The introduction of 3D Secure payment technology and the advantages it can provide to retail websites has been much discussed in the world of ecommerce. This technology also holds great benefits for the hotel industry, with its introduction to proprietary hotel websites helping to further build trust in purchasing a room booking online.

3D Secure payment technology requires the guest to register their credit/debit card online with their card issuer, by answering a series of questions and then setting up a password which will be used for every card transaction carried out online. The thinking behind it is that once a guest has registered as a 3D Secure user, even if someone obtains their card or their card details they will be unable to make fraudulent purchases unless they also know your personal password.

Like ecommerce websites, hoteliers must ensure that they keep 100% of visitors trust in order to be successful and increase online bookings with the hotel. It is crucial that visitor’s feel safe to book with your hotel site and not shop around. There are a few simple methods that can build trust:

• Detailed About Us section – the more people know about the hotel and it’s history, the greater the affinity they will have with it

• Testimonials – having real comments from people who have stayed in the hotel will ensure visitors to the website think you are honest and are not afraid of publishing what guests have said about the hotel

• Visible SSL certificate – so the user can see a small gold padlock in their browser and know your website is secure.

• Easy access to all legal information appertaining to the hotel

These simple methods will assist a hotel’s own proprietary website to generate around 5 times as many bookings as third party sites.

As 3D Secure technology becomes a more regular process when buying products online (it is predicted to be the industry standard by the end of the year) visitors booking with your website will expect to see this level of security.

If you’d like to find out more about 3D Secure technology and how you can integrate to your online booking process, contact our hotel team who will be only too happy to talk you through it.

Tags: 3D Secure, consumer trust, hotel websites, website security

This entry was posted on Thursday, April 17th, 2008 at 3:05 pm and is filed under Consumer Trust in your Website. You can follow any responses to this entry through the RSS 2.0 feed. You can leave a response, or trackback from your own site.