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RESOURCES

WHAT'S THE BUZZ IN HOSPITALITY?

Resort Websites Have 8 Seconds to Make an Impression

Jul 26, 2019

Before the internet, the resort lobby was the guest’s first impression and a showcase for the rest of the property. But today, the website is like a digital reception desk, offering guests—no matter where they may be, a first look at your property. How the property appears online is often a key deciding factor for prospective guests.

Nowadays, it’s not enough to merely have a website. The site must also be a well-designed and effective at displaying your features and amenities in the best light. If developed thoughtfully, the website is a powerful selling tool for attracting direct bookings. When it comes to creating an interactive web-booking experience, it’s essential to evaluate and prioritize what content and imagery to display thoroughly — determining the most important aspects to highlight. It involves understanding what makes your property unlike others, which new markets to tackle, how to gain more site visits, and how to achieve the resort’s direct bookings goals.

When you are ready to embark on a web re-design, use online channels to assess what your guests have to say about the property’s’ rooms, services, amenities, and staff. Strategically designed sites afford resorts a platform to tout the things that make your resort distinctive and worth booking. Web analytics tools can also help you identify the site’s strengths and areas for improvement, as well as how the bulk of visitors find your website.

Once your site is up and running, it’s imperative to use analytics to regularly monitor performance, including understanding the conversion rate of visits-to-bookings yielded directly from the site.

Keep in mind that your website should be part of a broader branding strategy, and not the strategy itself. The average time spent on a site visit is eight seconds, making it vital to include the most captivating content. Examples are fresh and high-quality photos, unique property details, and attractive packages that encourage site visitors to book.

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