International travelers often face a unique challenge when booking accommodations in unfamiliar places where language barriers exist. This decision-making process can be fraught with anxiety, which directly impacts booking rates.
In previous articles, we discussed various elements such as keyword selection, the differences between translation and localization, FAQ pages, and in-house signage. In this article, we will consolidate these insights and focus on five essential factors that international guests check right before booking. Use this as a guide to prioritize your English website revisions.
1. Reviews and Ratings
Many international guests place significant importance on reviews from platforms like Google and TripAdvisor, often valuing them as much as or more than the information on official websites. They look not only at the overall ratings but also at the responses to reviews. Thanking guests for positive feedback and addressing concerns sincerely can significantly influence their perception of your establishment's trustworthiness.
For more on utilizing reviews effectively, check out our article on how to leverage TripAdvisor and Google reviews for international SEO.
2. Clarity of Pricing Breakdown
Simply stating "one night with two meals included" does not adequately inform international guests about what is covered. It is crucial to specify whether meals, taxes, and service charges are included, and to clarify any potential additional fees. Lack of transparency can lead to concerns about unexpected charges, causing guests to abandon their booking at the last minute.
You can find specific examples of how to clearly present pricing in our article on pricing, access, and cancellation policies written in English.
3. Cancellation Policy
For travelers who may need to change their plans, the cancellation policy is a critical piece of information that can influence their decision to book. This is particularly true for international guests, who may misinterpret cancellation deadlines due to time zone differences. Clearly stating the time zone, such as "Japan time," is essential.
4. Quantity and Quality of Photos
Photos serve as a vital tool for conveying the actual atmosphere of your property, which can be difficult to express in words. A diverse collection of images showcasing not just guest rooms but also large public baths, dining options, communal areas, and surrounding landscapes allows guests to visualize their stay more concretely, fostering a sense of reassurance. Conversely, a lack of images or outdated photos can lead to distrust, as guests may feel that information is being withheld.
5. Inquiry and Support System
Many international guests are concerned about whether they can receive assistance in English if needed. It is important to ensure that your inquiry forms and email addresses are clearly listed on the English version of your website, along with estimated response times. Additionally, having an FAQ page that addresses common questions can provide peace of mind.
For specific items to include in your FAQ page, refer to our checklist on 10 essential English content items for your FAQ page.
How to Review These 5 Factors
Take a moment to evaluate how well your website covers these five factors from the following perspectives:
- Are you able to respond to Google and TripAdvisor reviews in English?
- Does your pricing page clearly state what is included and what is not?
- Is the cancellation policy clearly outlined with deadlines and time zones?
- Are there sufficient photos of areas beyond guest rooms (such as large baths, dining, and common areas)?
- Are contact information and estimated response times clearly indicated on the English page?
Conclusion: Building Trust Through 5 Key Factors
For international guests, a "trustworthy accommodation" is not merely one that looks appealing; it is one that effectively alleviates their pre-booking anxieties. Reviews, pricing, cancellation policies, photos, and support systems are all critical components—missing even one can lead to uncertainty. Start by identifying which areas your website may be lacking.
With Studio HAKO's HAKO Scan, you can receive a free assessment of your website's international readiness, including these five factors. Begin by checking your current status today.