The point about conversions online, is that they will only happen if you go out of your way not to introduce moments of doubt or data-entry fatigue (“Oh, I have to go and get my passport for this part? Urgh, well, maybe I should just do the booking on…”), just like in real life. The more you treat your online space as if it were a conversation, the more bookings you will receive, and that is also why you should be looking at what your overall conversion is on all of your online channels and learn from where it is perhaps higher
If you’ve visited the Internet lately, it’s not hard to find AdWords ads from Booking.com, Expedia or TripAdvisor. Big spenders! But how can hotels benefit from the Billboard effect that OTA’s provide them with?