“The Mardi Gras Hotel has performed exceptionally well since adopting Allora, our booking engine. Revenue for the last 3 months, year-on-year has increased by 129% and their direct bookings are up by 110% over the same period. In addition, their average booking value and length of stay is up, so we’re all delighted with this performance!”
In order to keep shoppers on your website ensure that your content matches the types of queries people are searching for. Each page has a different purpose & it is important that you ensure you are providing the right content at the right time. Content should be user-centric. A great tool we frequently recommend is Answer the Public which can help you understand what users are asking about your brand. Integrate key questions into both your video and written content to ensure you are providing the user with relevant answers to their questions. Keeping your landing pages, FAQ & informational pages up to date is essential to ensure you are not driving visitors to third party sites to find this information.
Global usage of mobile continues to grow, they’re no longer a trend but a reality. Yet OTAs are still getting a far bigger slice of the mobile booking pie than hotels. Hotels need to offer enhanced usability on mobile:
With the right ingredients in place, hotels can begin to close the gap and drive more BOOKINGS DIRECT.
The consumer lands on your website. What next? Lead them into your booking engine to BOOK DIRECT. Ensure the Call To Actions (CTAs) on your website lead the consumer to the booking engine and (if promoting an offer) deep link into that specific offer. The whole point of it is to encourage travellers to make the booking on-the-spot while visiting your website, which can only be achieved by making the booking process at least as easy as on a third-party platform.
It's really important that we use the right language to guests so make sure you have the right messaging set up within the booking engine.
Is the hotel signed up for Metasearch? Metasearch lets consumers compare room rates from various online travel agencies (OTAs) and brand web. Metasearch is seen as a valuable space for hotels because it allows them greater opportunity to compete with bigger travel companies and secure more DIRECT bookings. The bidding system gives hotels some control over where and when they show up on lists of hotel prices, making it a more efficient way to spend marketing budget. There’s a lot of freedom to adjust strategy and increase DIRECT BOOKINGS over time. The OTAs are there, hotels should be there too.
SEO is the practice of increasing both the quality and quantity of website traffic, as well as exposure to your brand, through non-paid (also known as "organic") search engine results. It’s about understanding what people are searching for online, the answers they are seeking, the words they’re using, and the type of content they wish to consume. Knowing the answers to these questions will allow you to connect to the people who are searching online for the solutions you offer.
In short, SEO is significant because it makes your website more visible, and that means more traffic and more opportunities to convert prospects into customers and gain more direct bookings.
Ensuring that your website loads quickly is essential for engaging potential customers and prompting interaction.
Can the speed of your website really have that much of an effect on your sales? The answer is yes, it does. Google and other search engines penalise sites that load slowly - but more importantly, so do users. They stop visiting, bounce, and don’t convert. You’ll lose out on sales and traffic if your site loads slowly.
There are a variety of price comparison tools in the Hotel Industry. They tend to attract and convert high-value guests on a hotel website by connecting to a hotel's data and providing a price-led experience. By enabling this tool on a hotel site, it fixes parity problems and shows guests the best price. Hotels can see in real time where they're being undercut and fix disparities as they occur. It ensures that the consumer knows they always have the best rate and therefore BOOK DIRECT.
Once visitors are on your website, you can give them compelling reasons to BOOK DIRECT with you. Clearly mention the kind of perks they are entitled to if they make direct bookings. Here are some of the examples:
BOOK DIRECT - Save an additional 10% off our Best Available Rate (this can be done by enabling the Closed User Group). The hotel’s getting their email, the customer's getting 10% off
BOOK DIRECT and receive complimentary breakfast.
BOOK DIRECT and avail of a complimentary upgrade
When it comes to customer experience – few things are as powerful as the right content at the right time. Allora leverages Artificial Intelligence to deliver contextually relevant messaging in real time - improving the experience and outcome for every critical customer interaction.