Hoteliers are always looking for ways to set their properties apart from the rest and incentivize online visitors to book direct. While competitive pricing is crucial, this is only the first step. Complementary actions can be taken to secure guests and significantly increase direct bookings. This is where SafeDirect, travel assistance service that drives web conversion, comes in.
After running the campaign on Metro Hotel Marlow Sydney Central’s direct channel for two and a half months, SafeDirect boosted both total conversion and booking engine conversion.
What is SafeDirect?
SafeDirect is a travel assistance service that covers expenses arising from any medical eventuality during the stay at your hotel.
Offered as an extra benefit to all users who book on the direct website, it allows you to protect guests and gives you an added value to boost direct bookings. Guests don't have to think about it! By immediately receiving this assistance included with their booking, they realize that your hotel is the best choice.
Smart Note on the homepage
This message was displayed on the homepage to capture the user's attention with the attractive perk. The message reinforced that the hotel is the right choice for the visitor and included a CTA (call to action) that redirected users to the booking engine.
Inliner in the booking engine
Once visitors entered the hotel’s booking engine, an Inliner was displayed to promote the SafeDirect perk: travel assistance service included.
The message highlighted the exclusive benefit of booking direct, guiding online visitors deeper into the booking process and providing the final nudge they needed to complete their booking.
Next Steps
Following Metro Hotel Marlow Sydney Central's impressive results with SafeDirect, Metro Hotels is expanding its implementation across additional properties. The success experienced at Metro Hotel Marlow Sydney Central has highlighted the potential of SafeDirect in enhancing the brand's direct channel performance. The hotel brand aims to replicate and build upon the positive outcomes achieved to elevate guest experiences and drive direct bookings.
We are proud to work with an incredible mix of hotel brands who all have one thing in common – belief in the power of growing their direct booking channel.
Read real stories from these innovators in hospitality who are winning back their direct relationship with guests.
H10 Hotels
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Metro Hotel Marlow Sydney Central increased direct booking conversions by 34% through offering complimentary travel assistance insurance to guests who booked directly on their website.
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