What hoteliers need to know about HTML5

By Pedro Colaco GuestCentric President and CEO

The introduction of HTML5 will affect the future of how people use the web. At first glance it seems to be a subject only related to web developers but it relates to all of us. So, for all you non-web-geek-hoteliers that want to know how it will affect the future of your hotel website.

Let me begin by explaining what is HTML5: HTML (Hyper Text Markup Language = the code websites are built on) was developed by W3C. In 2004 a group of members of the HTML working group realized there were too many plug-ins being used to add features to regular HTML to allow it to fulfill real world needs. With that in mind, they formed a new group called WHATWG (Web Hypertext Application Technology Working Group) that would be in charge of creating a new standard for web development. Although they didn’t come up with a great group name, they did focus on turning HTML5 into the web’s next big thing. And now it’s here!
HTML 5 is now starting to be used by developers and its new functions that can greatly benefit Internet users. HTML5 introduces a number of new elements and attributes that will turn the web experience richer, yet lighter. Here are some highlights:

• The new canvas element can be used for rendering graphics or other visual images on the fly. All done without having to rely on third-party plug-ins like Adobe Flash. This is a completely new open field with endless possibilities. If you heard about the controversy on Apple no longer supporting Adobe Flash on its mobile devices, it is directly related to HTML5.
• Embedding video also used to be impossible without third-party plug-ins such as Apple QuickTime or Adobe Flash. Thanks to the new video element, chances are this will become the new standard way to present video online. YouTube already has HTLM5 in beta testing, so you can join and take a look http://www.youtube.com/html5
• Today most websites already sniff the user’s location by means of IP address detection. But as good as we try to make it, its not always as reliable as one would like to. HTML5 geolocation presents an alternative method of correctly pinpointing a user’s location by capturing this information from Wi-Fi towers and GPS.
• The other major addition that is grabbing everyone’s attention is the ability to store offline data for Web apps. This means that you will be able to create files in a web application like Google Docs or draft e-mails on Google Mail when offline. These changes would be automatically synced the next time you’re connected.

All of this matters to hoteliers because your daily Web activities will become easier, you will be able to have a richer experience and you will also be able to have this same experience on a light, portable, universal platform like a phone or an iPad. In fact, you’re probably already taking advantage of it and you don’t even know it. Safari (both mobile and desktop), Google Chrome and Firefox 3.6 all support at least some elements of HTML5. Although Internet Explorer 8 is very limited, it seems that version 9 will take advantage of the full potential of HTML5.

Most importantly, HTML5 matters to you because in a constantly changing world, you need to know what’s out there so that you can use it to provide better service to your website visitors. Make sure you push the envelope and take the most out of what this new technology can do for your business and at the same time make sure your providers are able to follow you into these unexplored waters.

Turning lookers into bookers

Nowadays the web has become a powerful search engine tool for travelers. Hence hotels must make sure that their websites transmit quality, professionalism and credibility together with a good design and comfortable look-and-feel.
One of the most important aspects for e-commerce success has to do with the way the business is presented and the services are sold. Creating a sales-focused website is not trivial but there are many important details that must be taken into account.

Attractive graphic design
For obvious reasons the most visible characteristic of a website is the design. Although is not a decisive factor in a sales-oriented website it is the first connection of the person with the brand, therefore it influences their “looking” behavior. When creating your new website make sure you have open conversations with the web designer about the preferences in colors, textures and the experiences that the property offers. And then leave it to them; they are the professionals.

Navigation and usability
Having an easy-to-use and user-friendly navigation on your website can be a decisive factor for how long your visitors will stay in your website. Bad navigation and usability can lead to visitors abandoning the website within 2 seconds thus not converting into bookings. It is important to keep the navigation of a website simple and to the point, preferably just one level of navigation with a clear menu that feature items that users recognize.  It is not recommendable to try to innovate and distinguish this area of the website from your competitors.

Photo gallery
Studies indicate that images are the second factor right behind pricing in terms of influencing the choice of property to stay in. With today’s technology, taking a good picture is easier than ever. With a good website design any picture can look good and you don’t need to spend money in a professional photo shoot. But you need to make sure your images transmit what you want to sell to your customers.

Promotions and special offers
It is important to provide incentives to website visitors so they choose your property over the competition. Creating special offers on your website can help you sell distress inventory in a way that it doesn’t cannibalize your regular sales and you can optimize your search engine ranking by offering fresh content on the website. Make sure your promotions are visible on every page of the website and promote your special offers in different social channels.

Stimulate visitors to stay on the website
Many hotel websites include links to external sites like tripadvisor.com for users looking for 3rd party information. However, once users leave the website they will be attacked with advertising of competing offers. So, it is critical that once you leverage content syndication technologies like RSS to provide the turnkey package for decision making on your website and turn that looker into a booker.

Provide real time rates and availability
Two factors are always included in the decision of travelers: price and availability. It is critical that the website displays prominently, in every page, the ability for travelers to check rates and availabilities for the travel dates. Moreover, many travelers nowadays have flexible dates and are actively bargain hunting and willing to trade off some convenience for a better price or package.
Make sure your calendar overview displays a longer-term view of the rates and availabilities so travels can choose the perfect vacation or business trip according to their needs and possibilities.

Best available rate to ensure rate parity
According to the Cornell Center for Hospitality Research, hotels that are listed on third-party distributors’ websites like online travel agents, or OTAs, can expect to capture additional direct reservations. In order to leverage the full marketing potential of distribution channels, it is extremely important for your website to offer the best available rate always.

Facilitate instant online booking
Having a website that offers instant booking is crucial to decrease the abandon rate and increase online bookings. You must make sure that your website booking engine offers and easy and quick online booking process for guests to reserve a room.

Provide trust mechanisms
Providing security and privacy to your website visitors is crucial for the success of your online business. You must guarantee visitors that their personal information will always remain private, this will provide them confidence to book a room directly on your website.

Your website is your best sales representative, therefore it is important for it to provide the proper tools to engage lookers and turn them into bookers. But keep in mind that a sales-oriented website will only generate results if it has bookable offers.

Independent Properties Turning Lookers into Bookers

By Pedro Colaco GuestCentric President and CEO

Nowadays the web has become a powerful search engine tool for travelers. Hence hotels must make sure that their websites transmit quality, professionalism and credibility together with a good design and comfortable look-and-feel. Read more

How to create a sales driven hotel website

Nowadays the web has become a powerful search engine tool for travelers. Your website is your best sales representative, therefore it is important for it to provide the proper tools to engage lookers and turn them into bookers.

By Pedro Colaco GuestCentric President and CEO

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GuestCentric offers 3-month free service to hotels in the Gulf of Mexico coast line affected by the BP oil disaster. GuestCentric wants to contribute to the recovery of the region and simplify the direct communication of hotels and customers. To read the conditions

Pedro Colaco GuestCentric’s president and CEO talks about GuestCentric Systems

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GuestCentric unveils New Customer Engagement Platform at the PhoCusWright Travel Innovation Summit

Stamford, CT – GuestCentric Systems, the premier Software-as-a-Service provider for the independent hotel industry, today announced it has completed a $4 million round of institutional financing led by new investor InovCapital, participated by Turismo Capital and all its major seed investors. This round of funding will be used to accelerate GuestCentric’s growth and market share worldwide and increase investment in product innovation related to e-Commerce optimization and customer intimacy for independent hotels.

“We are delighted that InovCapital decided to join the GuestCentric team. Their investment as well as the total amount raised in this financing round is the ultimate validation of the progress to date and the significant market opportunity that GuestCentric is addressing” said Pedro Colaco, President and CEO of GuestCentric.

GuestCentric is leading the way in revolutionizing the online presence of hundreds of thousands of independent hotels and is presenting a real challenge to traditional hotel software companies by providing innovative e-Commerce optimization features in an unbeatable Software-as-a-Service model. The closing of the Series A round follows GuestCentric’s highly successful product introduction in 2008 and the rapid growth of its customer base during the past six months, showing an unprecedented 100% customer success ratio of free trials performed in 2009.

The innovative GuestCentric platform comes as a response to independent hotels that want to boost revenues and save on commission costs, by capitalizing on the trend that customers seek a personalized experience and prefer booking directly with the hotel. Hence, hoteliers that relied almost solely on distribution through Online Travel Agents like Expedia are now increasingly choosing GuestCentric for a strong direct online presence, e-Commerce optimization and customer intimacy.

“GuestCentric enjoys that rare combination of an opportunity with ground breaking potential and great momentum.” said Joao Fernandes, Vice President at InovCapital. “The distribution paradigm of the multi-billion market for online hotel sales and marketing is undergoing a wave change. We believe GuestCentric is poised to become the star in this emerging market by providing unique e-Commerce optimization features and a break-through business model. We are delighted to work with GuestCentric’s team in expanding the company’s presence globally and further rounding out its product and service offerings.”

To support its efforts, GuestCentric is recruiting for multiple positions. For more information visit http://www.guestcentric.com/about-us/careers

About GuestCentric Systems

Headquartered in Stamford, CT with offices in UK and Portugal, GuestCentric Systems (http://www.guestcentric.com) is a Software-as-a-Service (SaaS) provider that revolutionizes the way independent hotel operators compete for customers. GuestCentric’s Hotel e-Commerce Optimization is a one-stop-shop solution that offers simple and cost-effective ways for hoteliers to create a professional web display, integrate direct online booking and online marketing capabilities to boost revenues, lower expenses and develop long-standing relationships with customers. GuestCentric has a growing customer base in the United States and leading tourism markets like the United Kingdom and Spain.

For media inquiries, please contact:
Karla Martinez
GuestCentric Systems
+1 (203) 989 0173
karla.martinez@guestcentric.com

We’ve just released on our website the “US GAP Report”. This study is based on the results from a survey that shows that the online presence gap is widening between smaller, independent hotels and larger hotel chains in the US. The survey was conducted by GuestCentric in February 2008 and 300 hotels located in the US were polled showing dramatic differences in terms of leveraging their online websites to book consumer and business travel online between independent hotels with less than 80 rooms and branded chain hotels.

This gap is revealed in all of the main aspects analyzed in this survey: website and ability to receive online reservations, presence on internet distribution systems and average occupancy rate.

The content of this report was widely publicized due to the nature of the numbers, where for instance, the GAP between independents and chains regarding having a booking engine on their website stands above the 50% mark.

In the next couple of weeks we will release the “Independent Hotels and the Online Channel”, UK and Spain Reports, so stay tuned.

During the course of the last year we executed several surveys of hotel managers in the US, UK and Spain. As part of the feedback that you provided to us it became clear that different hotels are in different stages of adopting online as a marketing and distribution platform:

• You have a website and a booking engine
• You would like to improve your online presence
• You have a website but don’t believe in online booking
• You don’t have a website

Based on this knowledge, we have created a campaign that explains what the GuestCentric platform can do to address your specific concerns. The campaign is available onour page on YouTube or you can watch the videos here. As always, we would like to have your feedback.

I have a website and a booking engine

I would like to improve my online presence

I don’t believe in online booking

I don’t have a website