81% of Accra hotels without websites

About 81% of hotels based in Accra do not have websites or active social media platforms, according to a research conducted by GN Research.

Out of a total of almost 500 hotels located in the Greater Accra region, only 93 hotels have functional websites, of which 51 hotels regularly update their websites. 84 hotels have facebook accounts but more than 50% are less active or dormant, the research revealed.

“Unfortunately to the reality, 81 percent of Accra’s hotels do not have a website or up-to-date website and an active facebook account for review by travelers with the basic excuse of only interested in domestic clients or very far from the airport,” the research findings said.

It added: “In particular, out of a total of 284 hotels considered under the budget category, only 20 hotels have websites, of which more than half do not update their websites. Correspondingly, only 20 hotels have facebook accounts, of which 11 are dormant.

“The situation for guest houses, 1 star and 2 star hotels are no different. Out of a total of 54 Guest houses, a little above 20% have websites and about 8 out of every 10 regularly update their websites. Interestingly, about 28% have facebook accounts, of which over 50% are dormant.

"With 1 star hotels, only 27% out a total of 84 hotels have websites and less than 10% do regular updates. This is further worsened as only 18% in that category have facebook accounts and less than 5% keep it active.

“Nevertheless, almost all three (3) to five (5) star hotels in Accra have functional and regularly updated websites as well as active facebook accounts. Specifically, Kempinski, Labadi Beach, Mövenpick Ambassador, Fiesta Royale, La Palm Royal, Novotel, Alisa, M Plaza, Oak Plaza, The African Regent and the Royal Richester Hotels all have up-to-date websites and active facebook account for easy review by both domestic and foreign travelers.

“Coconut Grove Regency, African Royal Beach, Airport View, Airport West and Maxlot Hotels are a few of the 2-star hotels that have up-to-date websites and active facebook accounts for easy accessibility by all travelers. 57% of 2 star hotels located in Greater Accra region have websites but only 36% regularly update it to meet the needs of travelers. 47% of hotels in this category have facebook accounts, of which more than 60% actively engage prospective clients on their page.”

In 2014, Ghana recorded the highest growth in travelers by 37% from neighbouring Cote D’ivoire, followed by Italy (30%), and then, the Scandinavian countries (29%).

Online reputation is currently seen as a major driver for hotel performance in many advanced and emerging economies. In particular, most travelers use online sources to search for hotels during their decision making process. This gives travelers a clear picture of the hotel they wish to lodge rather than the usual recommendations from friends and work colleagues which later turn out to be a wrong choice.

The notable digital platforms patronised by travelers include hotel website, online travel agencies, social media, emails and mobile apps. Thus, there is the need for hotels to consider the afore-mentioned platforms to influence their performance.