Answer the decision questions
Review a room page from the perspective of a guest comparing options. Can they identify the bed arrangement, occupancy, view, inclusions, cancellation terms and total price at the appropriate stage? Use accurate room-specific photographs. Attractive copy should not force the guest to infer practical details.
Follow the complete journey
Test the path from a campaign to a room page and through the booking handoff. Check date selection, mobile input, availability errors and how guests get assistance. If a reservation engine is managed elsewhere, agree which changes your team can make and which require a partner.
Measure confirmed value
Track enquiries, confirmed reservations and cancellations separately. Compare direct-booking revenue after campaign and channel costs. A rise in website visits is not proof of profitable growth. Establish the baseline and note changes in rates, availability and season before attributing an improvement to a campaign.
PUT IT INTO PRACTICE
- Audit one booking journey on a phone.
- Resolve inconsistent room information.
- Connect campaign reporting to confirmed reservations.
What to observe
Track conversion, acquisition cost and revenue after cancellations.
An introductory working framework. Adapt it to your property, your guests and the responsible team’s requirements.