--- title: Palácio Estoril drives their profitability with machine learning --- < Back to Success Stories ![Picture1-Dec-04-2024-08-47-31-7596-AM](https://info.thehotelsnetwork.com/hs-fs/hubfs/THN/Landing%20Pages/Case%20Study/THN%20-%20EN_CaseStudy_Palacio/Picture1-Dec-04-2024-08-47-31-7596-AM.png?width=1999&height=1125&name=Picture1-Dec-04-2024-08-47-31-7596-AM.png) ** [![logo-THN](https://info.thehotelsnetwork.com/hs-fs/hubfs/2025/Home%20Page/logo-THN.png?width=324&height=140&name=logo-THN.png) ](https://www.thehotelsnetwork.com/en/) ** ## Palácio Estoril Hotel ## Driving Profitability with Machine Learning [Download PDF ](https://info.thehotelsnetwork.com/hubfs/THN/Landing%20Pages/Case%20Study/THN%20-%20EN_CaseStudy_Palacio/THN_Palacio%20Estoril_CaseStudy.pdf) # Results Time Period: One year   ## Direct performance booking   ## **13.7%** Additional influenced bookings (post-click) completed with the campaign promo code ## **8%** Additional revenue from bookings completed with the campaign promo code     Palácio Estoril Hotel is a renowned icon of luxury and heritage in Estoril, Portugal. Just minutes from Lisbon and the Atlantic, this historic five-star hotel blends classic elegance with modern comfort. Since 1930, it has hosted royalty, celebrities, and dignitaries, becoming a symbol of sophisticated Portuguese hospitality. With 161 exquisitely decorated rooms, the celebrated Banyan Tree Spa, and the Estoril Wellness Center, Palácio Estoril offers an array of luxurious amenities. # The Objective  Since 2018, Palácio Estoril has been working with The Hotels Network (THN) to enhance its direct revenue strategy.  Leveraging THN’s innovative solutions, Palácio Estoril aimed to drive profitable new bookings, ensuring these incremental sales complemented revenue generated from high-intent visitors. Another key objective was to reduce promotional costs by targeting discounts exclusively to price-sensitive travelers, while keeping rates undiscounted for guests willing to pay full price. ![Palacio Case Study](https://info.thehotelsnetwork.com/hs-fs/hubfs/THN/Landing%20Pages/Case%20Study/THN%20-%20EN_CaseStudy_Palacio/Palacio%20Case%20Study.png?width=1479&height=735&name=Palacio%20Case%20Study.png) ## **What messages were displayed?** A Smart Note was displayed in the booking engine promoting Suites with a special discount and free VIP treatment for users detected to have high intent to book. ## **The Solution** By adopting a personalized, data-driven approach using THN’s Predictive Personalization, the hotel successfully achieved their goals. 1. Targeting only low-intent visitors with an exclusive 15% discount generated additional bookings without drawing sales away from high-intent guests browsing the website, thus reducing promotional expenses. 2. Another targeted campaign aimed at visitors with a high likelihood of booking to increase ADR through Suites and VIP Spa Treatments. Using personalized messaging, the hotel promoted the value of booking a Suite by highlighting VIP Spa Treatments as an exclusive direct booking perk. After running the campaign for a year, the results showed that by using THN’s Predictive Personalization’s machine learning algorithms, Palàcio Estoril achieved a higher booking engine conversion rate than nearby competitors. The hotel also saw more direct bookings through its website than its local compset. Overall, Predictive Personalization drove increased bookings and revenue, all while reducing promotional costs. [Download PDF ](https://info.thehotelsnetwork.com/hubfs/THN/Landing%20Pages/Case%20Study/THN%20-%20EN_CaseStudy_Palacio/THN_Palacio%20Estoril_CaseStudy.pdf) # Recommended Readings 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. ![img-22](https://info.thehotelsnetwork.com/hs-fs/hubfs/2025/Case%20Study/img-22.jpg?width=800&height=560&name=img-22.jpg) ## **H10 Hotels** How H10 Hotels significantly expanded their marketing database by using innovative data capture techniques during key campaigns, resulting in over 31,000 new submissions. [Read Story ](https://info.thehotelsnetwork.com/en/case-study/h10-hotels-emails) ![img-23](https://info.thehotelsnetwork.com/hs-fs/hubfs/2025/Case%20Study/img-23.jpg?width=800&height=560&name=img-23.jpg) ## **Metro Hotels** 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. [Read Story ](https://info.thehotelsnetwork.com/en/case-study/h10-hotels-emails) ![img-22](https://info.thehotelsnetwork.com/hs-fs/hubfs/2025/Partner%20Page/img-22.webp?width=800&height=560&name=img-22.webp) ## **Penta Hotels** Discover how they increased their direct bookings and the full 6-step process of testing, onboarding and on-going optimization. [Read Story ](https://info.thehotelsnetwork.com/en/case-study/h10-hotels-emails)