- Industry-standard requirements for imagery and descriptions across all modules.
- How to optimise Rooms, Spa, Tables, and Retail listings for higher conversion.
- Strategic placement and categorisation of Gift Vouchers.
- Techniques for using "Extras" and "Cross-sells" to increase average order value.
When should I use this?
- Refer to this guide during your initial platform setup, when launching a new seasonal campaign, or during a quarterly content audit.
- Key Logic: High-quality content is the bridge between a guest browsing and a guest booking. By following these standards, you reduce "buyer friction" and ensure the guest has all the information they need to commit to a purchase without needing to call the property.
Before you start:
- Collate high-resolution professional photography for all departments.
- Ensure you have the latest PDF menus and treatment lists available.
- Have access to the Ecommerce platform and (if applicable) the Gifted platform.
Step-by-step:
1. Optimise Room Listings
- Imagery: Use a minimum of three high-quality images per room type. Ensure "Rate Images" specifically reflect the package (e.g., if dinner is included, show a restaurant shot).
- Copywriting: Present room features (WiFi, Coffee Machine, Bathrobe) using concise bullet points rather than long paragraphs.
- Upselling: Set up Room Upgrades for all eligible types and add Room Extras (e.g., Prosecco on arrival) across all rate plans to drive incremental revenue.
2. Enhance Spa & Wellness Content
- Spa guests buy into an "experience." Your content must reflect the premium nature of the service.
- Unique Selling Points (USPs): Highlight specific product brands (e.g., Elemis, ESPA) and distinctive facility features.
- Descriptions: Provide detailed treatment options for Spa Days so guests know exactly what to expect.
- Navigation: Utilise Categories to group offerings (e.g., "Facials," "Massages," "Maternity") to prevent the guest from feeling overwhelmed.
- Visuals: Avoid stock imagery and duplicate photos; guests want to see the actual relaxation room and pool they will be using.
3. Refine Dining & Table Reservations
- Dining decisions are often made based on the most recent menu and the "vibe" of the outlet.
- Menu Management: Ensure current, seasonal menus are uploaded in a clear format.
- Inspirational Copy: Write outlet descriptions that "inform and inspire" while remaining an honest representation of the atmosphere.
- ResDiary Logic: If using ResDiary, you must enable promotions to ensure your menu offerings are clearly visible throughout the booking flow.
4. Maximise Retail & Gift Vouchers
- Retail and Vouchers are often "impulse" or "gift" purchases that require strong visual cues.
- Retail Layout: Use high-quality product photography and implement cross-sells (e.g., "Customers also bought...") to enhance the shopping journey.
- Voucher Hierarchy: On the Gifted platform, place your most popular items (Monetary Vouchers and Afternoon Tea) at the top of the list.
- Seasonality: Regularly introduce seasonal vouchers (e.g., Mother's Day, Christmas) and group them into categories for efficient navigation.
Best practice:
The "Mobile First" Rule: Always check your content on a mobile device after uploading. Bullet points and high-quality images are even more critical on smaller screens where users tend to skim-read.
Important Notice:
Image Consistency: While high resolution is key, ensure your image aspect ratios are consistent across a single category. Mismatched image sizes can make the storefront appear untidy and unprofessional to the guest.