May 16th, 2016
When it comes to designing website for a luxury hotel there is often the temptation to fill every page with calls to action to ‘book now’. But which pages really deliver results and where should you be focusing your effort?
In 80 Days recent study of some of the UK’s leading 4 and 5 star hotels we were able to uncover the contribution website pages and sections make to traffic into a rooms booking engine. The figures are as follows:
- Homepage: 27%
- Offer detail pages: 18%
- Accommodation detail pages: 15%
- Accommodation landing page: 8%
- Offer landing page: 6%
- Other: 26%
One of the growing trends within ‘other’ pages is the increase in traffic coming from photo galleries. In fact, in a similar exercise carried out by Sabre Hospitality* they reported that as much as 18% of all booking engine traffic came from image galleries, although it should be noted this was for hotels of all star ratings.
For many hotels the homepage is often the focus of attention when it comes to driving traffic into the booking engine. The homepage is clearly an influencing factor, however, the majority of decisions to enter the Internet booking engine come from elsewhere.
How to make the most of this information
Ensuring you have clear links to book on the page detailed above is the starting point, but to maximise the opportunities you need to refine the calls to action on these top performing pages and ensure they are highly relevant and engaging.
To discuss how we can maximise traffic into your booking engine call us on +44 (0) 131 225 5555.
*Sabre Hospitality Solutions Benchmark, May 2015