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Why the Online Booking Experience Is so Important For Hotels Right Now

Jan 11, 2021 | Guest Experience | Reading Time: 6 minutes

The hospitality industry is undoubtedly in its worst crisis in history.
Hard to imagine that only a year ago our focus was on discussing whether rate parity is still a thing and how hotels can increase direct bookings to lower OTA commissions.

Anyone still talking about this?

Maybe we should?!

After a truly catastrophic 2020, all our hopes are on the pandemic coming to an end in 2021. Vaccinations have started, and there seems to be light at the end of the tunnel. At the time of writing this, more than 17 million doses have been administered and at the current pace, every day adds another million to that. With additional vaccines being approved, the speed at which it can be administered will increase.

And with vaccinations, travel demand will return. Slowly at first. But surely.

This is where it gets tricky though. Slow demand means that the only growth potential for your hotel is by gaining market share. And the fight for market share is going to be a very tough one. Because the other hotels in your market are, of course, in the exact same situation as you and will equally try to gain market share, which could lead to a shrinking piece of the pie for you.

But it’s not just your competitors you need to worry about. In times like these, OTA commissions, especially if avoidable, make a difference.

One interesting observation we could make at many hotels over the past few months was that direct inquiries were on the rise relative to third party bookings. And of course, one main reason for this is that prospective travelers need accurate and up to date information on what they can expect the situation at your destination to be like.

This is a huge opportunity. When guests call you directly, there really is no reason why they should then go on and book with a third party.

Unless, of course, you are out of rate parity, and guests find lower prices on third-party channels. Or unless the booking experience on your direct channels is just not good enough.

Mobile-first website

Was your hotel’s website developed with mobile-first in mind? I imagine (and hope) it uses responsive design (i.e. the website scales automatically to the device size). But when the web agency came, did you first look at the mobile design mockups to make sure that’s what the website needs to look like? Yes, that’s mobile-first.

Since web traffic is predominantly mobile nowadays (If it is not at your hotel, you have a problem!), mobile-first should be the approach.

But it’s not just traffic that dominates mobile. Actual bookings should match that traffic. Yet, to most independent hotels that do not seem to be the case. The culprit for this is typically a terrible booking experience due to either a poor booking engine or a poor integration of the booking engine with the hotel website.

📺 In this episode of The Hotel Cast TV, we chat with experts Melissa Kavanagh (Fuel Travel), Harry Fielder (Umi Digital), Susanne Williams (Journey Travel) and Paula Carreirão (Asksuite) about how to turn your hotel website into a high-converting booking machine by providing the best online booking experience. Check out this Masterclass and take notes as they give practical examples of what you can do right now:ent goes here

Hotel online experience tips

Integrated customizable booking engine

The best website is only as good as its conversion, and this is heavily dependent on your hotel’s booking engine.
To measure conversion, you need excellent data. The booking engine should easily allow you to track this (i.e. to use your web analytics tool of choice to do so, not just the vendor’s analytics).

A booking engine should also be customizable. This means, you should be able to not only adjust the look and feel to match your hotel’s website but to only ask for information necessary for your hotel (e.g. If you don’t need the address then don’t ask it. Your conversion will thank you).

Lastly, and often overlooked, the booking engine should reside within your hotel’s domain (yes this can be done and your booking engine should absolutely support this!). The vendor’s domain should not appear anywhere.

This is important as many unseasoned travelers will get confused when all of a sudden they find themselves on some random website (that might even open in another tab!) which then asks to provide credit card information. Looks somewhat fishy…

Do you think that those bookers don’t want to get scammed and would leave your hotel website right away to complete the booking with an OTA?

Modern booking engines are very affordable and a sure way to shift bookings from third parties to your direct channel.

👉 Hotels with Asksuite smart service platform can now use Mirai booking engine or Mirai Metasearch to boost even more direct bookings. [READ ABOUT ASKSUITE & MIRAI OFFICIAL INTEGRATION]

Live chat

How many guests reach out to you asking standard questions like check-in times or directions? How many do this by phone because they cannot find the information on your website? And how many phone calls can one of your front desk or reservations agents handle simultaneously?

Probably not many more than one at a time.

And how many bookings do you lose (to competitors or OTAs) because your agents are busy answering directions or similar questions?

The huge advantage of live chat is that your agents can handle multiple chats simultaneously. It is much more effective, and your guests receive their answers much quicker than by phone.

Add to that artificial intelligence and you take the booking experience to the next level, freeing up your agents to dedicate even more of their attention to the guest, providing better customer service and a better booking experience. And, of course, it gives them more time to upsell premium products and services.

It is one of the time-consuming tasks hotels cannot ignore or avoid: responding to reviews.

And while responding to guest reviews is not optional, we can use reviews to our benefit. We never really respond to a review with the specific guest in mind but rather the potentially thousands of prospects who might read the review. And as such, it turns into a powerful marketing tool.

Reviews highlight your hotel’s strengths and weaknesses. And they do the same for your competitors. And this is what you would like to incorporate into your content marketing.

Build content around questions and feedback you receive. It will help with your SEO and ultimately help you increase bookings.

Content marketing

As mentioned above, you have a huge opportunity right now. Guests want to know what is going on at your destination. And you are the expert in that. Not a third party!

There is no reason why you wouldn’t create a landing page for every attraction or point of interest in your neighbourhood or destination.

Listen to your guests. Listen to what they say on social media or the questions they as when they are at the hotel (or before they arrive) and build FAQ pages on your website.

These are challenging times. But with the right measures put in place right now, they will be a little less challenging.

It will still take some time before we are on the other side of this pandemic but we will come out eventually. And the need for a change in scenery is something we can probably all relate to.

Let’s create a booking experience for our future guests, that shows them the level of service they can expect once they arrive at the hotel lobby.

Your booking experience

Which measures are you going to take at your hotel to improve the booking experience in preparation for the return of demand? Will you implement a live chat on your hotel’s website or are you going to focus on content marketing?

Let us know in the comments below.

christop Hutter revenue consultantAbout the author: Christoph Hütter – Non-traditional Revenue Manager & Consultant : As a non-traditional Revenue Manager and Revenue Strategy consultant, Christoph Hütter helps independent hotels and hotel groups gain a competitive advantage, grow market share, improve their business and build strong relationships with their guests.

Christoph started his career as an Austrian in Belgium working for an Italian hotel company. He speaks five languages and has worked with hotels across Europe and North America. Christoph’s motto is “I do today what others don’t so I can do tomorrow what others can’t…” Learn more about Christoph’s work at: https://christophhutter.com/

⭐ Your hotel website can be your best salesperson. In this ebook, expert Juliana Hahn, content creator and copywriter specialized in the hospitality and tourism industry, will help you collect more direct bookings by improving the content on your website.

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Based on models of a porous electrode, a more accurate lattice Boltzmann model for simulating the performance of a solid oxide fuel cell (SOFC) is proposed. The fuel is pure Carbon monoxide and the flow in the SOFC is steady. Results show good agreement between simulated and measured data. The accuracy of concentration overpotential prediction is crucial for low reactant concentrations. The addition of a small amount of air to the fuel yields fully stable performance without measurable carbon deposits detected on the catalyst layer or the fuel cell. Cell performance increases with the temperature. As a first test of the model, a benchmark problem regarding the performance of an internal reforming solid oxide fuel cell (IR-SOFC) is investigated. When the catalyst activity decreases, the rate of methane conversion decreases near the reactor entrance and thus the temperature profile is smoother. This phenomenon is termed methane slippage.

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Asperger’s Syndrome / Asperger Disorder – Is It Still a Diagnosis?

Until fairly recently, nearly all people with mental illness were simply tossed into a poor house or, later, an insane asylum and warehoused. The lucky few were kept with family members who tended to them as best they could. But usually there was little attempt at a diagnosis. The person simply had challenges and would be fed and kept warm.

In 1910, doctors began paying more attention to the actual specific symptoms involved. This is where “autism” got its own category, for those who were withdrawn into themselves.

Then, in 1944, Hans Asperger saw a finer detail. He was working with children who were generally like other children but who had some clumsiness and social awkwardness. He decided to give a name to this particular subset of behavior. That is where Asperger’s began.

But even at this time, they often assumed it was a fault with the parents – specifically with refrigerator mothers. They assumed the mother was cold and uncaring, and therefore the child hadn’t developed properly.

It was only 1981 when Lorna Wing wrote case studies about children with Asperger’s that the medical world really began to think about this as a category. Until now these children had often just been considered “smart but odd”.

I graduated high school in 1986. My son was born in 1989.

It wasn’t until 1992 that Asperger’s was added to the World Health Organization manual.

In a blink-of-an-eye later, in 2013, Asperger’s was gone again. In barely twenty years, Asperger’s was subsumed again right into the autism category. It was simply a “less physically challenging” form of autism.

Why Does Losing the Asperger’s Category Matter?

This section here gets into the issues of perceptions of autism. I will try to word this gently. That being said, this is a sensitive subject for many people. I apologize if my wording upsets someone.

I think it’s fair to say that everyone on the autism spectrum has some challenges in dealing with neurotypical people. Part of the challenge (maybe a lot of the challenge) comes from the stereotypes that neurotypical people have about autism. Many neurotypical people form extreme ideas from movies like Rain Man about what a person with autism is like.

It’s not uncommon for a person with Asperger’s to reveal to a friend that they are on the autism scale, only to hear, “You don’t seem autistic.” Neurotypical people generally think of autism as a serious issue which interferes with every aspect of life.

There are many Asperger’s people I know who took great pride in their Asperger’s diagnosis. Asperger’s means you’re smart! It means you have laser-like focus! All sorts of incredible researchers and scientists have Asperger’s. It’s a badge of honor! It was seen as a quite positive thing. Sure, it helped to explain the social awkwardness, but so many people are socially awkward that it wasn’t really a big deal. Now we had an “excuse” for why we were awkward, rather than it being an actual issue to fix.

Nearly all people I know with Asperger’s have no interest in having their symptoms “fixed” or “changed”. They love who they are and they treasure being smart and able to focus. They would hate to lose those things.

But now in 2013 that identity was pulled away from them. They were no longer the “special” smart group with Asperger’s. Now they were instead “autistic people” who happened to be higher functioning ones. Again, I understand wholly that this means that Asperger’s people were falling victim to those same stereotypes we rail against neurotypical people having. If anybody shouldn’t have these biases, it should be people who are actually autistic! But that shows how complicated human beings are.

I suppose it’s sort of like a breast cancer patient being proud of walking in a breast cancer march, but then frowning at someone who has lung cancer because that person “brought it on themselves.” Many people have these inner levels of judgment where they find a way to elevate themselves by looking down on another person. None of us should do that, but it’s human nature for it to creep in to thoughts.

Asperger’s Syndrome and Diagnosis in the Future

I understand the value of having one category to work with. Having a giant “autism” area lets that area get funding, research, public acceptance, and everything else. But in terms of actually helping people, I’m not so sure that is great. Yes, we have a giant “cancer” category but we understand that breast cancer is very different from lung cancer. Each one needs to be addressed differently.

Similarly, I think people with autism who are, for example, non-verbal need a very special kind of support. That is different from people who are quite smart and verbal but have a very hard time socially. If they are both on the same “spectrum” it could be that spectrum is trying to stuff too much into it.

Hopefully as we learn more about the genetic underpinnings we can figure out which categories make more sense. If all the sensory issues are being caused by mutations in MECP2, GABRB3, and SHANK3, then that can absolutely be one syndrome. The Sensory Issue syndrome. It could be many people with autism have it – and it could also be many other people have it. We can help all those people with sensory issues.

Separately, if a group of people have seizures due to something, we can help those people.

But it doesn’t make sense to be dealing with all the people with sensory issues along with all the people with seizure issues. They just don’t directly relate like that. And categorizing them together doesn’t help with research or studies or anything.

We will see what the future brings. But I, for one, regret the losing of the Asperger’s category, because it defined a nice, close set of conditions that seemed to be caused by one particular thing. We just need to figure that thing out, and to help people who fall into that category be their best.

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AeROS ™ (Asset Reliability and Operations Simulation)

Request for Demo

System requirements: Windows 10 or higher on PC.

AeROS ™ allows user to create a digital representation (Digital Twin) of a production system for prediction analysis using statistical approach.

The Digital Twin is used to predict the likely outcomes in the future, with more focus on production uncertainties. It provides measurements that relate how the assets performances and maintenance policies affect productions.

As the Digital Twin is manipulated at digital level, it allows you to perform virtual trials to achieve the desired production performance. The results can be used for Cost-Benefit Analysis before an investment is committed!

  • Analyze the production impact due to asset reliability and maintenance policy.
  • Analyze the production impact due to supply/demand variations.
  • Identify performance gaps for improvement.
  • Justify improvement program with statistical evidence.
  • Optimize maintenance resource allocation.
  • Optimize spare inventory.
  • Support Life Cycle Cost Analysis.
  • Perform Cost-benefit Analysis.
  • Perform Queueing Analysis (Queueing Theory).
  • Perform Proof-of-Concept Analysis.

What makes AeROS the unparallel system reliability simulation software?

Unique Features

  • Support Repairable (equipment level) and Non-repairable (component level) life models.
  • Support Life-Stress Models with cumulative damage theory to analyze the impact on equipment life due to production rate.
  • Provide Redundant Resource Manager to manage complex standby scenarios.
  • Storage construct to provide buffering and timing functions, together with User defined storage events (Full, Empty, High, High-High, Low and Low-Low) that can be used to control equipment operating status.
  • Tristate plot to enhance operating profile visualizations: Item operating state, standby state and downing state, as well as production rate profile.
  • Provide plots for System Availability Profile, System Flowrate Profile and Spare Availability Profile.
  • Support Time-To-First-Failure analysis.
  • Support User Defined CDF to model statistically random events.
  • Support Flowrate (Production rate) variation profile.
  • Spare restock optimizations batch calculator.

Examples/Case Studies

  • All Screenshot
  • Result Screenshot
  • Schematic Screenshot
  • Setting Screenshot

System Reliability Modeling

Tri-State plot

Optional Simulation settings

Spare Availability plot

Time-To-First-Failure Simulation

Queueing Analysis


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Asian Americans as One Monolithic Group

The United States of America citizens who possess roots in Southeast Asia, the Far East, and the Indian Subcontinent are included in the Asian Americans group. It originated with the help of immigration to the U.S. of inhabitants of China, Korea, Japan, Thailand, the Philippines, and Vietnam. Despite the origin from different countries, the people had corresponding peculiarities, but at the same time, differences were also present. Asian Americans group is described by considerable diversity of ethnic groups that have received a unified definition in the U.S. due to extrinsic factors.

Asian Americans and their features

The cultural heritage of the entire Asian region is so considerable and diverse that each nation has its unique history and origin. The area is considered to be located on the crossroads of civilizations, and it has been interacting with many parts of Eurasia (Hermans, 2020). Therefore, it can be said that more distant cultures have influenced China, Korea, Japan, and other previously mentioned countries. Even among Asian American communities with significantly varied financial resources, the monolithic “Asian” categorization in extant literature perpetuates the common notion of a shared culture (P. Ho, 2019). Apart from similar external features, the only factor that strongly unites Asian Americans is targeted racism and discrimination against people with matching appearances. In particular, pressure has increased in the last two years due to the emergence of the COVID-19 because anti-Chinese racism and xenophobia apply to everyone who is perceived to be Chinese, even by mistake (J. Ho, 2021). The external environment forced rather different people to group up under the pressure of society.

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To summarize, Asian Americans are believed to possess distinctions, although countries of their historical homeland have existed side by side for millennia. Living in the U.S., these people over the years have experienced the horror of discrimination and racism that constantly united them into a separate group.

Hermans, E. (2020). A Companion to the Global Early Middle Ages. Amsterdam: ARC, Amsterdam University Press.

Ho, J. (2021). Anti-Asian racism, Black Lives Matter, and COVID-19. Japan Forum, 33(1), 148-159. Web.

Ho, P. (2019). Young Adults’ Patterns of Leaving the Parental Home: A Focus on Differences Among Asian Americans. Journal of Marriage and Family, 81(3), 696-712. Web.

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Shar and Andrew’s visit

One of Andrews best friends from college is getting married this weekend in Seattle (lucky us!!). Shar mentioned it when we were in San Francisco last spring, so I’ve had a long time to look forward to this visit, and more so now that it’s a milestone — the last time we’ll see them before the baby arrives! I didn’t envy Sharon the trip (esp since she’s also been on work trips to New York and Chicago in the last two weeks), but I’m so glad we got to see them, and for a great, long, five hour visit.

The kids were SO excited to have them here, as usual. 🙂 This sign appeared on our door last night in anticipation:

I laughed at us, if they’d stayed still, Shar and Andrew would have quickly become fenced in by a rising pile of toys and objects that started the second they walked in the door. Claire kept racing away to bring more cool things to show them. Henry was a step behind, but, laughably, I kept doing it, too. “Shar, come see my new path! My flowers! My couch!” 🙂 They showed up bearing an amazing assortment of pastries from Phinney Ridge – we all caught up, then sat to enjoy the panoply. Then off to play!

In the Lego Zone with Henry.

A rocket reenactment with flashlights.

Shar doing some serious multitasking.

Andrew continues to be a good sport.

Laughing in the kitchen with lunch almost ready, the first version of this “sisters” photo had me accidentally holding a spatula.

Baby’s first hand knits! (and, not shown, first book! “That’s not my duck”, a cousin of “that’s not my penguin” which we read to tatters.) I cast on for the sweater the day before we left for North Carolina, and finished it in early September. A sweet, soft, bright spot of a knit. It’s definitely a newborn sweater, will only last a few weeks. But those weeks will be around Thanksgiving, Advent, Christmas, and the New Year (which is a lot of color schemes), and I also wanted something that could be quiet enough to go over a lot of sleepers without blinding Shar & Andrew. So a neutral — gray for Sharon (and coziness, Seattle family who will be thinking of him, San Francisco fog banks, and the short days of December), and little bands of sunshine/candle light/joy/hope brimming at the edges. I hope it’s soft and cozy for the baby, and also feels like a hug for Shar & Andrew when they hold him while he’s wearing it.

We also packed them off with many of our hand-me-downs. Many newborn to 6-month clothes and hand knits. A sleep sack/swaddle. One of the mini travel cribs that I used as a bed-side bassinet, and during meals and meal prep and dishes during the early months, and later to contain Claire once she was big enough to sit while I was in the shower. It even made a showing in the blog post from Shar’s trip here 4 years ago. Gracious, a lot has happened since then!!) I hope they are useful and great.

After lunch, the kids went for a late nap, and we had a great catchup in the family room. It was great to hear about Andrew’s new job, Sharon’s promotion, their new apartment (and see pictures, it looks gorgeous and the views are so pretty, plus the tales of the nearby bakery and ice cream shop have the kids ready to visit asap), all the plans for daycare/leave/a new car/the new garage space/crib set ups, etc.

It was the best day, I’m so grateful that the schedules worked and that Shar and Andrew were able to give us so much of their day. And now I’m just wishing Shar a calm work schedule for the next two months, and steady progress on the baby’s room, a good car to appear, and a baby who stays put until the proper time (sounds like she’s hearing all the premie stories that used to scare me). A healthy, happy third trimester. 🙂

Henry cried when he woke up from nap he was so disappointed the visit was over. I know how he felt.

Ending on a happier note than crying because the visit was over… Everyone a bit later, regrouped and ready for family game night! There’s a lot happening in this photo – Claire is exclaiming that she plays this game at her school! She sorts them into groups! And she wins on every card!! Henry is half concentrating on his cards and the new-to-him rules, and half taking issue with Claire’s “I win on every card!” philosophy. Sometimes her bubbly four-year-old frame of mind is completely beyond him. (This is also the last photo of Henry before a suddenly-overdue haircut.) Meanwhile Kevin takes his Uno very seriously. 🙂 Actually joking, he takes Parcheesi very seriously but this was just a flash of concentration. I should have asked people to look up and smile. 🙂

I was proud of Henry – he came in fourth (ie dead last) three times in a row, and was genuinely sad about it, but kept an even keel and swallowed back the disappointment quickly, and didn’t lose his temper at all. Not bad. And good sportsmanship. I was also impressed at Claire, she remembered about saying Uno every time, and caught the rules right away – numbers and colors are old hat enough to her that she didn’t have to think hard about which card to play. We played the first game with our cards down and visible to everyone. For the second, Kevin asked if the kids could keep their cards secret, and Claire said, “Yes! I’ll keep them into my body. And when I need to know them I’ll use my eyes.” 🙂

We ended on Hoot Owl Hoot (a collaborative game, and funny if you take their advice to hoot out loud every time you skip over an owl, like you’re saying hi). Rather a palate cleanser, and we were all happy at the end. That might become the new ending game for game night, not least because Claire isn’t at an age where she cares about the suspense of “winning games” and tends to wander off mid-game, so this is a nice way to end with all four of us playing.

Claire was full of memories tonight:

“Sharon Grandma Grandpa sing me jingle bell? Happy? Whyyy?” me: “Did you like when they sang jingle bells?” Claire, max intensity: “YES” In case you’re missing the reference point: we did a skype call on Christmas day with my family – the kiddos sang Away in a manger, the Adults in FL sang Jingle bells back.

“My fly Boston Grandma Grandpa Boston airlane? Duckies?” [Wait, what??] me: do you remember that? we stayed at a hotel in Boston? And saw the Make Way for Ducklings? And rode the swan boats with Grandma and Grandpa.” “YES.” “And then we went to Sharon and Andrew’s wedding. You wore a pretty dress, and walked down the aisle with Henry and all the people smiled at you. Sharon wore a beautiful dress…” “WHY?” “Because she was getting married.” “hm. WHY?” “To Andrew.” “Oh.”

She is very much looking forward to the “Airlane granpa granpa house, go swimming??” in January.


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Mainbocher, 1891-1976
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Symposium records

Includes the schedule of events, papers, and presentations delivered at the 2009 Symposium "costume<3fashion Designers, Stars, and Muses of the New York Stage" which occurred on Saturday, April 25, 2009 in partnership with the New York Public Library for the Performing Arts. The symposium coincided with the Library's Exhibition "Curtain Call: Celebrating a Century of Women Designing for Live Performance." Two pamphlet from the exhibition are included in the file. Seven Graduate Students from the Department of Fashion and Textile Studies: History, Theory, Museum Practice delivered presentations. Each presenter's paper and presentation is represented. Barbara Cohen-Statyner and Jane Greenwood delivered the welcoming addresses, but their presentations are not included in the file. The names of the presenters and the title of their presentations contained in this folder are: April Calahan, "Fashion or Fiction: Tina Leser and Park Avenue;" Ashley Frankel, "Drama King: Mainbocher's Most Demanding Role;" Jaclyn Lerner, "Valentina: Designing for the Stars" (presentation only); Alexis Walker, "Three Graces of Broadway: Ina Claire, Gertrude Lawrence, and Tallulah Bankhead;" Anne Reilly, "Fashionable Follies: Lucille's Designs for Ziegfeld."

December 16-17, 1995

This folder contains the Haute Couture exhibition at the Costume Institute, press releases and black and white photocopies of photos of ensembles by Jeanne Lanvin, Karl Lagerfeld for Chanel, Gianni Versace, Christian Dior, Charles Frederick Worth, and Mainbocher.

Mainbocher 1967-68

This folder contains press releases, press lists, a biography, and newspaper clippings pertaining to Mainbocher as well as a black and white 8x10 portrait of him and a negative, and black and white 8x10 photographs of 5 looks from the Spring 1967 collection, 3 looks from the Spring 1968 collection (2 copies each, narrower size), and 8 looks from the Fall 1968 collection.

Mainbocher 1963-66

This folder contains correspondence, press releases, and a large number of newspaper and magazine clippings pertaining to Mainbocher from 1963-1966, as well as 5 black and white 8x10 photographs of Mainbocher designs and one negative.

Mainbocher, 1952-1954

This folder contains correspondence and press releases pertaining to Mainbocher collections, as well as one black and white 8x10 photograph of a gown from the Mainbocher Fall/Winter 1952-53 collection.

Mainbocher Bio + Booklets, 1940-1970

This folder contains biographies of Mainbocher, press releases for Mainbocher collections from 1953 to 1968, 4 2x2 negatives of dresses, correspondence, and clippings pertaining to Mainbocher, ranging from 1940 to 1970.

Mainbocher collection

  • US NNFIT SC.396
  • Colección
  • 1938-1976

The bulk of this collection, which was donated by Nancy White in the early 1980s to the FIT Library, consists of 49 scrapbooks relating to Mainbocher, with additional correspondence written by Mainbocher, Nancy White, and Carmel Snow.

Mainbocher, 1891-1976