The Power of Mobile to Drive Direct Traffic Conversions for Hotels


To The hotel network (THN), we recently partnered with Net Affinity to provide hoteliers with an inspiring webinar on the power of building a robust mobile strategy to boost hotel website conversions. Special guest Deidre Featherstone, Group Digital Marketing Manager for Hotels in McGettiganalso shared first-hand experience with all things mobile.

Missed the webinar? Watch the recording here or read our summary of the 6 key points below.

1. Mobile dominates transaction volume, traffic and revenue

Mobile dominates online traffic to hotel websites. Today, 78% of traffic volume experienced by Net Affinity hotel customers and 62% of transaction volume comes from a mobile device.

Source: The hotel networkSource: The hotel network
Source: The hotel network
Mobile data and device trends. — Photo by Net Affinity hotel guests

When it comes to revenue, we see that in 2014 mobile only accounted for 12% of the hotel’s direct revenue. However, there has been consistent year-over-year growth, with mobile beginning to overtake desktop revenue during the pandemic in 2020. Although this growth appears to have slowed slightly towards the end of 2021, Mobile’s direct revenues continue to be visibly higher than desktop. , with no sign of this change.

These numbers reinforce just how essential mobile is, calling on hoteliers to develop a hotel marketing strategy to specifically increase conversions from these devices.

“At McGettigan Hotels, 65% of our website traffic comes from mobile. That’s a huge chunk, so we always make sure that when mobile visitors land on the mobile homepage, they know exactly where they’re going. “
Dierdre Featherstone, Head of Group Digital Marketing at McGettigan Hotels

2. Mobile is no longer a second thought

Shift your mindset to mobile. You need to adopt a mobile-first approach and strategy in everything you do. And the first step concerns the marketing activity of your hotel brand. It’s important to know where your guests are spending their time online in order to create and deliver engaging communications that resonate with visitors and drive conversions.

No matter where you stream content or where your guests land, the experience should follow the three mobile golden rules: less is more, clear and consistent messaging, and efficiency.

3. Optimize your mobile marketing efforts

It’s not just about optimizing the user experience for your hotel’s mobile users. It’s much more than that, and it starts much earlier in the online booking journey. Everything you do, whether it’s driving traffic or any marketing campaign, should be viewed from a mobile perspective.

77% of Google Search or Display ad impressions are on mobile and 98% of Facebook and Instagram ad traffic is amazing on mobile. It therefore makes perfect sense to optimize your marketing campaigns for the relevant device and always see what your campaigns look like on mobile, whether it’s a banner on Twitter or a newsletter sent to your database.

4. Provide a smooth mobile user experience

A seamless hotel mobile experience should be a given today. It is essential for hotels to have this optimized mobile user interface.

Do your images load quickly? Is your Book Now button easily accessible? Are customers finding what they are looking for? Always put yourself in the shoes of potential mobile visitors browsing your website.

“Everything is mobile-friendly on our hotel website and we make sure
everything is responsive to get those smooth bookings in 3 clicks.”
Dierdre Featherstone, Head of Group Digital Marketing at McGettigan Hotels

5. Create exclusive offers for mobile users

Presenting personalized offers in the mobile booking experience is an effective way to grab visitors’ attention and encourage them to confirm that direct booking now.

THN data from one hotel customer showed a 144% increase in booking engine to reservation conversion rate when displaying a discount aimed at mobile users with a message clearly stating its mobile exclusive. Offering limited time offers can also be another great way to convert mobile bookings better.

A targeted THN diaper with an exclusive 10% discount visible only on mobile — Photo by The Hotels Network

“At McGettigan Hotels, we offer small offers on the mobile platform like free parking or 10% off food and drink to entice people to book direct.” Dierdre Featherstone, Head of Group Digital Marketing at McGettigan Hotels

6. Keep it short and simple

Design comparison of the same offer on a layer for mobile versus desktop — Photo by The Hotels Network

Data shows you only have 7 seconds to capture your mobile’s attention? user, so keeping the message short and simple is always the best approach. Adapting marketing messages to fit easily on a mobile screen is essential. Images should be optimized and there is no need to overload yourself with choices; no one wants to scroll through endless pages of room types. Keeping choices relevant and encouraging conversions with targeted offers will always trump showing all of your cards at once.

So there you have it, the 6 main takeaways from a fascinating session with great industry partners. Many thanks to Net Affinity and McGettigan Hotels for sharing their ideas – and of course Fiona and Maria from THN! Want to watch the session or download the webinar slides? Click here.

About the hotel network

Working with over 12,000 hotels worldwide, The Hotels Network offers its customers a comprehensive growth platform to power their direct channel. By leveraging a suite of built-in tools and analytics, hospitality brands can attract, engage and convert guests throughout the user journey.

In addition to price comparison, review summary and a full suite of personalization options, THN’s Oraculo product leverages machine learning techniques to predict user behavior and then automatically personalizes the message and content. offer for each user. The company’s latest innovation, BenchDirect, is the first benchmarking product for the direct channel, providing hotels with unprecedented competitive data that is a complete game-changer.

THN’s mission is to improve the online booking experience, increase direct bookings and strengthen the relationship between hotel brands and their customers.

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