As competition with third-party sites gets tougher for hotels, many brands are looking for support in growing their most profitable source of business: the direct channel.
The brand noticed that, despite receiving a high amount of website traffic across their hotel websites, their conversion rate was not as good as desired. It looked like users needed an extra incentive to complete their booking.
Thus in April 2018, Outrigger decided to partner with The Hotels Network (THN) to take advantage of their set of Conversion and Personalisation tools to deliver a unique hotel website experience that boosts user engagement throughout the website, leads guests towards the booking engine, and ultimately in favor of a direct reservation. To further strengthen their direct channel while differentiating themselves from the competition, Outrigger turned to The Guestbook in October of 2019.
By partnering with these two companies, Outrigger aimed to see an impact on their website visitors’ booking journey and consequently on their direct channel results.
THN Tools in Action
Exclusive offer targeted to local travelers
Displayed as soon as the visitor lands on the website as well as in the Booking Engine, this Layer example draws attention to the exclusive benefits of booking directly on the website. This exclusive offer targeted only for Hawai’i residents provides enticing perks for local travelers, a key tactic during this unique travel period. The Layer’s CTA (call-to-action) grabs effectively the visitor’s attention, helping to nudge them down the booking funnel towards a completed reservation.
Welcome layer targeting non-resident travelers
This Layer promotes an exclusive welcome offer targeted towards non-residents of the Hawai’i islands. This targeting distinction is a key feature of the THN tools that allows Outrigger to ensure only specific website visitors see certain offers, ensuring maximized revenue. Displayed as soon as the targeted visitor lands on the website, this Layer example draws attention to an exclusive long stay offer. The Layer’s CTA (call-to-action) takes the users directly to the booking engine, encouraging them to take advantage of the offer and towards a completed reservation.
The Guestbook in action
Recognizing that Outrigger’s consumers are highly motivated by cash rewards programs, The Guestbook leverages the power of a cash-back program with conversion technology that seamlessly integrates with all major booking engines and allows for rewards messaging beginning with search results, all the way through to a completed direct booking and beyond.
The Guestbook makes it easy for Outrigger’s guests to enroll and create their free account to redeem their cash rewards, all done within Outrigger’s booking engine on the checkout page.
Want to know more details about the campaigns Outrigger Hotels and Resorts implemented? Feel free to download the full case study to find out how they successfully adapted their strategy to focus on direct bookings.