成功的英國酒店網站.pdf

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1、UK HOTEL WEBSITESSUCCESS IN 2025&BEYONDMAY 2025UNCOVERING THE BENCHMARKS FOR SUCCESSFUL UK HOTEL WEBSITES80 DAYS|NHMC|2ALL OUR DATA COMES FROM Google Analytics data from 200 UK hotels Q1 data(2025 vs 2024)Sign up for FREE at 80 DAYS|NHMC|3ALL UK HOTELSAVERAGE MONTHLY TRAFFIC-Q1 202520.8k-16%VS.2024R

2、URAL16.9k+5%URBAN14.1k-28%4 STARRURAL35.1k-25%URBAN33.5k-24%5 STAR80 DAYS|NHMC|4WHY ALL THE RED?80 DAYS|NHMC|5Economic headwinds:Price conscious travelersFlat occupancy in Jan/Feb:-1%in London,+4%BirminghamSupply and demand:100k new rooms in active pipelineA late Easter:20th April 2025 vs.31st March

3、 2024US volatility:Weak dollar,US UK travel down 2%March 2025Opportunity markets:India,China,Canada,Germany,FranceALL UK HOTELSAVERAGE MONTHLY TRAFFIC-Q1 202520.8k-16%VS.2024RURAL16.9k+5%URBAN14.1k-28%4 STARRURAL35.1k-25%URBAN33.5k-24%5 STAR80 DAYS|NHMC|6ALL UK HOTELSAVERAGE MONTHLY TRAFFIC-Q1 20252

4、0.8k-16%VS.2024RURAL16.9k+5%URBAN14.1k-28%4 STARRURAL35.1k-25%URBAN33.5k-24%5 STAR80 DAYS|NHMC|7THE TOP PERFORMERS40-50K70-80KOrganic37.5%Direct21.5%Google Ads18.0%Social5.3%Email1.1%(AS A PERCENTAGE OF OVERALL TRAFFIC)-0.6%+1%+0.6%+0.9%-0.4%80 DAYS|NHMC|8TRAFFIC BY SOURCE(%)-Q1 2025OrganicDirectGoo

5、gle Ads18.0%SocialEmailSPEND1.9k+16%REVENUE16.4k+18%ROI8:1+4%80 DAYS|NHMC|9GOOGLE ADS PERFORMANCE-Q1 202529%FLAT VS 202480 DAYS|NHMC|10TRAFFIC TO BOOKING ENGINE-Q1 2025AVERAGE MONTHLY TRANSACTIONS-Q1 2025148-2%VS.2024RURAL139+10%URBAN122+14%4 STARALL UK HOTELSRURAL181-3%URBAN162-30%5 STAR80 DAYS|NHM

6、C|11AVERAGE MONTHLY TRANSACTIONS-Q1 2025148-2%VS.2024RURAL139+10%URBAN122+14%RURAL181-3%URBAN162-30%4 STARALL UK HOTELS5 STAR80 DAYS|NHMC|12THE TOP PERFORMERS220+310+AVERAGE MONTHLY CONVERSION RATE-Q1 20250.77%+25%VS.2024RURAL0.88%+26%URBAN0.94%+12%4 STARALL UK HOTELSRURAL0.50%+16%URBAN0.44%-20%5 ST

7、AR80 DAYS|NHMC|13AVERAGE MONTHLY CONVERSION RATE-Q1 20250.77%+25%VS.2024RURAL0.88%+26%URBAN0.94%+12%RURAL0.50%+16%URBAN0.44%-20%4 STARALL UK HOTELS5 STAR80 DAYS|NHMC|14THE TOP PERFORMERS1.9%1.5%4 STARDesktopMobileTabletSessions32%65%3%Transactions57%41%2%5 STARDesktopMobileTabletSessions37%61%2%Tran

8、sactions68%30%2%PERFORMANCE BY DEVICE-Q1 202580 DAYS|NHMC|152024 38%2024 29%THE FUTURE OF HOTEL WEBSITES80 DAYS|NHMC|16WHY DOES YOUR HOTEL WEBSITE EXIST?Inform&Inspire80 DAYS|NHMC|17IN SUMMARYWebsite traffic to global 5-star hotels remained stable in 2024,experiencing a very slight 0.3%decline YoY,a

9、veraging 29,172 monthly sessions.Urban hotels performed best,with 10%growth,averaging 34,838 sessions per month,while rural properties saw a 12%drop,averaging 24,376 sessions.0%10%20%30%40%50%60%70%80%90%100%0%10%20%30%40%50%60%70%80%90%100%INFORMATIONINSPIRATIONINFORMATIONINSPIRATIONEXPECTATIONSREA

10、LITYSource:80 DAYS Study 202280 DAYS|NHMC|18Captivating visuals and compelling copy will always inspire your guests,but theres an undeniable and growing demand from both travellers and third parties for information80 DAYS|NHMC|19SEO&GEOBEHAVIOURAL SHIFT80 DAYS|NHMC|20IN SUMMARYWebsite traffic to glo

11、bal 5-star hotels remained stable in 2024,experiencing a very slight 0.3%decline YoY,averaging 29,172 monthly sessions.Urban hotels performed best,with 10%growth,averaging 34,838 sessions per month,while rural properties saw a 12%drop,averaging 24,376 sessions.3 tips to create an informationpowerhou

12、seBEYOND A BEAUTIFUL BROCHURE80 DAYS|NHMC|231.Speak the language80 DAYS|NHMC|24SPEAK THE LANGUAGE80 DAYS|NHMC|25 AI agents like clear labelling of information on your website,e.g.standardized code(schema.org)This structured data helps them to quickly and accurately extract the key information they n

13、eedSPEAK THE LANGUAGE5-star hotel in EdinburghThe Bland is a luxury 5-star hotel in Edinburgh.A boutique hotel near the castle.A hotel near the station.A hotel near absolutely everything.80 DAYS|NHMC|26X2.Find the balance80 DAYS|NHMC|27FIND THE BALANCE80 DAYS|NHMC|28 Write for the guest of today-you

14、r content should answer questions as well as searches Consider content that appeals to Googles EEAT(Experience,Expertise,Authoritativeness&Trustworthiness)framework Dont underestimate the value of your staple pages About Us,Location and FAQs3.Become a single source of truth80 DAYS|NHMC|29BECOME A SI

15、NGLE SOURCE OF TRUTH80 DAYS|NHMC|30Dont let the OTAs get another one upInconsistent or inaccurate information erodes trust and can damage your brandBe outward looking-review external sites that mention your brand,do they need a refresh?A harmonious blend ofinspiration&informationTHE HOTEL WEBSITE OF THE FUTURE TODAYGET IN TOUCHe:sam.westoneighty-w:eighty-Or pop by our stand outside!