Building the perfect hotel website: Blend design, functionality, and bookability

Your website is your accommodation business’s virtual lobby—the first impression for potential guests and the foundation of your booking strategy.

However, it’s more than just a pretty face; it’s a powerful tool that must seamlessly guide visitors from curiosity to confirmed bookings, building trust while showcasing the unique charm and value of your property.

AccomNews spoke with Paul Stubbs the Creative Director at Comworks who shared his expert insights on designing websites that turn visitors into loyal guests.

This article was originally published in the latest AccomNews print edition. [Read it here.]

Balancing aesthetics and functionality

A successful accommodation website starts with understanding your audience and destination.

Mr Stubbs explained: “In the case of a family holiday destination, vibrant images and engaging text are crucial to the site’s success, while user functionality can remain simple and familiar. In high-end venues, visual aesthetics are judged instantly, whereas business-focused properties must prioritise straightforward navigation.”

Striking the right balance between emotion and practicality is essential. A visually compelling site draws visitors in, while intuitive navigation ensures a seamless experience that keeps potential guests engaged and prevents them from clicking away.

Design features that keep visitors curious

Modern, uncluttered designs combined with high-quality visuals create an immersive experience.

“High-quality images and videos are key to a successful site,” Mr Stubbs emphasised. Intuitive menu structures, enhanced with graphical elements, make browsing enjoyable and straightforward.

However, he cautioned against overusing flashy trends: “A design team must stay focused on the customer base and how they interact with the site.”

Streamlining the booking process

A seamless booking process is essential to converting visitors into guests.

Mr Stubbs advised prominently placing “Book Now” buttons and creating dedicated promotions pages linked directly to the booking engine.

Tools that allow managers to embed promotions into websites, EDMs, and social media for near-one-click bookings are crucial. “Direct access to promotions simplifies the process and combats the ease-of-use advantage of OTAs,” he explained.

Essential trust-building elements

Trust is the foundation of any booking decision.

Mr Stubbs highlighted several key elements:

• Clear contact information: Include verifiable phone numbers, email addresses, and map locations.
• Professional payment platforms: Display recognisable logos like “Verified by Visa” and “Mastercard Secure” to reassure guests.
• Social proof: Showcase guest reviews, industry awards, and recognisable partnerships.
• Transparent policies: Make terms and conditions, including cancellation policies, easily accessible in the header menu, footer, or booking engine.

Mobile-first design

Mobile responsiveness is non-negotiable, as more travellers book on smartphones.

Mr Stubbs explained that websites must cater to various screen sizes: “At Comworks, we build sites with 12 breakpoints to ensure they’re optimised for every device, essentially creating 12 different versions of the site.”

A mobile-friendly design not only improves user experience but also positively impacts SEO rankings, increasing visibility in search engines.

Driving bookings with SEO

Effective SEO ensures your property ranks high in destination-specific searches. “The goal is to be on the first page of a search, for instance, ‘Mooloolaba accommodation,’” Mr Stubbs stated.

Incorporating location-specific information, blog content on local attractions, and seasonal promotions helps boost organic rankings. Tools like Google My Business and regularly updated blogs are vital for maintaining relevance and improving discoverability.

Create engaging content

Engaging content connects with guests and showcases your property’s personality. Blogs about local attractions, significant events, and seasonal activities are invaluable.

Mr Stubbs explained: “The more a site reflects its destination, the better it resonates with potential guests.”

Promotions tied to events or local happenings can be a powerful draw. Tools like Smart Escapes make it easy to keep content current and tailored to what guests are searching for.

Tracking and evolving with analytics

To optimise performance, Mr Stubbs recommends tools like Google Tags, Meta Pixel, or advanced platforms like Key Data Dashboard. These systems track user behaviour, providing insights that help refine booking processes, promotions, and design elements.

Emerging trends in accommodation websites

Current trends focus on clean, image-driven designs and interactive elements like virtual tours or smart compendiums.

Mr Stubbs emphasises the growing importance of content relevance: “Search engines are prioritising site information over hidden tags and keywords. Providing up-to-date, easily accessible information is key.”

Maximising impact on a budget

For small operators, Mr Stubbs advises focusing on professional images and a polished, functional site, even if starting with just a few pages. “A professional website more than pays for itself by reducing reliance on OTAs and capturing direct bookings,” he said.

It’s important to remember that a successful accommodation website goes well beyond being a mere digital presence—it serves as a trusted platform that captivates visitors and transforms them into loyal guests. By seamlessly integrating stunning design, intuitive functionality, and purposeful content, successful accommodation providers present a website that not only stands out in a competitive market but also drives bookings with impact.