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Do you know why your hotel website should have a responsive design?

Internet usage from mobile devices is only increasing. If you want the user to feel comfortable on your website, you need a responsive design.
Picture of Salvador Galindo

Salvador Galindo

Soy consultor de marketing especializado en tecnología y mercados internacionales. Mi enfoque se basa en ofrecer respuestas originales y estratégicas que se adaptan a las necesidades específicas de cada cliente. Con una profunda comprensión de las dinámicas del marketing global, he ayudado a numerosas empresas a aumentar su presencia y competitividad, ofreciendo resultados tangibles y sostenibles.
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More and more users are searching from their iPads or smartphones. The desktop computer is being relegated for many of the immediate queries. Google, in its 2015 survey data, noted a 50% increase in travel-related smartphone searches . And these figures are only set to increase.

The responsive technique seeks to adapt the content of a website so that it can be viewed correctly from any device. That is, to adapt to different screen sizes.

What does this mean? It does not mean that part of the content of your website will be eliminated, reduced or that the text will be made smaller. A responsive design will resize and reposition all the elements and functionalities of the page so that they are displayed correctly and in an optimal way, improving the 
user experience
.

This includes images, text, graphics and, of course, any type of functionality that your site includes, such as a booking engine. It is very important that if a user wants to book a room for you from their cell phone, they don’t pull their hair out. It is already difficult to work on small screens and if you don’t make it easy for them, you will lose the direct booking. And that doesn’t interest you.

In short, responsive design makes your website much more natural on any device. In addition, Google already warned last year about the planned changes in its algorithm that would benefit responsive websites and, on the contrary, would penalize those designs that are not adaptable.

Why these measures by Google? Among other things, because it seeks a fully mobile-friendly experience and this is something that websites that are not yet adaptable do not offer.

In the end, it is Google that offers the user search results sorted according to their criteria. If a non-web-friendly website appears in the first results of Google, it means that the search engine is not doing its job correctly: it is offering a low quality result to the user. And Google never wants to look bad.

Don’t know if your website is responsive? Very easy, enter your URL in the Google Developers analyzer and you will know if you need to make changes to your page. Do not hesitate to consult with industry experts if you have any questions .

A responsive design will increase the usability of your website.

Reasons to work with responsive design

Because it improves your SEO positioning. Google positively values pages that work with a responsive design. A responsive design means a better SEO positioning in Google, since the mobile adaptation allows Google to crawl the content of the page successfully and thus position it for the right searches. This way, Google will only have to crawl one URL for all devices.

2. Because it improves user usability. Responsive design will help your users feel comfortable while browsing your website, no matter what device they are using. Your potential customers must be able to see your website optimally even if they are consulting from a mobile device. It is obvious at first glance when a page is not adapted and its navigation is almost impossible.

3. Because technology has undergone a radical change. In recent years we have gone from the click to the touch screen, and from using a desktop computer to taking our smartphone with us wherever we go. A website that has become outdated will not be able to adapt to all these changes if it is not renewed.

4. Because you will save on costs. A responsive design will be functional and usable on any device and screen. With a single adapted website you can be sure that your users will be able to browse it comfortably from any mobile device or computer. You will amaze all users! Wherever they look for you.

5. Because it decreases the loading time. A responsive website automatically adapts according to the device from which it is visited. Thus, no redirection is necessary and the loading time is much shorter.

6. Because it improves the share. If you want users who visit your page to share content on social networks, you must make it more than easy for them. An adapted website greatly facilitates the functionality of sharing content.

7. Because videos and images are your best letter of introduction. And a non-adapted website does not allow a correct visualization of this type of content. Your hotel’s image gallery must adapt perfectly to the size of each screen. The user should be able to go through the images as easily (or more) as from their computer. Of course, it goes without saying that the optimization of the audiovisual material must be very well worked out for fast loading and playback of all files.

8. Because it will optimize the usability of your booking engine. Minimize clicks in your booking process. Make it easy for the user to book directly on your website, even if they are visiting you from their mobile.

And, of course, review every change you make. Test continuously. Visit your website as if you were another user: from your computer or from your cell phone. Make sure your website is user-friendly and do not hesitate to make the necessary changes if you think your user will not feel comfortable or satisfied with some of the functionalities.

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How to improve hotel loyalty with the customer database?

1. The main challenge: your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to establish an objective occupancy rate and drive guests to hotels. Until then, hotels enjoyed partnerships with travel agencies and tour operators, and guests enjoyed booking package tours.

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However, over time, trends have been changing and travelers, now and more than ever, are looking to make their own choices and book all elements of their trips on their own. Travelers are not only ready, but also willing to book a hotel directly on your website, as long as the sales conditions are similar to those of the OTAs and the booking can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. Among them, saving on commissions, improving online marketing strategy, increasing profitability and having total control over customer communication. With such promises of direct bookings, it is no wonder that more and more hotels are now pushing their marketing efforts towards the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It is clear that an increase in the rate of direct bookings would be beneficial for your hotel. But how to achieve this goal

In order to compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to have it: offering a cheaper deal, or offering more value and increasing customer loyalty. While it may be difficult for your hotel to compete with OTAs on the basis of price, offering a customized offer and establishing a trusted relationship with customers would be the best way to attract travelers.

 The key to adding value to your hotel offer is to know your customer and offer them what they need. Attracting them through the emotional factor is essential, and you must establish a genuine connection with your potential customers, conveying your beliefs so that your guests can relate to them.

When customers observe that a hotel brand really cares about their experience and tries to find the best solution to make their vacation experience unforgettable, it is easier for them to make the decision in favor of booking directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program implemented in your establishment, you will be able to tailor your messages to the needs of individual customers, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to offer valuable and personalized services to customers, and thus gain a competitive advantage. To shape your loyalty program, you must have a database of your customers with personal information about them. Hoteliers should create a customer database with basic contact information and more elaborate personal information about guests’ preferences and interests.

Acquiring this personal information will give you the ability to tailor your messages to each potential or existing customer, and offer them content, products and services that meet their particular needs. This will undoubtedly surprise them by the degree of personalization and the measures your hotel takes to provide them with the best possible vacation experience. You would be able to establish a lasting relationship with your customers based on trust, thus ensuring the most satisfied customers, who would be happy to promote your hotel brand.

4.

1. The biggest challenge: Your hotel needs more direct bookings

A few years ago, hotels relied heavily on OTAs and tour operators to achieve an objective occupancy rate and bring guests to the hotel. Until then, hotels enjoyed partnerships with travel agents and tour operators, and guests were happy to book package tours.

{{cta(‘bb2971b9-bf36-4c36-8edc-75223dba5208’)}}

Over time, however, trends have changed, and now more than ever, travelers want to make their own choices and book all elements of their trip themselves. Travelers are not only ready, but willing, to book a hotel directly on your website as long as the terms of sale are similar to those of OTAs and the booking process can be made as simple as possible.

For hoteliers, direct bookings bring huge benefits. These include saving commissions, improving online marketing strategy, increasing profitability, and full control over customer communications. With such promise of direct bookings, it’s no wonder that more and more hotels are focusing their marketing efforts on the goal of increasing the number of direct bookings on the hotel website.

2. Gain a competitive advantage

It’s clear that increasing the direct booking rate would be beneficial to your hotel. But how do you achieve this goal?

To compete with OTAs and tour operators, your hotel must have a competitive advantage. There are two ways to do this: offer a cheaper deal or offer more value and increase customer loyalty. While it may be difficult for your hotel to compete with OTAs based on price, the best way to attract travelers would be to offer a customized offer and build a trusting relationship with customers.

 The key to adding value to your hotel offering is to know your customer and offer them what they need. You need to build a genuine connection with your potential customers and communicate your beliefs in a way that your guests can relate to.

When customers perceive that a hotel brand genuinely cares about their experience and tries to find the best solution to make their vacation memorable, it is easier for them to choose to book directly with your hotel.

A common way to add value and personalize communication with your guests is to implement a loyalty program. With a loyalty program in place at your facility, you can tailor your messages to each customer’s needs, understand their preferences and meet their expectations.

customer-database-hotels

3. How can your customer database help?

So, a hotel needs a loyalty program to provide valuable and personalized services to customers to gain a competitive advantage. To design your loyalty program, you need a customer database with personal information about your customers. Hoteliers should create a customer database with basic contact information and more detailed personal information about guests’ preferences and interests.

Capturing this personal information gives you the ability to tailor your messages to each potential or existing customer and offer them content, products and services that meet their unique needs. The degree of personalization and the actions your hotel takes to offer them the best possible vacation experience will undoubtedly surprise them. You will be able to build a lasting relationship with your customers based on trust, securing the most satisfied customers who will be happy to promote your hotel brand.

4.

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