A travel boom is predicted in the coming season. In some places, government officials are just now lifting restrictions. In others, however, they are already a thing of the past. As a result, amenities that have been long closed are starting to reopen. Such add-ons and upsells are a great way to make additional revenue and improve the guest experience. Hence, it’s no wonder that hotels want to remind guests of the delightful add-ons that could make their stay unforgettable.
In this case study, we’ll explore how well-positioned personalised messages can bring awareness to your amenities and help you upsell to the right audiences. Specifically, a successful example is our customer, The Langham, Chicago. We will have a closer look at the way they approached the reopening of their Club Lounge using Hotelchamp’s audience targeting and inline messaging.
What challenge was The Langham, Chicago facing?
An unfortunate effect of the pandemic was that hotels were forced to temporarily close various amenities. Restaurants, bars, lounges and wellness facilities became inactive to comply with regulations. Because of this, guests had reduced awareness of the additional benefits that hotels offer and that they can book alongside their stay. Now, restrictions are reducing in certain places around the world. Amenities are opening up again, and so is the opportunity to generate additional revenue.
One of the hotels that were able to bring back their full offering was The Langham, Chicago. After reopening their luxurious Club Lounge, they wanted to bring more attention back to this special add-on. Therefore, the main goal was to increase visibility for more people to book. Specifically, internal discussions between eCommerce and revenue management resulted in a focus on a specific market segment: the business travellers. The Langham Club brings benefits like garment pressing, Writer’s Corner with workstations and the ability to use The Langham Club Boardroom. With such benefits, the focus on business travellers comes as no surprise. The last piece of the puzzle was finding the best way to target this audience.
How did Hotelchamp help?
We worked with The Langham, Chicago team to implement a personalised inline message in the booking engine. This highlighted The Langham Club upsell offer for business travellers. The use of inline technology meant that the website experience remained seamless for the bookers.
When implementing this strategy, it was essential to stay consistent with The Langham’s recognisable brand identity. We appreciate the importance of visual consistency, which we achieve through fully customisable messages. In this case, we personalised the inline message to fit with The Langham’s brand guidelines through colours and font.
Using Hotelchamp’s audience targeting, we targeted this message to business travellers—solo travellers staying a minimum of 2 nights, between Sunday and Wednesday. The inline message was triggered during room selection in the booking engine and it highlighted the benefits of adding The Club experience to their stay, including included breakfast and bar service and complimentary pressing of garments which are strong USPs for business travellers. By clicking on the ‘Book Now’ button, the rooms where The Langham Club offer is applied are shown in the booking engine. Afterwards, travellers can go on to book their stay.
What results did The Langham, Chicago see?
With the aim of bringing attention to the newly reopened Club Lounge for business travellers, website visitors viewed this inline message nearly 1800 times in 2 months. The message had a CTR (click-through rate) of nearly 9.3% and a high conversion rate of over 10.2%. It was so popular that it achieved its goal of increasing awareness without any doubt. This proves that the use of personalised audience targeting was the right way to go about achieving this goal.
In two months of showing this message, it generated nearly $30k in revenue. This shows that a message displayed at the right place, at the right time to the right segment goes a long way in convincing your guests to spend more to make their stay better. Because of the success of this message, The Langham, Chicago ran this offer for over 6 months.
If you’re interested to know how we can help your hotel to achieve your goals, contact us via live chat or at firstname.lastname@example.org.