Recasting a hotel website: the Explorers case

Home Newsfeed FASTBOOKING News Recasting a hotel website: the Explorers case

Recasting a site is an important decision: what criteria to consider before getting into it? What return on investment to expect?

Feedback from Frédérique Houpert, Head of Digital for the Algonquin Group, and Patrice Liebermann, Sales and Marketing Director of the Explorers Hotel, followed by the exclusive advice of Adnane Kassamaly, our VP Web Studio.

 

Ideally located near Disneyland Paris, the Explorers Hotel is the ideal stopover for families looking for a unique stay in the famous theme park. This year, the Algonquin Group and the Explorers Hotel teams have entrusted FASTBOOKING with recasting their site.

What were your goals in the recasting of the Explorers Hotel website?

Frédérique Houpert and Patrice Liebermann: Our main objectives were very clear:
1. Increase natural traffic and engagement rate
2. Create a showcase that reflects the uniqueness of our establishment and highlights the facilities and services of the hotel.

What did you change compared to your “old” site?

It was essential to better value our special offers and our packages: therefore, we created a dedicated page with a detailed description for each offer or package

We have set up more stress marketing techniques to trigger the purchase: integration of a price comparison widget, pop-in messages…

We also wanted to offer more customization: this has been fulfilled thanks to a module that makes visitors register via their social networks account. A feature with multiple benefits: the visitor gets preferential conditions and a personalized welcome, and we enrich our customers database for future direct marketing actions.

Finally, we offer a Dynamic Calendar on our new site to ease the access to rates and availabilities. With this tool, prices update and display in real time.

At the end of the day, we implemented many changes while keeping the gist and spirit of our hotel, stirring up emotions and telling the hotel story through a tailor-made design.

And so what are the results you’ve recorded since the recasting?

Well we have fulfilled our goals! The site generates more natural traffic: + 37% of SEO-driven sessions, a nice increase of non-paying sources traffic!

We can feel that travelers are more engaged: the average time spent on the Explorers site is up, and the bounce rate [proportion of visitors who have visited only one page, Ed] has decreased by 10 %.

And in addition to having more visitors, they book more! 94% of travelers who open the dynamic calendar “convert” by going to the next step of the reservation journey.

Globally, more than one out of five travelers who visit the Explorers website land on the booking engine.

And last but not least: since the recasting, mobile traffic has almost doubled. This is a real good news given how sales skyrocket on this channel.

So, are you satisfied?

Completely! The FASTBOOKING team immediately understood what we wanted to do: highlight our special offers and packages, and promote them on social networks. This is totally the mindset of our establishment! Trusting FASTBOOKING has allowed us to quickly achieve very good results.

 

The expert’s word

When should you decide to completely recast your hotel site rather than adjusting it? What are the golden rules? Tips from Adnane Kassamaly, VP FASTBOOKING Web Studio:

Why recasting your website is important?

Attracting visitors to your site is not a piece of cake! A declining SEO or a rising bounce rate can be signals that your site is outdated.
The first reason for considering a recast of your site is certainly the evolution of habits on the internet: is your site always adapted to new mobile devices and to the mobility of your visitors (responsive, search on mobile, multiple devices booking, geolocation…)? Does it incorporate the latest developments in search engine algorithms?
It is also important to refresh its content: a user will rarely click on a link whose referencing date is in 2015, or on obsolete or uninviting photos. Take the opportunity to integrate 3D as well as video!
Finally, technologies evolve rapidly, and your site can benefit from the latest technological innovations and web marketing. I see, for example, sites that still integrate flash plugins: at best, when it works, it takes time to display and degrades the user experience. At worst, the content is not displayed at all.
If a site does not appeal, the user will not come to stay at your hotel: a site that no longer respects the digital codes trends in terms of design and user experience geopardizes the credibility of the hotel in itself.

What is a website lifespan?

In addition to animating your webiste with regularly renewed content, you need to plan an evolution of your site every two years, whether it involves a complete restructuring of the design to optimize performance or a simple ‘refresh’ through additional widgets, new pages, photos, videos, or localization with translations, to boost your site.
Your site is the virtual lobby of your hotel: in the event of a major change in your offer (new services, new positioning, renovation…) check if the site of your hotel still conveys its DNA and its value proposition.

What are the main steps to take before the redesign of a site?

Start by analyzing your performance to understand what’s working, what your visitors favor, what you need to improve and what’s missing compared to your competition
Then comes the time of definition: your strengths & assets, the facilities and services you want to highlight, your brand identity, the other websites that make you dream, your content, your internal dedicated team for the recasting and nurturing of the site, your marketing campaigns, in what context and from what needs was the website project born (communication, sales, marketing, legal, performance, organization, strategy, competitive set)?
No success without clear objectives. Define your goals and document what you want from this site and how to measure it!

 

Discover the Explorers Hotel website

Discover other recent achievements of the FASTBOOKING Web Studio

Contact one of our experts to diagnose your site

Published on: December 5, 2017
Author:
FASTBOOKING’s e-commerce solutions will help your hotel increase profit through a direct sales strategy.

No comments yet

Newsfeed

Capture d’écran 2018-11-27 à 16.43.03

The Savoy launches its new independent website developed by Availpro Fastbooking Web Studio

Published on November 27, 2018

The Savoy trusted Availpro Fastbooking's Web Studio to launch a mobile-first, fully custom, stand-alone website designed to enhance user experience,… + Read More

The Savoy trusted Availpro Fastbooking's Web Studio to launch a mobile-first, fully custom, stand-alone website designed to enhance user experience, strengthen brand identity and showcase the hotel’s complete offering. Through striking visuals and compelling content, the new website reinforces The Savoy’s positioning message that; You don’t just Stay at The…

1   1  

Our dear Pierre Charles Grob leads and towards a new Read more here >>…

pcg

Pierre-Charles Grob appointed CEO of Availpro and Fastbooking

Published on November 20, 2018

Availpro and Fastbooking are continuing in their merger with the appointment of a new Managing Director. This summer, Pierre-Charles Grob… + Read More

Availpro and Fastbooking are continuing in their merger with the appointment of a new Managing Director. This summer, Pierre-Charles Grob took over as head of the two sister companies, subsidiaries of the AccorHotels group. Before taking up his new position, Pierre-Charles Grob had, since 2014, held the position of Managing…

0   1  

RT Rachid, Head of Business Development in Europe & chief double espresso drinker at ResDiary, is speaking at the…

2   1  

time for Thanks to you for joining this last edition, and thanks…

Hotel Digital Lab Dublin: watch the conference replay!

Published on July 27, 2018

Distribution is crucial to the success of any hotel, and digital marketing for hotels is becoming increasingly sophisticated. FASTBOOKING & Availpro,… + Read More

Distribution is crucial to the success of any hotel, and digital marketing for hotels is becoming increasingly sophisticated. FASTBOOKING & Availpro, in partnership with major Hospitality Industry specialists from Adroll, Facebook, Google and The Hotels Network, shared a different path for hoteliers to optimise their digital distribution to gain a healthy…

20180706_092349

Hotel Digital Lab London – How to increase profit in a digital and data-driven world

Published on July 26, 2018

The day after Dublin, the Hotel Digital Lab 2018 edition’s European swing continued in London. Delegates converged on the plush Sofitel St… + Read More

The day after Dublin, the Hotel Digital Lab 2018 edition’s European swing continued in London. Delegates converged on the plush Sofitel St James hotel seeking advice on the best ways to leverage technology and digital marketing to increase hotel sales, and how to find a healthy balance between direct and indirect bookings.…

digital_tips_connectivity_EN

ENHANCE THE BOOKING SEQUENCE INFRASTRUCTURE RETAIN YOUR GUESTS

Published on April 11, 2018

FASTBOOKING and Serenata join forces to enhance Hotel’s Direct Booking with seamless connectivity and the best-in-class solutions. FASTBOOKING and Serenata… + Read More

FASTBOOKING and Serenata join forces to enhance Hotel’s Direct Booking with seamless connectivity and the best-in-class solutions. FASTBOOKING and Serenata join forces to enhance hotel’s direct booking with seamless connectivity all in one-stop. This collaboration will provide the hospitality industry with the best-in-class e-commerce and CRM solutions to drive qualified…

Mockups Design

FASTBOOKING and Availpro release a “shopping guide” for ITB Berlin 2018

Published on March 5, 2018

FASTBOOKING and Availpro partnered up to deliver a first-rate guide for hoteliers shopping for new hotel marketing providers… + Read More

FASTBOOKING and Availpro partnered up to deliver a first-rate guide for hoteliers shopping for new hotel marketing providers at ITB Berlin 2018. “We’ve put together a list of the top criteria to look for when selecting the ideal hotel marketing providers in the ten most important hotel…

partnership-connectivity

FASTBOOKING selects Cendyn to provide seamless connectivity and best of breed solution

Published on March 5, 2018

RE-EVALUATE AND BUILD A SUCCESSFUL BOOKING SEQUENCE INFRASTRUCTURE RETAIN YOUR GUESTS! FASTBOOKING has selected Cendyn, the leading CRM and sales platform, … + Read More

RE-EVALUATE AND BUILD A SUCCESSFUL BOOKING SEQUENCE INFRASTRUCTURE RETAIN YOUR GUESTS! FASTBOOKING has selected Cendyn, the leading CRM and sales platform,  to provide the hospitality industry with the best-of-breed CRM solution through their connectivity platform. This collaboration will provide seamless connections between CRM and FASTBOOKING’s multiple e-commerce solutions which in turn,…