Having a conversion rate optimisation (CRO) strategy is often an overlooked aspect of website maintenance within most businesses. It’s crucial for business success. For hotels, improving website conversion rates can be all the difference between merely getting traffic and turning those visitors into loyal guests.
Beyond conventional CRO strategies like improving your booking forms or offering discounts, innovative and creative approaches are needed to stay ahead. Here are 9 out-of-the-box hotel conversion tools and tips specifically designed for hotels to boost direct bookings and enhance guest engagement.
Related Read: The 5 Best Hotel Website Design Examples According to KIJO
CRO focuses on getting more of your website visitors to take action. For hotel websites, this might be to make a room booking, book a spa treatment, purchase an upsell (like champagne in your room on arrival!), upgrade to a suite, or contact your team regarding hosting an event.
CRO isn’t just about beautiful website design — it’s about actively turning casual visitors into paying guests by improving every part of the booking journey. Let’s dive into how website conversion optimisation applies to your hotel and why it’s so important for your business.
The conversion rate is the percentage of visitors to your website who take a specific action (like booking a room). Here’s a quick example:
A higher conversion rate means that your website is doing a good job turning visitors into hotel guests.
Hotels can use AI-powered algorithms to offer personalised booking experiences. When a visitor lands on the website, sophisticated AI systems can track their browsing patterns, previous stays or search queries and thus personalise room recommendations, packages and upgrades.
Increased relevancy encourages visitors to complete bookings since they’ll feel that the offer has been curated just for them.
Introducing gamification elements can make booking fun and engaging. Your hotel could offer mystery discounts or limited-time perks, encouraging visitors to complete their bookings on the spot.
Gamification like this adds excitement and urgency. These techniques help improve user engagement and conversions.
Enhancements in 3D technology now allow hotels to provide an immersive experience by allowing guests to preview rooms or hotel amenities in 3D from the comfort of their homes.
Virtual previews reduce doubts and give users the confidence to book, increasing website conversion rates.
Check out the 3D experience we created for the ESPA Life at Corinthia spa based in the 5-star London hotel. There was a 26% increase in users clicking through to the booking platform within the first month of its launch!
Related Read: ESPA Life at Corinthia 3D Experience Case Study
Traditional exit pop-ups can feel intrusive, but you can make them creative and rewarding by offering visitors something valuable just as they’re about to leave.
Thoughtful and interactive exit pop-ups can persuade hesitant visitors to stay and complete their booking.
Incorporate personalised social proof and an events calendar to showcase experiences of past guests with similar tastes, along with upcoming events guests can enjoy during their stay. This helps reassure visitors that they’re making a great choice by booking.
In a similar vein to FOMO, you can also encourage visitors to complete their booking within a set timeframe by offering limited-time perks. This strategy also taps into that urgency factor and prevents hesitation.
Today’s travellers are increasingly focused on sustainability and that goes further than in-room amenities. Integrate eco-friendly options into the booking process, such as carbon offsets or sustainable package upgrades.
By giving guests the option to book with a conscience, you can increase bookings whilst reinforcing your brand’s sustainability values.
Offer visitors a free concierge service before they book, helping them plan their stay with personalised recommendations. This value-added service can significantly increase website conversion rates.
Providing personalised service during the research phase builds trust and motivates users to book directly on your website.
Simplify the booking process by allowing users to log in with their social media accounts and use one-click checkout options. A faster booking experience eliminates friction and ensures more people complete their reservations.
The smoother the check-out process, the fewer opportunities for drop-offs, leading to higher website conversion rates.
Hotels need to go beyond traditional strategies to improve their website conversion rates. By leveraging personalisation, gamification, augmented reality and urgency/FOMO tactics, hotels can create engaging, memorable booking experiences.
These hotel conversion tools and tips aren’t just about closing the sale — they’re about providing value, convenience and fun to your guests at every touchpoint on your website. Alongside more general website conversion rate optimisation tips, these innovative techniques will help you to foster more direct bookings, build stronger guest relationships and stay ahead in the competitive hospitality space.
Related Read: KIJO’s 10 Essential Conversion Rate Optimisation Tips
If you think your hotel’s website optimisation could benefit from an experienced, knowledgeable eye regarding its CRO, contact the KIJO team today.
Need expert guidance on your hotel website design and its optimisation? Book a complimentary, 30-minute consultation with our Head of Partnerships & Co-Founder, Kirk Thompson. During your call, we’ll review your website’s current performance, discuss your goals, analyse competitor insights, and explore the potential of a WordPress-powered website. Let’s bring your vision to life—book your free consultation via the link below:
