Nine essentials for a great hotel website | Hotelier tips with Matt Welle
The value of driving direct bookings is obvious. It means more revenue, less commission paid to online travel agencies (OTAs), better access to guest data and – all going well – longer lasting relationships with guests.
An engaging hotel website is the best way to increase your number of direct bookings, and that’s the subject of episode two of the Matt Talks video series. Watch the Mews CEO, Matt Welle, share his tips and strategies about hotel websites via the link below, or read on for the written highlights.
Episode 2 - website conversion
What makes a great hotel website?
Your hotel’s website is the foundation of your digital marketing strategy. A well-crafted website should attract visitors and provide key information about your hotel, all while reflecting your brand’s identity. However, its main purpose should be to convert visitors into guests, and that requires a seamless booking experience. Here’s how to do it.
1. Build a strong web presence
Start by building a website that’s easy to navigate, visually appealing and mobile-friendly. Many guests will discover your hotel via an OTA and then visit your website for more detailed information before making a booking. Don’t lose these potential direct customers – optimize your website for conversions.
In case you didn’t know, Mews Booking Engine integrates directly into your website to streamline the booking process, ensuring a smooth guest experience from discovery to payment.
2. Custom vs templated websites
The decision between a custom-built website and a template can be tricky. Custom designs offer full flexibility and can better showcase your unique brand, but they require higher investment and ongoing maintenance. Templated websites are quicker and more affordable to implement, but you sacrifice some branding freedom.
For smaller hotels with limited budgets, templated websites will probably do the job. If you're focused on building a distinctive guest experience, a custom site might be worth the investment – particularly for design, luxury and leisure brands.
3. Search engine optimization (SEO)
SEO is a vital component in driving traffic to your website. Search engines like Google index content from your website and user-generated content such as reviews. To improve your search ranking, ensure your website has well-organized content that aligns with what potential guests are searching for.
Write content that’s tailored to your niche, whether that’s being pet-friendly, eco-conscious, or a luxury hotel. It’s hard (and costly) to appear for generic searches like ‘Amsterdam hotels’, but much easier to rank for something like ‘dog friendly Amsterdam hotel’. Not only should your site be optimized for relevant keywords (e.g., ‘romantic hotels in Paris’), it should also feature user-friendly content that encourages engagement.
4. Compelling visuals and content
Hotels are inherently visual businesses. Guests want to know what kind of experience they’re paying for, so invest in high-quality images and videos. Whether it's room tours, amenities, or behind-the-scenes footage, make your content stand out. User-generated content, such as social media posts or reviews, can further boost your credibility and authenticity.
Consider working with influencers or content creators to showcase your property. Social media platforms such as Instagram and TikTok are crucial for tapping into younger, experience-driven travelers.
5. Optimize for mobile
More than half of hotel bookings now come from mobile devices, so ensuring your website is optimized for mobile is critical. Slow load times or a clunky interface on mobile can drive potential guests back to OTAs. Make sure the booking process is seamless, intuitive, and fast.
6. Fast, user-friendly navigation
A confusing website layout can drive potential guests away. Keep your navigation simple and standard. Most guests will have already browsed multiple sites and OTAs, and if they can’t quickly find what they’re looking for on your website, they’re likely to abandon it and return to a site they’re familiar with.
7. Maintain control over your brand
Your website is one of the few places where you have full control over your brand’s messaging. OTAs have a standardized format, which limits how much you can share about your hotel’s personality, vision and values.
Use your website to communicate these elements clearly and honestly. Ensure that what guests see online matches their actual experience during their stay – this consistency is critical for generating positive reviews and returning customers.
8. Social media strategy
Social media can be a valuable driver of traffic to your website. Use platforms such as Instagram, Facebook and TikTok to engage with potential guests and encourage them to book directly. Develop a clear strategy to funnel traffic from your social media channels to your website, where you can convert visitors into guests.
9. Analytics and data
Understanding your website’s performance is crucial to optimizing it over time. Track important metrics such as bounce rates, time spent on your site, and the number of direct bookings.
Guest behavior continually evolves – as does technology – so it’s important to adopt the mindset that your website is never truly ‘finished’.
Direct bookings matter
While OTAs are effective in filling rooms, they come with high commissions, often between 18–23%. Direct bookings, on the other hand, are commission-free and offer better control over the guest experience. With the right strategy, a well-performing independent hotel website can drive 8-12% of total revenue.
Investing in your website will lead to long-term cost savings and a stronger connection with your guests. As an added benefit, once a guest books directly, you can turn them into a loyal, repeat customer – your most valuable asset.
By combining a solid website strategy with Mews Booking Engine, hoteliers can significantly increase direct bookings, boost profitability, and maintain greater control over their brand.
Take a guided tour of Mews Booking Engine to see how it works.
About Mews
Mews is the leading platform for the new era of hospitality. Powering over 5,500 customers across more than 85 countries, Mews Hospitality Cloud is designed to streamline operations for modern hoteliers, transform the guest experience and create more profitable businesses. Customers include BWH Hotels, Strawberry, The Social Hub and Airelles Collection. Mews was named Best PMS (2024) and listed among the Best Places to Work in Hotel Tech (2021, 2022, 2024) by Hotel Tech Report, as well as World's Best Hotel PMS Provider (2023) and World's Best Independent Hotel PMS Provider (2022, 2023, 2024) by World Travel Tech Awards. Mews won the Top 250 Golden Scaler Award in 2024, given to the fastest growing company in the Netherlands, and most recently, was awarded the Tech Hero 2024 Award at CIODAY. Mews has raised $335 million from investors including Goldman Sachs Alternatives, Kinnevik and Revaia to transform hospitality.
