number of rooms available. This can instill a fear of losing out prompting users to click through and make a reservation rather than abandon. If that does occur, however, a clever website can ask users if they would like to save their search for another time. You can then retarget potential customers with the captured data.

Airbnb Channel Manager connection – Summer launch

A full two-way Airbnb Channel Manager connection is being developed for freetobook customers. Airbnb will soon join the many other channels available on freetobook including Bookingcom, Expedia, Hotelscom, TripAdvisor, Agoda, Hostelworld and many more.

Over the last few years we have watched Airbnb grow. Many freetobook customers are already using Airbnb and more would probably like to.

This month we started a full integration for a two-way channel manager exchange so that bookings, rates and conditions on your Airbnb account can be managed from within freetobook.

We expect to be ready with the Airbnb integration within two months so if you are interested in connecting keep an eye on our emails and sign up for a listing if you don’t have an Airbnb account.

Recent releases

New group booking process is live. When you go to add manual bookings in your freetobook diary you will find a slick new process to add bookings for any number of units making it quick and easy to add single unit or group booking.

 

Mobile app for Apple and Android will notify you of new bookings, modifications and cancellations. While the mobile app is very simple (it’s a first release) it’s perfect if all you want is to get booking alerts on your smart phone.

Other developments 

We also have a fabulous automated messaging system in the development queue for release in the next few months. The new messaging system will enhance your ability to communicate with your guests and save you invaluable time with automated messages.

 

6 ways hotels can use social media to attract more guests

A guest blog from Juste Semetaite

6waysGuestBlog

To thousands of holiday seekers, the planning phase may seem like a time-eating disaster. With so many options where to stay and what to do, the majority find themselves immersed in indecision and torn between equally exciting, glamorous and exotic choices. And this is where your social media strategy gets tested.

To capture the holiday seekers’ imagination early, you need to keep the engagement fire blazing on daily basis – a whopping 66% of leisure travellers turn to search engines when planning their next trip. So, what it means, really, is that a ton of potential guests are snooping around your social media accounts every day.

How can you turn curious vacationers into soon-to-be guests?

Capitalise on the magic of compelling visuals

The number of international travellers has skyrocketed in the last 10 years. People are more eager to travel to distant, exotic places than ever before and the thirst for unique experiences pushes them outside their comfort zone.

How do they pick their travel destinations? It’s not uncommon to hear about travellers crossing the world to visit a place they’ve seen featured in a magazine, on TV or in a travel blog. The mind is a visual instrument, so if there is one way to grabbing travellers’ attention, it certainly involves gorgeous imagery.

Here are some ideas to try:

read the full article here

Juste Semetaite is a content marketer @PeoplePerHour,  For hotels struggling to find spare hours or energy to execute social media strategies, PeoplePerHour.com can help. You can ping Juste at juste@peopleperhour.com or tweet @JusteSem.

Why it pays to sleep around for B&B owners

4poster

A Guest Blog by Heather Turner at Forfeng Media.

I wrote a post a while back about Viewing your restaurant from a customers perspective, and it occurred to me after spending a weekend away at a very nice B&B, to wonder how many innkeepers have actually stayed (and not just one night) in every single room in their own B&Bs. I mean packed their bags and literally “checked in”.

I bring this up because, as an example, the B&B I just stayed at recently had wonderful hosts, a delicious breakfast, comfy beds and great amenities, but the toilet paper holder just wasn’t very functional. Every time someone went to use the loo, the toilet paper fell off the decorative holder. How annoying was that? Trivial, but annoying.

Did this mar my whole stay? Absolutely not. Did I forget to mention it to the innkeepers? Yes I did, because it was a very minor problem (am I emailing them after I write this post? Yes).

It got me to thinking though, how many small things that the usual guest may have a small problem with, that doesn’t really affect the overall stay, but stays in the subconscious and they forget to mention it to the innkeepers.

As innkeepers (I know I would feel this way if I had an inn) you go out of your way to try to make a guest’s stay perfect. So to me, take one step more and go a little further.

I recently wrote a post about Attracting Business Travelers to B&Bs, and in it I listed some very minor pet peeves about staying in B&Bs. If I think back to recent stays, not just in B&Bs, but hotels as well, I can list a bunch of minor things, that if the owners or managers had actually stayed in the rooms themselves they would have noticed.

Two different places, had big armoires that had flat screen TVs in them. Terrific idea to get them out of the way and not be an eyesore. Defeats the purpose of having a TV for guests to watch though if the armoire doors won’t stay open, and keeps slowly swinging closed.

Defective or misplaced toilet paper holders seem to be huge one. The one that was two feet from the commode really made my day so to speak, LOL.

The water faucet that sprays a little too hard when turned on all the way. I tell you it’s a real pain having to find another set of clothes to wear, when you are on your way out the door, and all of a sudden you are wearing water polka dots.

What are you supposed to do with all those pillows and comforters (especially when it’s 90 degrees out)? They get piled on chairs. I’m not suggesting you do away with them, they look gorgeous, but perhaps put a place aside where guests can put them. The places that have luggage racks generally get used for that oversized comforter and my luggage ends up on the floor, and the pillows I put on chairs, and then end up with nowhere to sit when I want to put shoes and socks on the next morning.

I am not trying to nitpick about very minor things, but more to make the point that if innkeepers spent actual time (sleep time, activity time) in the rooms they let guests sleep in, they might notice some minor things, like the very bottom drawer of the dresser that just doesn’t want to get unstuck easily.

As innkeepers you want to make your B&Bs perfect, take a look at it from a customer’s point of view, it’s a fresh perspective, and it will help you to better understand and fix any small issues that can make a very small (but lasting) impression on a guest.

I would suggest setting up a log, so you can track when you’ve stayed in the rooms as well. Did the other rooms have guests at the time? Was it a weekend? What season was it?

You may find things like the room that is perfect in three seasons, in the summer the air conditioner blows directly on the sleepers (so you could consider moving the bed), or the suite upstairs you can hear a TV playing (so you consider moving the location of the TV stand against a wall that doesn’t connect with an adjoining guest room). You wouldn’t know these things otherwise.

When was the last time YOU stayed in your rooms?