June 20, 2013

Does your hotel website deliver what consumers really want?


What features and functions do travelers truly value in websites that promote the sale of travel services? The answers may surprise you. According to a new study, three of the five most desirable website features relate to the price/value of travel services.

According to the MMGY Global 2013 Portrait of American Travelers, three of the five most desirable website features relate to the price/value of travel services: “The ability to check the lowest available fares/rates” (83 percent), “a lowest price/rate guarantee”(80 percent), and “the ability to compare the fares/rates of multiple suppliers” (73 percent). Visual portrayals of the product/experience also make the top five: “Photos of the hotel and resort facilities” (78 percent). Convenience is also cited as a very desirable attribute: “Having an easy-to-use booking feature” (74 percent).

Other visual content attributes cluster in the second tier of preference, cited by roughly seven out of ten travelers who plan/book online. These include “photos of the area” (73 percent) and “the ability to preview room locations” (68 percent).

The “ability to check last minute air, hotel and car-rental availability” is valued by two thirds (62 percent) of leisure travelers who plan/book online, as is the “ability to download coupons for savings” (58 percent).

User-generated reviews that feature commentary from travelers who have had a personal experience with a specific travel service supplier are valued by just over half (51 percent) of all travelers.

Get the full story at Hotel Management

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