Hotel websites and customer satisfaction

A 2006 study from Market Metrix ranks the # 1 companies for customer service in hotels, airlines and rental cars. While #1 rated airline Jetblue’s recent unfortunate press seems ironic, hotel websites are continuing to strengthen their position against travel portals by providing a seamless booking experience. Customers are more apt to make their reservation on a user-friendly hotel site than a travel portal – says the report.

A few best practices for hotel websites from personal experience.
– Keep it simple.
– Save the flashy gimmickry for other parts of the website (example blogs, podcasts and video)
– Have a blog showcasing real customer testimonials and experiences (web 2.0)
– Sell the hotel first, and the destination second (since most travelers already know where they’re going)
– Check-in and checkout times, cancellation procedures, rates for additional services should be spelled out clearly
– Update the site regularly with fresh content and promotional offers.
– Have multilingual site versions (to target your strongest markets outside of US)
– Run paid search and other online advertising campaigns to drive traffic to the site
– Employ a SEO specialist who will optimize the site for enhanced natural search result performance.
– Finally, make it easy for the customer to find and hit the Book button, no matter which page of the site they are on.

Published by

Vijay Dandapani

Co-founder and president of a New York based hotel company for 24 years. Grew the firm to five hotels in Manhattan and also developed a greenfield project at MacArthur airport, New York. Speaker at numerous prestigious forums including Economy Hotels World Asia, Lodging Conference, NYU, Columbia University Real Estate Roundtable, Baruch College's Zicklin School and ALIS. President and ceo of New York City Hotel Association since January 2017.