Hotels – how to use urgency to increase website conversion
Urgency is a widely employed conversion tactic in eCommerce and yet, on the whole, seemingly underutilised in hospitality. The potential to create urgency and thus reduce time-to-book, increase booking lead times and reduce the propensity for guests to shop around, should catch the eye of any astute hotelier.
What do we mean by creating urgency? Simply put, providing information to the guest so that they understand there is a need to book sooner. Be it a limited time offer or limited room availability; empowering the guest with this knowledge can often encourage them to book now rather than later. That empowerment is key; help a guest understand the popularity of your properties and offers, along with the benefits to them of booking sooner. Avoid using false-urgency as a crude sales tactic.
So how are some OTA’s and hotels currently employing urgency as a conversion aid? Unsurprisingly, the OTA’s are arguably leading the way. Booking.com, Expedia and Hotels.com are 3 excellent examples;
Booking.com impress the urgency of booking quickly during the hotel search process very clearly. Upon reaching hotel listings, various indicators of availability and interest levels are in place to encourage visitors to book quickly, along with a clear call to action of ‘Book now’.
Read full story at: http://www.samweston.co.uk/hotels-use-urgency-to-increase-website-conversion/