10 Essential Website Fixes Every Hotel & B&B Needs to Get More Bookings
Introduction
For hotels, guesthouses, and B&Bs, the website is often the first impression a potential guest gets. Before they book, they will judge you based on your online presence - and if your site is outdated, slow, or confusing, chances are they will leave and book somewhere else.
The hospitality industry is more competitive than ever. Travelers compare dozens of options online, and online travel agencies (OTAs) like Booking.com and Expedia charge high commissions. That’s why having a professional, optimized website that drives direct bookings is not just nice to have - it’s essential.
The good news? You don’t need a complete redesign to see big results. By focusing on these 10 essential website fixes, you can improve visibility, build trust with potential guests, and turn more clicks into confirmed bookings.
Make Your Website 100% Mobile-Friendly
Today, the majority of travelers search and book accommodations directly from their phones. If your website doesn’t display correctly on mobile devices, you’re losing a massive chunk of potential guests.
A mobile-friendly site should:
Load fast (under 3 seconds).
Display photos and text clearly on small screens.
Have buttons that are easy to click.
Offer a seamless booking experience.
Tip: Use Google’s Mobile-Friendly Test tool to see how your site performs and fix issues right away.
2. Simplify Your Navigation
When someone visits your website, they should instantly know where to go. Guests don’t want to dig through endless menus just to find basic information.
Your navigation should highlight:
Rooms & rates
Facilities & amenities
Location & directions
Booking & availability
Contact information
A simple, clear structure keeps guests on your site longer and makes them more likely to book directly.
3. Invest in Professional Photos & Videos
High-quality visuals sell your property better than any words. Grainy, outdated images make even the most charming guesthouse, hotel or B&B look uninviting.
What you need:
Bright, high-resolution room photos.
Lifestyle images showing guests enjoying your property.
Short video tours (perfect for social media too).
Seasonal photos (summer, winter, autumn).
Remember: travelers aren’t just booking a room - they’re booking an experience.
4. Add a Direct Booking System
Many small hotels & B&Bs rely only on Booking.com or Airbnb for reservations. While those platforms bring visibility, they also take 15-25% commission per booking.
A direct booking system on your website:
Saves your money.
Gives you full control over guest details.
Builds stronger relationships with returning customers.
Pro tip: Use booking software that integrates with OTAs so you don’t double-book but still encourage guests to book directly next time.
5. Highlight What Makes You Unique
Why should a traveler book your property instead of another nearby? The answer should be crystal clear on your website.
Examples of unique selling points:
Family-run hospitality.
Organic breakfast from local suppliers.
Historic building with character.
Proximity to nature, trails, or cultural landmarks.
Storytelling matters. Guests want to feel the personality of your property before they arrive.
6. Improve Your Website Speed
Slow websites kill bookings. In fact, studies show that if a page takes more than 3 seconds to load, over 50% of visitors leave.
How to speed up your site:
Compress images without losing quality.
Use modern, lightweight website themes.
Host your website on a reliable server.
Remove unnecessary plugins or scripts.
Free tool: Test your site on Google PageSpeed Insights for a detailed performance report.
7. Optimize for Local SEO
Guests often search with location-based queries, like:
“B&B in Trondheim”
“Cozy guesthouse near Røros”
“Affordable hotel in Lofoten”
To capture these searches, make sure your website:
Includes your location in page titles, headings and text.
Has an updated Google Business Profile.
Features nearby attractions and keywords on your site.
Collects backlinks from local partners (restaurants, tour operators).
The goal: when someone Googles your area + “accommodation,” your property should show up.
8. Use Strong Calls-to-Action (CTAs)
Your website should guide visitors toward booking. Don’t assume they know what to do next.
Effective CTAs include:
“Check Availability” button at the top of every page.
“Book Now” buttons after each room description.
“Contact Us for Special Offers” pop-ups.
Make sure CTAs are bold, clear, and repeated across your site.
9. Collect & Showcase Guest Reviews
Word-of-mouth is still the most powerful marketing tool - and online reviews are the digital version of it.
Add reviews from:
Google
TripAdvisor
Booking.com / Expedia / Airbnb (with permission)
Your guestbook
Bonus idea: Add photos of happy guests (with consent). Authentic visuals make reviews even more trustworthy.
10. Make Contact Easy
Nothing frustrates a potential guest more than not knowing how to reach you.
Your website should include:
A clear phone number (click-to-call on mobile).
Email address and/or live chat option.
A contact form that works.
Directions and a map embed.
The easier it is to reach you, the more likely guests will trust and book with you.
Conclusion
Your website is more than a digital brochure - it’s your most powerful booking tool. By applying these 10 fixes, you’ll:
Improve guest trust and experience.
Rank higher in local search results.
Increase direct bookings and reduce reliance on OTAs such as Booking.com and Expedia.
In hospitality, small improvements can have a huge impact. A faster, clearer, more professional site doesn’t just attract clicks - it turns those clicks into paying customers.
Is your website costing you bookings? At Vikinger Media, we specialize in creating websites that work: fast, mobile-friendly, SEO-optimized, and designed to convert visitors into customers.
Contact us today to learn how we can help your company or brand grow.
