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Maximizing Your Hotel’s Direct Revenue by Triggering Dopamine

As a hotelier, if you’re struggling to enhance your website’s conversion rates, you’re not alone. Direct bookings are vital to maximize hotel revenue, and a crucial element in achieving this could be triggering the release of “dopamine”. In this article, we’ll delve into the correlation between positive online experiences, dopamine, and how personalization can help you create an unforgettable online experience, leading to higher conversion rates and revenue.

Before we proceed, let’s define what dopamine is. It is a neurotransmitter in the brain linked with satisfaction and reward. Our brain releases dopamine when we encounter something pleasurable, such as savoring a delicious meal, enjoying quality time with friends, or achieving a goal. In recent years, researchers have discovered that dopamine can also be stimulated by favorable online experiences, such as browsing or shopping on a website.

Let’s explore some proven personalized techniques to activate dopamine in your hotel website visitors. By adopting this approach, you can uncover the secret to developing a successful hotel website that encourages your visitors to keep coming back for more.

Website Personalization Techniques

Provide reassurance to guests

It is essential to highlight the aspects of your hotel that guests love during the booking process. By incorporating a review summary tool on your website, potential guests can conveniently check your hotel’s average rating and read reviews from previous guests. This fosters a sense of trust and authenticity among your audience, triggering a dopamine response, and ultimately leading to increased conversion rates.

Maximize Hotel Revenue

Communicating the best available rate

Enabling guests to compare prices directly on your hotel’s website is a highly effective method of increasing direct bookings. By offering the most competitive pricing, you can persuade potential guests that booking directly with your hotel is the best option, all while they remain on your website. This approach triggers a dopamine response, making visitors feel confident and in command of their booking decisions.

Price match feature displayed on the BE
Price match feature displayed on the BE

Boosting homepage to BE conversion

Tailoring a personalized message to cater to your guests’ preferences, such as their membership in your loyalty program, can create a sense of recognition, attentiveness, and appreciation. By emphasizing the advantages and privileges of your loyalty program, you provide a feeling of exclusivity for members who are acknowledged and rewarded for their loyalty. This sense of belonging stimulates the release of dopamine, motivating visitors to click on a call-to-action and proceed further down the booking funnel.

Message aiming to increase visitors to BE conversion based on dates entered
Message aiming to increase visitors to BE conversion based on dates entered

Enhancing booking engine conversion

Customizing your website content to meet the unique needs of each user has been proven to boost conversion rates. THN’s personalization platform can assist you in achieving this goal. By showcasing tailored offers based on a visitor’s search date, you can enhance the uptake of special deals and increase reservations. Additionally, displaying a discount based on their booking intent can create a sense of urgency and trigger the release of dopamine, motivating visitors to complete their booking. This ultimately leads to increased conversions and direct bookings.

Message on the BE targeting low-intent users
Message on the BE targeting low-intent users

Retaining users who intent on exiting the website

Retaining visitors’ attention and preventing them from leaving your website is crucial to improve conversion rates. An effective approach is to integrate exit messages that provide tempting incentives to encourage visitors to stay on your website. These incentives can include exclusive deals, discounts, or other compelling benefits that are difficult to decline.

Exit message highlighting direct booking benefits
Exit message highlighting direct booking benefits

So, that’s it – five personalized communication tactics that hotels can use to make their website visitors feel good and book directly with them. Personalized messages set your communication with online visitors apart from other experiences, which leads to increased engagement and loyalty.

Julia Pedrol
Julia Pedrolhttps://thehotelsnetwork.com/en/
Julia Pedrol is Creative Marketing Manager at The Hotels Network, an innovative technology company helping 12,000+ hotels worldwide strengthen their direct channel. Working closely with the Client Success and Sales team, Julia enjoys providing hoteliers with imaginative ideas of how to engage and convert website visitors.

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