SENTIDO is one of the five brands owned by DER Touristik Hotels & Resorts, leading tourism group in Europe and the travel and tourism division of the REWE Group. It welcomes adult guests and small families, offering recreation that engages all senses.
Committed to delivering a unique sensory experience, SENTIDO has been collaborating with The Hotels Network (THN) to personalize the website experience and engage visitors, ultimately boosting direct reservations.
In 2022, SENTIDO decided to leverage BenchDirect data to enhance their decision-making further. Based on the opportunities detected, they adapted and customized their website marketing messages to improve website conversion rates.
What is BenchDirect?
BenchDirect offers a new dimension to hotel benchmarking by providing the first benchmarking platform for a hotel's direct channel.
This interactive analytics platform allows hotels to compare their website performance with the market and competition, and to use real-time insights to make better-informed decisions by:
Breaking down the entire booking funnel
Identifying weak points and lost revenue
Uncovering opportunities to increase direct bookings
Getting up to speed with competitors
Opportunities detected
Mobile conversion
The BE to booking conversion on mobile devices was noticeably lower than for similar hotels in the area and those in THN's network compset, indicating an opportunity for SENTIDO to increase their mobile bookings.
To improve mobile conversion, the hotel designed an exclusive deal for mobile users, aimed at increasing bookings made on mobile devices.
Conversion for couples
BE to booking conversion for couples – one of the main target groups of the hotel – was also significantly lower than for similar hotels in the area and those in THN's compset.
After identifying missed opportunities with this specific target group, a personalized message aimed only at couples was launched with the objective of increasing the conversion rate for this particular traveler segment.
Funnel conversion
The objective was to improve the visitor to BE conversion as well as BE to booking conversion with the help of personalized messages and engagement tools throughout the website user journey.
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.
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