HOTEL IBE CONVERSION IN FOCUS
Rapid developments and innovative features of online travel agency (OTA) websites stand in fierce competition with the hotelier’s Internet booking engine (IBE). Unique revenue generating capabilities and ease of use are key success factors for increasing IBE conversion rates.
To stand out from the crowd, a hotel must implement a smooth booking process that clearly shows customers the benefits of booking directly with the hotel versus OTAs.
IBE USABILITY & FUNCTIONALITY OPTIMIZATION
- General look & feel and overall layout and integration within the website
- Usability optimization (user-friendliness and booking process logic with focus on revenue generating aspects such as upselling, ancillary sales, etc.)
- Hotel booking engine content optimization (e.g. analysis of hotel descriptions, images, etc.)
- Technical checks (e.g., hotel booking engine loading time and browser availability)
- Test booking and confirmation optimization
REVIEW OF PERSONALIZATION STRATEGIES
- Expert review of current personalization features used on hotel booking engine e.g., customer login, cookies
- Booking path review, providing input for personalized content
- Review of booking engine integration depth with existing tech stack environment
- Expert review and detailed analysis of Internet Booking Engine performance versus competitive set with respective screenshots
- Change request report for web agency, explaining recommendations, priorities and next steps
- Conference call to present findings and discuss actions (webinar session)