Hospitality Website Conversion Brief

Do not open Figma until these questions have answers. The visual direction should serve these decisions rather than substitute for them.

• Primary commercial job — direct booking, restaurant reservation, order, private-dining lead, owner lead or another named action.
• Priority guest — who is making that decision, what do they already know, and what uncertainty still blocks them?
• Reason to choose direct — the specific value of completing the action here rather than through an intermediary or another venue.
• Highest-value inventory — which rooms, offers, properties, dayparts or enquiry types deserve more visibility because of contribution, not because they photograph well.
• Failure definition — what would make the project commercially unsuccessful even if the site wins a design award?

Write the path as the guest experiences it. Every hand-off is a possible leak and every hidden assumption becomes a requirement.

• Where the guest arrives — branded search, generic search, maps, social, paid media, AI answer, referral, CRM or direct return.
• What they must understand first — location, concept, room, menu, property, value, policy, availability or occasion fit.
• What proof removes hesitation — rate clarity, cancellation terms, reviews, photography, access, parking, payment, direct benefits or operational information.
• Where the transaction begins — booking engine, reservation platform, checkout, order flow, WhatsApp or structured enquiry form.
• What changes at the hand-off — naming, design, currency, taxes, availability, policy, account state or tracking.
• What happens when the transaction fails or is abandoned — recovery message, remarketing, reservation follow-up or nothing.

• Which system is authoritative for properties, rooms, menus, availability, rates, reservation state and guest records?
• Which information is copied into the website, and which must remain live from the source system?
• Which integrations are one-way, two-way, delayed or manual?
• How does an integration failure surface to a person rather than silently publish stale information?
• Who owns each account, credential and data export if the web agency disappears tomorrow?

The core method is shared. The conversion job is not.

• Hotels — room and suite differentiation, offer architecture, rate/policy clarity, mobile booking-engine continuity, dining/wellness/experience paths and direct-booking value.
• Restaurants — searchable menu, dishes and occasions, reservation or ordering path, location/parking/access, private dining and events, daypart logic and first-party guest capture.
• Holiday homes — PMS-backed properties/rates/availability, area and collection pages, property comparison, final quote, checkout/payment, policy/trust and separate owner-acquisition journeys.

Do not discover after launch that the systems cannot answer the question the project was sold on.

• Define qualified visits and the important landing paths by source.
• Track the meaningful consideration step: room view, property view, menu engagement, offer view or event/private-dining intent.
• Track booking, reservation, order or enquiry starts.
• Record observable completion where the connected platform supports it; report unknown as unknown where it does not.
• Separate direct commercial outcomes from view-through assumptions and platform-attributed claims.
• Agree the review dates before launch: first technical check, first behaviour review and first commercially meaningful comparison window.

• Domain and DNS ownership remains with the client or an explicitly agreed owner.
• Analytics and search accounts are accessible to the client rather than living only inside an agency account.
• The integration map and system owners are documented.
• Content, approved creative assets and agreed source/export rights are clear in the contract.
• A rollback or transition path exists for critical booking and reservation integrations.
• The measurement definitions used in the proposal survive into post-launch reporting.