Interestingly, traffic roughly doubles as you move up the star rating from 3-to-4 and 4-to-5, while overall website conversion rates halve. It’s challenging to explain these results with certainty as product and service levels vary across star ratings, but also across different locations within Europe. That said, one could generalise that 3-star hotels often present a more simplified offering; rooms and restaurant. Compare this to a 5-star that may make more of a destination restaurant Michelin-starred dining experience, an award-winning spa, spectacular event spaces etc. This could help rationalise why less visitors navigate to a booking engine on a 5-star hotel’s website; there’s simply more service offering to explore. By that same logic, there’s generally more content to optimise and more of a brand-led focus for 5-star properties, helping drive interest and the increased traffic numbers we see above. With less people entering the booking process, it’s probably to be expected that we see a correlation with decreasing overall website conversion rates. And, of course, the price points of 5-star versus 3-star can often make the purchasing decision far more considered, translating to lower conversion. Get the full story at 80 DAYS