1. DRIVE NEW VISITORS
Website developed with SEO in mind; eg minimal flash.
Easy to navigate
2. DRIVE TRIAL
Booking and Internet Payment Capability
Provide details of the hotel, rooms, and locality
Have snippets of reviews
Links to third-party review sites
3. DRIVE REPEAT VISIT AND BOOKINGS:
Clients will be a combination of overseas visitors (Asia, Europe, Americas) as well as local from regional Western Australia and Interstate travellers from Sydney, Melbourne etc.
Most of our visitors will be tourists and to a lesser extent students (short-mediumterm stay) and possibly budget business people. We will be mainly targeting the 25-35 age bracket, although there will also be younger and older visitors.
Since we are an accomodation hybrid we want to change people's exepctations when staying with us. We want to reinforce positive perceptions and change negative perceptions and our website needs to convey this.
For instance, positive perceptions of hostels are as follows:
inexpensive, well located, friendly, youthful, social.
Negative perceptions of hostels:
Uncomfortable, No privacy, Noisy, cramped