To maximise conversion rates, Parvinder Dhillon says connected tech is crucial to build unified data source and deliver personalised experiences.
The hospitality industry has embraced digital transformation—yet hotel websites often remain stuck in the past. For many hotels, a website is still treated like a glossy digital brochure. It looks great, loads quickly and maybe even ranks well on the Google rating index.
But does it convert? Does it understand your guest’s intent? Does it help you build lasting relationships with your audience? The honest answer, in most cases, is no.
Disconnect: Booking struggle
With increasing dependence on online travel agencies (OTAs) and the looming sunset of third-party cookies, hotels are at a critical juncture, where they can either take control of their digital ecosystems or fall further behind.
What typically happens is—a potential guest lands on your website and explores room options, maybe even checks out your dining page. Then, they click ‘Book Now’—and suddenly, they are redirected to a third-party booking engine.
At that moment, the hotel loses visibility. The hotel is not able to keep track of customer engagement and get insights into which room category caught their eye, whether they were comparing rate plans and if they almost booked but dropped off at the last second.
This broken journey leads to many setbacks, such as missed conversions, poor data and zero personalisation, which eventually obstructs a seamless guest experience. Further on, without a unified data trail, remarketing becomes a big guesswork.
New-age hotel website
Modern hotel websites need to go beyond design. They must focus on the following aspects:
- Capture user behaviour patterns in real-time
- Personalise the experience based on user journey
- Integrate booking flows directly, without redirects
- Offer loyalty-based dynamic pricing or member-only perks
- Alert internal teams when high-intent users are browsing
Think of it as turning your website into a digital concierge—one that anticipates, understands and responds to user needs.
Building first-party data
With third-party cookies being phased out, first-party data is the new gold in the hotel business. Across the globe, hotels that build systems to capture, analyse and act on their own guest data will lead the next wave of digital excellence in the world. When websites, booking engines, loyalty systems and analytics work in harmony, hotels gain a 360° view of their guests—from discovery to booking and even post-stay engagement and get a real time data.
Fire up revenue engine
This, however, is not just about having more tech. It is about having smarter, more connected tech that is purpose-built. It is about tech that makes every click count, every visit valuable and every guest remembered. In today’s landscape, a hotel’s website should not just be a digital presence. It should be its most powerful revenue engine.
(The views expressed are solely of the author. The publication may or may not subscribe to the same.)
“When websites, booking engines, loyalty systems and analytics work in harmony, hotels gain a 360° view of their guests.”
- Parvinder Dhillon, Founder, CIN Universe
