A new study has revealed a direct correlation between profitability and the quality of the hotel’s website. Under-developed and under-resourced websites can lead to lower occupancy levels and impact on the business’ bottom line.
Web booking has become a key expectation of potential guests, and the online presence of a hotel should meet the demands of the consumer: namely, efficiency, interactivity and access to information.
Digital consumer needs are diverse, and hoteliers are advised to protect the profitability of their business with online payment gateways, tourist and guest information, comments and forum pages, feedback forms and security certificates. In addition, hotels should have a security risk management plan to help ensure safety of online booking payments, staff and managers should be fully trained in how to update the website, and hotels should have a social media marketing strategy to enhance the electronic ‘word of mouth’ of the brand.
Read full story at: http://www.hotel-industry.co.uk/2012/02/bad-websites-impact-business-profitability/
