By David Beaulieu and Kelly Gunnoe
Hotel websites and OTA listings are like online dating profiles—if they’re outdated, misleading, or just plain wrong, guests will swipe left faster than you can say “best available rate.” A website audit isn’t just a maintenance chore; it’s a strategic necessity that directly impacts revenue. If you haven’t scrutinized your hotel’s digital storefront recently, buckle up—this guide will help you uncover hidden leaks, maximize marketing potential, and ensure your booking engine is working for you, not against you.
Accuracy Matters More Than You Think
Picture this: A guest books a “deluxe room with a balcony overlooking the ocean.” They arrive, only to discover that the “ocean view” requires leaning over the balcony while standing on one foot and squinting. Congratulations, you’ve just earned yourself a bad review.
Misleading room descriptions, incorrect policies, missing or outdated amenities, and even hard-to-book websites create frustration, erode trust, and, worst of all, drive cancellations or reduced conversions. Auditing websites regularly and refining your direct booking strategy can help avoid these situations. Regular audits should include:
- Room types and descriptions – Are they accurate, detailed, and compelling? Be descriptive, but don’t overdo it—too much fluff can lose a guest’s attention.
- Amenities – If you recently added new HDTVs or upgraded the Wi-Fi, ensure it’s reflected online.
- Policies – Cancellation terms, deposit requirements, and pet policies should always be current.
- Fees and Taxes – If a surprise $25 “resort fee” lurks at checkout, guests won’t be pleased. Be transparent and show all fees upfront.
- Rate plans – Just like room descriptions, rate plans should clearly state what they include and any restrictions (e.g., non-refundable, breakfast included).
- “Book Now” button visibility – Ensure the booking button is easy to find and present on every website page. Don’t make it difficult to book a reservation.
- All links work correctly – Check that every link takes guests to the correct page without errors.
- Promotions and Offers – Check for expired promotions and remove any that are no longer available to prevent guest confusion and missed expectations —besides, nothing says “no one’s paying attention” like an outdated deal.
Booking Engine Optimization: Get Your Visuals Right First
Imagery: Show, Don’t Tell (But Please, Tell Accurately)
A picture is worth a thousand bookings—or turn-aways, if it’s bad. If your hotel still showcases photos from its 2015 grand opening, it’s time for an upgrade. Ensure:
- High-quality, professional images – No blurry, dimly lit cell phone shots.
- Visual Consistency for Every Room – Ensure every room type has at least two high-quality images on your website and booking engine to provide a better hotel booking experience. If there is a difference between room types, ensure the images clearly highlight those distinctions.
- Consistency across channels– Mismatched images across your website and various OTA channels can create distrust. However, your direct channels should always have more imagery than OTAs. Give your guests a reason to book directly.
- Truth in advertising – If the “room with panoramic city views” actually faces a brick wall, you’ll pay for it in guest complaints and bad reviews.
- Mobile Optimization – Ensure your website and booking engine are fully optimized for mobile devices. A clunky, hard-to-navigate mobile experience leads to frustration and abandoned bookings, especially as an increasing number of travelers book from their mobile devices.
How Room Order Impacts Conversions
The order in which room types appear in the booking engine can subtly (or not so subtly) impact revenue. But should you list rooms from lowest to highest price or vice versa? Let’s weigh the options so you can improve hotel conversions.
Low-to-High Price Order (Budget First)
Generally, all brands recommend a low-to-high pricing order.
Pros:
- Feels transparent and logical for price-sensitive travelers.
- Keeps entry-level options top-of-mind.
- Can nudge guests toward mid-tier options as they compare inclusions.
Cons:
- Anchors guests to the cheapest option, making upselling harder.
- Premium rooms might get overlooked by those scrolling too quickly.
High-to-Low Price Order (Luxury First)
This option can apply to independent hotels and some branded vanity websites.
Pros:
- Sets a higher anchor price, making mid-range rooms feel like a “good deal.”
- Encourages aspirational bookings.
- Keeps premium inventory top-of-mind for high-value guests.
Cons:
- Budget-conscious guests may bounce before even considering options.
- Might not work well for hotels with a large economy-focused audience and inventory.
OTA Listings: Make Sure They’re Selling the Right Story
OTA listings don’t just exist; they evolve, often without your direct involvement. Over time, updates made by third-party partners, outdated content, or even automated adjustments can create discrepancies that impact bookings. Make sure your OTA listing optimization doesn’t fall through the cracks. Room descriptions, amenity details, and even rate displays might not align with your direct website, creating confusion and missed opportunities.
Perform OTA audits just as rigorously as your direct website, ensuring:
- Rates and availability match – Avoid discrepancies that make OTAs more attractive than direct booking.
- Photo Gallery has high-quality and current images – No guest should book expecting no longer available amenities.
- Consistency Across OTA Channels – Ensure that room descriptions, amenity listings, and images are aligned as closely across all OTAs. Discrepancies can give an advantage to one OTA over another, which could hurt contribution.
Final Thought: Regular Audits Keep Revenue Healthy
A set-it-and-forget-it approach doesn’t work in hotel revenue management. Hotel website optimization requires regularly auditing your website content, booking engine functionality and design, and OTA listings to ensure you’re putting your best digital foot forward. The goal isn’t just to avoid guest disappointment—it’s to optimize every touchpoint to drive conversions, increase revenue, and build trust. At TCRM, we make it a practice to audit our clients’ websites, content, and functionality every quarter. This ongoing review ensures that their websites are optimized to support, rather than hinder, revenue generation and overall business success.
So, when was the last time you audited your content? If you have to think about it, it’s time to start now. If you need help, reach out to TCRM for expert assistance.
