How Adenty Helped a Hotel Network Increase Direct Bookings by 20% 

Client

A Dutch network of boutique hotels with more than ten properties was looking for a way to increase hotel direct bookings and reduce reliance on OTAs (online travel agencies). The group had a strong brand presence, yet over half of all reservations still came through third‑party platforms. 

Challenge

OTAs such as Booking and Airbnb helped attract first‑time guests, but their commissions consumed up to 25% of total booking revenue. The hotel group wanted to reduce OTA dependency without losing visibility, improve hotel website conversion, and build a more accurate understanding of returning guests across devices and websites. 

Solution

The client implemented Adenty visitor tracking to uncover returning buyers who previously blended into anonymous traffic. Adenty’s ability to reveal up to three times more returning visitors and unify their history across multiple websites and devices made it a strong fit for the hospitality use case. Adenty began collecting data across all hotel network websites and the CRM. For guests who created an account or shared an email or phone number, Adenty also enabled hotel cross‑device tracking, which helped consolidate browsing and booking behavior into a single profile. These unified profiles powered hotel guest segmentation, allowing the team to distinguish guests who had booked through OTAs from those who preferred direct reservations. The enriched data by Adenty also supported hospitality analytics, helping the client understand interests, demographics, and intent signals. Two strategies emerged from these insights:

Interest‑based targeting

When a returning visitor arrived on any hotel website, Adenty activated all available data, including interests and demographics. This enabled personalized nudges such as: 

• booking recommendations
• custom offer pop‑ups encouraging increase direct hotel bookings

The approach relied on visitor tracking tools, visitor data storage, and client‑side storage combined with Adenty Stable Storage, which functions as an advanced form of server‑side cookies and maintains continuity when browser storage is unreliable.

Email remarketing

For guests who previously booked through OTAs and shared their email, Adenty triggered CRM workflows to send personalized newsletters. Messages were delivered when the guest revisited the website or scheduled around local holidays. These emails promoted direct reservations through exclusive offers and seasonal promotions, supporting hotel remarketing efforts. This strategy worked for both returning guests and visitors who had not yet booked but had browsing history across the hotel network. Adenty’s cross‑site visitor recognition and privacy‑first tracking ensured that the system remained effective even when users relied on VPNs or private browsing. The platform’s VPN‑resistant tracking, incognito‑safe tracking, and cookieless tracking solution capabilities helped maintain stable identification in fragmented environments.

As a Result

Within 2.5 months of implementation, the hotel network reported up to 20% growth in hotel direct bookings, along with a decline in OTA‑driven reservations. These results remained stable for more than three months, demonstrating the long‑term impact of unified profiles, hotel CRM personalization, and targeted engagement. Adenty helped the client shift revenue from high‑commission channels to owned digital properties, strengthening profitability and improving the guest experience across the entire journey. 

Start a free trial to identify the features that suit your workflow.