But is now the time for your hotel to make that investment? To make a wise decision, one should rely on both concrete metrics and past experience.

For instance, if your hotel website has a conversion rate of less than 1.5 to 2%, and your direct contribution is lower than 20%, there’s a good chance your website isn’t optimized for conversion and usability. In this example, it’s likely that the website isn’t doing a great job of promoting the property and location.