Home Case Studies Hotel Direct Bookings Increased by Up to 20% Despite OTAs, Website and Device Fragmentation
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Hotel Direct Bookings Increased by Up to 20% Despite OTAs, Website and Device Fragmentation

Client

The client is a Dutch network of 10+ boutique hotels.

Challenge

Over half of the hotels’ bookings were OTA-dependent. While OTAs (online travel agencies like Booking or Airbnb) helped attract first-time guests, their commissions consumed up to 25% of overall booking revenue.

Solution

The client implemented Adenty to increase direct website bookings. A great fit for this task was Adenty’s ability to reveal up to 3x more returning website buyers, as well as unify their history across multiple websites and devices.

Adenty started to collect buyer data across multiple client sources: 10+ websites of the hotel network and CRM.
For buyers who provided an email or telephone number, or created an account on the hotel website, Adenty also collected data across devices.

Detailed buyer profiles not only unlocked interest-based segmentation but also made it possible to distinguish guests who previously booked accommodations through OTAs.

These insights fueled 2 strategies to shift guests from OTA to direct bookings:

1. Interest-based targeting. When a buyer returns to the website, Adenty pulls all the data collected for this buyer across various sources, including demographics and interests. Adenty uses this data to trigger personalized nudges such as:

    • booking recommendations
    • custom offer pop-ups in case of direct booking

    2. Email remarketing. For guests who used OTAs to book their stay and provided their email, Adenty triggers CRM to send personalized newsletters. Letters are sent when a buyer visits hotel website or are scheduled in CRM to the guest’s local holidays throughout the year. The newsletter promoted direct bookings via discounts or accommodation promotions.

    As seen, Adenty helped the client promote direct bookings to both returning guests and exploring guests – those who haven’t booked their visit yet but have browsing history across website network.

    As a Result

    2.5 months after Adenty’s implementation, the client reported up to 20% growth in direct bookings, together with a respective decrease in OTA bookings. At the time of publication, these results have remained stable for over three months.