FAQ

Images

1. What photos should I prepare for the website?

   Images of your hotel are more appealing to guests than stock photos. You'll need photos of the facade, reception, rooms, restaurants, halls, and services for the website. Enhance your compositions with elements of interior decor or the surrounding environment. Avoid using photos with text, as they may be cropped on different devices. Remember the key rule: use landscape-oriented photos with a resolution of at least 1920x1080 pixels. Not square, not vertical, but horizontal. These photos are the most versatile and won't cause issues.

2. I have photos but I don’t know their size

   Finding out the image dimensions in Windows or macOS is easy. Just right-click on the image and select Properties > Details in the opened menu.

3. How many photos are needed?

   For sliders, the optimal number of photos is five. This means about five photos for each room, restaurant, or other area will be.

4. What if I want to take photos myself?

   If you decide to take photos for your website yourself, consider these simple guidelines:

   • Place the most important element, like the bed in a room, near the center of the photo.
   • Photograph during the day to ensure bright, well-lit images.
   • Use landscape orientation to avoid the need for reshooting.
   • Try to keep the horizon level in your photos.
   • Prepare the room before shooting; beds should be neatly made.
   • Shoot from a distance or from a corner. You may need to rearrange furniture for this.

   Despite these tips, we recommend hiring a professional photographer.

   Professionals will capture all interiors with high-quality equipment and edit the photos using specialized software. Feel free to trust the experts. Websites with high-quality photos always look vibrant and inviting!

Text

1. Names

   Keep your room type names concise. Current trends favour clarity through brevity.

   Bad: Triple Standard Room with Separate Beds and Courtyard View

   Good: Standard Triple

   Instead of adding details to the name, you’d better include them in the room description. It’s also important to maintain a consistent style when naming room types.

2. Description

   When describing hotels, rooms, halls, and services, focus on the most essential details.

   In room descriptions, highlight unique features that set it apart from other room types, such as a jacuzzi or a stunning view.

   Specify the type of guests the room is suitable for, the types of beds available, the number of sleeping places, and overall capacity.

   Keep descriptions concise, as longer texts are less likely to be read in full. People today visit your site to quickly find the information they need.

   Avoid using ALL CAPS for emphasis. Instead, use bold text to highlight important points.

   Before posting the text on the site, check it for spelling and punctuation errors.

What photos to post on the website

To decide what to photograph, it's important to understand what attracts guests to your hotel and what they expect from their stay. If the sales department has a list of what best captures a guest's attention, simply use these triggers in your photos.

Generally, guests desire a comfortable room, a clean bed, delicious food, and enjoyable experiences. Specifically, business travellers need a well-organized workspace. Families with children value convenient walking areas and suitable dining options in the restaurant.

For guests opting for a budget-friendly stay, they may also want to save on extra services as well. Photos should clearly show that the room includes amenities like a kettle, cups, a refrigerator, or a microwave.

This apartment is fully equipped for self-catering

On the homepage of your website, you need to create a comprehensive impression of the hotel by showcasing the best features. Five to ten striking photos will be enough. In dedicated sections, provide more detailed images of the rooms, services, spa complex, and restaurant.

How to take good photos

The essence of great photography lies in balanced geometry, well-organized spaces, and realistic colors.

Even budget hotels that can't invest in room renovations can still produce excellent photos. Neatly make the bed, arrange books and magazines, and add a cup of coffee or an apple for a touch of warmth. Hang an inexpensive painting or mirror on the wall to enhance the room's visual appeal.

These techniques are well-known to photographers who specialize in interior photography. They understand how to position the camera, work with lighting, and arrange the room’s geometry and decor to make the shot truly captivating.

Photographers from other fields often use overly wide angles to capture everything at once. Instead, focus on drawing the viewer’s gaze into the room, allowing them to almost reach out to the objects and engage emotionally.

Compare the ways the same room can be photographed. The image below presents the room more attractively.

Our goal is to sell the room, so enhancing images through post-editing is perfectly acceptable. You can remove wires from bedside lamps and retouch minor cracks or chips. Adjust the view outside the window: for example, replace a gloomy landscape with a summer scene, add some greenery, and brighten the sky. This can create a completely different impression.

The key is not to overdo it. Avoid creating an entirely different view from the window or significantly exaggerating the room's size.

How to prepare for a photoshoot and save money

1. Start by reviewing photos of other hotels you like to provide your photographer with reference examples. Look for hotels that resemble yours in terms of color scheme, interior design, and decor.

2. Plan your photoshoot well in advance rather than rushing during peak season. During busy times, high occupancy rates can limit your ability to schedule shoots, as some rooms may always be occupied. Stopping sales to accommodate a photoshoot can result in lost revenue. By arranging with a photographer ahead of time, you can potentially save 20-30%.

   Rooms can be photographed year-round, regardless of weather conditions. The only challenge might be the view from the window, but this can be adjusted in post-processing. For outdoor areas, it's best to schedule shoots when the surroundings are the most beautiful.

3. Rooms within the same type often have similar layouts and furnishings. To save time, photograph one area in a way that it can represent multiple rooms. The same applies to bathrooms: they tend to be similar across different rooms. Capture two variations to provide some diversity, and you're set.
4. Prepare the rooms in advance. Decide which rooms you will photograph and make the beds neatly. Рandle these tasks so the photographer can focus on capturing great images rather than spending time on setup.

Our technical recommendations

1. For hotel websites, horizontal photographs are ideal. We suggest using only horizontal images, as a single vertical photo in the gallery can disrupt the visual consistency;

2. Ensure that the main subjects in your photos are centered and slightly set back. This is important because the proportions of the photo container may vary across different devices.

   

   A photo may look awkward if the main subject is too close or not centered.

3. Photos should have a resolution of at least 1920x1080. Cropping is manageable, but enlarging images is not possible without losing quality;
4. Each room should have at least five photos, including one of the bathroom. It's also crucial to have images of the hotel facade and entrance area. Keep in mind that what guests see on the website should match what they see in real life. This way, the "expectation vs. reality" principle works in your favor;
5. Avoid overlaying text on photos because such images tend to perform poorly. Text can be cut off due to varying screen sizes or become unreadable against a busy background.

Address and phone

To enhance guest convenience, ensure all contact information is displayed in the website header:

• Physical address: Include the city name, street, and building number;
• Email: This allows guests to clarify booking details or request documents;
• Phone: Provide a quick dial function for smartphone users visiting your site.

Compelling photos

Guests care about where they will be staying: the appearance of the hotel, the rooms, and whether there are amenities like a restaurant or pool. Vivid photos are the best way to convey this.

In the homepage slideshow, display:

• The building's facade, so guests can easily recognize you in an unfamiliar city;
• Rooms, showcasing the bed, bathroom, and the view from the window;
• Amenities such as the pool, restaurant, and spa room (if available).

Since 60% of people process information visually, it's important to display high-quality photographs on your website.

Online booking engine

Our analysis shows that 93% of customers not even begin completing the booking request form, often closing the website tab. Guests prefer to make bookings directly on the website without waiting for a confirmation call.

They expect the online booking system to be convenient and clear at every step.

Step 1: The guest selects their desired dates on the calendar. If no rooms are available for those dates, the system should suggest the nearest available dates.

Step 2: During the room selection process, provide the guest with:

• A list of all room types with corresponding prices;
• Photos of the rooms along with details about their amenities (such as Wi-Fi, air conditioning, bath towels, etc.);
• Key differences between room types (such as size and maximum occupancy);
• Rate plan details (including meal options, payment methods, and cancellation policies).

Step 3: Extra services

If the meal option is simply labelled "Breakfast," the guest cannot decide if the service suits them and if it's worth paying for.

Provide detailed descriptions of extra services, similar to rate plans and room types. Include what is typically offered for breakfast, where, and at what time it is available. Guests note that timing is especially important when making their choice.

A good example of a breakfast description includes the name, information about the dishes, timing, and a photo.

Step 4: Payment for the room should be convenient for everyone:

• List all possible payment methods for the booking;
• Include a special field for comments.

Step 5: Booking confirmation should be instant. This gives the guest confidence that their booking has been completed successfully.

Hotel description

For business travellers, the hotel's location is critical — proximity to the city center, availability of free Wi-Fi, and a dedicated workspace are essential factors. For road travellers, parking facilities and early check-in options are important. So it's crucial to understand who your target audience is and predict what they are looking for.

In your hotel description, guests are looking for answers to the following key questions:

• Location: Provide details on the proximity of the hotel to the metro, city center, beach, and main attractions;
• Accommodation Details: Include information on check-in and check-out times, availability of extra beds for children, and pet-friendly policies;
• Services Offered: List the amenities available to guests, specifying which are complimentary and which come with additional charges;
• Unique Selling Points: Describe what distinguishes your hotel from competitors and why guests should choose your hotel.

• Unique Location: Tell your guests about the unique setting, for example: "The only hotel in the region located within a bamboo forest";
• Distinctive Building History: Your hotel doesn’t need to be in the center of a major city to have a unique history. Perhaps the building was once a museum or the residence of a renowned local artist — highlight these intriguing details;
• Themed Rooms: Offer rooms inspired by popular themes, such as Harry Potter films or designed in the style of a LEGO playroom;
• Exclusive Services: Provide unique services that stand out, like themed saunas or cultural experiences that reflect the local heritage.

Never underestimate the impact of well-crafted website content. Often, texts fail because they are dull and irrelevant.

Video content

Research shows that 80% of users prefer watching videos on a website, while only 20% read the text. This highlights the importance of incorporating video content.

Here are some types of videos that could captivate your guests:

• Hotel Promotional Video: A short video describing the hotel’s unique features with bright shots of the rooms and amenities;
• Guest Testimonials: These can be even more convincing. Short clips with customer feedback about the hotel’s service can enhance guest trust;
• Event Videos:: These are particularly valuable for clients considering hosting a banquet or special event at the hotel’s restaurant.

Guest reviews

Real guest reviews inspire more trust than flashy promotional language. Allow visitors to read genuine comments right on your website's homepage. Incorporate a widget that showcases reviews from trusted sources like Booking.com, TripAdvisor, and Tophotels.ru, along with the hotel's overall rating.

Ensure that the reviews are up to date. If you've recently renovated and guests are impressed with the new interior, highlight this feedback on your site. Continuously monitor and update guest feedback using tools like Exely Reputation Manager

"Rooms and Prices" and "Special Offers"

A hotel website should drive sales. That’s why it’s necessary to create separate sections for "Rooms and Prices" and "Special Offers." Ensure the special offers are current.

Next to each section, add a "Learn more" button that links to the corresponding page.

Location on the map

An interactive Google map provides a convenient way to view the hotel's location and evaluate the distance to nearby attractions, stops, shops, cafes, and restaurants. Include a map with geotags at the bottom of the page.

Hotel overview

• Highlight what sets your hotel apart from competitors. If there are unique features that make your hotel a must-visit, mention them. For example, you might want to point out that your hotel is “the only hotel in the city with a panoramic restaurant”;
• Identify your target audience and tailor the description to meet their needs. For families with children, mention the availability of extra beds and playground facilities. For business travelers, emphasize the presence of work desks and Wi-Fi.
• Clarify who your hotel is ideal for and who might not find it suitable. This helps manage guest expectations and minimizes the chance of negative reviews.
• Ensure your website answers all potential visitor questions, from your location and prices to amenities like beach access. Unanswered questions can delay decisions or add unnecessary steps to the booking process, like calling the hotel.

Include the following in your hotel description:

1. Target guests and types of stays your hotel caters to;
2. Unique Selling Proposition (USP): what sets you apart from competitors and why guests should choose your hotel. This could include unique architectural features, prime location, or exclusive offers;
3. Location details with a map: transportation options and proximity to key attractions (beach, city center, airport, train station, etc.);
4. Amenities and services: specify what is complimentary and what comes with an additional charge;
5. Accommodation specifics: check-in and check-out times, options for extra guests, pet policies, and more;

Room descriptions

• Help guests easily decide if a room meets their needs by providing a clear and detailed description. Include details about the room's amenities and its size on your website.

  Allow guests to navigate from the "Room descriptions" section to a separate page for each room, featuring comprehensive details. Initially, display only the room type name, a general photo, and the price per night. Once clicked, a separate page should reveal detailed information, including the room's layout, amenities, and additional photos. This approach also lets you share direct links to specific room types on your website or blog.

• If your building has a complex layout, include a floor plan to assist guests in selecting the most convenient room.

• Ensure the "Rooms" section not only informs but also encourages bookings. Include a direct link to the booking page for easy access.

Photos

High-quality images are crucial. Consider hiring a professional photographer, preferably one with experience in interior photography. Clearly communicate your vision for the photos: what should be highlighted, what should be avoided, and where to focus attention.

Photos to include on the website:

1. A general view of the hotel building to give guests a sense of the style and help them recognize it on arrival;
2. The lobby and reception area;
3. Multiple photos for each room type. Ensure the images convey the room's size, and don't forget to include the bathroom — it's a key aspect of comfort;
4. Photos of the restaurant, conference room, and gym, if these facilities are available;
5. The view from the window, if it enhances the room's appeal.

For each room type, create a photo gallery. Include high-quality images that can be enlarged or opened in a pop-up window or new tab. Use a general view of the room as the main photo.

A good example of a photo gallery Hotel James

Contact information

Providing contact details is extremely important. Guests want to know how conveniently the hotel is located. Besides, having a phone number is vital for any questions they may have.

Display the address, phone number, and email in the website header, so they are visible from any page. Create a dedicated "Contact Us" page with detailed directions, additional phone numbers, and emails. Offer clear routes for guests traveling by public or personal transport. Include a Google map to help guests navigate easily and assess the distance to nearby attractions.

How Can I Measure the Website Performance?

Use analytics tools like Google Analytics to monitor visitor behavior. These tools can show you where visitors come from, the devices they use, and the pages they explore. A clear pattern of visitor actions suggests that your website's structure is intuitive.

Keep an eye on your bounce rate. A high bounce rate means that users leave the page quickly without taking any action. To lower this rate, consider adjusting the site structure, adding clear call-to-action buttons, or updating the content. Track how these changes affect your stats. Remember, make only one change at a time. This will help you to identify exactly what influences the results.

Hotels frequently need to describe themselves for various platforms, including their official website, OTAs, and social media. A hotel description serves as a mini-presentation that helps guests decide if it is what they’re looking for.

To capture guests' attention, tailor your description to meet their needs. Highlight your hotel's unique features and what distinguishes it from competitors. Below you’ll find examples of both effective and ineffective descriptions for hotels, health resorts, and other properties.

What extra services to offer on your website

Create a comprehensive list of all the services and entertainment options available at your hotel. Consider what might be particularly useful or appealing to your guests.

For example, guests at countryside hotels might enjoy renting a sauna or pavilions with barbecue facilities. Health resort visitors could be interested in spa and massage services, while city hotel guests might value airport transfers or access to a gym.