Website Analytics: A Revenue Managers Best Friend

A hotel’s website is one of the best tools for understanding it’s customers and what drives the business. If you aren’t including the website analytics in your revenue management process you are missing opportunity.

As an industry we continue to struggle with capturing data that will help support business decisions. From an understanding of turn-down information from our reservations call center to the continued manual entry into spreadsheets, data has been hard to come by.

This is why a property’s website is such a powerful tool for revenue managers and marketers alike. Beyond the reach it provides to expose a hotel to a global audience; it can provide meaningful data that can be used in your revenue management process.

Many hotels are not taking advantage of this data in their business decisions either because they are not aware of what is available or their website analytics are not setup properly.

If you are using a third party internet marketing company to build and market your website checks that they have setup your website with analytics correctly. Whether it is Google Analytics (a free data solution) or Omniture (a high end analytics tool) there are many options to capturing gaining intelligence from your site. If you aren’t using an internet marketing company no problem; adding analytics to your site is fairly straightforward.

If awareness is the issue starts exploring the data available to you. There are many resources available online to assist in educating yourself.

Can you answer “YES” to these questions? If you can then you are likely in good shape; if not you are missing a great opportunity to help grow your business…

1.  Do you know what analytics program is on your website?

2.  Do you have a login?

3.  Have you looked at the analytics in the last 7 days?

4.  Do you bring your site analytics to your revenue management meetings?

5.  Do you know these statistics for your site:Unique visitors

  • Top 10 geographic regions for visitors
  • Top sources of traffic
  • Top pages viewed on your site
  • Revenue booked
  • Conversion Rate

Website analytics can provide the answers you are looking for to deliver more revenue; the data is there use it.

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6 Responses to Website Analytics: A Revenue Managers Best Friend

  1. Frankie says:

    Thanks for sharing. Always good to find a real expert.

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    • Scott says:

      Thank you for your feedback Izetta.

      There is some much constant change in our business; I always value other input to what priorities are at play.

      Let me know if there are any topics you would enjoy hearing more on.

  4. Just added this blog to my favorites. I enjoy reading your blogs and hope you keep them coming!

  5. Marya Jelle says:

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