The benefits of being able to search for and book a hotel online are considerable.

Hotel Search
Hotel booking websites allow you to customise your search for hotel accommodation using a variety of criteria. Hotel location is the obvious starting point, but searches can also be made on the type of hotel, star rating, type of room, hotel facilities, opinions of other guests and, of course, the price per night, including the availability of any discounts.

Some current generation hotel booking websites go further and offer the option of searching on very specific criteria. Examples include availability of wi-fi internet access (either in guest rooms or in public areas), fitness centre, sports facilities (e.g. tennis or golf), swimming pool (indoor or outdoor), facilities for the disabled, restaurants, bars, 24-hour reception or room service, amenities for children, on-site car parking and airport transfers. Having so much detail at your fingertips definitely improves your chance of finding the right type of hotel for your particular requirements.

Booking Online
The availability of online booking systems offers hotel operators major opportunities to reduce the number of reservations’ staff that they employ. Because guests can book directly, online, the level of intervention required by employees during the booking process can be reduced or even eliminated. Online booking systems also allow hotel rooms to be marketed at more competitive prices or provide opportunities for hotel owners to improve their margins.

Online booking systems also offer increased flexibility to customers. Many hotel operators allow guests to make changes to their reservations, without incurring penalties, if these changes are made online. Even if charges are incurred, they can be made clear to customers at the time that the booking is amended, so that disputes don’t arise at a later date. The customer is normally informed of the cost of the hotel room including any supplements or taxes at the time that the booking is made. Booking confirmations can be sent immediately to customers by email, together with pre-arrival information such as availability of car parking, restaurant opening hours and information about local attractions.

Having all hotel reservations held in an integrated database, with information being continually updated makes it easier for hotel operators to identify occupancy trends and to calculate the profitability (or otherwise) of their operations. Periods of low occupancy can also be identified, giving the option of sending additional ‘late deal’ marketing offers to individuals or to the travel trade.

Hotels that run their own customer loyalty programmes or are associated with airlines’ frequent flyer programmes are able to keep track of participating guests much more easily via their online booking systems. This allows them to target their marketing more precisely at high spending frequent travellers. Online booking systems also enable loyalty programme members to redeem their accumulated rewards more easily.