"Does the price include breakfast?" "Is parking extra?" "Does my 4-year-old pay?" "If I cancel, do I lose everything?" If you get emails with these questions every day, there's good news and bad news.
The good news: these are interested guests. The bad news: for every one who writes, there are others who didn't find the answer and went elsewhere. Unclear prices and conditions are one of the most underrated reasons a hotel loses direct bookings.
Why clarity sells
When guests have a doubt about price, they do one of three things:
- write to you (and wait for an answer, comparing other hotels meanwhile);
- go to Booking.com, where the total price is often more immediate;
- give up.
Only the first can lead to a booking — and with more effort. The other two are losses. Plus, unexpected costs at the end of the booking process are among the most common causes of abandonment. See why users abandon the booking process on your hotel website.
The most common grey areas
What the price includes
Breakfast, half board, drinks, beach service, pool or spa access: state it clearly next to each rate.
Extras
Parking, pets, cot, extra bed, air conditioning (yes, it still happens), late check-out, extra cleaning. Every extra not shown upfront is a potential negative review.
Children and extra beds
Age rules and discounts are often the most confusing point. A simple table clears up many doubts:
| Age | In an extra bed | In parents' bed |
|---|---|---|
| 0–2 | free (cot on request) | free |
| 3–11 | −50% | – |
| 12+ | −20% | – |
(Indicative example: adapt the rules to your hotel.) See also child discounts, third beds and single rooms: how to avoid unprofitable rates.
City tax
State the amount, who it applies to, exemptions and whether it's paid at the property. It's not your cost, but guests see it as part of the price.
Cancellation and payment
When do they pay? How much do they lose if they cancel? Until when can they cancel for free? Write it in one simple sentence, not a legal paragraph.
Where to put this information
- next to the price in the booking engine (not in a separate window);
- on room pages and offers;
- on a well-organised FAQ page. See FAQs on your hotel website: which guest questions deserve an answer;
- in quotes sent by email or WhatsApp;
- on the OTAs, consistently with your website.
A useful exercise
Take the last 50 emails guests sent you before booking. List the questions and count how often each appears. The top five are the pieces of information your website isn't communicating well enough. Fix them, then repeat the exercise three months later.
The bonus: less work for reception
Every clear answer on your website is one less email to write. In high season, when reception is under pressure, that makes a big difference. Clear information is also the foundation for automating replies without mistakes. See how to automate FAQ replies without losing the personal touch.
Frequently asked questions
Should I show the price with or without city tax?
Many hotels show the room price and list city tax separately, with amount and rules. What matters is that guests see it before paying.
Do detailed terms scare guests off?
No, if they're written simply. Confusing or hidden terms are what scare people, because they suggest a catch.
How do I handle different prices by period?
With a rate calendar in the booking engine and, on website pages, a "from" price plus the main periods. Avoid PDF rate sheets that are hard to read on mobile.
Want to know which doubts are stopping your guests?
With our free marketing audit we analyse how your hotel communicates prices, extras and conditions on your website, booking engine and OTAs, and suggest how to make them clear.
