IBE Optimization

HOSPITALITY TECHNOLOGY CONSULTING

Strategy Workshop
CRM RFP
CRS RFP
PMS RFP
Website RFP
IBE Optimization
GDS Content Optimization
OTA Content Optimization
Speaking Engagements

OPTIMIZE THE JOURNEY. STRENGTHEN DIRECT BOOKING.

The Internet Booking Engine is one of the most important conversion points in a hotel’s direct booking journey. Even when website traffic is strong, unnecessary friction, unclear information, weak merchandising or inconsistencies between website and booking engine can reduce conversion and drive potential guests back to third-party channels.

h2c independently reviews the booking journey from a hotel and guest perspective. We combine hospitality distribution expertise with a structured assessment of functionality, usability, content, merchandising and the interaction between website and IBE to identify practical opportunities for improvement.

BOOKING JOURNEY & USER EXPERIENCE
  • Review the booking flow from initial search through room and rate selection to checkout
  • Identify friction points, unnecessary steps and potential conversion barriers
  • Assess mobile usability, navigation and clarity of information
  • Review how rooms, rates, packages and additional services are presented
CONTENT, MERCHANDISING & DIRECT BOOKING
  • Assess whether room, rate and policy information supports confident booking decisions
  • Review consistency between website and booking engine
  • Evaluate opportunities to strengthen direct-booking value propositions and merchandising
  • Identify content gaps or unclear information that may lead guests to leave the direct booking journey
FUNCTIONALITY & TECHNOLOGY
  • Review relevant IBE functionality and configuration from a customer-facing perspective
  • Assess selected integrations and handovers within the direct booking journey
  • Identify functional limitations or configuration issues that may affect usability or conversion
  • Consider current expectations around personalization, mobile experience and emerging AI-driven discovery
PRIORITIZED RECOMMENDATIONS
  • Document findings by topic and level of importance
  • Differentiate quick wins from changes requiring technology-provider or internal support
  • Prioritize recommendations based on potential impact and implementation effort
  • Provide an independent basis for discussions with the IBE provider, web agency and internal teams

DELIVERABLES 

  • Structured review of the direct booking journey
  • Documented findings and identified issues
  • Prioritized optimization recommendations
  • Quick wins and longer-term improvement opportunities
  • Management summary and discussion of next steps

Want to improve your direct booking journey?
Let’s identify where your IBE can work harder for your guests and your direct business.