Ensana Hotels is a leader in Europe’s wellness hospitality sector, combining natural healing traditions with modern comfort. Located in renowned spa destinations near mineral springs and thermal waters, each property draws on long-valued therapeutic resources.
What distinguishes Ensana is its science-based approach to wellness. Through expert medical guidance, personalized programs, and contemporary spa facilities, the brand delivers results-driven experiences focused on rejuvenation, recovery, and prevention, helping guests restore balance to body and mind.
The Objective
Ensana Hotels partnered with The Hotels Network (THN) to strengthen its direct booking strategy through personalization and conversion optimization. The objective: to guide more visitors from the website through to a confirmed booking by delivering tailored messages based on each user's behavior and intent. To measure impact, Ensana ran a structured 10-week A/B test, gaining statistically reliable insights to optimize performance at every stage.
By focusing on the full booking funnel, first driving more traffic from the homepage into the booking engine with trust-driven messaging, then reducing drop-offs with targeted interventions, Ensana ensured continuous improvement and a seamless path to booking.
The Solution
Ensana Hotels needed a direct channel strategy that matched the complexity of their guest's booking journey. Through their partnership with The Hotels Network, they implemented a structured, data-driven approach, using Conversion and Personalization optimization tools to deliver the right message to each visitor at the right moment.
Step 1: Optimizing the Website-to-Booking Engine Journey
Welcome Layer
Forms
Exit Intent
Step 2: Optimizing the Booking Engine-to-Reservation Journey
Price Comparison
Reviews & Social Proof
Smart Notes
Exit Intent & Saved Search
Implemented tools and campaigns to optimize website-to-booking engine journey
Implemented tools and campaigns to optimize booking engine-to-reservation journey
The Roll-Out
Following the successful trial, the team continued to optimize performance through additional campaigns, driving further improvements across the booking journey. As part of their direct channel optimization efforts, Ensana Hotels tested Predictive Personalization on its website, leveraging AI to boost conversions.
With Predictive Personalization, hotels can adapt their commercial strategy in real time, creating value-targeted campaigns to increase direct bookings while reducing promotional costs.
Download the complete case study to discover the complete roll-out and how Ensana Hotels implemented AI-powered initiatives leveraging predictive algorithms to further boost their direct channel performance.
Working with The Hotels Network has really helped improve our direct channel performance. The initial test showed strong results, so expanding the partnership was an easy decision. Their data-driven approach and use of AI have helped us better engage users and drive more direct bookings.
Lukas Bek
Group Director of Digital Marketing
Ensana Hotels
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