--- title: Canary Island hotel chain increases web conversion by 22% by offering travel assistance insurance description: Discover how a hotel chain in the Canary Islands increases its web conversion using SafeDirect, a travel assistance insurance. --- < Back to Success Stories ![SafeDirect RR](https://info.thehotelsnetwork.com/hs-fs/hubfs/THN/Landing%20Pages/Case%20Study/THN%20-%20EN_CaseStudy_SafeDirect/SafeDirect%20RR.jpg?width=2000&name=SafeDirect%20RR.jpg) ** [![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/) ** ## Canary Island hotel chain increases direct sales by 22% by offering travel assistance service [Download PDF ](https://info.thehotelsnetwork.com/hubfs/THN_SafeDirect_EN_Chain2025.pdf) # Results Time Period: 1 month   ## +9.7%  increase in total web conversion ## +22% increase in family web conversion ## +20%  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 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. Download the PDF to discover the full story. [Download PDF ](https://info.thehotelsnetwork.com/hubfs/THN_SafeDirect_EN_Chain2025.pdf) ![Layer HomePage 2 - SafeDirect CaseStudy](https://info.thehotelsnetwork.com/hs-fs/hubfs/THN/Landing%20Pages/Case%20Study/THN%20-%20EN_CaseStudy_SafeDirect/Layer%20HomePage%202%20-%20SafeDirect%20CaseStudy.png?width=3143&height=700&name=Layer%20HomePage%202%20-%20SafeDirect%20CaseStudy.png) Layer 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 service included. ![Safe Direct1](https://info.thehotelsnetwork.com/hs-fs/hubfs/THN/Landing%20Pages/Case%20Study/THN%20-%20EN_CaseStudy_SafeDirect/Safe%20Direct1.png?width=322&height=130&name=Safe%20Direct1.png) 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. ![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)