Understanding Website Analytics for Hotels

by | May 21, 2019

Website analytics play a very important role in improving your hotel’s online presence. By understanding the performance of your vanity hotel website, you can improve your direct bookings.

In this post, we focus on defining analytics terms, why hoteliers should be informed on this subject, and how hoteliers can improve their analytics.

How Can Web Analytics Help My Hotel?

Having the ability to analyze your website’s incoming traffic can be very beneficial to your hotel. It gives you an understanding of what website content attracts your guests most. Web analytics also help by giving you an idea of what you need to do to maintain high search engine results. By analyzing this data, you can optimize your website to ensure that your hotel’s website is generating as many bookings as it possibly can.

Web Analytics Definitions

To start, it’s important to know web analytics terms to understand how your website attracts guests. By learning the definitions of these terms, you will be better equipped to measure your website performance and implement improvements.

  • Users – The number of users refers to the total number of individual visitors to your website during the designated time period.
  • Conversion – The total number of conversions equals the number of visitors who initiated a booking inquiry through a booking click or click-to-call. Your conversion rate is the number of conversions divided by the number of sessions.
  • Sessions – The number of times that new and returning users visit a site indicates your site’s sessions.
  • Page Views – The total amount of views your site’s pages received from every session refers to your page views.
  • Booking Clicks – Your booking clicks count indicates the number of times a user clicks on your site’s booking CTAs.
  • Click-to-Call – This shows the number of mobile-only users who click the call button on your site.
  • Average Session Length – The average session length demonstrates the average of how long users are engaged on your site per each session.
  • Traffic Sources – Your website’s traffic sources demonstrate where your site’s visitors are coming from.
    • Direct – The amount of direct traffic refers to the number of users that accessed your site with no referring website, meaning they directly typed in your URL.
    • Organic – The number of your website’s users that visited your site from non-paid listings on search engines expresses your site’s organic traffic.
    • Referral – Your website’s traffic that comes from another website is known as referral traffic.
    • Social – The amount of social traffic is determined by the number of website users that come from social media channels.



Why Hoteliers Should Know Web Analytics

Without a doubt, all hoteliers should have a basic level of understanding when it comes to web analytics. After all, this knowledge helps you evaluate the content that converts lookers into bookers.

Improve the number of people who visit your site by testing content on your site and analyzing your user count. The goal of a vanity website is to maximize commission-free conversions. By monitoring the visitors to your website and conversions over time, you can improve your opportunity for direct bookings. Metrics can also help you calculate your return on investment for your website. Keep track of the revenue you receive through your vanity website, and estimate your savings on OTA fees.


Website Solutions for Hoteliers

Analyzing and managing your hotel website can take up a lot of your time. Consider partnering with a business that can:

  • Create a foundation for your hotel’s marketing strategy.
  • Attract guests with your responsive, mobile-friendly website and high-quality content.
  • Optimize your hotel website so that you can appear higher in search results.
  • Convert bookings by integrating call, click, and conversion features.

Your marketing partner should be able to provide you with easy-to-read analytics, like the ones we share in the TMG OneView™ dashboard. This way, you can see and understand your website engagement upon taking a quick look at your dashboard.

Looking to improve your website? Take a look at our Hotel Websites solution to get started.


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