Drive direct bookings with hotel website personalization

Imagine trying to book a hotel stay and the website keeps showing you irrelevant offers and promotions, which is frustrating, isn’t it? For example, do you really think a couple looking for their ideal honeymoon vacation would want to see a family package? Probably not, and most likely they will leave your website to look elsewhere for a more relevant offer.

In today’s digital world, website personalization is no longer a trend, but an expectation. Consumers want a unique online experience tailored to their tastes and tastes. Think about the user experience offered by netflix and Spotify. These online platforms have developed state-of-the-art technology to ensure that their content is hyper-relevant to each user’s preferences.

As a hotelier, you can also use the latest technology on your hotel website to be able to provide visitors with a truly personalized online experience. In this article, we’ll show you how by walking you through five proven website personalization tactics to help your direct bookings skyrocket in 2022.

1. Interact with visitors from Facebook

Exclusive Hotel Offer for Facebook Traffic — Photo by The Hotels Network
Exclusive Hotel Offer for Facebook Traffic — Photo by The Hotels Network

It’s no secret that social media is one of the most effective channels for grabbing the attention of potential customers, but it’s often difficult to convert those visitors into customers. So why not try to better exploit this traffic? When a visitor comes to your hotel website from your social media channels, be sure to provide a personalized experience to gently nudge them towards a direct booking.

A warm welcome with an exclusive discount for Facebook visitors proved to be a particularly effective message. Don’t be afraid to play around with these messages, keep testing new ideas and see what works for you. Plus, it could be applied to any of your social media channels and online campaigns you have on the go, so let your imagination run wild!

2. Reward and recognize returning visitors

Personalized message for returning website visitors — Photo by The Hotels Network

Typically, potential customers will visit your website multiple times before booking a stay. It is therefore important to provide a unique experience with each visit to the website to offer customers what they are looking for in a way that converts.

The first visit is generally intended for discovery, the ideal moment to capture the visitor’s attention, and retain it! During this first step, you need to effectively communicate your hotel’s unique selling points – if you have an amazing spa or a terrace with the best views in town, showcase them at this first point of contact.

And for those who come back to your site, give them a little something extra to entice them to book online. And although we’ve all seen it before, the supply countdown really works. A little sense of urgency can go a long way in moving users down the booking funnel.

3. Adapt your website messages to each user profile

Exclusive offer applying CRM targeting criteria — Photo by The Hotels Network

The information that a hotel maintains in its member database is extremely valuable. Not only does it provide information about a member’s demographics, but often their preferences as well. By tailoring your website messaging based on this information, you will be able to improve and personalize your booking experience for returning customers, greatly increasing the likelihood of more direct bookings.

Imagine this: a visitor arriving at your website, logging in and seeing an exclusive offer applicable to Gold members, exclusively for guests who have used the golf course on a previous stay. The offer is a weekend package that includes a free golf lesson and discounted club rental rates. Very tempting!

Using today’s technology it is not only possible but simple to do so. Powered by the Hotel Network, CRM targeting allows hotel brands to apply advanced targeting rules based on user profile data. Find out how you can combine this powerful tool with Behavioral targeting of THN to create a totally personalized website experience.

4. Upsell custom packages based on specific research

Upselling is something we should all be familiar with and it’s a great opportunity to increase your hotel’s average booking value. In today’s world, guests expect more than just a stay. They seek meaningful experiences that foster connections with people and places. So why not give them that?

Create exclusive packages that include some of your property’s most unique offerings and tailor them to specific booking dates, length of stay, and even number of travelers if you have a larger group on the books. Maybe your hotel has a fabulous restaurant, which has a well-known chef. And if you offer your weekend guests private lessons to cook in your kitchen, with a hotel night included. Tempting, huh?

These engaging activities and initiatives can really grab the attention of potential customers and boost your occupancy. Plus, by making sure your posts show up when the search matches the established criteria, you’ll make sure you present the right offer to the right visitor at the right time.

5. Maximize Revenue Using Predictive Personalization

The concept of improving user experience and simultaneously increasing hotel revenue by leveraging technology is known as Predictive personalization. It’s a two-step process that incorporates machine learning to better understand user behavior, followed by the automated presentation of personalized content and offers for that specific individual.

This approach allows you to dynamically display the most relevant offers based on each user’s booking probability. You can say goodbye to unnecessary discounts for high-intent users and say hello to higher conversion rates for those who need an extra boost to complete that booking.

So there you have it, five very effective ways to personalize the website experience to ensure you maximize conversions on your hotel website. With these tactics, ensuring you get the right offer in front of the right audience at the right time couldn’t be easier. Plus, by implementing them in a creative and unique way that suits your brand and clientele, you can attract more visitors and convince them that your property is the perfect choice for their next stay.

About the hotel network

Working with over 12,000 hotels worldwide, The Hotels Network offers its customers a comprehensive growth platform to power their direct channel. By leveraging a suite of built-in tools and analytics, hospitality brands can attract, engage and convert guests throughout the user journey.

In addition to price comparison, review summary and a full suite of personalization options, THN’s Oraculo product leverages machine learning techniques to predict user behavior and then automatically personalizes the message and content. offer for each user. The company’s latest innovation, BenchDirect, is the first benchmarking product for the direct channel, providing hotels with unprecedented competitive data that is a complete game-changer.

THN’s mission is to improve the online booking experience, increase direct bookings and strengthen the relationship between hotel brands and their customers.

For more information visit: or contact [email protected].

Sherry J. Basler