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Advising the hotel industry how to increase their online revenue

Why think twice before using audio on your hotel website


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Have you ever sat in the office surfing the web, when entering a site suddenly filled your otherwise quiet room with music blasting from your speakers – every single one of your colleagues looking at you with a knowing smile? I’m sure you have. And what did you do immediately – without even thinking? You’ve hit the ‘back’ button of your browser before even trying to figure out how to work the mostly well-hidden audio controls.

This is why a hotel should not use audio on their website, unless the sound is set to mute on entering and the user can switch it on if they choose to.

Audio on websites is intrusive. In a recent survey, 87% of web users said they found ads that play music or sound frustrating: The Harris Poll PDF. This, however, does not only apply to video ads – a recent annoying marketing trend (Publishers: don’t annoy users with audio).

Statistics show indisputably that people look for and book hotel rooms during the week. They do this from the office in between work, when no one looks at their screen. And they don’t want to be caught out by even the smoothest, atmospheric music that you may think is essential to selling your stylish hotel. Once they’ve hit the ‘back’ button, you’ve lost them forever.
Is the audio really worth risking that?

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Filed under: Hotel Websites, , , , , , , ,

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