Founded over 50 years ago, Hastings Hotels has developed into Northern Ireland’s premier luxury hotel group.
Similar to countless hotel brands worldwide, the Hastings Hotels commercial team is constantly on the lookout for new opportunities to drive additional revenue, in particular during times of low demand or reduced website traffic. They wanted to find a solution to effectively increase their direct booking conversion rate while also keeping spend on discounts, promotions, and paid advertising in check.
To help stimulate their recovery, the brand completed a 2-month trial period of THN’s Predictive Personalization tool to generate more direct bookings while optimizing ROI. With a focus on visitors with a low likelihood to convert, Hastings Hotels aimed to reduce their promotional spend despite facing one of the most challenging situations the hospitality industry has ever confronted.
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The Smart Note, displayed on the booking engine, showcased a 10% off secret sale to encourage low-intent users to book. It was only shown to those users with a 0 to 40% probability of completing a reservation and who were in Group A of the A/B test (low intent users in Group B did not see the Smart Note). By presenting the discount using a one-click promocode format, Hastings Hotels were able to ensure that the discount could only be applied to that booking and not be shared with other visitors.
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