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Glossary overview

Hotel Conversion Rate Optimization

Armin Gögele, last updated on 12.06.2023

Conversion Rate Hotel

The conversion rate is a key figure in online marketing. It indicates the percentage of visitors to a website or landing page who take a particular action, such as making a booking, sending an inquiry or subscribing to a newsletter. A higher conversion rate means that a higher percentage of visitors take the desired action. 

Conversion rate optimization tips

With the right strategies, hotels can optimize their conversion rate and increase their success.

  • Website design: The website is often the first point of contact with the guest. It is important that the site is easy to use and has clear navigation. Images and videos are particularly effective in attracting visitors.
  • Optimized booking process: If the booking process is simple, easy and time-saving, cancellations will be avoided.
  • Optimization on mobile devices: To optimize conversion rates, hoteliers should ensure that the website works perfectly on mobile devices and that there are no display problems
  • Optimized call to action: Eye-catching CTA buttons on the website invite guests to take action. The text should be appealing and provide a benefit to the guest.

Top questions about hotel conversion rate optimization

What is Conversion Rate Optimization?

Conversion Rate Optimization is the process of improving the ratio of visitors to a website to conversions. Conversions are specific desired actions taken by visitors, such as making a booking or sending an inquiry.

What is a good conversion rate for the hospitality industry?

In the hotel industry, a good conversion rate can vary. However, it is usually in the range of 2-5%. However, it is necessary to make an individual assessment based on goals and industry standards. 

What affects the conversion rate?

Conversion rates can be influenced by a number of factors. For example, the design and usability of the website and the ease of use of the booking process can influence the conversion rate. Elements such as CTAs also play a role.