Before redesigning the hotel website

Before commissioning a new hotel website, I would establish which questions the current one fails to answer. A visual refresh and a clearer offer may both be needed, but they are different pieces of work.

Can a guest distinguish the room categories? Understand what the rate includes? Find the restaurant they saw on social media? Move from an experience description to a relevant booking route?

These questions help turn a broad feeling that the website “is not working” into a useful brief. Some findings may call for new navigation or a different booking interface. Others may require a paragraph, a clearer label or better selection of existing photographs.

An independent digital review can help management separate those priorities before committing to implementation. It should identify visible uncertainty and explain where further analytics or testing would be needed.

The outcome is a more informed decision about what to change and who should change it. A redesign should respond to a defined problem. Otherwise, a hotel risks paying to present the same unanswered questions more attractively.