Travellers today prefer simple transactions and are driven away by clutter, especially a clutter of choices. Studies show that when people are faced with too many options, they experience decision paralysis. Meaning, they delay making a decision and a purchase for days, weeks and months. Or worse, decide not to make a decision at all!
Go through your own booking process and evaluate how many times you require a guest to make a choice before they can move forward with the reservation. Are you asking them to choose from six various room types, forcing them to read each description thoroughly? Is your hotel offering too many upgrade or add-on options, like a bottle of champagne, flowers in the room, breakfast buffet, or a spa treatment?
Your good intentions (of giving guests exactly what they want) are anything but. Too many options are overwhelming and cause massive delays for guests who truly want simplicity and ease. Pare down on the choices and leave a clear and clean path to purchase.