Today's consumers expect online experiences comparable to top-tier eCommerce brands. The guest's first touchpoint with the hotel is almost always the website, and too often hoteliers overlook this digital real estate. Getting users to book direct requires a few different things: the website needs to provide relevant information and value, inspire trust and credibility, and reduce friction during the process.

While strategies and tactics for delivering those components may vary between hotels, the basic tenets of speed and navigation will always apply. The website needs to load immediately and on different devices. It must be easy for guests to click through the website to find what they need. The rate should clearly be displayed, utilizing a rate comparison tool, to ensure users that they are getting the best rate possible here, on the hotel website. Just as important, making sure it is easy to pay with one-click payments like Apple Pay, Google Pay, Venmo, and similar options can significantly boost conversions. Additionally, offering installment payment options for larger travel packages can attract guests by providing payment flexibility.

There are many things hoteliers can learn from eCommerce in terms of navigation and purchase flow, but hospitality has a unique advantage over eCommerce because hotels are selling an experience, not a product. Successful brands understand how to help potential guests visualize their experience. Compelling, interactive content, especially video, is essential for communicating the brand story and showcasing the best parts of the property.

Taking it a step further, website personalization can improve conversion rates by tailoring content based on visitor behavior, demographics, geography, loyalty attributes, or other data points. Hotels can deliver more relevant and engaging experiences that help them stand out in a competitive market. Even simple personalization around offer strategy can drive higher conversions, like showing a "free parking" promotion to web visitors within driving distance and a "free breakfast" offer to fly markets, knowing that parking is far more compelling to guests who are driving to the hotel.

By embracing these strategies, hotels can enhance their online presence, drive more direct bookings, and stay ahead in an increasingly competitive market.