Is there an easy way to reduce abandoned bookings?
One of the biggest frustrations in the hospitality industry is the high cart abandonment rate. You could spend a lifetime marketing your hotel, but the fact of the matter is that lots of potential guests might still not go through with their bookings.
‘But why?!’ I hear you cry in outrage.
In all honesty, there’s a huge range of reasons.
Perhaps it’s your booking process. Guests might find it clunky and confusing. Maybe they’re battling with that enquiry form you want them to fill in. Could be that they’re doing a bit of price comparison. Other sticking points might be technical issues like a slow-loading website or bad internet connection – or maybe they simply need to check with other travellers and babysitters before booking.
Not all of these problems can be solved on your part. But here’s where you can take matters into your own hands:
Ask the audience
It’s always good to get a fresh pair of eyes on something, so ask your friends and family to take a look at your hotel’s website and provide honest feedback. You might overlook the niggles that are there, but guests won't – and they certainly won't hang around if things aren't up to scratch.
Keep things simple
Guests are likely to head elsewhere if you give them too many hoops to jump through, so keep your booking process as slick and simple as possible. The best way to do this is by integrating a user-friendly booking engine (*cough* like Inn Style *cough*) into your website.
Keep your booking pages on brand
Have you ever tried to buy something and been whisked away to a payment page that, rather unnervingly, looks nothing like the one you were just on? Don’t let this be the case for your accommodation. Make sure your booking pages look and feel like your website – so the fonts, background and button colours reflect your brand. This instills confidence in your guests, so they’re more likely to part with their cash.