Descriptive Content: What is it, and how can it impact the travel company’s revenue? 

As a travel business, it is great to convert your website’s lookers to bookers- but how do you get your visitors to actually book on your website?   

Most website visitors don’t book their hotel as soon they find them. Instead, they research and read reviews before making their final purchase decision. Suppose you are a travel company with steady traffic coming from multiple channels but struggle to convert them into your customers. In that case, you need to think about your website’s descriptive content.   

A website’s descriptive or static content includes hotel information such as hotel name, hotel property photos, hotel amenities, room descriptions, geocodes, hotel policies, and more. Each hotel may showcase the stay experience that they offer by using descriptive content. In fact, descriptive content changes are less frequent than dynamic content but need to be updated regularly.  

Did you know your website’s descriptive content has the power to increase your website bookings and revenue?  

Descriptive content or static content significantly impacts travelers’ booking decisions as today’s modern traveler wants accurate and complete information before booking their hotel. So let’s understand in detail descriptive content and its impact on your business revenue. 

How descriptive content can impact your business revenue 

If the descriptive content is not regularly updated, then OTAs can face poor customer experience, inaccurate hotel information, missed business opportunities, and revenue losses. Here’s a breakdown of each hotel’s content and how it impacts on your business revenue. 

1. Hotel property images 

According to a study, photography is the most important factor for travelers when scanning for hotels on OTA platforms. High-quality hotel images improve the travel booking experience for customers, which can lead to better booking volumes. Also, another research revealed that better hotel photos receive 150% more traveler engagement. So, if you want better customer engagement, higher booking volumes, then focus on improving the quality of hotel images. 

2. Hotel amenities 

Another descriptive content that can impact your revenue is hotel amenities. If your website showcases the wrong amenities, it can easily impact the traveler’s stay experience. For example, a customer discovered from your website that the hotel property is pet-friendly and books the hotel only to realize reaching the hotel that the property is not pet-friendly. This leads to a dissatisfied guest experience and negatively impacts your brand’s reputation. There are various automation tools that audit the descriptive content of the hotel listings to ensure the customers get what they pay for. 

 3. Room types 

There are over 30 different names of hotel rooms, and most hotels categorize hotel rooms based on factors like room size, bed types, interior design, room layout, etc. This can easily confuse the customer during their travel shopping. So, make sure your website is free from duplicate room content through the room mapping tool. Accurate room information gives the customer confidence during booking and increases your brand loyalty, thus increasing your revenue and booking volumes. 

4. Geo coordinates and hotel address 

While geo coordinates are static content, if they are inaccurate for any hotel property listed on your website, it can harm your revenue and brand image. Wrong hotel addresses will lead to bad reviews, dissatisfied customers, and lower booking volumes. Curated content tools powered by AI/ML algorithms can ensure your hotel database has accurate hotel addresses. 

Improve your descriptive content with Vervotech Curated Content 

Apart from the mentioned descriptive content, there is over 20+ hotel content that can impact your business revenue too. Our intuitive AI-driven Curated Content tool uses several parameters to identify, segregate and de-duplicate descriptive and illustrative hotel content from multiple suppliers.  

Below is an example from our curated content tool, which accurately curated the entire hotel descriptive content of Atlantis, The Palm. 

Image: Vervotech Curated Content Tool Dashboard 

We even deliver accurate location mapping, such as 

• Hotel to city mapping 
• Point of interest mapping 
• Stadium mapping 
• Train stations mapping 
• Airport mapping 

As we conclude, if you want your travel business to have a competitive advantage and increase revenue, invest in streamlining descriptive content with automated tools such as curated content. Vervotech Curated Content tool curates over 38 hotel attributes with 99.999% accuracy with 98% coverage so that every accommodation provider delivers a paramount customer experience and gains higher revenue.