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The Direct Booking Bermuda Triangle
Why your guests are lost in the customer journey?
by Luke Terheyden
THE WEB REVOLUTIONIZED THE WAY WE TRAVEL
#Shifthappens
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 - - 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
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Conversion Funnel
WEBSITE HOMEPAGE WEBSITE PAGES BOOKING ENGINE BOOKING
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Bermuda Triangle
Like the Bermuda Triangle, we know how many go in, and we know how many come out
- Analytics, dwell time and traffic can
tell us where we’re losing them WEBSITE HOMEPAGE WEBSITE PAGES BOOKING ENGINE BOOKING
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3,651
Enter 18,449 Booking Engine 6,682 Details page 1,262
501
36% of total 6.8% of total 2.7% Convert
Enter 217,351 Booking Engine 106,284 Add-on page 46,672 Details 6,025
48% of total 21% of total 2.7% of total
3,651
1.6% Convert
European Chain Independent
Enter 305,664 Visit a second page 255,039 Booking Engine 70,749
469
83% of total 23% of total 0.1% Convert
Luxury Chain Bermuda Triangle in practice
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Bermuda Triangle
Like the Bermuda Triangle, we know how many go in, and we know how many come out
- Analytics, dwell time and traffic can
tell us where we’re losing them Startseite Zimmer Booking Engine Buchung
- Why are we losing them?
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Guest Journey Data based on:
More than 500 million guest journeys analysed from
- ver 1,500 independent and global hotel chains.
Re-Mapping the Guest Journey
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Welcome Phase
First-time visitors browsing, returning visitors wanting to resume booking
Exploration Phase
Gathering information about the hotel Weighing up if, when and where to book the hotel
Consideration Phase
The hotel meets their needs, time to lock in the booking
Decision Phase
Visitor enters website Returning Visitor Leaving Visitor
Exit Phase
Price, procrastination or interruption causes them to leave
Re-Mapping the Guest Journey
92% of new visitors have no intention to book yet 45% of guests say they’d book direct if shown the right perks 39% continue research, even after questions are answered 37% leave the booking engine specifically to compare rates 69% do not complete form after filling in
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A Map for your Visitors
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Increase the intention to book Provide key information (e.g. reviews) Increase urgency using real-time triggers Directly compare prices and offer with OTAs
Navigating the triangle
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Analysing your data Use data to create a personalised journey Real-time personnalisation
Key Solution
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Stats
+ 1.500 hotels + 45 countries + 55 employees
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Any questions?
Hotelchamp Offices
Amsterdam, NL (HQ) Groningen, NL (Dev center)
Contact
+31 20 26 13 844 welcome@hotelchamp.com www.hotelchamp.com
Luke Terheyden Solution Architect luke@hotelchamp.com Follow us
linkedin.com/company/hotelchamp facebook.com/hotelchamp twitter.com/hotelchamp_com