Located in the heart of Estoril, Portugal, the Palacio Estoril Hotel stands as a testament to timeless elegance and modern luxury. Just 20 minutes from Lisbon's international airport and a short stroll from the Atlantic Ocean, this five-star hotel masterfully blends historical charm with contemporary amenities. Renowned for its rich history, the hotel once hosted European royals in exile during World War II and even featured in the James Bond movie "On Her Majesty’s Secret Service."

With 161 exquisitely decorated rooms, diverse dining options, and extensive wellness facilities, including the Banyan Tree Spa and Estoril Wellness Center, Palacio Estoril Hotel is dedicated to offering personalized and luxurious experiences. This iconic hotel remains a favored destination for travelers seeking relaxation and sophistication.

We had the pleasure of speaking with the Palacio Estoril Hotel team to delve into their unique approach to personalization, machine learning, and direct booking strategies...

Thanks for taking the time to speak with us! Can you give us an overview of the concept of Palácio Estoril Hotel?

The Hotel Palácio opened in 1930 and is a historic landmark in the hospitality industry. Our main unique selling point is our history, complemented by exceptional service. Over the years, the Palácio has welcomed a distinguished list of guests, including heads of state, artists, and celebrities. Our commitment to preserving the elegance and charm of our storied past while offering modern amenities ensures that our guests experience both luxury and a sense of timeless tradition.

Sounds incredible! What is your strategy for setting Palácio Estoril Hotel apart from other luxury hotels in the region?

Our strategy involves recognizing that we have different competitors across different segments. We cater to a variety of markets, including leisure, MICE, and golf, each requiring a tailored approach. Our commitment to maintaining a classic product in the midst of a technological revolution is key. This means continuously innovating and investing in new solutions without losing our unique identity. 

What led Palácio Estoril Hotel to choose THN for the hotel’s direct channel strategy optimization?

We chose THN because they are the most comprehensive partner and offer solutions that align perfectly with our strategic vision. Their advanced technology and expertise allow us to optimize our direct channel strategy effectively. With THN, we can confidently look to the future, knowing that we will stay ahead of our competitors by continually enhancing our direct booking capabilities and improving the overall website user experience.

What are your key target markets and how do you make sure your messaging appeals to these audiences?

Our key target markets span across various segments, each requiring specific attention and tailored communication. To ensure our messaging resonates with these different audiences, we invest in personalization. By adapting our communication strategies to suit the preferences and needs of each market segment, we can enhance engagement and increase conversion rates. Personalization allows us to deliver relevant and appealing messages, ensuring that our guests feel understood and valued.

It’s evident you prioritize the user journey on your website. What strategies have you found most effective in driving reservations on your website?

Understanding the user's perspective is crucial. We build our strategies around each stage of the customer journey, from initial interest to booking. This involves capturing the customer's interest, providing relevant information and offers based on their behavior, and ensuring that call-to-action buttons are strategically placed for easy access to more information. By doing so, we create a seamless and engaging user experience that encourages reservations. 

Palácio Estoril Hotel has once again shown itself to be a forward-thinking property by utilizing Predictive Personalization's advanced technology, which applies machine learning techniques to optimize campaigns for each website visitor. Can you share how leveraging this technology has impacted your website's performance?

Predictive Personalization has significantly enhanced our website's performance by allowing us to segment offers and tailor the customer journey to each visitor. This technology enables us to create unique experiences where guests feel that everything is perfectly aligned with their preferences. As a result, we have seen an increase in profitability through more effective upselling and cross-selling, without the customer feeling pressured. 

Thanks for taking the time to chat with us! Just one last question: What advice would you give to hoteliers looking to embark on a similar journey in hopes of achieving direct channel success?

My advice to fellow hoteliers is to recognize that technology alone is not a complete solution; it requires a dedicated strategy and continuous effort. Success in direct channel optimization demands constant updating, development, and adaptation. It's crucial to stay attuned to consumer and market trends to avoid jeopardizing your progress. When embarking on new projects, conduct thorough and pragmatic analyses rather than hastily investing in new technologies at the expense of existing ones. The key is to balance innovation with a clear understanding of your brand’s identity and the needs of your guests.

Thank you Palacio Estoril Hotel for sharing your insights with us. We look forward to seeing how Palacio Estoril continues to innovate and provide exceptional experiences for its guests.