HOTEL WEBSITE: Improving the user experience

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Mr Agustino Fernando, General Manager of E-commerce & Revenue Management of Santika Indonesia Hotels & Resorts, shared his experience on the effectiveness and efficiency of a state-of-the-art website solution that drives direct booking. He stressed the importance on the enhancement of customer experience with user-friendly features that allows easy navigation and ease of booking.

Why did the Group decide to revamp the website for corporate as well as the hotels?

Santika has over 101 hotels covering 11 destinations with 6 different brand positioning. It was important for us to reflect consistency in the brand image and to develop an online presence. We believe that the website is one of the ‘face’ for our Group.   We needed a website that is not only aesthetically pleasing, it also has to enhance the customer experience and is user-friendly as we have to make it easy for the customers to understand our company so as to ignite the trust in us.

We realised that our previous website was not accommodating the needs of our customers. Our customers are sophisticated. They feel the necessity for more information, aside from the hotel, on the destination and surroundings.

With this in mind, we had aimed to re-develop our Group and hotel websites to be sophisticated yet clean and simple that allows for easy navigation and ease of booking. We also needed a fully responsive website that is mobile friendly with payment options that is safe for the transactions.

 Did the new website infrastructure and features meet the Group and hotel’s needs and requirements?

The new website architecture and features such as price widget met our needs. We can now develop dynamic contents to cater to the various promotional needs. We are also able to feature promotions with partners on our website which provided a variety of choices for our customers. Promotions are also easily updated swiftly with the API connectivity within the Booking Engine.

Did the new features help generate more online bookings for the hotel?

Several great new features in the website help generate more traffic which drives online bookings.

  1. The website’s landing pages are SEO friendly. The search engine can easily track the contents organically which helps drive traffic to our website. This facilitates lookers into bookers; generating online bookings for the hotel.
  2. With the ease of content updates, we are also able to drive more traffic to our website with content marketing.
  3. This new fully responsive website is also generating ample traffic from mobile phones which are increasing 100% year on year.

Was it easy to update the website on the CMS?

The CMS allows us to manage content updates easily. This easy to use tool that makes it possible to manage different languages at the same time does not require technical knowledge to master.

The CMS enable us to incorporate Point of Interest for our guests to quickly search for landmarks or nearby automated teller machine within the hotel.

In a sentence, the new website?

The new website enhance customer experience with user-friendly features not just for today but also for the future.

Thank you FASTBOOKING for delivering a state-of-the-art solution.

Published on: February 13, 2017
Author:
FASTBOOKING’s e-commerce solutions will help your hotel increase profit through a direct sales strategy.

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