The guest doesn't analyze your website, they scan it
Less than 60 seconds to decide whether to stay or leave. Your website has to answer three questions in that time. Plus Santiago Esmoris on how to train AI to sell.
When a traveler lands on your website, they don't read it. They scan it. In less than 60 seconds they decide whether to keep exploring or go back to the search engine and click on the competitor.
In those 60 seconds, your website has to answer three questions:
- What kind of hotel is this?
- Is it for me?
- Why should I choose it?
If it doesn't answer all three, the traveler leaves.
Examples that do it well
Mama Shelter: on the very first scroll you already know it's a hotel with attitude, with personality, built for travelers who want experience over generic comfort.
1Hotels: on the first screen it's already clear it's a sustainable luxury hotel. There's no ambiguity.
CitizenM: "Smart luxury for the people". Four words that define exactly who it's for and what it offers.
The 4 critical points of your website
- What kind of hotel it is in one sentence: not "charming boutique hotel". Something specific that only your hotel could say.
- What it's like to stay there: photos and videos that show the real experience, not perfectly tidy empty rooms.
- What makes it different: a concrete reason to choose you and not the competitor on the same street.
- How to book without friction: the WhatsApp button has to be visible and easy to find. Many travelers would rather message you than fill out a form.
Santiago Esmoris: training AI to sell
Santiago Esmoris shared his experience training the WeSpeak assistant for the hotel: how to set it up so it responds with the right tone, knows the specific value proposition, and knows when to hand off to a member of the team.
"The assistant doesn't replace the team. It gives them superpowers."
— Gonzalo Rioja
