Your potential guests will encounter your property in one of three places first:
- Your website
- A listing on a channel
- Your booking form
In that moment, first impressions matter.
And what influences their decision most? Your content!
- Your words.
- Your photographs.
- Your amenities.
- Your reviews.
Sometimes, these matter even more than your rate.
If your content looks dated, incomplete, or uninspiring, guests will keep browsing. If it feels clear, inviting, and trustworthy, they book.
By making improvements in how your content looks and reads, and by displaying it in the best way possible you greatly increase your chances of sealing the deal. (Watch the recent Springnest / African Travel Week Masterclass for practical tips on how to adapt your website content to your specific target market.)
Content Is More Than Just Photographs
When we talk about content, we don’t just mean images.
Content includes:
- Property and room descriptions
- Amenities
- Facilities
- Reviews
- How everything is presented on your booking form
Your descriptions should sell what makes your property unique.
Don’t copy and slightly adjust another establishment’s wording. Guests can sense generic text immediately.
Instead, ask yourself:
- What do guests compliment most?
- What makes staying with you different?
- What would you highlight if a guest phoned you directly?
Tell your story in your own words. Authenticity converts.
Make Sure All Amenities Are Listed
Guests often search for something specific:
- Wheelchair-friendly accommodation
- Child-friendly facilities
- Secure parking
- Air-conditioning
- WiFi
- Pet-friendly stays
If you haven’t selected the correct amenities, you may not appear in filtered searches at all.
That means you’re not losing a booking because of price.
You’re losing it because of visibility.
Completing your amenities list is one of the simplest conversion wins available.
Keep Guests On Your Booking Form
If a guest clicks away from your booking form to look for more information, you risk losing them to another channel and paying commission unnecessarily.
Research shows that many travellers read reviews before booking. If your reviews are visible directly on your booking form, guests don’t need to leave your site.
The fewer clicks away from “Book Now,” the better.
Make it easy for guests to say yes immediately.
Photographs Still Sell Best
While written content matters, photography remains one of the most powerful booking drivers.
According to industry research, photography influences booking decisions almost as much as price.
Small changes can make a dramatic difference:
- Turn on all lights
- Open curtains for natural light
- Remove clutter
- Add simple styling (cushions, throws, fresh towels)
- Shoot from better angles
Find a few more tips in our previous blog articles on the topic:
Check How Your Photos Display on Mobile
Mobile bookings continue to grow year after year.
Ask yourself:
- Do your photos crop correctly on mobile?
- Are they high-resolution?
- Do they load quickly?
- Does your booking form resize properly?
A beautiful desktop display means nothing if it’s awkward on a phone.
Your booking form should automatically adapt to any device — showcasing large, clear images and easy navigation.
Mobile optimisation is no longer optional. It’s expected.
Quick Content Checklist
Before you finish reading, ask yourself:
- Are my room descriptions specific and compelling?
- Are all amenities selected and accurate?
- Are my latest reviews visible?
- Are my photos well-lit and professionally presented?
- Does my booking form look good on mobile?
- Would I book my own property based on what I see?
If the answer is “not quite,” there’s opportunity.
Final Thought
Improving content doesn’t always require a big budget.
Often, it requires:
- A fresh look
- A clearer story
- Better lighting
- Complete information
- Stronger presentation
Your content is your silent salesperson. Make sure it’s working as hard as you are.