The Direct Booking Bermuda Triangle Why your guests are lost in the - PowerPoint PPT Presentation

The Direct Booking Bermuda Triangle Why your guests are lost in the customer journey? by Luke Terheyden 1

THE WEB REVOLUTIONIZED THE WAY WE TRAVEL #Shifthappens

WEBSITE HOMEPAGE Conversion WEBSITE PAGES Funnel BOOKING ENGINE BOOKING 4

Bermuda Triangle WEBSITE HOMEPAGE Like the Bermuda Triangle, we know how many go in, and we know how many WEBSITE PAGES come out BOOKING ENGINE ● Analytics, dwell time and traffic can tell us where we’re losing them BOOKING 5

Bermuda Triangle in practice Independent Luxury Chain European Chain Enter Enter Enter 305,664 217,351 18,449 48% of 36% of 83% of total total total Visit a second page Booking Engine Booking Engine 255,039 6,682 106,284 23% of 6.8% of 21% of total total total Details Booking Engine Add-on page 70,749 page 1,262 46,672 2.7% of 2.7% 0.1% total Convert Convert Details 501 469 6,025 3,651 1.6% Convert 3,651 6

Bermuda Triangle Like the Bermuda Triangle, we know how Startseite many go in, and we know how many come out Zimmer Analytics, dwell time and traffic can ● Booking Engine tell us where we’re losing them Buchung Why are we losing them? ● 7

Re-Mapping the Guest Journey Guest Journey Data based on: More than 500 million guest journeys analysed from over 1,500 independent and global hotel chains. 8

Re-Mapping the Guest Journey 69% do not complete form Exit Phase after filling in Price, procrastination or interruption causes them to leave Visitor enters website Leaving Visitor Returning Visitor Welcome Phase Exploration Phase Consideration Phase Decision Phase Weighing up if, when and The hotel meets their needs, First-time visitors browsing, Gathering information about where to book the hotel time to lock in the booking returning visitors wanting to the hotel resume booking 37% leave the booking 92% of new visitors have no 45% of guests say they’d book 39% continue research, even engine specifically to intention to book yet direct if shown the right perks after questions are answered compare rates 9

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A Map for your Visitors

Navigating the triangle Increase the intention to book Provide key information (e.g. reviews) Directly compare prices and offer with OTAs Increase urgency using real-time triggers

Key Solution Analysing your data Use data to create a personalised journey Real-time personnalisation

Stats + 1.500 hotels + 45 countries + 55 employees

Thank you Any questions? Luke Terheyden Solution Architect luke@hotelchamp.com Hotelchamp Offices Follow us Contact Amsterdam, NL (HQ) linkedin.com/company/hotelchamp +31 20 26 13 844 Groningen, NL (Dev center) facebook.com/hotelchamp welcome@hotelchamp.com twitter.com/hotelchamp_com www.hotelchamp.com