The button that might be costing you bookings...

“Check availability”

These two words might seem unremarkable. But when Google's UX team changed their hotel search button from "Book a room" to this softer alternative, engagement jumped by 17%.

Same button. Same destination. Very different results.

At first glance, this might seem strange. Everyone knows that clicking either button is just the start of the booking process - no actual commitment required. Yet those two words made a big difference to user behaviour.

The reason lies in a fundamental aspect of human psychology called "reactance theory."?

In a nutshell: When people feel pressured to make a decision - even a small one - they often push back against it. This happens even if they were planning to take that action anyway.

"Book a room" feels like a commitment. It triggers our natural resistance to being pushed into decisions. "Check availability," on the other hand, respects our need to explore. It puts us back in control of our journey.

Here are three other ways you can apply this principle to your own hotel website:

• Offer free cancellations. Non-refundable rates pressure guests to be 100% certain about their decision. Let them know they can cancel for free, and it makes the decision low stakes rather than locking them in.
• Pull the plug on your pop-ups. When a guest is on your site and suddenly gets interrupted with a big, flashing "BOOK NOW!", they lose control of their browsing experience. They'll often close the pop-up without reading it - not because they aren't interested, but because they're instinctively pushing back against being forced to make a decision they weren't ready for.
• Reconsider urgency messaging. When guests see "Only 2 rooms left!" or "Book now or lose this rate!", they instinctively resist having their decision timeline controlled (even if they were planning to book). Show genuine popularity instead: "8 bookings this week!" creates interest without triggering resistance.

Let’s meet at ITB Berlin 2025

Join us at Europe's biggest travel trade show to discover how to take the stress out of guest feedback management. Book a personal meeting at our booth to see our platform in action and get expert advice for your hotel. Plus, get the chance to win exclusive Customer Alliance merchandise and discounts.

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