Will Hotels Even Need A Website In The Future?
For decades, a hotel website has been the cornerstone of a strong online presence. It’s the digital shop front, showcasing amenities, enticing guests, and facilitating direct bookings. But with the rise of powerful online travel agents (OTAs) and voice-activated travel assistants, a question lingers: will hotels even need their own websites in the future?
The short answer? Probably. But the way we think about and utilise hotel websites is due for a significant shift. Here’s why:
The Power of Personalisation
Gone are the days of generic hotel websites. Travellers today crave a personalised experience. Imagine a website that recognises a returning guest, remembers their preferences (think room type, preferred floor, or dietary restrictions) and tailors the booking process accordingly. AI-powered chatbots can provide real-time recommendations and address guest queries 24/7, mimicking the personalised touch of a concierge.
OTAs: A Necessary Evil?
While OTAs undeniably capture a significant chunk of online bookings, they also charge commission fees that eat into hotel profits. A well-designed website can become a powerful tool to incentivise direct bookings. Exclusive offers, loyalty programme integrations, and special packages can give guests a reason to book directly, boosting your bottom line.
Building Brand Storytelling
Think of your hotel website as a digital magazine dedicated to your brand. Stunning visuals, captivating stories about the local area, and even interactive 360-degree tours can transport potential guests into the heart of your hotel experience. This emotional connection goes beyond the cold, transactional world of OTAs, fostering brand loyalty and encouraging repeat visits.
The Rise of Voice Search
Imagine searching for a hotel with a simple voice command. Voice-activated assistants like Google Assistant and Amazon Alexa are changing how people interact with the web. A website optimised for voice search, with clear and concise information about amenities and booking options, will become crucial for capturing this growing segment of travellers.
Focus on Mobile Optimisation
With most travel research and bookings happening on smartphones, a mobile-first website design is no longer a luxury, it’s a necessity. A seamless user experience across all devices, from intuitive navigation to fast loading times, is essential for converting browsers into paying guests.
The Future is a Connected Ecosystem
Hotels need to move beyond standalone websites and embrace a connected ecosystem. This means integrating your website with social media platforms, loyalty programmes, and reservation systems. Social media feeds embedded on your website can showcase guest experiences and user-generated content, fostering trust and authenticity.
The bottom line? Don’t abandon ship on your hotel website just yet. Instead, refocus its role within your digital marketing strategy. By leveraging the power of personalisation, creating a captivating brand experience, and optimising for the ever-evolving travel landscape, your hotel website can remain a powerful tool for driving direct bookings and building lasting relationships with your guests.
So, what does this mean for your hotel marketing team?
Invest in a content management system (CMS) that allows for easy website updates and personalisation.
Develop a strong SEO strategy to ensure your website ranks highly in search results.
Partner with a web developer experienced in the hospitality industry.
Embrace new technologies like AI chatbots and voice search optimisation.
Track user data and website analytics to understand guest behaviour and optimise your website accordingly.
By adapting to the changing landscape and leveraging the latest tools, your hotel website can continue to be a valuable asset in the fight for direct bookings and lasting customer relationships. The future of hotels lies not in abandoning websites, but in creating dynamic, personalised online experiences that make your property the clear choice for travellers.
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