How hoteliers can embrace mobile and win at digital

A website that works on a desktop, tablet and mobile is an essential selling machine for every hotel. This is possibly even more important as an independent than a hotel chain because you don’t have the big brand clout to fall back on to keep your occupancy rate up, if your online experience is lacking. You have to give the same, if not better, customer experience and service as you would when people phone, or step into your reception. The passion, the atmosphere and the 'vibe' of your hotel needs to translate to your website so guests can buy into that without physically experiencing it first.

1. What steps do hoteliers need to take to make their website mobile compatible?

If your website isn’t built using adaptive or responsive design, you really need a fresh new website that works on any screen size. If you have a separate mobile website, then what about laptops and tablets? The best way to cater for all, is to invest in a responsive website.

Once you’ve nailed that, you really need a rolling programme of conversion rate optimisation (CRO) that constantly looks to improve the guest experience and maximise your direct online bookings. The more you can test what works, the better experience you can provide your potential guests.

The final step is a shift in mindset. Instead of thinking about a mobile website in isolation, consider it as part of your overall web presence. This means providing an exceptional online experience regardless of device.

2. What are the main things to consider?

The main thing to consider, as Thomas Baekdal said, is how you are going to play the good host online. Your key to success as a hotelier is the experience that you provide. It's about the outcomes of your service. Not whether you have a Michelin star restaurant or a five star hotel, but whether you’re providing a consistently amazing experience.

Your online presence shouldn't feel any different. And don’t forget that there’s work to do before visitors arrive on your hotel website.

Your guests are ‘mobile’. They are constantly connected and always on the move, which means they can book from anywhere in the world, through any OTA, at any time. So your website strategy should include a mobile Pay Per Click (PPC) advertising plan to make sure your hotel is capturing mobile traffic ahead of the intermediaries.

Ultimately, your booking page is the most important part of your website as this is the one that drives direct sales. Invest in your booking engine and ensure it not only works on smaller screens, but is an exceptional experience on any mobile, laptop or tablet. The increase in direct bookings will be worth the investment.

3. What are the main differences between a mobile and normal website?

The main differences between the web experience on a desktop and a mobile device is the screen size. You don’t have as much space (or time) to entice a guest to book so you need to ensure that your calls to action are simple, uncluttered and precise. People’s attention span can be limited, so don’t frustrate them by burying your taffis behind the booking engine.

This year mobile traffic is set to surpass desktop traffic, so if you get it right, there will be more bookings for you on mobile.

4. What turns customers off a mobile site?

The speed, or load time of your mobile site can be a real turn off if it’s not kept to below a couple of seconds. Guests won’t wait for huge images to load when they have nothing to do with getting at the information they need.

But it’s also a mistake to assume that all mobile users are in a hurry. They don’t always want to get at a phone number. Quite often they will be in ‘lean back mode’, researching tariffs, activities and checking availability.

The whole point of being mobile is that they can do what you want, when you want, on whatever device they wish. So don’t hide key information away from your mobile visitors.

5. What are the main things that help to capture a reader’s attention on a mobile website?

Big, bold clickable areas are great for capturing a reader’s attention when they are viewing on a mobile. So, Best Rate Guarantee, Book Now, and Check Availability calls to action should be chunky, clickable buttons.

High definition images that are optimised for high quality mobile screens will also enhance the mobile experience. You might have a fantastic looking hotel website when you view it on your desktop, but often the images can be pixelated and low quality on the retina screens of mobiles.

Your website (including how it looks on mobile computers) is part of your hotel product. It needs product development, extension and sometimes a new lease of life entirely if you are going to increase direct mobile bookings for your hotel.

Embrace mobile and you can win at digital.

Notes: A version of this post appears as an article on Boutique Hotelier.