Making a hotel booking online may be a simple process in itself, but the time spent getting to this point in the travel journey is considerable.
A 2023 study of travellers from Australia, Canada, France, Japan, Mexico, the UK and the US by global travel tech company Expedia showed that the average traveller views 141 pages of travel content 45 days before booking. In America, that number soars to as much as 277.
The research underpins the importance of accommodation establishments, whether domestic or international, creating an online presence that stands out in the crowded hospitality sector.
Mandy Schreiber, founder of Cape-Town-based digital media and analytics specialist TrafficBrand, whose clients include Hidden Africa, Sani Car Rental and Safari Africa Travel, explains that almost every traveller searching online is attracted to well-crafted digital advertisements that take them to reputable websites where they can instantly access the information they are looking for.
The nature of digital advertising allows companies to deliver multiple advertisements to multiple audiences simultaneously.
She gives the example of two travellers – one an avid skydiver and the other a new parent taking their child on holiday for the first time – looking for a safari experience in South Africa.
“Let’s say they both type in ‘safari South Africa’,” she says.
“The skydiver is likely to be placed in a ‘bucket’ of individuals looking for a safari but also like skydiving or extreme sports. Good advertisers would show this individual an ad for hot air ballooning over the Kruger Park while showing the new parent ads for ‘family friendly’ or ‘malaria-free safari’ destinations.”
One factor driving a shift towards direct hotel bookings is the evolution of algorithms that identify individual preferences and digital adverts that speak to specific audiences.
Five-star Steenberg Farm in Cape Town’s Constantia Valley is seeing far more of this type of booking.
“Travellers have become much more tech-savvy and tend to rely less on travel agents,” says Steenberg Managing Director Catherine Schulze.
“They want security in knowing what they are getting, and dealing directly with the hotel makes them feel they are in control of their journey.”
Schulze’s colleague Neilen Tolmay agrees, saying direct bookings offer more flexibility. Vegans, for example, can state their preferences, which reservation staff flag in the booking system.
“You will receive personalised attention from when you book to when you leave. You are guaranteed a tailormade stay, and any unforeseen eventuality is easily addressed.”
Steenberg’s guests, particularly those from its key markets of Germany, the UK and South Africa, tend to book online due to convenience, the ability to compare offers, and the option of securing preferred dates and packages immediately.
The team advises travellers to look at a location in relation to key attractions and activities, the amenities offered beyond accommodation, dining, and leisure activities, and reviews and testimonials from previous guests.
Schreiber agrees that they should fine-tune their searches to more exact locations to understand who the leading players are at a particular destination.
“It’s always worth looking at the big players first because there can be some amazing offers and also fewer risks and more assurances,” she says.
Craig Lubbe, Head of Marketplace at South African e-commerce ecosystem Bob Group, believes there are advantages to booking directly with establishments. At the same time, the hotel’s website should highlight attributes that will further entice travellers.
“Many websites use their home page to showcase their latest offers, while others display these on a special page. It’s always worth looking through the hotel’s menus to see how it has organised its offering,” he says.
However, he adds that travellers should ensure the website belongs to the hotel, as it is no secret that online scammers prey on holidaymakers. This can be achieved by looking for familiar hallmarks of ownership, such as linked social accounts, Google and user reviews on other platforms that link to the website.
All these experts agree that booking as early as possible is essential.
At the end of last year, air traffic at Cape Town International Airport was at 90% of 2019 levels. As such, attempts to secure a booking for the Christmas and New Year period in September will prove fruitless.
“For the festive period, you will want to book around the preceding April,” Tolmay says.
Schulze has also found it helpful for travellers to engage with their potential hotel on a Saturday. While Steenberg’s knowledgeable reservations team are on duty, they generally have more time to get to know interested guests and understand what they would like from their experience.
Schreiber says that as helpful as mass online booking websites are; they tend to only display a certain number of rooms at a specific price. Once these are sold, the next batch of rooms costs incrementally.
“So, the sooner you book, the better your price.”
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