Not everyone who lands on your hotel website is ready to book a room. Just like at your front desk, guests arrive with different needs and questions. Some are exploring, others are confirming details, and a few are ready to book immediately.
Understanding these different types of visitors, and designing your website to support them, is a practical way to make every click count. Research shows that travellers often start their journey on multiple platforms, use reviews and comparison sites as part of their decision process, and only a fraction complete a reservation in a single session on a hotel site.
In this blog, we look at a few common visitor profiles, how they behave online, and how your website can support them.
The Researcher
The Researcher is in the early stages of planning. They may have decided on a destination, but they’re still forming impressions and comparing options across sites and channels before focusing on a final one. Increasingly, AI-driven search and recommendation platforms shape what guests see first, influencing their expectations long before they arrive on a hotel website.
What they typically do
What they’re looking for
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A clear sense of what makes your hotel special
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Visual cues that match the experience they’re seeking
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Simple access to key highlights (location, ambience, rooms)
How your website can support them
Instead of presenting everything at once, structure your homepage and landing pages to quickly orient visitors.
Practical example:
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Use high-quality imagery that conveys atmosphere
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Short, clear sections with headings (“Rooms”, “Location”, “Facilities”)
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Easy navigation to deeper pages without overwhelming with content
This helps The Researcher understand your hotel’s character early, without pressure to book immediately.
The Fact Finder
The Fact Finder wants clarity before committing. They’re checking the details: amenities, policies, location logistics, breakfast options. And they want simple, clear answers.
Research suggests that website appearance and interactivity shape perceived value and satisfaction, which in turn influences future loyalty.
What they typically do
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Search for policies (check-in/out, cancellation)
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Look for specific amenities (parking, breakfast, Wi-Fi)
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Read FAQs
What they’re looking for
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Accurate, complete details
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No hidden information or vague language
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Assurance that everything is transparent
How your website can support them
Provide a dedicated, clearly labelled “Practical Information” or “FAQs” section that answers the most common questions without the visitor having to guess. Academic research confirms that website appearance, interactivity and usability significantly influence perceived value, satisfaction and loyalty in online booking environments.
Practical example:
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A page with grouped practical topics (“Amenities”, “Services”)
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Use bullet points for easy scanning
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Avoid burying critical details behind decorative content
This approach builds trust through clarity.
The Reviewer
The Reviewer wants confirmation from others. They may have liked what they saw, but they need reassurance that other guests had positive experiences too. Studies on online reviews show that reviews and trust play a real role in booking intention and decision making.
What they typically do
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Scroll through guest reviews
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Look for ratings and testimonials
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Cross-check mentions on OTAs or external platforms
What they’re looking for
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Consistent positive signals across platforms
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Evidence that others felt welcomed and well served
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Confidence that your hotel delivers on its promises
How your website can support them
Rather than hiding reviews on a subpage, consider making them visible and easy to find where appropriate. Small trust cues can make a big difference in reducing hesitation. This makes social proof one of the best ways to boost your hotel website conversion rate.
Practical example:
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Highlight key testimonials on your homepage
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Pull in ratings from trusted review sites
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Include real guest photos of good quality where possible
The Booker
The Booker is the closest to converting. They may be returning guests who already know your property, or guests who have decided during their research and now want a smooth booking experience. Many travellers who book directly are more loyal and valuable, making this stage especially important.
Data from Net Affinity highlighted a significant 7% year-on-year increase in mobile bookings in key markets like the UK and Ireland. This means the guest journey begins long before they step into the lobby, making personalisation one of the key hotel tech trends for 2026.
What they typically do
What they’re looking for
How your website can support them
Make sure your booking process is straightforward and visible without unnecessary distractions. This ensures that interested guests complete their journey efficiently.
Practical example:
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Prominent “Book Now” controls on every relevant page
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Minimal steps between selection and confirmation
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Consistent information between the marketing site and the booking flow
Conclusion
These are just 4 types of the many different intents website visitors can have. In the end, a hotel website is much like the front desk of your hotel. Some guests arrive looking for inspiration. Others want clear answers or reassurance. And some are ready to book straight away. Industry benchmarks suggest that out of every 100 website visitors, only about 2 may complete a booking, while many more never progress past the earlier stages of the online journey.
By recognising these different intents and supporting them, a website becomes more than just a place to show rooms and prices. It becomes a digital extension of your hospitality, guiding guests in a way that feels natural and clear.
At Smarthotel, this way of thinking shapes how we approach hotel websites every day. If you’d like to reflect on your own website and how it supports different types of guests, we’re happy to think along. Reach out through our contact form.
