It is very common to find a large number of websites that integrate multiple properties under the same domain, as if it were a catalog, or an "all in one" for users. This is very common among large hotel groups, who choose to centralize their properties on a single corporate website; but it also happens with smaller hotel chains, or with independent hotel groups.
This practice subtracts very important aspects that, ironically, when left to one side, can affect exactly what you want to take care of, such as the image of the brand, or the shopping experience of a user, to name a few.
Next, we will see what are the disadvantages of this type of web page and the main reasons why you should invest in having a website for each of your hotel properties.
1. Unique design and friendly 100%
Have you ever felt overwhelmed by being in a space saturated with noise, objects or people? We know that it is not an ideal experience. Something similar happens when faced with a website with excess information.
Like those small letters that few tend to read in contracts, users are more likely to leave a web page that involves too many clicks to reach a goal, which in this specific case is to find the best accommodation and complete the reservation in a few clicks. A hotel website that claims to encompass as much information as possible does not always reflect a user-friendly and practical design.
2. Local positioning
This is what happens when a hotel chain concentrates all its properties in a single web domain. Let's suppose that Antonio needs to travel to the city of Merida, in Yucatán, for business reasons. A month before, they search for a central location, to be more mobile in the city. What is the first thing you do?
a) Unless the user does not have in mind a first name of a large hotel chain with a presence in several states of the Republic, then it is very likely that he will enter the following in the search engine:
b) The second step will surely be to compare between these local hotels, according to your specific needs and budget.
c) Another possibility, although to a lesser extent, is to go directly to the hotel brand site, if you already know it beforehand.
As you can see, the most natural thing for average users who already have their destinations predefined, and, therefore, have a purchase intention, is to enter specific searches. The least they want is to run into distractions or other obstacles that get in the way of their navigation.
Therefore, it is very important that you take into account the possibility of highlighting your hotel on the internet thanks to local SEO techniques that allow you to stand out, channel more traffic to your site and, therefore, generate more bookings.
3. User experience
A crucial aspect for your website and your next guests is to offer them what in specific terms is known as UX (User Experience).
Hand in hand with the previous example, those chains that do not have direct channels for their hotels take away user experience, as they distract them from their search, saturate them with information and cause potential customers to leave the site.
In other words, unless the user is willing to make their destination more flexible, what use would corporate information about the brand be, and what is related to its presence in other cities or states at that time?
Over 80% of online consumers say they are less likely to return to a website after a negative browsing experience. A bad experience for the user, in this sense, can derive the sum of all the points mentioned here.
4. Loading speed
Even if the website has a good UI (User Interface), it must be taken into account that not all have the same internet speed.
The more properties a hotel group's website encompasses, the more information it must integrate, and the more photographs, videos or any other multimedia content, the greater the time and load weight.
These are just some of the factors that demonstrate how bringing your hotel properties together in the same domain limits and impoverishes the user's browsing experience and can harm the possibility of closing the purchase cycle, causing your users to leave the web without completing the reserve.
GuruHotel is a comprehensive solution for your hotel: a direct channel to process your online reservations, a fast and optimized website with the best experience of ecommerce for your users, and integration with the main distribution channels such as Expedia and Booking.com, and with various tools to promote your brand, such as Google Property Promotion Ads, among others.
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