One website , multiple personalities
TO bOOST bOOkingS , HOTEL wEbSiTES arE bEcOming mOrE pErSOnaLizEd fOr uSErS wiTH dynamic cOnTEnT .
contributed by cHriS JackSOn and ScOTT van HarTESvELT
For years the content presented on hotel websites has been static regardless of who visits the site . Granted , the look and feel of the site has been customized to the user device ( mobile , tablet or desktop ), but the information on the site has remained the same . Hotel companies are now implementing “ dynamic content ” that allows content to be customized to the user . In doing so , they are opening new opportunities to customize the user experience and improve their websites ’ performance metrics .
“ Dynamic content enables us to better connect with our guests and potential guests to anticipate their needs ,” says
Dustin Bomar , vice president , global online demand generation , Hilton Worldwide . “ More specifically , with dynamic content , our aim is to streamline the booking process by displaying the most relevant hotels and content to the shopper . For example , we offer 22 official local language websites that have
56 HOTELS July / August 2014 www . hotelsmag . com