Dear Luise, congratulations on your excellent work and the successful completion of your studies. What sparked your interest in devoting your bachelor thesis to the topic of sustainability communication in the independent hotel industry?

Luise: Thank you very much! I really enjoy browsing hotel websites and researching information about potential travel accommodations. This passion started when I was working as a flight attendant, when I regularly stayed in hotels and developed a growing interest in the industry. During the mentoring programme, Magdalena then told me that hoteliers often don't know exactly how to communicate about sustainability. This realisation not only piqued my curiosity, but also strengthened my desire to learn more about the specific difficulties and opportunities that the independent hotel industry in particular faces in this area.

What was the aim of your study and what approach and/or methods did you use to reach your destination?

Luise: The aim of my bachelor thesis was to develop concrete recommendations for action that can help hoteliers to successfully communicate their sustainability initiatives. To achieve this goal, I took various steps. First, I analysed hotel websites on sustainable booking platforms to gain an initial insight into current communication. In the next step, I conducted qualitative interviews with hotel employees to gain deeper insights into the background of sustainability communication, including difficulties or already successfully-implemented sustainability measures in communication. I then conducted a short survey to verify the findings and transfer them to a larger number of hotels. As a further methodological step, I also conducted two interviews with experts in order to obtain additional input for the development of practical recommendations for action. These methodological steps gave me a comprehensive insight into the current hurdles and difficulties in the field of sustainability communication. Based on these findings, I was then able to derive practical recommendations for action.

What difficulties do independent hotels have in communicating their sustainability efforts? Where have you identified hurdles and challenges?

Luise: According to my research, the main challenge for hoteliers is a significant lack of resources, particularly in terms of time and staff. These limited resources pose a significant barrier when it comes to engaging intensively with the communication of sustainability initiatives. Another significant difficulty lies in the clear presentation of the numerous sustainability initiatives. Many hotels have already implemented a variety of measures, but clearly communicating these initiatives is a challenge. The question arises as to how hotels can present the diversity of their sustainable efforts in a way that is understandable and appealing to their guests. In addition, hoteliers are faced with the decision of which specific measures they should communicate at all. With so many sustainability initiatives, the choice can be complex as hotels need to ensure that their chosen focus matches the expectations of their target groups.

How can independent hotels ensure authentic and credible communication of their sustainability efforts? OR what options are there for communicating sustainability measures emotionally and incorporating the hotel personality?

Luise: To ensure authentic and credible communication, I recommend that hoteliers present concrete facts and figures to back up their sustainability initiatives. This could include, for example, the exact origin of the food or the proportion of organic food. Such specific information provides a solid foundation for communication and allows guests to understand the real impact of sustainability efforts.

Furthermore, it is advisable to present the development in a transparent manner. By showing progress visually, not only is the hotel's commitment made clear, but guests are also able to follow the positive development of the sustainability initiatives. Such visual transparency not only creates trust, but also allows guests to actively participate in the sustainability progress. If the hotel has recorded CO2 emissions data, this information should definitely be shared.

This is not only for the sake of authenticity of sustainability efforts, but also as an opportunity for guests to make conscious decisions. Disclosing CO2 emissions data gives guests insight into the environmental impact of their stay and allows them to make an informed choice.

What are your top 3 recommendations for hoteliers to communicate sustainability measures clearly, concisely and yet authentically to their guests?

Luise: A particularly challenging task for hotels is to clearly present their sustainability efforts. In this context, I recommend that hoteliers integrate a special subpage for sustainability topics on their websites. On this subpage, the various measures can be organised, for example according to social, economic and ecological dimensions of sustainability or chronologically. This clear structure makes it easier for guests to find relevant information and obtain comprehensive information.

I also suggest that hotels emphasise their unique personality in their communication. Independent hotels often carry a special personality and individuality that makes them unique. These distinctive characteristics are not only reflected in the hotel itself, but also in its sustainability story.

In this context, hotels could tell their own story to emphasise their uniqueness. This could include, for example, why sustainability communication is personally important for independent hotels. Another important aspect is that hotels communicate tangible and concrete information for guests. Hotels can do this effectively by talking about concrete measures that bring immediate benefits to guests or affect them directly. Examples of this could be sustainable transportation options, health-promoting aspects or measures in the areas of energy and water. By focusing on tangible aspects, communication not only becomes more transparent, but also more relevant and appealing to guests.

As always, our final MAp meets question: What makes a truly unique hotel experience for you personally?

Luise: I particularly appreciate it when a hotel is not just a place to stay, but also tells the stories of the region and the hotel itself. For example, I love it when local food is present in the hotel's offerings or when the rooms are decorated with works of art from the region. Such details give the stay a special touch and allow me to be not only a guest, but also part of the local culture and atmosphere.

Websites are such an important hotel sales and marketing tool – especially when it comes to bringing your hotel’s unique story to life, capturing the attention of your target audience and driving bookings. Think of them as your face to the world, as often your hotel website is the first impression you make on potential guests. And, as they say, you never get a second chance to make a good first impression.

Hence, why you need a d*mn good hotel website!

With such helpful tools on the market and agencies that can MAke them happen, developing and running a hotel website is more accessible and cheaper than ever. In fact, through our sister agency or never, which offers affordable, inclusive and beautiful plug and play website starter kits, we can do this all for you – it’s really as simple as that!

So if you’ve been waiting for a sign to revamp your hotel website, consider it this blog post! And to guide the way, we’ve MApped out all our hotel website marketing tips to boost your bookings.

#1. Align with your hotel concept

No one likes a boring website chock full of hotel sales messages. Instead, it’s important to align with your hotel concept by communicating your unique storytelling hook and USPs. This is how you appeal to the emotions of your hotel website visitors and compel them to book with you.

#2. Make it beautiful

Your hotel’s concept should be underpinned by distinctive (and attractive!) hotel imagery and videos. For example, if your hotel concept centres on being a lifestyle hotel, your imagery and videos should be fun, dynamic and alive with people. A luxury hotel, on the other hand, should feature more refined media. Check out the work of our partner Piquant Production to see what we mean!

#3. Incorporate clear CTAs

Call-to-actions (CTAs) prompt website visitors to take a certain action, and for your hotel website the CTA should be obvious: BOOK NOW! When it comes to CTAs, follow these guidelines: tell visitors exactly what to do, start with a verb (BOOK), create a sense of urgency (NOW!), make the CTA button stand out prominently, and be consistent (one CTA throughout website).

#4. Promote direct bookings

Your hotel website is an important arm for your hotel sales, so in order to drive hotel bookings there needs to be a place to book! Your CTAs should lead directly to a website booking engine that is easy and quick to use. And don’t forget – promote the benefits of booking direct, such as cheapest guaranteed price, free breakfast, welcome package, and other freebies/perks.

#5. Highlight your hotel's Purpose

Consumers want to buy with purpose-driven brands. For that reason, it’s important to ensure that not only everything on your website furthers and supports your hotel’s Purpose, but that it is consistently communicated throughout so as to connect with those value-driven consumers.

#6. Tailor your messaging

When it comes to your hotel website’s copy, put yourself in the shoes of your target audience. To do this, you have to know them, the benefits they’re looking for and the problems they have – which only your hotel can solve. With that in mind, the messaging should be less about what YOU offer and more about what THEY experience staying at your hotel. You are selling emotions!

#7. Include hotel packages + offers

Everyone likes a good deal, so be sure to highlight your current hotel packages and offerings directly on your homepage as well as on a dedicated page. This is a critical way of boosting your hotel sales.

#8. Capture leads

They may not book with you today, but that doesn’t mean they’ll never book with you. That’s why it’s important to capture leads and nurture relationships with the goal to increase those conversions. The best way to do that is by collecting emails for your newsletter, but you could also consider creating downloadable destination guides that visitors receive in return for submitting their contact information.

#9. Spotlight sustainability

Sustainability matters – especially for hotel guests. They want to see you care about people and planet. If you have sustainable measures in place at your hotel, dedicate space to what those are, and touch on your sustainability practices wherever possible. Again, this builds emotional connection with your audience.

#10. Maintain + optimise

On a monthly basis, check your website analytics to see what is working and what is not working, and based on those insights, test and refine as necessary to improve your hotel website’s performance. And while you’re at it, switch up your photos, videos and content in order to keep it fresh and interesting. There’s nothing worse than a hotel website that is tired or stale!

If your hotel website is out-of-date or performing poorly, you are really missing out an effective hotel sales and marketing tool that drives bookings and gets you noticed. So are you ready to make a change? Then be sure to follow our hotel website marketing tips to create a well-optimised website that delivers real results.

And, if you need help creating a beautiful, standout website for your hotel, just drop us a mail.