How To Create An Appealing & Converting Hotel Website? A Complete Guide


Hotels used to reach and keep clients via word-of-mouth and by handing out publicity materials to tourists.

Every industry has experienced a significant increase in digitalization, but travel has expanded the fastest.

  • The travel industry has rapidly embraced digitalization.
  • Creating a website to boost direct bookings.
  • No longer necessary to spend a lot on hiring programmers and designers.

The evolving internet challenges us to change for the better, and the hospitality industry has become even more advanced. Hence, expectations increase.

When viewers visit your website, they acquire a sense of the atmosphere. Things are transparent because of the power of customization, and they get a sense of what it would be like to stay at your property.

In other words, you need to inspire your potential travelers. Therefore, you must carefully evaluate each element when you plan your hotel website because it is an essential aspect of your digital marketing plan.

However, only some websites are booming. And the reason is that hotels need to learn how to create a quality website.

The objective is to inspire tourists to book your property rather than any other. Therefore, you don't just have to post online information; there should be intent.

Why does your hotel need a website?

You might think, "I already have a Google listing, and my hotel business is featured on all online portals, so why should I invest in a website?"

There are several benefits to having a brand website when we consider its importance.

Let's get right to it:

Why Hotels & Restaurants Should Create a Website?

1. Use property Images to showcase your story

The ability to effectively present your hotel's images is one of the most substantial reasons for your hotel to have its website.

Leverage this to add unique, colorful visuals to your tale. A visual-first mindset is essential to promote your business.

enlightenedTip: Bold visuals and videos are the easiest way to inspire your audience and obtain bookings.

2. Location of your hotel

By thinking outside the box and promoting the neighborhood as a selling factor, you may enrich the location of your hotel.

Non-hotel photographs are typically not accepted by online travel agencies in listings.

enlightenedTip: One of the most significant advantages of having your website is using photographs from all things local to give your hotel more credibility.

What sets your hotel apart from the competitors depends heavily on the nearby city and neighborhoods, the events and attractions in the area, and your relationship with them.

A nearby hotel may be close to the same area, but are they marketing that fact on their website?

3. Special Discounts and Promotions

The exclusive deals, discounts, and up-sell opportunities that customers cannot find on third-party networks can be pushed on your hotel website.

Additionally, if you depend too heavily on OTAs, you may lose out on great opportunities for your website.

Create eye-catching pop-ups highlighting the benefits of booking directly, or add a plugin that directly correlates your direct prices with those of third parties. A specific page for discounts is a terrific approach.

Visually attractive packages related to your location, upcoming activities, or special facilities promote your hotel.

What are the benefits of having an eye-catching website?

Do hotels require websites? It is one of the most often-asked questions, so let's address it before moving on to website recommendations and hotel needs.

The answer is, of course, YES! Hotel websites are essential.

People may explore and research hotel information conveniently on a hotel website. Additionally, it enhances the likelihood of receiving additional reservations.

But there's more to it than that! The advantages of having a website for your hotel include the following:

1. Retain New Potential Travelers

Everybody can visit your site, and going over geographical boundaries is simpler than ever. Any person from any nation will be able to locate your business, making them a prospective consumer.

The finest source for generating direct sales or direct reservations is a website. No debate!

Even after consulting an OTA, many consumers visit a hotel's website and make a reservation. So hotels should double down on that.

Having a booking engine embedded makes things much more manageable.

2. Helps showcase your USP

A company's website may tell you a lot about it. Hotels are not an exception.

The core purpose of a hotel website is to convey the mood and ambiance of the establishment to visitors, even those who have never been there before. Be it via written or visual elements.

Simply said, it provides your hotel a platform to communicate your brand's values to past, present, and future customers.

Why is it simple to highlight your website's unique selling proposition?

The restrictions of OTAs and other platforms prevent you from selling your USP.

Your website is your 24-hour online store; it operates even while you are sleeping or unavailable.

For instance, you offer shuttle services to the airport for your guests. Others may not, nevertheless. You can advertise that you provide shuttle services on your website.

Offer your visitors information that others might not provide, such as surrounding attractions, activities, and many others. Give them reasons to choose you by convincing them in your creative ways.

3. Direct Bookings

Although the tourism business is dissolved, hotels may still get a piece of the action. That grab begins with a hotel website.

Here are some factors that make direct reservations so crucial to hotels:

Benefits of Direct booking

A) Guest feedback

Compared to OTA bookers, guests who make direct hotel reservations are far more engaged in the booking process and are more likely to fit into your target demographic and identify with your establishment's values.

This will result in more reliable and favorable review ratings for your hotel.

B) Guest devotion

As you know, maintaining an existing client is significantly less expensive than finding a new one.

When a guest makes a direct booking, you may collect the information you need to offer them post-stay notes, telling them what a pleasure it was to have them spend at your hotel and providing an open invitation to come again at any time.

Additionally, it makes it possible to offer deals to previous visitors.

C) Connections

Being a people-based sector in the hotel industry, connecting with clients directly, as opposed to through a third-party booking agent, is the unique approach to fostering positive client relationships.

When a visitor makes a direct booking, your hotel gets access to all their information immediately, allowing you to control the connection throughout the booking process.

D) Planning for a trip

The weeks leading to a journey are frequently more enjoyable for travelers than the actual trip. You can enhance pre-stay marketing and increase visitor excitement at your hotel with the help of a direct relationship.

This will help your relationship get off to a good start.

Factors to consider while creating a hotel website

Factors to create a pleasing website

Target Audience

Every aspect of your website should accommodate the requirements and preferences of your target audience.

For example, if your hotel caters to high-end travelers, you should utilize stunning photography of your excellent amenities and write content that will likely hit that group.

SEO Plan

Investing in a new website is only worthwhile if it can be found on Google. Therefore, a significant element in generating traffic is ensuring your website's content is tailored to rank for targeted keywords.

Visit this page to study our free guide on hotel SEO.

Website Speed

If your website doesn't load entirely in a few seconds, you risk losing potential customers to competitors. Therefore, the layout of your hotel's website should support a quick load time.


You need a responsive website design, which your hotel website designer should assist you with. Whether using a computer or a mobile device, customers of your hotel website may explore it easily, courtesy of a flexible design.

Since more and more travelers are making hotel reservations using mobile devices, your hotel booking system must also support mobile bookings. This enhances the user experience while assisting your attempts to optimize your website for search engines.

Read: How is a Mobile Website Different from a Desktop Website? 

Must-Have Features for Hotel Websites

After discovering how important it is for hotels to have websites, let's investigate the significant aspects of a quality hotel website.

Easy to Understand Structure/Layout

According to research, internet users are growing at a pace of more than 7%.

And guess what? Nearly 92% of people use mobile phones to browse the internet.

But that's not all.

According to another statistic, mobile devices are responsible for around half of all global online traffic. Mobile devices contributed 50.81%of all website traffic worldwide.

Therefore, creating a website for your hotel and publishing all the content is only one step. Other conditions apply to hotel websites as well. 

You must ensure that the website is both mobile-friendly and flexible.

Such a website transforms its layout depending on the device's screen size after it is established.

It ensures that the contents display smoothly on the screen, that pictures are adjusted, that proper layout is used, and that other factors are considered.

Beautiful Images of the Property

The most significant aspect of your hotel website should be attractive images of the property. Post a photo of the many room types you offer, the space, the dining, the perks, etc.

Your property's first appearance to visitors is delivered via photos. After that, it displays what guests will experience at the hotels.

After all, images play a huge role in decision-making while planning the trip.

Page Load Speed

Load time is critical when evaluating the requirement for hotel websites. When ranking pages, search engines like Google consider website loading time.

In other words, Google prioritizes quick-loading websites when displaying search results to users.

Not just that. 40% of visitors leave a website that takes longer than three seconds to load, according to Neil Patel. Higher bounce rate will lead to downfall.

Therefore, you should devote time and energy to optimizing your website.

Clear CTA

Hotel visitors are more likely to book your facility if your hotel copywriting captures their interest and engages it.

Clear CTA

Quality Content

The first thing guests see when they visit your hotel is its website. Additionally, it serves as your contact information for possible customers.

After all, it dramatically influences whether or not people decide to make a reservation with you.

It's also important to share experiences and relevant information. For example, if you use the content for marketing your hotel as an experience, you have a better chance of increasing engagement and conversion.

In light of this, consider the following advice for generating and disseminating great information for your hotel website.

Using SEO When Writing Content

The goal of SEO is to increase the quality of visitors to your website by optimizing your content for Google.

Although there are many other aspects of SEO—technical, on-page, link building—we'll focus on on-page optimization since it is the most fundamental for producing content.

The most efficient method for achieving on-page SEO is keyword research. It entails figuring out the crucial words, statements, and sentences your target audience is searching for.

Utilizing Google's keyword planner, list any related keywords you're interested in to determine their monthly search volume and level of competition.

If you need help figuring out where to start, check your Google Analytics and Search Engine Reports to determine which terms previously brought visitors to your site.

Don't Undervalue Local Content

Include videos to experience new things and make memories. Share your hotel's origin story, describe your commitment, and showcase the team members and amenities your hotel provides.

Take pictures of the locals and the tourists' delight in the adjacent places to entice them to buy rooms using the hotel booking service.

Knowing the local landmarks and events is second nature to you as a hotelier. So make the most of your skills and start creating helpful content on what makes the area around your hotel special.

Think creatively about the places your target audience will most likely visit, such as exhibitions, well-known bars, or fairs.

3 Key Tips for Hotel Website Design

Responsive Template

Today, many people rely on their mobile devices or tablets for browsing. Therefore, ensure a responsive website is at the forefront of your hotel marketing activities because potential visitors will presumably be browsing on their mobile devices while looking for possible hotels.

If you're using a third party to design your website, ask for a mock-up of the mobile version to ensure it's user-friendly and appropriate with the leading web version features.

Additionally, you must ensure that your booking system is responsive; otherwise, you risk losing clients before they complete a booking.

Quick Navigation

Hotels and other accommodations have a lot of details to cover, from room details and deals to services, amenities, and geographical facts, so it's pivotal for hotel websites to arrange information effectively.

The website's navigation must be simple to use so that users can quickly discover the information they seek and go smoothly through the booking process.

This incorporates shaping material with the user's needs in mind and ensuring that crucial characteristics like

  • Room and pricing information
  • Facilities
  • Contact Information
  • Online Reservations

are always just a button away.

Booking Engine

Did you know that over 60% of travel reservations are made online? Along with increasing reach through OTAs, obtaining commission-free direct reservations on your property's website is key to the success of your plan of action and the stability of your bottom line.

Today's travelers want the opportunity to make hotel reservations online, and many favor doing so over inquiring about availability by phone or email.

With no mobile-friendly online booking engine on their website, businesses risk losing clients to competitors who do allow direct online reservations or encourage clients to use online travel agencies that take a significant portion of such bookings.

A simple and effective booking engine is accessible around-the-clock, allowing consumers to make bookings anytime they choose, even when your desk is inactive, ensuring you never miss a reservation.

Additionally, suppose your online booking engine is embedded with your property management platform (which it should unquestionably be).

In that case, it will constantly display live costs and capacity to customers and assign all reservations made through your website to your PMS, minimizing your administrative tasks.

How to stay ahead of competitors?

Stay ahead of competition

INNsight believes that having an attractive website for your hotel business is a must, but spending more than your budget isn’t.

INNsight will provide you with a brand-new, uniquely built, responsive website with no up-front development fees, no long-term participation, and a minimal monthly membership cost with tons of fantastic features and functionality.

Never underestimate the value of CTAs in luring consumers and converting them into paying customers.

To boost the growth of your website on Google listings, the team at INNsight will create a unique responsive website for your hotel with straightforward and quality content and white hat SEO techniques.

Along with that, we also include the functionality of ADA-compliant tools so that you can run your website effectively and smoothly.

Subscribe today to increase your website's and digital marketing's adaptability and profitability.


Considering these vital design factors, your hotel website should be practical and user-friendly.

Ensure that you express your objectives to the web design firm so that they can turn your ideas into a reality and your hotel business can reach impressive peaks.

Frequently Asked Questions:

Q. How do hotels improve their website?

A. You must rank high on search engine results pages to increase your hotel's visibility. A user-friendly design, superior content, and a highly integrated booking engine on your hotel's website should all be centered to accommodate this increased traffic and empower more direct reservations.

Q. What do people look for when booking a hotel?

A. Guests considers these factors before moving on with the booking process:

  • Reviews
  • Amenities
  • Wi-fi
  • Seamless check-in and check-out 
  • Location
  • Breakfast 
  • Cleanliness 

Q. How long will it take to create my hotel website?

A. It depends on the type of hotel website design desired. At INNsight, we deliberately choose and understand the unique approach to make design faster.


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