Why Your Hotel’s Booking Engine Is Failing – and What to Do About It

Picture this: A potential guest lands on your hotel’s website, excited to book their stay. The photos look great, the amenities sound perfect but the moment they interact with your booking engine, the excitement fizzles out. A clunky user interface, limited availability search options and a confusing checkout process send them packing – straight to an OTA or a competitor. This is a scenario happening across countless hotel websites, costing the industry billions in lost revenue.

Let’s unpack why this is happening and, more importantly, what you can do to fix it.

The State of Booking Engines: Outdated and Inadequate

A recent report by h2c revealed alarming statistics: 78% of hoteliers believe their booking engines are outdated and over 60% feel they are inadequate for supporting direct bookings. These numbers underline the critical need for modernization and innovation in booking technology.

Key Challenges:

  • Poor User Experience (UX): Booking engines often feel clunky and outdated compared to the seamless interfaces of online retail platforms. This frustrates potential guests and hampers conversions.
  • Lack of Optimization Tools: Many booking engines fail to evolve over time. Essential features like real-time performance tracking, A/B testing and adaptive user flows are missing, leaving hotels with little room for improvement.
  • Integration Challenges: A lack of communication between booking engines and other systems – like PMS, CRM and channel managers – creates operational inefficiencies and disrupts the guest experience.

The Price of Poor Performance

Outdated booking engines not only frustrate guests but also bleed revenue. Let’s examine the key ways this happens:

1. Conversion Drop-Offs:

Guests abandon their bookings when the process is slow, unintuitive or riddled with friction points. Every click that doesn’t add value increases the likelihood of abandonment.

2. Revenue Leakage:

Dead ends in the booking flow – such as unavailable search results with no alternative suggestions – push guests to OTAs or competitors. This is a major blow to direct revenue.

3. Mobile Inadequacy:

With over 55% of bookings now made on mobile devices, engines that aren’t mobile-optimized miss out on this crucial audience segment. Mobile users expect seamless navigation and simple payment options, and failing to deliver these can cost you bookings.

What Guests Expect from a Booking Engine

Today’s travelers are discerning and demand more from their online booking experiences. Here’s what they value most:

  • Seamless UX: A fast, intuitive interface that mirrors the best practices of leading e-commerce platforms.
  • Mobile Optimization: Fully responsive designs that ensure the booking process is smooth and efficient across all devices.
  • Personalization: Dynamic content, tailored recommendations and exclusive promotions based on browsing behavior and guest preferences.
  • Flexible Search Options: Features like adjustable dates, alternative room packages and add-ons that enhance the booking experience.

Steps to Fix Your Booking Engine

The solution to these challenges lies in adopting a modern, guest-centric approach to your booking engine. Here’s how to get started:

1. Invest in a Modern UX:

  • Redesign your booking engine with user behavior at the forefront. Simplify navigation, reduce unnecessary steps and ensure a clean, attractive interface.
  • Consider solutions like SHR’s Embedded Booking Engine, which keeps users on your website and delivers a seamless, brand-immersive experience. By eliminating redirections, it enhances both guest satisfaction and conversion rates.
  • Optimize your engine for speed, ensuring compatibility across all devices and browsers.

2. Leverage Optimization Tools:

  • Implement real-time reporting to identify pain points in your booking flow. Metrics like drop-off rates and page load times are invaluable for continuous improvement.
  • Use A/B testing to experiment with different layouts, features and call-to-action placements.

3. Prioritize Mobile-First Design:

  • Ensure your booking engine delivers a frictionless experience for mobile users. Focus on touch-friendly navigation and fast-loading pages.
  • Simplify payment processes with mobile-friendly options like Apple Pay, Google Pay or regional payment solutions to cater to a global audience.

4. Enhance System Integrations:

  • Work with tech partners to create seamless integrations between your booking engine, PMS, CRM and channel managers. A cohesive system enhances operational efficiency and guest satisfaction.
  • Leverage APIs to ensure smooth data flow and support features like real-time pricing updates and inventory management.

5. Adopt AI for Personalization:

  • Use AI-powered tools to analyze guest data and deliver tailored offers. For example, upselling premium rooms or packages based on browsing behavior can boost revenue.
  • Automate guest communication, such as pre-stay emails or personalized recommendations, to drive loyalty and engagement.

The Future of Booking Engines: AI and Personalization

The booking engine of tomorrow is powered by AI and focused on delivering hyper-personalized experiences. SHR’s Embedded Booking Engine is a prime example of innovation in this space, eliminating the need to redirect users and allowing for seamless shopping and booking within the same platform.

How AI is Transforming Booking Engines:

  • AI Agents: Imagine a tool that acts as a virtual travel assistant, learning guest preferences and booking the perfect stay on their behalf. These agents can reduce the manual effort for guests while driving conversions for hotels.
  • Dynamic Personalization: AI enables real-time content customization, such as displaying room packages based on browsing history or tailoring promotions to specific demographics.
  • Data-Driven Insights: AI tools can analyze booking patterns, identify trends and provide actionable recommendations for improving performance.

By embracing these technologies, hotels can not only meet evolving guest expectations but also set themselves apart in a competitive marketplace.

Metrics to Measure Success

To gauge the effectiveness of your booking engine upgrades, track these critical KPIs:

  • Direct Booking Ratio: Monitor the proportion of direct bookings relative to OTA bookings. Aim for a healthy balance that maximizes profitability.
  • Conversion Rate: Analyze how many website visitors complete their booking journey. Look for opportunities to reduce drop-offs at each stage.
  • Mobile Booking Share: With mobile usage on the rise, ensure your engine caters to this audience and captures a growing share of mobile bookings.
  • Abandonment Rate: Identify where guests are dropping off and why. Addressing these friction points can significantly boost your conversion rates.
  • Guest Satisfaction: Use post-booking surveys or reviews to understand how guests perceive your booking process. Positive feedback indicates alignment with their expectations.

Closing Thoughts

Your booking engine is more than just a tool – it’s the digital front door to your hotel. A well-designed engine doesn’t just capture bookings; it creates a seamless, memorable experience that reinforces your brand and builds loyalty.

By prioritizing user experience, leveraging cutting-edge technologies like AI and focusing on personalization, you can transform your booking engine into a competitive advantage. Start by assessing where your current system falls short, then take deliberate steps to address these gaps. In an industry where guest expectations evolve rapidly, the hotels that innovate and adapt will lead the way.

So, are you ready to turn your booking engine into a powerhouse of direct bookings and guest satisfaction? The opportunity is at your fingertips – it’s time to seize it.

Posted in Industry Trends

The Digital Guest Journey: Why Most Hotel Strategies Are Outdated and How to Fix Them

Imagine a guest planning their dream vacation. They start with a casual scroll through Instagram, saving reels of beautiful destinations. Then they search Google for “unique hotels in Paris” and compare options on multiple OTAs and hotel websites. Your hotel might catch their eye, but if an OTA offers a better rate or a smoother booking experience, they’ll likely book there. Not only have you lost a direct booking, but you’ve also forfeited valuable first-party data that could have fostered a lifelong customer relationship.

This isn’t a unique story. It’s the reality of today’s digital hospitality landscape. The guest journey is no longer linear but chaotic, influenced by social media, AI-powered search and a web of digital touchpoints. Many hotel strategies, designed for an era when marketing was more simple and journeys more predictable, are woefully outdated.

If your hotel isn’t meeting guests where they are – at every stage of their fragmented journey – you’re invisible when it matters most. Here’s why traditional strategies fail and what you can do to fix them.

The Shift to a Non-Linear Guest Journey

Google’s 2015 model of the travel journey – dreaming, planning, booking and exploring – once provided a clear framework. But the introduction of the “messy middle” by Google redefined how we understand guest behavior. Today, travelers bounce between search engines, OTAs, social media platforms and even AI-powered tools like ChatGPT or Gemini, piecing together their travel plans based on personalized recommendations, user-generated content and price comparisons.

The “messy middle” isn’t just a phase; it’s where decisions are made. Hotels that fail to position themselves effectively here risk losing guests to competitors or OTAs. This is why embracing modern, AI-enhanced strategies is no longer optional – it’s a necessity.

Why Most Digital Strategies Fall Short

1. Over-Reliance on OTAs

Most booking strategies should include OTAs, but OTAs are a double-edged sword. They bring visibility but at a cost. Hotels often find themselves competing for their own branded searches, driving up CPCs and diluting ROI. Worse, OTAs’ loyalty programs are designed to keep guests within their ecosystem, making it harder for hotels to build direct relationships.

2. Outdated Booking Engines

Your booking engine is your hotel’s digital front desk. Yet, many properties still rely on outdated systems that fail to deliver the seamless, intuitive experience guests expect. This often results in abandoned bookings and frustrated users.

3. Neglecting First-Party Data

As third-party cookies are phased out, first-party data becomes the cornerstone of effective digital marketing. Many hotels lack the tools or strategies to collect and leverage this data, missing out on opportunities for personalization and loyalty.

4. Imbalanced Marketing Mix

Too often, hotels focus solely on lower-funnel activities like conversions and re-marketing while neglecting top-of-funnel efforts such as brand awareness and storytelling. This short-term focus limits their ability to attract new audiences and build long-term brand equity.

How to Future-Proof Your Digital Strategy

1. Embrace AI to Navigate the Messy Middle

AI has revolutionized how hotels can engage guests. Instead of relying on generic search terms like “best hotels in London”, AI tools enable hyper-targeted campaigns based on user intent and behavior. Feeding AI platforms with first-party data ensures campaigns are both precise and effective.

  • Action Steps:
    • Use AI tools like Performance Max to optimize multi-channel campaigns.
    • Leverage intent signals from first-party data to craft personalized ads.
    • Integrate dynamic AI features into your booking engine for real-time recommendations.
2. Build a Robust First-Party Data Strategy

First-party data isn’t just valuable – it’s critical. It allows hotels to personalize guest experiences, improve ROI and reduce dependence on OTAs.

  • Action Steps:
    • Invest in a powerful CRM to store and analyze guest data.
    • Use email marketing and loyalty programs to foster direct relationships.
    • Integrate this data with AI tools to create dynamic, personalized campaigns.
3. Modernize Your Booking Engine

A seamless, intuitive booking engine is essential. Guests expect an Amazon-like experience: fast, reliable and personalized.

  • Benefits of a Modern Booking Engine:
    • Dynamic pricing and recommendations.
    • AI-driven personalization.
    • Integration with your website for a unified user experience

4. Optimize for Generative AI Search

Google’s move to generative AI search demands a new SEO strategy. Guests now ask search engines detailed, conversational queries like, “Which boutique hotel in Paris offers a rooftop bar with Eiffel Tower views?”

  • Action Steps:
    • Create content that directly answers conversational queries.
    • Use schema markup to help search engines better understand your website’s content.
    • Focus on long-tail keywords and location-specific searches.
5. Balance Top and Lower-Funnel Marketing

While lower-funnel activities like re-marketing and branded search campaigns drive immediate bookings, top-funnel efforts build brand awareness and long-term trust.

  • Optimal Budget Allocation:
    • Invest 2-4% of booked revenue in digital marketing.
    • Allocate funds across brand awareness, mid-funnel engagement and conversion-focused activities.
6. Avoid Common Pitfalls

Many hotels struggle with balancing their digital investments effectively or fail to adapt to rapid changes in the digital landscape. Common pitfalls include over-investing in paid search while neglecting organic efforts, relying solely on OTA partnerships, or failing to audit website performance regularly.

  • Pro Tip: Conduct regular audits of your website’s speed, mobile usability and SEO performance. Use tools like Google PageSpeed Insights to ensure your site remains competitive.

The High Cost of Inaction

Hotels that fail to adapt face mounting challenges. According to SHR’s research, hotels allowing OTAs to undercut their official website rates spend an additional €3,000 per 10,000 clicks compared to those maintaining rate parity. This is just one example of the hidden costs of outdated strategies.

Direct bookings aren’t just about cutting OTA commissions; they’re about building meaningful relationships. When you own the guest journey, you control the narrative, fostering loyalty and repeat business.

Reinforce Guest Engagement Post-Booking

The guest journey doesn’t end at booking – it’s only just begun. Post-booking engagement is a critical yet often overlooked stage. Effective communication during this period can reduce cancellations, upsell additional services and enhance the guest experience.

  • Action Steps:
    • Send personalized pre-stay emails with tailored recommendations.
    • Offer exclusive upgrades or add-ons to enhance the guest’s stay.
    • Use CRM tools to automate and personalize post-booking touchpoints.

Technology: The Foundation of Success

No strategy can succeed without the right tools. A cohesive tech stack – including a robust CRM, AI-driven booking engine and integrated personalization tools – is the backbone of any modern digital strategy.

  • Key Investments:
    • AI-powered content creation tools to streamline marketing efforts.
    • Personalization engines to tailor website content and booking experiences.
    • Chatbots and recommender engines to enhance guest interactions.

The Power of Social Media and Video

Social media platforms like Instagram, TikTok and YouTube offer unmatched opportunities to build brand awareness and connect with potential guests. Video content, for example, enables hotels to tell compelling stories that resonate emotionally with travelers.

  • Action Steps:
    • Invest in short-form video content for platforms like TikTok and Instagram Reels.
    • Leverage user-generated content to build authenticity.
    • Run targeted video ad campaigns to reach specific demographics.

Emerging Trends in Digital Strategy

1. Voice Search Optimization

With the rise of smart speakers and voice assistants, optimizing for voice search is crucial. This includes focusing on conversational keywords and ensuring that website content is mobile-friendly and quick-loading.

2. Sustainable Travel Marketing

Guests are increasingly prioritizing eco-friendly options. Hotels that highlight sustainability practices in their marketing can attract this growing segment of eco-conscious travelers.

3. Enhanced Personalization

AI-powered tools are making personalization more accessible. From dynamic pricing to custom itinerary suggestions, personalized experiences are now an expectation, not a luxury.

A Call to Action

The hospitality industry is evolving at an unprecedented pace. To stay competitive, hotels must rethink their digital strategies and embrace a holistic approach. This means investing in AI, leveraging first-party data, modernizing tech stacks and balancing marketing efforts across the funnel.

Ready to transform your digital strategy? Download the mini-book Digital Strategy Secrets for Hospitality and discover actionable insights to future-proof your approach. Don’t let outdated strategies hold you back. Embrace innovation and lead your hotel into the future.

Posted in Blog posts

Guide to Digital Strategy for Hospitality 2025 Mini Book

The hospitality landscape has changed. The guest journey is now messy, nonlinear and powered by AI. Is your strategy keeping up? 

This comprehensive guide is your blueprint for success in the fast-evolving world of digital hospitality marketing. 

What’s Inside: 

  • Proven Strategies: How to win at every stage of the guest journey. 
  • AI-Powered Insights: Leverage predictive analytics to boost ROI and guest loyalty. 
  • Data-Driven Tactics: Reduce OTA dependency and grow direct bookings with first-party data. 
  • Actionable Solutions: Practical steps for SEO, social media, paid search and beyond. 

Whether you’re managing a boutique property or a global chain, this guide will equip you with the tools and insights to thrive in 2025 and beyond. 

Take control of your digital strategy. 

👉 Download the Guide Now 

It’s time to stop guessing and start leading. Future-proof your hotel today. 

Posted in Industry Trends, Whitepaper

Optimizing Loyalty and Demand in Casino Hospitality: A Technology-Driven Approach

Casino hotels operate in one of the most complex and competitive environments in the hospitality industry. With gaming, dining, entertainment and accommodations all converging into a single guest experience, these properties face unique challenges. Success depends on efficiently managing demand, creating memorable guest experiences and fostering loyalty that keeps visitors coming back.

Technology has become a critical enabler in meeting these goals, allowing casino hotels to streamline operations, craft innovative offers and engage guests more effectively than ever. This article explores how modern solutions are reshaping the way casino hotels approach loyalty and demand management, highlighting the example of Live! Casino & Hotel as a testament to the power of integrated systems.

The Complexity of Casino Operations

Casino hotels are far more intricate than traditional hotels. Their business model relies on coordinating numerous systems, including:

  1. Reservation and Property Management Systems: Handling loyalty and leisure room bookings online and through the call center, while integrating with gaming and loyalty systems.
  2. Offer and Revenue Management: Creating and optimizing casino packages that blend gaming incentives, discounted casino rates and resort credit.
  3. Customer Relationship Management (CRM): Ensuring guest profiles are comprehensive, up-to-date and accessible for personalized interactions.

When these systems don’t communicate seamlessly, inefficiencies arise. Agents spend excessive time managing reservations, often having to work on multiple systems at the same time to make a loyalty reservation. Errors creep in and more time is spent auditing reservations to ensure players are not overbooking their offers, the properties struggle to deliver the personalized offers and experiences guests expect.

Streamlining Operations with Integrated Systems

Integrated technology is transforming the way casino hotels manage operations. By connecting core systems like reservation platforms, CRM tools and property management systems, properties can:

  • Automate Complex Bookings: Packaging casino offers with gaming credits, entertainment tickets or dining offers becomes seamless.
  • Ensure Data Accuracy: Guest information flows dynamically across platforms, reducing manual input and errors.
  • Enhance Staff Efficiency: Front desk agents and reservation teams can focus on service, not troubleshooting disconnected systems.

The result is smoother operations, reduced costs and a better overall guest experience.

The Power of Flexible Offer Management

In the world of casino hospitality, promotions and offers are the lifeblood of revenue generation. Technology now allows properties to create and manage highly tailored packages that meet a variety of guest needs. For example:

  • Blended Offers: Combining multiple rate codes in a single reservation – like complimentary nights, discounted casino rates, and bundling with gaming and resort credits.
  • Dynamic Updates: Real-time adjustments to offers based on demand and player valuations.
  • Scalable Customization: Catering to diverse guest segments, from high rollers to leisure travelers, with minimal manual effort.

These tools allow marketing and revenue management teams to innovate quickly, launching creative campaigns that stand out in a competitive market.

Loyalty Programs Built for Modern Guests

Loyalty remains a cornerstone of casino success. Guests who feel valued and rewarded are more likely to return, increasing both gaming and non-gaming revenues. Modern technology enables properties to strengthen loyalty programs by:

  • Simplifying Enrollment: Offering multiple sign-up opportunities throughout the guest’s online journey, from the website and booking engine to in-stay promotions.
  • Personalizing Rewards: Tailoring offers based on the guests valuation, tier and preferences
  • Creating Engagement Loops: Post-stay communications that entice guests back with exclusive offers or updates.

These strategies deepen the emotional connection between guests and the brand, translating into long-term loyalty and higher lifetime value.

Live! Casino & Hotel: A Case Study in Success

Live! Casino & Hotel serves as a prime example of how technology-driven solutions can elevate casino operations. With flagship locations in Maryland and Philadelphia, and a new property opening in Louisiana, Live! Casino faced the challenge of managing high guest volumes while delivering personalized experiences.

Through the adoption of integrated systems and innovative offer management, Live! Casino achieved:

  • Streamlined Processes: Automated workflows reduced the time agents spent managing reservations, freeing them to focus on guest service.
  • Unique Promotions: Highly tailored packages appealed to a wide range of guests, driving both occupancy and satisfaction.
  • Loyalty Growth: Enhanced guest data allowed for targeted campaigns, resulting in increased program enrollments and repeat visits.

The transformation not only boosted operational efficiency but also reinforced Live! Casino’s reputation as a leader in the industry.

Key Takeaways for Casino Hotels

The hospitality industry is evolving rapidly, and casino hotels must keep pace by adopting technology that addresses their unique needs. Key areas of focus include:

  1. Integration is Essential: Ensure that core systems communicate effectively to reduce errors and improve operational efficiency.
  2. Flexibility Drives Success: Invest in tools that allow for creative, dynamic offers tailored to guests  preferences.
  3. Loyalty is a Long-Term Game: Use data-driven insights to engage guests and build lasting relationships.

Properties that embrace these strategies can expect not only higher revenues but also a stronger competitive position in an increasingly crowded market.

Looking Ahead: The Path to Excellence

As guest expectations continue to rise, the role of technology in casino hospitality will only grow. Properties that prioritize integration, innovation and loyalty will be best positioned to thrive. By following the example of successful operators like Live! Casino & Hotel, others can chart a course toward a future where demand and loyalty are managed with precision, and guests leave not only satisfied but eager to return.

For casino hotels, the time to act is now. Invest in the systems and strategies that will define your success in the years to come.

Posted in Casino

7 Lessons Hotels Can’t Ignore from 2024

Picture this: Your hotel’s lobby is buzzing. The front desk staff smile warmly. Guests sip cocktails, enjoying every moment of their stay.

But behind the scenes? Chaos. Systems aren’t syncing. Data silos keep teams guessing. Revenue opportunities are slipping through the cracks.

This disconnect between guest-facing perfection and operational dysfunction is holding too many hotels back.

2024 was a wake-up call for the industry. It showed us where the gaps are – and what’s possible when you address them.

Here are the seven lessons every hotelier must know heading into 2025.

1. Fragmentation is the silent killer

2. Google isn’t just a search engine anymore

3. Your website is your #1 revenue drive

4. OTAs aren’t your enemy, but they’re not your savior either

5. AI isn’t the future – it’s the present

6. Team alignment is non-negotiable

7. The cost of inaction is higher than you think

The future starts now

The hospitality industry is evolving at lightning speed.

The hotels that win tomorrow are the ones taking bold steps today.

If you’re ready to break free from tech fragmentation, outpace your competitors and create unforgettable guest experiences, you need the full playbook.

👉 Download the mini-book here

Your journey to seamless operations and unstoppable growth starts now.

Posted in Whitepaper

Why Your Hotel’s Direct Bookings Are Stuck in Neutral

Picture this: A guest visits your hotel’s website, eager to book directly. They search for rooms, compare options and finally click “Book Now.” But the booking engine stalls. Or the payment options don’t meet their needs. Frustrated, they abandon the process and head to an OTA. 

This isn’t an isolated incident – it’s a systemic issue plaguing the industry.

Hotels, large and small, are trapped in what experts call the Tech Fragmentation Trap – a tangle of outdated, disparate and poorly integrated systems. The result? Poor user experience, limited personalization and missed opportunities for direct bookings. 

This pressing challenge underscores the urgency for innovative strategies and tools to streamline operations and enhance guest engagement – a focus at the heart of the latest h2c Direct Booking Acceleration Study 2024.

Let’s dive into the findings of the study and uncover actionable solutions.

The State of Direct Bookings

There’s good news and bad news.  

Good news: Direct bookings are improving. Since 2019, internet booking engine (IBE) bookings have grown by 2%, now accounting for 21% of total bookings. OTA shares have stabilized at 36%, and offline bookings are steadily declining.

Bad news: The pandemic-driven surge in direct bookings has leveled off. Many hotels still rely heavily on OTAs, and fragmented tech systems are holding them back.

Hotels with modern tech stacks are outperforming competitors. But for many, a patchwork of outdated systems creates friction at every stage of the booking journey.

The Invisible Chain: Tech Fragmentation’s Toll on Hotels

The Invisible Chain of fragmented systems impacts more than just the booking process. It leads to:  

– Friction in the booking journey – Guests face clunky interfaces and limited payment options.  

– Limited personalization – Without unified data, hotels can’t tailor offers or upsell effectively.  

– Low conversion rates – Frustrated guests abandon bookings or turn to OTAs.

This fragmented approach not only damages guest experiences but also erodes profitability. Competing with tech-savvy OTAs like Booking.com requires robust systems and cohesive strategies.

The Path Forward: Strategic Tech Upgrades

Hotels can’t simply rip and replace entire systems overnight. Instead, they should prioritize three key areas:

1. Integration  

   Hotels must first map out their current tech stack and identify integration gaps. Data flow between systems – IBE, CRM and PMS – should be seamless. For instance:  

   – A guest who books a spa package online should see tailored room upgrade offers.  

   – Loyalty data should inform personalized pricing strategies.

2. Clean, Centralized Data  

   Your CRM is only as good as the data it holds. Regular data cleansing and alignment across departments are non-negotiable. Hotels that centralize their data – from spa to F&B – can unlock richer insights and drive guest loyalty.

3. Optimized Booking Engines  

   Many hotels reported dissatisfaction with their booking engines. Issues include:  

   – Limited upselling functionalities.  

   – Poor reporting tools.  

   – Unsupported payment methods.  

Enhancing booking engines doesn’t always require a full overhaul. Incremental upgrades – like improving design flow or adding localized payment options – can yield immediate benefits.

Aligning Teams for Success

Technology alone isn’t enough. Misaligned goals across revenue, sales and marketing teams can undermine even the best systems. 

A unified mission – supported by clear KPIs – ensures every department works toward the same goal. Regular communication and cross-department collaboration are critical to avoid operational bottlenecks.

The Role of AI in Direct Bookings

Artificial Intelligence (AI) isn’t just a buzzword – it’s transforming the direct booking landscape. Here’s how:  

– Personalization: Tailored room recommendations based on past stays or preferences.  

– Dynamic pricing: Predictive analytics to optimize rates in real-time.  

– AI-powered chatbots: Real-time assistance to answer guest queries and resolve issues.  

According to the study, AI adoption in IBEs is set to double within two years. The highest growth area? Personalized booking features, with over half of hotels planning to invest in this capability.

Actionable Steps for Hoteliers

Improving direct bookings isn’t a one-size-fits-all strategy, but these steps can make a big impact:

1. Enhance Your IBE  

   Focus on personalization, upselling and seamless user experiences. Incremental updates to your booking engine can dramatically improve conversion rates.

2. Clean Up Your CRM  

   A cluttered CRM is a liability. Regularly audit and cleanse data to ensure it’s accurate, actionable and aligned across all departments.

3. Prioritize Integration  

   Invest in connecting systems to eliminate data silos. Ensure data flows smoothly between your PMS, CRS and other platforms.

4. Leverage AI  

   Incorporate AI tools to analyze guest preferences, optimize pricing and provide real-time support. AI isn’t the future – it’s the present.

5. Align Teams Around Clear KPIs  

   Define and communicate shared goals across departments. When teams are aligned, technology adoption and strategy execution become seamless.

Don’t Panic. Start Small.

Improving your direct booking strategy doesn’t require a massive overhaul overnight. Start with small, impactful changes and build momentum.  

Remember, this isn’t just about technology – it’s about creating a cohesive, guest-centric experience.  

The next step is yours.  

Evaluate your systems. Align your teams. And commit to building a tech stack that drives results.  

Your guests – and your bottom line – will thank you.  

Posted in Industry Trends

Unlock the Direct Booking Advantage

Discover how to strengthen your direct booking strategy and deepen guest relationships with insights from our latest white paper, “Reclaiming the Direct Booking Advantage: Strategies for Hotels to Enhance Guest Relationships and Optimize Profitability”.

Created in collaboration with h2c and SHR, this comprehensive resource provides:
– Proven strategies for boosting direct bookings
– Trends in guest loyalty and engagement
– Real-world solutions to enhance your digital channels and optimize profitability

Equip your team with the latest data and actionable insights to navigate today’s competitive landscape and reclaim control over your booking channels.

*Ready to elevate your strategy?* 

Posted in Whitepaper

The Data Silo Dilemma: Why Disconnected Systems Are Failing Hotel Personalization

The world is hyper-connected these days, and hotels are increasingly under pressure to deliver personalized guest experiences. From recognizing and rewarding returning guests to anticipating their needs based on previous stays, personalization has become a powerful tool in driving guest loyalty and revenue opportunities. Yet many hotels are failing to deliver on these promises, and one of the biggest culprits is the fragmented nature of their technology stack.

What Are Data Silos, and Why Do They Matter?

At the heart of this issue is the problem of data silos. A data silo occurs when information is trapped within one system and not shared or integrated across other systems. In hospitality, data silos often arise from fragmented tech stacks, where multiple platforms — like the Central Reservation System (CRS), Property Management System (PMS), and Customer Relationship Management (CRM) tools — operate independently and struggle to communicate. The disconnect between these systems creates gaps in the guest experience and significantly hampers personalization efforts.

How Fragmented Tech Stacks Create Challenges

Historically, hotels have relied on a variety of systems from different vendors to manage the complexities of their operations. CRS for reservations, PMS for managing on-property operations, CRM for guest communications — each serves its purpose, but when they don’t work together seamlessly, hoteliers are left with a fractured view of their guests. This can manifest in poor data sharing between systems, creating delays or inaccuracies in guest profiles, preferences, and booking histories.

The Role of APIs in Bridging the Gaps

APIs (Application Programming Interfaces) are often seen as the solution to connect disparate systems, allowing for data flow between them. And when done right, APIs can indeed be powerful tools for integration. However, not all APIs are created equal. The quality, security, and comprehensiveness of an API are critical factors that determine how well systems can work together. Robust APIs that are well-documented and properly maintained can offer seamless data transfer, real-time updates, and reliable performance. On the other hand, less mature or poorly managed APIs may fall short, leading to data mapping inconsistencies, one-way data flows, or delays in updating guest information.

One of the biggest challenges with API-based integrations is ensuring real-time responsiveness. Some APIs, especially those that rely on batch processing, can introduce delays in updating guest profiles across systems. This means that critical information, like a guest’s room preference or loyalty status, might not be updated by the time they check in, leading to missed opportunities for personalization. Additionally, inconsistent data mapping between systems can result in errors or incomplete guest profiles, further complicating the guest experience.

Imagine a guest books a stay through your CRS. This booking includes critical information — room preferences, loyalty status, and stay history. If the API connecting your CRS to your CRM or PMS isn’t robust or doesn’t function in real-time, your front desk might not recognize a VIP guest upon check-in. The result is missed opportunities for offering personalized room upgrades, tailored amenities, or loyalty perks.

The same disconnect happens post-booking. If systems don’t communicate efficiently, guests might not receive timely pre-stay emails with relevant information, or post-stay offers designed to encourage repeat bookings. Worse still, if marketing systems aren’t properly integrated with CRM and PMS data, personalized offers or promotions may not even reach the intended guests at the right moment, reducing their effectiveness.

Native Integration: A Seamless Solution

While APIs can be incredibly powerful when done right, native integration between systems offers an even higher level of seamlessness. Native integration, where key systems like CRS, PMS, and CRM are built to work together from the outset, removes many of the challenges associated with patching systems together via APIs. Native systems are designed to share data in real-time, ensuring immediate updates across all platforms and eliminating many of the risks that come with API-based integration.

With native integration, guest profiles are instantly updated across all systems when a booking is made, modified, or canceled. Preferences from past stays are automatically applied, and loyalty status is accurately reflected in real time. This means front desk staff can greet returning guests by name and offer them their preferred room without delay. The restaurant can prepare a guest’s favorite meal, or the spa can recommend treatments based on previous preferences. This kind of seamless, proactive service is what builds guest loyalty and drives repeat bookings.

Native integration also has significant benefits on the back-end. Hotel management gains access to comprehensive, real-time reports that offer deep insights into guest behavior, booking patterns, and revenue opportunities. Rather than piecing together data from multiple sources, these insights are generated from a unified tech ecosystem, allowing for more informed decision-making and better-targeted marketing campaigns.

Key Considerations for Evaluating APIs

It’s important to acknowledge that APIs have their place — particularly for connecting niche systems that don’t need full integration. They allow hoteliers to customize their tech stack off the shelf by integrating solutions like guest experience platforms, review management tools, and more. For core components though — such as the CRS, PMS, and CRM — it’s vital to ensure that the APIs are robust, well-documented, and capable of handling real-time data. In most cases, a hybrid approach is the best solution.

To identify the most robust APIs, start by reviewing the vendor’s API documentation — clear, detailed guides are essential for understanding how the API works and integrates with other systems. Additionally, strong developer support, whether through a support team or community, is crucial for troubleshooting and customizations.

Scalability is also important to consider. As data demands grow, the API must handle increased traffic, especially during peak seasons. Security should never be overlooked either. Robust APIs must include encryption and compliance with privacy standards like GDPR to protect guest data. Finally, test the API before committing — requesting a demo or pilot phase lets you assess its performance and ensure it meets your operational needs.

Unlocking the Future of Hospitality with Smarter Integration

By investing in the right mix of technologies, hoteliers can unlock the full potential of guest data, deliver real-time personalization, and ultimately enhance the guest experience, driving both satisfaction and long-term profitability. The future of hospitality is seamless, and it begins with smart, thoughtful integration choices.

Posted in Industry Trends

Why Your Hotel’s Direct Bookings Are Falling Short (And What To Do About It)

Imagine this: A traveler is looking for the perfect place to stay. They land on your hotel’s website, explore your offerings but before they can book, they switch to an OTA and reserve their room there instead. You’ve lost the direct booking.  

Unfortunately, this scenario plays out daily, across thousands of hotels, costing you revenue and control over your guest relationships.  
 
But it doesn’t have to be this way. 

A new study by h2c reveals that the core problem is often technology – outdated systems, fragmented tools and a lack of personalization. These invisible chains are holding your hotel back.  

Let’s explore how you can break free, take back control of your direct bookings and grow your revenue.

The Invisible Chain: How Legacy Systems Are Dragging You Down 
 
At first glance, everything might seem fine. Guests are booking, you’re filling rooms and revenue is coming in. But, what you don’t see is how much potential revenue you’re leaving on the table due to your reliance on OTAs and the limitations of your tech stack. 
 
The problem? Legacy systems. 
 
Old, disjointed systems create friction at every step of the guest’s journey. From confusing booking engines to poor website performance, each outdated touchpoint creates opportunities for guests to bounce. They get frustrated, search elsewhere and turn to OTAs. Every time a guest switches to an OTA, you lose control over the guest relationship, and your profit margin shrinks. 
 
The key to solving this? Modernizing your tech stack. 
 

Personalization: The Power of Tailored Guest Experiences 
 
You’ve heard it a million times: personalization is key. But what does that really mean for hotels?  
 
Personalization goes beyond greeting your guests by name. It’s about delivering the right message, at the right time, to the right person. And it starts the moment a guest lands on your website. If your site looks the same to every visitor, you’re missing out on a massive opportunity. 
 
The h2c study highlighted personalization as a top factor in driving direct bookings. Hotels that implement personalized website experiences see higher engagement, higher conversion rates and ultimately, more direct bookings. Guests who feel recognized and catered to are more likely to book directly with you. 
 
Take your booking engine, for example. Is it offering personalized upsells? Is it using real-time data to understand your guest’s preferences? If not, you’re losing out on significant revenue opportunities. 

The OTA Dependency: Balancing the Scales 
 
Let’s face it – OTAs are essential. They bring visibility, provide convenience, and offer a massive reach that most hotels can’t achieve on their own. But, they come at a cost. You pay commissions, and worse, you lose control of the guest relationship. 
 
It’s all about balance. 
 
You need OTAs, but you don’t want to rely on them for the bulk of your bookings. The h2c study shows that too many hotels are still heavily dependent on OTAs, which cuts into profit margins. Instead, the focus should be on shifting more business to direct channels while using OTAs as a supplement, not a crutch. 
 
The best way to balance the scales? Invest in your own digital marketing efforts. Ensure your hotel is visible where guests are searching – on Google, on social media and on metasearch engines. But once they land on your website, your booking engine needs to do the heavy lifting. That’s where the guest experience becomes critical. 

Fixing the Booking Engine: A Vital Step in the Guest Journey 
 
Your booking engine is the heart of your direct booking strategy. If it’s clunky, slow or confusing, guests won’t hesitate to leave. You need a booking engine that does more than just process transactions. It should be designed to convert. 
 
What does that mean? 
 
First, your booking engine should be fast and responsive. In today’s digital age, slow load times or unresponsive pages are deal-breakers.  

Second, it should be intuitive. Guests should be able to find what they need without any hassle, whether they’re searching for dates, room types or packages. 
 
But beyond that, your booking engine should enhance the guest experience. Personalization should be woven throughout the process, from showing personalized offers based on the guest’s browsing history to upselling relevant services during checkout. 
 
One interesting finding from the study was the importance of handling edge cases in the booking process. For instance, if a guest searches for accommodations for a large group that doesn’t fit into a single room, your booking engine should automatically offer multi-room options. These small adjustments can have a big impact on your conversion rates.

Seamless Technology Integration: The Key to Success 
 
No single piece of technology will solve all your problems. It’s about how the pieces work together. A well-integrated tech stack is the foundation of a successful direct booking strategy. 
 
Your website, booking engine, CRM and revenue management system all need to be connected and working in harmony. If one part of your system is outdated or not communicating with the others, the entire guest experience suffers. 
 
For example, real-time analytics should power your personalization efforts. If a guest browses your website but doesn’t book, your CRM should automatically capture that data and trigger personalized email follow-ups. If your revenue management system isn’t optimizing room rates in real-time, you’re likely losing out on revenue opportunities. 
 
Think of it like a chain. If one link is weak, the whole chain can break. That’s why a holistic, integrated approach to your technology is so important.

The Importance of Pricing and Upselling 
 
Optimizing price is another key lever in driving direct bookings. Implementing a revenue management system (RMS) that adjusts room rates based on real-time demand is critical. Guests expect competitive pricing, and an RMS helps ensure you’re always offering the best rate without leaving money on the table. 
 
But, price is only part of the equation. Upselling is a huge opportunity that many hotels miss. Whether it’s offering room upgrades, late checkouts or local experiences, upselling can add significant value to each booking. But it must be done right – offered at the right time, in the right way, based on the guest’s preferences. 
 
Personalization plays a big role here, too. The more you know about your guest, the better you can tailor your upsells to their needs.

Building Guest Loyalty Beyond the First Stay 
 
Direct bookings aren’t just about the initial transaction. The real value comes from building long-term guest loyalty.  
 
Once a guest books with you, the journey isn’t over. You need to continue delivering a personalized experience throughout their stay and beyond. This is where your CRM becomes essential. Use it to nurture relationships, send personalized offers for future stays and create meaningful touchpoints that keep guests coming back. 
 
The h2c study also highlighted the importance of advocacy. Guests who have a great experience with your hotel are more likely to recommend you to friends and family. Word of mouth is a powerful tool, and building a strong reputation for delivering personalized, seamless guest experiences can pay dividends in the form of new bookings.

The Role of AI in Enhancing the Guest Experience 
 
Artificial intelligence (AI) is no longer just a buzzword. It’s transforming the hospitality industry, and it’s time to embrace it. 
 
AI can help automate processes, optimize pricing and enhance personalization. For example, AI-driven algorithms can analyze vast amounts of data to predict booking intent, cancellation likelihood or even the best upsell opportunities for each guest. 
 
The best part? AI can work behind the scenes to improve every aspect of the guest experience without requiring constant manual intervention. The more you can leverage AI in your operations, the more efficient and effective your direct booking strategy will become. 

Practical Steps to Shift OTA Dependency

So, how do you take action? Here are a few practical steps to start shifting more bookings to your direct channels: 
 
1. Audit your tech stack: Identify any outdated systems or weak links in your technology. Invest in modern, integrated tools that support a seamless guest experience. 

2. Enhance your website and booking engine: Make sure your site is fast, mobile-friendly
and personalized. Your booking engine should be intuitive, feature-rich and optimized for
conversions.

3. Implement personalization throughout the guest journey: Use real-time data and
analytics to personalize every touchpoint, from the moment a guest visits your website to
post-stay communication.

4. Optimize pricing with an RMS: Leverage real-time data to offer competitive rates and
capture more direct bookings.

5. Test and refine your strategy: Experiment with different offers, upsell opportunities, and
guest engagement tactics. Track your results and adjust as needed.

Call to Action: Take Control of Your Direct Booking Strategy


The hotel industry is at a turning point. Technology is advancing rapidly, and guests expect
more personalized, seamless experiences. If your hotel isn’t keeping up, you risk falling
behind.


Now is the time to take control of your direct booking strategy. Start by investing in the right
technology, focusing on personalization and building strong relationships with your guests.
The tools are out there. The opportunity is there. It’s up to you to seize it.


Make the move to prioritize direct bookings today. Your future revenue – and guest loyalty –
depend on it.

Posted in Industry Trends

Why Most Hotel Websites Aren’t Doing Their Brands Justice

Biggest Mistakes to Avoid in Hotel Website Design

In today’s digital-first world, your hotel’s website is more than an online brochure. It’s the first touchpoint, a revenue driver and a stage for your brand. Yet, too many hotel websites are failing to live up to that potential.

Here’s the truth: most hotel websites have a digital blind spot. They look nice on the surface but fall short in delivering what matters – engagement, accessibility and a seamless user experience that mirrors the brand.

So, why are so many hotel websites missing the mark?

1. Lack of Accessibility

The stats are eye-opening. In the U.S., 20% of the population has a disability that affects their internet usage. That’s one in five potential guests. If your website isn’t accessible, you’re leaving that market on the table.

But accessibility isn’t just a legal checkbox. It’s a brand choice. Making your website accessible shows that your hotel is inclusive, and that can set you apart in a competitive market. Plus, accessibility improvements boost SEO, increasing visibility and bringing in more direct traffic.

2. Misalignment with Guest Expectations

Hotel websites are the virtual front door. Yet, many are slow, hard to navigate or lack a smooth mobile experience. Today’s guests don’t just browse from desktops. They’re using mobiles, and expecting a smooth, immersive experience that represents your brand.

Your website should: 

– Load fast – Guests won’t stick around for slow pages.

– Be mobile-friendly – Bookings from phones are climbing, so your site must adapt seamlessly.
– Deliver the brand experience – Guests should feel connected to your property before they even book.

3. A “Set It and Forget It” Mindset

Unlike static brochures, websites must evolve. Technology, guest expectations and even regulations are constantly shifting. Treat your website as a dynamic asset – something that adapts, grows and evolves with your brand.

Amazon’s approach is instructive. They don’t make sweeping changes overnight; they make continuous, small improvements. Hotels should do the same. Think of your website as a service – not a one-time investment. Continually adjust, optimize and improve.

The Bottom Line

Most hotel websites aren’t just websites – they’re untapped brand opportunities. They can be profit engines, delivering direct bookings, building loyalty and strengthening brand equity. But, that only happens if they’re designed and maintained with intention.

Your website isn’t just about showcasing rooms. It’s about creating an experience that begins the moment a guest clicks on your homepage.

Posted in Industry Trends