What do luxury travellers actually want to see on your hotel’s website?

Hotel Marketing

April 22, 2024
What do luxury travellers actually want to see on your hotel’s website?

The luxury travel industry is thriving more than ever. According to the Luxury travel market analysis it has bounced back to pre-pandemic levels, with a global market value of 1.2 trillion dollars in 2021, and is forecasted to annually grow by 7.6% until 2030. This highlights the importance of ensuring your hotel's website stands out, in order to attract luxury travellers and therefore increase bookings. Keep reading to find more information about what luxury travellers actually want to see on your hotel's website and gain a deeper understanding of what factors help you showcase your high hospitality standards in the digital realm.

So what do luxury travellers want to see on your hotel's website?


Luxury travel has always been and still is all about experiencing the best of the best. Through an increase in demand for unique and personalised experiences, luxury travel has evolved to revolve around the 5Cs – Culture, Cuisine, Community, Content, and Customisation. Luxury travellers are looking to see what your hotel has to offer in terms of the 5C’s, so it is essential that you show what is unique about your stays and why they should choose you. You can demonstrate this through writing a blog on your website, which can increase your exposure and reach to more customers. 

For example, both local culture and cultural heritage drive global travel. Research has shown, 27% of international travellers identify themselves as "sophisticated explorers" who have a desire to explore new cultures and traditions. This identifies the worth of sharing your local culture to luxury travellers through informative blogs, highlighting all the unique experiences and sights awaiting them. So don’t shy away from writing about your local cuisine, historic sights, culture and the community, which can encourage potential guests to want to stay at your luxury hotel and get to experience the local attractions. 

Smooth Navigation

The moment luxury travellers judge the lavish experience, is not always from when they step into your hotel, but from when they open your hotel's website. It is fundamental that your website is of a professional standard, with high quality visuals, great user experience and smooth navigation throughout the hotel’s website. In turn, this evokes a sense of opulence and trust for the luxury traveller, as they gain an idea of what awaits them if they were to book and stay. In short, relevant and valuable content and easy user experience on your website, gives the impression to the luxury traveller that this exceptional standard will also be reflected throughout their stay.

Captivating Visuals

Influenced by social media, customers' preferences are changing. Social media has heightened demand for places to visit that are deemed "Instagram-worthy", increasing awareness and interest in destinations that are unique. And so, through the website platform, it is important to present and display what makes your hotel different and "Instagram-worthy", in order to appeal to the new market of luxury travellers. So proudly showcase pictures, videos and other content that tells potential guests what your hotel is all about. 

Compatibility with multiple devices

As the world is turning more and more digital, there is great significance in why luxury hotels need mobile friendly websites. The luxury traveller may have access to multiple different devices, so it is vital that your hotel's website is fully functional and compatible with various smart gadgets such as smartphones, tablets and laptops. This therefore promotes a positive user experience and increases potential bookings, without deterring potential guests, who would love to stay at your luxury establishment but their booking experience is hindered by your website’s incompatibility. 

Knowing where to get started when creating a website that looks great across multiple devices, can be hard work if you don’t have the time, skills, or resources to do so. Contact the team at Big Bear and find out how we can take your hotel’s online presence to the next level.


One-size-fits-all simply does not apply when catering to high-end travellers. A luxury traveller wants to feel like a VIP when they stay at your hotel. This is why it is important to show on your website the personalised experiences you offer. This represents ‘customisation’ in the 5C’s. Your website needs to create a sense of exclusivity which luxury travellers are looking for. To do this, create content on your website that highlights unique amenities, limited-time offers, special events or services that set you apart from competitors and the mainstream. Remember ​​exclusivity breeds desire.

To conclude, your hotel's website should exude a sense of uniqueness and exceptional service which mirrors the experience your hotel gives when luxury travellers step through the door. Your website is a gateway and first impression of your hotel, which can be the deciding vote in whether guests choose to book and stay. 

At Big Bear, we believe that having a fully optimised website that truly represents your luxury hotel, can transform your hospitality brand’s digital presence and increase your direct bookings. If you would like to get started and transform your website, but are unsure of where to begin, Take a look at this example of a responsive website created by Big Bear for a luxury hospitality client The Fellows House. We have a proven track record of helping numerous luxury hospitality names optimise their website, all while understanding your unique needs and brand guidelines. Visit our services page to learn more about how we can help your hotel take off in the digital landscape.