Do hotels really want direct bookings? We don't think so...
These are the areas where poor usage of technology is costing direct bookings and guest love.
Let's dive into the culprits:
1. The PMS Purgatory:
No Instant Booking Confirmations: Forcing guests down a path to wait for a booking confirmation is the fastest way to have them abandon the booking and go to the OTA. We are surprised to see hotels still asking for a bank transfer and await confirmation.
Guests want to the peace of mind stepping off the plane with a secured booking, not the stress of waiting to see if the hotel received their information.
2. The Payment Gateway Graveyard:
Hotels should be providing the preferred guest payment method, not the hotel owner's due to transaction fees.
The Forbes survey states that over 51% of Americans would abandon the check if a wallet is not offered.
Let them book via wallet, it's safer and less fraudulent for them and the hotel with the least amount of information required.
Forcing them to give up their card number will challenge the safety of your site in their mind.
Wallet payments authenticate via the guest device making the transaction more convenient. Choose the room, and book in a single click...just like the OTAs.
3. Booking Engine Blues:
Hotels are making mobile bookings impossible. Typing in full address, nationality, are you a Lord or Madam. Frustrating on a mobile keyboard.
Take the minimum information required for the direct bookings and payment. Use pre-arrival emails to gather more information like arrival time.
This also allows the hotel to upsell. Guests love to check into their room early, rather than wait in the lobby...and will pay to do so.
4. The Google Maps Misery:
Reviews are free marketing. Google Maps has 10 billion active users...monthly!
TripAdvisor's report states that over 70% of people use reviews before accessing hospitality business.
When responding to reviews...
1. Invite the guest back to an upcoming event. Your potential guests will then see why they should book now.
2. Cross Promote outlets and services. If guests mention one outlet then also promote your SPA or bar in the review response.
The good news? Fixing these leaks is easier than you think.
Turn the Tide:
- Mobile booking audits: Try to book your hotel as a guest from your own mobile? Did you get frustrated? Imagine what it is like for guests.
- Seek expert guidance: Don't let your tech stack drown you. Seek out the solution consultants to ensure it generates revenue, not a booking black hole. It's their job to increase your bookings and it increases solution usage and transactions.
- Empower your staff: Unleash the power of mobile payment apps! Let your team take and refund payments with ease.
- Embrace AI tools: Let AI handle upsells and review responses, freeing your team to focus on creating unforgettable guest experiences.
The Techie Stays AI has the prompts done for you. Input your brand information and voice. AI will respond in your voice, cross-promote, safely giving your team the first draft in seconds.
Create upsell mirco-copy that focuses on the problem being solved. Guests don't buy a late checkout. They purchase the privilege to relax and take a shower without worrying about dragging around luggage.
Fixing these things costs time only. You've invested in the technology, let's put it to work.