The document presents an overview of website usability strategies tailored for the online hospitality sector, emphasizing the importance of responsive design, user experience, and effective online marketing techniques. Key topics include how to improve search results with schema, the need for mobile-friendly websites, and the benefits of having an online booking engine. It also discusses remarketing strategies to re-engage potential guests who leave without booking.

1. Website Usability in a
Short Attention Span World
Online Business Lodging Fundamentals
Presented by: Lyles Armour
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

2. Who We Are
About Me
• University of Northern Colorado
Graduate (Marketing / CIS)
• Sports enthusiast
• Proud father of a 5 year old dog
• Enjoy working with people
• 4 years with RezStream
• Design /Development Manager
• Marketing Coordinator
About RezStream
• Established in 2005
• Located in Denver, CO
• 21 employees
What We Do
• Software and Internet services
Why Do We Do It
• Because your success is our
success!
– Education is key
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

3. TABLE OF
CONTENTS
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
01
Improving Your Search
Results with Schema
02
Responsive Design For
Mobile-Friendly
Websites
03
User Experience &
Dynamic Content
04
Benefits of an Online
Booking Engine
05
Remarketing to
“Lost” Guests
06
Q & A

4. 01 | Improving Your Search Results
with Schema
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

5. You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

6. You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

7. 01| Improving Your Search Results
with Schema
Internet Marketing Tactics
• Search engine optimization
• Pay per click
• Email marketing
• Social media
• Content creation
• Remarketing
Schema
• HTML markup
• Richer search results
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
So what’s the big deal?

8. 01| Improving Your Search Results
with Schema : What is it?
Schema is an HTML markup that improves the display of your online search
results. This creates a much richer experience and provides more relevant
information for the searcher.
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
Direction Signs General Service Signs

9. 01| Improving Your Search Results
with Schema : What does it look like?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

10. 01| Improving Your Search Results
with Schema : What can it be used for?
• Business type
• Company Details
• Offers
– Rooms
– Specials & Packages
• Ratings & Reviews
• Photo Galleries
• Blog Articles
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

11. 01| Improving Your Search Results
with Schema : Google’s Testing Tool
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
Structured Data Markup Helper | Structured Data Testing Tool

12. 02 | Responsive Website Design
for Mobile-friendly Websites
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

13. You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

14. 02| Mobile-Friendly Websites
According to Google
• November 13, 2009
– World is going mobile
– Mobile vs. desktop websites
• February 22, 2011
– Mobile websites 101
• December 15, 2011
– Googlebot-Mobile increases
coverage of mobile phone content
• June 6, 2012
– (1) Responsive website design (2)
Dynamic website (3) separate
desktop & mobile website
• June, 11 2013
– Bad redirects & mobile phone errors
• May 19, 2014
– PageSpeed Insights testing tool
• November 18, 2014
– Mobile search indicators
– Testing tool & GWT Usability report
• February 26, 2015
– Expanding mobile-friendliness as a
ranking signal starting April 21, 2015.
• April 21, 2015
– Rollout of the mobile-friendly update
• May 5, 2015
– More searches take place on mobile
phones than on desktops
– Tablets are counted with desktops
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

15. 02| Mobile-Friendly Websites
Why should you care?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
Search engines like Google and Bing are now
indicating which websites are mobile-friendly in the
list of search results.
So before they even make it to your website, they
have a perception of what the experience will be like
visiting your website.
It’s a learned behavior!

16. 02| Mobile-Friendly Websites
What does being mobile-friendly mean?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
Mobile-friendly means one or more of your web pages are user-friendly on mobile
devices.
Having a mobile-website means every web page on your website is user-friendly on
mobile devices.
The Mobile Takeover
May 5, 2015 - More Google searches take
place on mobile devices than on desktops
Travel Weekly 2014 Consumer Report –
Percentage of people who use a mobile to
purchase travel - 2012 (25%) 2013 (30%)
2014 (38%)

17. 02| Mobile-Friendly Websites
Why you need a Responsive Website Design (RWD)
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
RWD is a design approach that allows your website to respond itself by adjusting
the layout so that it can be easily accessible on desktop, laptop, tablet and mobile
devices.
Desktop Laptop Tablet Mobile
Why you need a responsive website design
• Recommended by Google
• One website, one URL
• Access to all pages
• Access on all devices
• Better user experience
• Cost effective
• Easy to manage
• Help combat high bounce rates
• Increase conversion rates (bookings)
• Your competition is already doing it

18. 01| Is My Website Mobile-friendly?
Google’s mobile-friendly testing tool
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
Browser Test| Mobile-Friendly Test | User Experience

19. 03 | User Experience
Turning Lookers into Bookers
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

20. You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

21. 03| The User Experience
Why the user experience is so important.
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
The User Experience determines the level of satisfaction your online visitor has.
Factors that influence the user experience
1) Simple Things: Finding your phone number, email address or availability?
2) Navigation: How easy is it for them to get to different pages of your website?
3) Page Layout: How do you keep things simple and easy to find?
4) Booking Engine: How many ways can they get to your booking engine?
5) Content: How are you using content to interact with your guest?
6) Engagement: What do you do to keep them on your website longer?
7) Speed: How long does it take to load your website?
The GOAL is to get them to give you their money.

22. 03| The Simple Things
How easy is it for them to find what they are looking for?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
A clean header and navigation helps guide your guest to the most important pages on
your website.
Do’s and Don’ts
Do’s
• Lead with your money pages
• Top link should be clickable
• Your logo is your home link
• Include contact options
• Use subnav for interior pages
Don’ts
• Start with a home link
• Clutter your navigation
• Have too many dropdowns
• Have too many links
• Link to mobile website

23. 03| Page Layout
How do you keep things simple and easy to find?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

24. 03| Booking Engine
How many ways can they get to your booking engine?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

25. 03| Content is King
Create compelling content to help you sell your business
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
The phrase “Content is King” means that - without original and desirable
content any media venture is likely to fail through lack of appealing content,
regardless of other design factors.
What is considered content?
Text
Graphics
Images
Video
Having a Content Management System (CMS) will make your life easier as
you’ll have direct access to keep your content up to date and engaging.

26. 03| Dynamic Content
How are you using content to interact with your guest?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
The more relevant content you deliver to the website visitor, the better the
engagement and the higher the conversions.
Dynamic Content is HTML content on your website, forms, landing pages, or
emails that changes based on the viewer.
How can it be used?
Personalize your emails
Tailor your web experience
Enhance your landing pages
Increase form effectiveness

27. 03| Website Speed
How long does it take to load your website?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
Google’s Page Speed Insights measures the performance of the web pages
on your mobile and desktop website.
PageSpeed Insights measures how the page can improve its performance on:
• Time to above-the-fold load
• Time to full page load
Scores range from 0 to 100 and a score of 85 or above indicates that the
page is performing well.

28. 03| What’s My Speed Test Score
Google’s PageSpeed Insight Testing Tool
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
At Home Test| PageSpeed Insight Test | User Experience

29. 04 | Online Booking Engine
What are the benefits?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

30. You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

31. 04| Online Booking Engine
Why do you need one?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
• 148.3 million travel bookings are made on the Internet each year
• 57% of all travel reservations are made on the Internet
• More than 30% of online traffic related to travel, now comes from mobile devices
• 65% of same day hotel reservations are made from a mobile device
How does a Booking Engine Help your business?
1. 24/7/365 money making machine
2. Provides convenience for your guest
3. Increases revenue (57% bookings made online)
4. Improves customers services

32. 04| Online Booking Engine
What’s included in a good booking Engine
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

33. 04| Online Booking Engine
What’s included in a good booking Engine
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

34. 04| Online Booking Engine
What’s included in a good booking Engine
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

35. 04| Online Booking Engine
What’s included in a good booking Engine
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

36. 04| Online Booking Engine
What’s included in a good booking Engine
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

37. 05 | Remarketing
Market to guests who have left your website
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

38. You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

39. 05| Remarketing
What is it?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
Remarketing enables you to re-engage with your audience and display ads on other
websites in an effort to get them to return to your website.

40. 05| Remarketing
Why should you use it?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
• Turn abandoners and
bouncers into leads
• Stay engaged with your
target audience
• Appear in front of people
who have already
expressed an interest in
your website

41. 05| Remarketing
How do I get going?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
1. Enable advertiser features in Google Analytics and add remarketing code to
every page, if applicable.
2. Update your website’s privacy policy
• The Google Analytics Advertising features you've implemented
• How you’ll be using their cookie information
• How visitors can opt-out
3. Create audiences that you want to remarket to
• New visitors
• Visitors who did not make an online reservation
• Visitors who left the booking engine process
• Upsell to existing customers
4. Develop remarketing campaigns in AdWords
5. Monitor campaign results and optimize accordingly
Learn More about Remarketing

42. 05| Remarketing
Examples of Remarketing banners?
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

43. You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200

44. | Thank you for attending!
Come visit us at Booth #40
• Josh Wise – VP Business Development
• Lyles Armour – Design Manager/Marketing
Coordinator
Email
For questions about this presentation please email
me at Lyles.Armour@RezStream.com
RezStream.com
• Free Webinars
• Blogs
You Provide Hospitality. We Provide Solutions
3801 E Florida Ave. Suite 800
Denver, CO 80210
866.360.8200
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