Bad Websites = Bad Profitability (GB)
Bad Websites |
A new study has revealed a direct correlation between profitability and
the quality of the hotel’s website. Under-developed and under-resourced
websites can lead to lower occupancy levels and impact on the business’ bottom
line.
Profit |
Web booking has become a
key expectation of potential guests, and the online presence of a hotel should
meet the demands of the consumer:
Namely
Efficiency
Interactivity
Access to
information.
Digital consumer needs are diverse, and hoteliers are advised to protect
the profitability of their business with online payment gateways, tourist and
guest information, comments and forum pages, feedback forms and security
certificates.
In addition, hotels should have a security risk management plan to help ensure safety of online booking payments, staff and managers should be fully trained in how to update the website, and hotels should have a social media marketing strategy to enhance the electronic ‘word of mouth’ of the brand.
“Hotels that rely upon web
bookings are undoubtedly going to face a drop in bookings if they fail to keep
pace with website design and the importance of it to customers,” explained Dr
Alice Good, one of the study’s authors at the University of Portsmouth. “There is extensive research in how poor
web design impacts upon both usability and accessibility in relation to
e-commerce websites, with numerous examples of companies going out of business
because of poor website design.”
“A website is the interface – the shop window – between businesses and
their customers and a poor user experience will reduce the chance of a customer
committing to a business transaction.
“A poorly designed website
will also reduce the chances of a customer returning to the website and
increase the chance that they will tell others – often through social media –
very quickly about a poor experience.”
Good Website |
1** Trust Us!
Trustworthiness is perhaps the lynchpin behind e-commerce. Without
trust, a potential guest will not commit their payment details. Therefore, it
is essential that hoteliers are prepared to spend a significant part of their
website’s budget on security. Consumers quickly form impressions of web
security through the design and functionality of the site – valid security
certificates also play a part to stop warning messages popping up in the
customer’s browser during the booking process.
2** What Makes a Good Hotel Website
Good Website |
The study highlights 4 key elements in good website design for hoteliers:
1. Promoting good website usability, including using ‘accessible’ typefaces, easy and intuitive navigation and key information can be found within three clicks of the mouse.
2. Providing a good user experience; should be visually pleasing and encourage users to return
3. Promoting trustworthiness; the website is safe and secure and ‘feels’ safe to customers
4. Ensuring that reservations can be made online and an email system to facilitate customer queries
The researchers are now concentrating on a better understanding of
tourism websites and their effect on hotels’ profitability as well as looking
at a list of critical success factors that can promote a better user
experience.
Susana.
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