With more ways of booking a stay than ever before, it’s important hotels learn from their guests’ behaviour both before and during the reservation process in order to improve the service offered and optimise the journey to conversion. Better understanding guest booking behaviour not only allows for smarter conversion funnels and more frictionless experiences, it also provides a more enjoyable guest experience. Creating amazing reservation systems for hotels is just half of the battle; in the increasing technological world, understanding guests’ behaviour via these systems is a must.
So what can you tell from your guests about how they book?
Booking direct means they’re shrewd
Booking direct doesn’t necessarily mean they’re up to date with the latest technology. But it does mean they know what they’re doing when it comes to managing their money. Booking direct with providers generally offers up the best deals, increased flexibility, and loyalty point opportunities – all while ensuring they are in the best possible position for room upgrades. So those who take advantage of this know exactly what they’re doing.
It’s no secret that hoteliers prefer guests to use their own online booking engines due to the zero cost of commission per booking. So in order to make the most of bookings, it’s imperative hotels do all they can to attract traffic to their site and owned distribution channels.
Using OTAs means they’re looking for a deal
Online travel agents use clever marketing tricks to portray a better value for money service than elsewhere. However we know this isn’t always correct. As mentioned above, booking direct often provides the best deals due to there being no commission.
In order to rebuff these myths, hotels must make the most of their position and advertise rates and special offers via every available channel.
Booking in advance means they’re looking for experience
There are two types of guest; the last-minute booker and the prepared traveller. Those who book in advance are looking for an experience over a basic stay. They’ve reserved the time to research hotels, taken into consideration location and amenities, and are looking for the whole package. Those who wait until the last minute however are often the opposite; they’re looking for convenience.
It’s imperative that hoteliers are able to capitalise on both of these types of bookings to place them in the best possible position in the increasingly competitive sector.
…Just like mobile bookings
80 percent of internet users own a smartphone. So it’s not surprising that mobile browsing is increasing year on year. Mobile behaviour can tell a lot about the person and their needs – especially where hotel bookings are concerned. Those who make reservations on a mobile device, just like above, are often looking for convenience – not the personal experience those who take the time to book on a desktop are.
To take advantage of these types of bookings, hoteliers must optimise their website for mobile, making is simple to select dates and make a reservation.