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32° digital

Digital Degrees of Success Unbranded Booking Experience

Digital Degrees of Success Unbranded Booking Experience

How many hotel websites have you visited that have a beautiful website with all the bells and whistles, but then you went to the reservations page and it simply did not even come close to matching that experience. This is not a search marketing issue – it’s a conversion and branding issue. I’ve worked with hotel clients in the past 12 years that have a conversion problem when they send visitors to 3rd party sites, like booking engines. When fixed and that experience is seamless, conversion rates can go up 40-60%. If you’re working with one of the larger booking engines, they tend to do a good job of giving you the tools for a branded booking experience, so you should take full advantage. If you’re working with a one-off booking solution that doesn’t offer these tools, it might be time switch.

Solution

Perform your own usability test by using Google Website OptimizerMorea, or Neil Patel’s Crazy Egg. Also, ask your booking engine if they can help you brand the booking page to better match your site. Typically this can be done with a header image and matching CSS code.

Scott Fish

At 32° Digital we help brands find, cultivate, and understand the best digital channels to forge meaningful relationships with customers. Impactful digital brand representation and conversation happens when you understand and engage with the consumer in clear and creative ways.

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