I used to manage all the Paid Advertising and Affiliate program for Choice Hotels. CRO and LPO are special areas of interest and expertise for me. I would love to set up a call or two and walk through your site and provide specific recommendations. One quick tip I would start with is using a tool like Hotjar. https://www.hotjar.com/r/r866c I require everyone I consult with on CRO to implement a tool like this which can give us insights as to what users are doing.