Internet and Breakfast!

Travel companies looking to improve conversion rates might want to note that everyone’s in hot pursuit of the same customer – for travel, there’s only so much engagement that will keep the customer riveted. The hotel needs to deliver the goods online and offline – an easy-to-use website, value-for-money prices, free basic amenities (Internet and breakfast!) and an excellent arrival and stay (customer service, clean, well-appointed rooms, quick resolution of minor issues). While big brands have an easier time attracting and cultivating new customers, customer retention is not to be taken for granted. According to a Nielsen/Netratings release, travel had the lowest customer retention among 3 key web categories (search, career development and travel), Search at 71%, Career sites at 38% and travel at 31% (at home retention rate). The study used top sites in each category to arrive at their findings but the learnings are clear – travel sites need to give customers a good enough reason to return.