Often, we find hoteliers with the preconceived idea that offering greater flexibility of dates will generate more direct sales. However, complementary actions can be taken to insure guests and significantly increase direct bookings.
And this is where SafeDirect, a travel assistance service that drives web conversion, comes in. For the study, an A/B test was conducted on the website of one of its clients, a hotel chain in the Canary Islands.
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.
A/B Test
For the study, Group A was shown SafeDirect product messages, while the Control Group was not. Different aspects were analyzed:
Impact on total web conversion - To measure the impact of SafeDirect on total web conversion.
Impact on families - To study this impact, traffic from families was taken.
Impact on international traffic - To analyze this impact, traffic from the international market was taken.
Displayed to all visitors who landed on the hotel's website, the hotel communicated the exclusive advantage of direct booking: travel assistance service included.
Smart note in the booking engine
The following message was used in the booking engine to capture the user's attention with the attractive perk: travel assistance.
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.
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.
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.
