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UX and Digital for Hotels - Customer Experience and F&B Trends

Provide better customer experience

User experience and customer experience in a traditional sense are closely related and can’t exist without one another.

This is one of the biggest advantages of a hotel brand website as opposed to aggregators like Booking.com, Expedia, etc.

These online travel agencies can’t provide the personalized guest service on their website the way a hotel can.

Make sure there are multiple ways to get in touch with your hotel on your website:

• Live chat & Line

• Phone number(s)

• Skype/IM

• Contact forms for reservation related inquiries and special requests

Also, make sure your website and online staff are available in all the major languages your guests speak e.g. Chinese.

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Better customer experience by booking direct?

Offer special add-on services, which are not available on any other sales channel.

It can be as simple as a welcome drink or free breakfast.

You can also go all the way and offer paid services bookable online, perhaps with a small discount.

These will make the user feel the difference when booking with a hotel directly.

There should be a clear advantage to booking direct vs the OTAs.

What about F&B?

Hotel F&B Spend increased by 4.9 percent in 2017. STR has released a report that shows U.S. hotel food-and-beverage revenue per occupied room increased 1.6 percent during the year.

In Asia however, things are even better. F&B spending is growing strongly in the region – up 11% year on year.

More and more restaurants are now relying on online bookings for F&B. On average, A digital presence increases bookings by 7% for small restaurants and 30% for large restaurants.

• 57% of people who book tables online dine out at least 3 times a week.

• 25% of online bookings are made between 10pm and 10am - a time when most restaurants are closed.

• 30% of ‘connected travellers’ book restaurants online.

Consider using Tavolos, or OpenTable to allow your diners & guests to book online.

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Social proof

One of the most important factors affecting customer buying decisions is social proof, which comes in so many different forms: testimonials, reviews, video blogs, social following, etc.

Hotel guests are no exception. In fact, according to Tripadvisor, “77% of travelers always reference reviews before booking travel accommodation”.

Consider using a tool such as Review Pro, to aggregate your reviews showing a Net Promoter Score to your potential guests.

Summary

• Focus on UX & CX, not just design.

• Give guests the information they need in one place. Don’t make them search for it.

• Focus on driving direct bookings - give guests a clear advantage.

• Give guests a chance to book activities & F&B online

• Keep imagery clear, concise and smart.

• Provide social proof (external reviews)

• Talk your guests language

• Provide guests a way to easily contact you.

Examples of hotel websites with good UX:

• https://www.grandhoteltremezzo.com/

• http://www.narutis.com/

• http://www.acehotel.com/

• https://www.kanuhura.com/

• http://www.cenizaro.com/

Case Study - Hilton

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• Scrolling the page immediately leads to the sales pitch for specials and exotic destinations.

• The Hilton site provided an impressive number of language choices, which shows not only that they are a world class destination, but that they are dedicated to the UX of a global clientele.

• The UI/UX is delivered in simple layers, with sidebar choices along the way, allowing for the user to view rooms, amenities, etc

Case Study - Marriott

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• A small but important design aspect is the placement of the notices about saving money, price guarantee, free wi-fi, and mobile check-in. If one thinks of the above-the-scroll homepage as a postcard, the hook has to be placed within. Using the design space for the most important aspects of your hotel is essential.

• Marriott has a simple, light design that hits the viewer with an inviting pool, offers quick reservation in layers, and the sales points previously mentioned. Very effective website.

Django Beatty
CEO
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