I believe in booking engines

Posted on January 24, 2011


Pie chart, in blue the Booking Engine traffic

Some month ago I posted about the importance of a booking engine. At the time it was based on the fact that we (WIHP) had analysed the average time spent on a booking engine often exceeded the time spent on the website.

And that fact hold. Over 50% of the time spent (and pages viewed) by clients is on the booking engine.

This means booking engine’s better be easy to navigate and fast to close the sale. The design factor is key, anything complicated and your chances of loosing the sale multiply per second.

We recently did the test, taking the former booking engine from a hotel which wasn’t much of a design feat and then putting on a properly designed version of Synxis on the same hotel. Almost one for one the conversion rate increased on average about 25% increase.

Why? because those customers that you would previously have lost to booking.com or expedia suddenly find the booking process so much easier that they decide to book with you.

So if you think any booking engine will do the trick… take another look at that idea. You need something well designed, smooth, and quick. If you have to pay a little more for the booking engine, it wont matter you will make that money up with increased direct sales.

Posted in: Uncategorized