When Google talks, hotel marketers need to listen, especially when it comes to responsive website design. With mobile traffic gaining market share month after month, hotels need to ensure their desktop versions of their websites are optimized for smaller screens and deliver fast loading times. Lodging Interactive says the more responsive a hotel website, the higher its SEO rankings on Google, and the easier it will be to maintain.
Responsive websites turn visitors into customers. According to a study conducted by Sterling Research and SmithGeiger for Google:
96% of consumers say they’ve encountered sites that were clearly not designed for mobile devices
75% of users prefer a mobile-friendly site
67% of users are more likely to buy from a mobile-friendly site
61% of consumers say that they’d quickly move onto another site if they didn’t find what they were looking for right away on a mobile site.
52% of users said that a bad mobile experience made them less likely to engage with a company
50% of people said that even if they like a business, they will use them less often if the website isn't mobile-friendly
48% of users say they feel frustrated and annoyed when they get to a site that’s not mobile-friendly and if the site didn’t work well on their smartphones, it made them feel like the company didn’t care about their business
Consider this scenario: A potential hotel guest searches for your hotel on their smartphone during a lunch break at work. They find your site, and your hotel has exactly the accommodations and amenities they’re looking for, so the traveler decides to continue researching your hotel using the site when they get home. Except, when they get home, they will use their desktop instead of their smartphone. If the hotel's site is responsive, the potential guest will have a positive user-experience when transitioning from mobile to desktop because they will view the same site on their desktop as they did on their smartphone. On the other hand, if the site is a dedicated mobile site, this person may not find the same content they viewed on their mobile site.