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Hotel Retailing Resolutions Part 2: Enhancing Your Booking Platform to Increase Conversions

Content seems to be King in 2015! To be on the leading edge, personalization of content should be your focus but exactly how should you customize your hotel's content? In our previous blog, Paolo Torchio recommends 3 easy hotel retailing strategies to implement in 2015. Those strategies revolve around content. Although good progress is expected in direct channels this year, to make personalization a successful strategy, extending to indirect channels, or third party intermediaries, will be vital for longer term success.

Here are some tips on how to personalize content and services across different points of sale to increase revenue.

Enhance your booking platform to increase conversions:

  • Ensure your room descriptions and images present the uniqueness of your rooms and packages offerings: don't take a one description, one image fits all approach.
  • Dynamic packaging: where you present amenities and ancillary add-ons during the booking process is a great way to engage with your guest. Help your guest enrich their stay by making the items offered specific to the package, rate or time period booked.
  • Upsell is another way to engage and personalize the experience. Offer a package or next class of room upgrade opportunity while the guest is in the booking process and engaged in the discovery and planning phase of their trip.
  • Place strong calls to action in context - on the path the user takes through your website. For example when a user is looking at a particular suite in your photo gallery have a "book this suite now" call to action. Take this one step further and indicate "rates starting from" with a dynamic call to your booking engine to display the best available rate for the room. Do the same with content describing property's amenities or events. For example spa content – promote a spa package with a dynamic call displaying rates in context.

Optimize conversion points across all channels not just your direct channel. Personalization of content should ultimately get you closer to providing a better guest experience during the entire travel process – from searching to booking to on and post stay.

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