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Canary Island hotel chain increases direct sales by 22% by offering travel assistance insurance

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SafeDirect RR



Time period: 1 month



increase in total web conversion



increase in family web conversion



increase in international web conversion

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 insurance 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 insurance 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 insurance 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.


Download the PDF to discover the full story.

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What messages were displayed?

Layer HomePage 2 - SafeDirect CaseStudyLayer in the homepage

Displayed to all visitors who landed on the hotel's website, the hotel communicated the exclusive advantage of direct booking: travel assistance insurance included.


Smart note - SafeDirect CaseStudy

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 insurance.

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