The Good, Bad & Ugly

A hotel Booking Engine is an online platform or software that allows customers to search for, view, and book hotel rooms and self-catering accommodation directly on a hotel’s or property’s website. It integrates with the accommodation’s Property Management System (PMS) to display real-time availability, pricing, and room details, enabling guests to make secure reservations without needing to contact the hotel directly.

This technology helps hotels streamline the booking process, reduces reliance on third-party platforms such as Online Travel Agencies (OTAs), including Booking.com, Expedia, and Airbnb, and enhances customer satisfaction.

There are many Booking Engines on the market, all with different functionalities and capabilities, and they fit into the categories of the good, the bad, and the ugly!

Let’s start with The Good

An exceptional Booking Engine should provide a seamless, user-friendly guest experience that combines efficiency, functionality, and personalisation.

User-friendly

The design of the Booking Engine needs to be intuitive, allowing for simple navigation, a logical flow, and minimal steps to complete a booking.

It also needs to be fully mobile-optimised, ensuring a smooth experience across all devices, especially mobile phones, as statistics show the number of bookings made via a mobile device is increasing monthly.

Recommendations

The Booking Engine needs to be instantly responsive and allow quick search functionality by selected options, dates, room, rates, etc.

Tailored offers such as promotions and special discounts can entice guests to book direct, saving on hefty OTA commissions.

Comprehensive property and room information

Your guests want to know what’s on offer, so detailed information about your property, rooms, facilities, as well as your policies (cancellation, check-in, pets, etc.) should be included.

Your Booking Engine, along with your website, is your shop window, so ensure that the images used are of high quality and showcase the best features of your property. Nobody wants to see an image of the toilet!

Seamless Booking Process

And finally, a seamless booking process is fundamental.

Returning guests want to be able to quickly log into their account; having already saved their personal details will enable a faster booking process for them.

The Booking Engine also needs to allow flexibility based on the hotel’s offering, such as booking multiple rooms with different rate plans and various extras or upsells. These could include anything from room upgrades, late check-out options and breakfast packages to spa treatments and tickets to local attractions.

Guests should be provided with a clear breakdown of costs that includes the room reservation, any additional extras they have selected, and any applicable taxes. There should be no hidden fees.

Instant booking confirmations should also be sent via email or SMS, with detailed instructions for cancellations or any changes guests may wish to make to their booking.

Allowing for multiple payment options, such as all major credit cards and digital wallets, provides guests with a choice based on their preferred method of payment and helps eliminate potential friction that could lead to them abandoning their booking.

And for the hotel, analytics is a must, which should be easily accessible in the Property Management System and Google Analytics.

The bad and the ugly…

Having an inadequate Booking Engine can significantly affect a hotel’s business in several ways. A poor user experience or a platform with technical issues will not only deter potential customers but also directly impact your bottom line!

Loss of revenue

When the booking process is too slow, complicated, or causes confusion, customers are likely to abandon their bookings and either book another hotel or use an Online Travel Agency, both resulting in a lost direct sale

If there are no facilities to offer upsells or add-ons during the booking process, hotels miss out on valuable opportunities to boost their revenue per booking.

Should the booking process be clunky or lack payment options, this increases the likelihood of guests not completing the booking process and impacts conversion rates.

A clunky Booking Engine also creates frustration and makes it less likely for customers to return or recommend the hotel to friends and family

Customers could also potentially leave negative reviews about their booking experience on social media or review sites such as TripAdvisor, deterring potential customers.

All the above could result in the hotel having to rely heavily on OTAs and being charged high commission rates, reducing their profit margin.

Operational Inefficiencies

A poorly functioning Booking Engine can result in inaccurate inventory management, leading to overbookings. This will result in an increase in administration for operational staff and unhappy guests, especially if their booking must be cancelled.

If the booking engine is not integrated with the hotel’s Property Management System, this increases administration tasks for operational staff as data/bookings will need to be input manually.

Poor user experience

When pages are taking too long to load, customers will leave – bounce from the site – and look at your competitors or Online Travel Agencies. This, coupled with a Booking Engine that is also not mobile-responsive, will see a drop in direct bookings and a loss in revenue.

Too many clicks and a confusing layout will also see a significant bounce rate on your Booking Engine and a poor conversion rate.

A poorly functioning Booking Engine could also collect incomplete or inaccurate customer data, making it harder to deliver personalised experiences or to send targeted promotions after the initial stay

In summary, a bad Booking Engine can have a ripple effect across your business, from loss of revenue and reduced customer satisfaction to increased operational costs.

Ensuring that your Booking Engine integrates seamlessly with your Property Management System, is fully mobile-optimised, delivers an exceptional guest booking experience, and offers upsells and add-ons will most certainly increase your direct bookings and bottom line while building your brand and reputation for future growth.

Hop continually evolves, and that’s why we are now getting ready to launch our new supercharged Booking Engine in November.

By combining a user-centric design, and robust performance, our new commission-FREE Booking Engine sets a new standard in the hospitality industry and certainly sits at the very top of the ‘good’ list!

A few features in our new Booking Engine