Emily Tippins, head of digital strategy at Journey and editor of Well Travelled explains the do’s and don’ts of mobile websites
DON’T upload large files
The speed, or load time of your mobile site can be a real turn off if it’s not kept to below a couple of seconds. Guests won’t wait for huge images to load when they have nothing to do with getting at the information they need.
DON’T miss out anything
It’s also a mistake to assume that all mobile users are in a hurry. They don’t always want to get at a phone number. Quite often they will be in ‘lean back mode’, researching tariffs, activities and checking availability.
DON’T hide away
The whole point of being mobile is that they can do what you want, when you want, on whatever device they wish. So don’t hide key information away from your mobile visitors.
DO be obvious
Big, bold clickable areas are great for capturing a reader’s attention when they are viewing on a mobile. So, Best Rate Guarantee, Book Now, and Check Availability calls to action should be chunky, clickable buttons.
DO choose beautiful images
High definition images that are optimised for high quality mobile screens will also enhance the mobile experience. You might have a fantastic looking hotel website when you view it on your desktop, but often the images can be pixelated and low quality on the retina screens of mobiles.
DO treat it as a brand extension
Your website (including how it looks on mobile computers) is part of your hotel product. It needs product development, extension and sometimes a new lease of life entirely if you are going to increase direct mobile bookings for your hotel.