How To Increase Direct Bookings - A Real Example
The renewed booking system for The Europe Hotel & Resort is live! p3 Hotels and The Europe have been working together since 2013, and for a year we've been working on improving their booking engine to offer the best front-end to their users and add value to the hotel's online brand.
We followed the best eCommerce practices to design and build a booking engine that offers a seamless shopping experience to bookers. Shoppers now experience a simpler, easier, and more usesr-friendly booking process at The Europe's brand website. By experiencing an enganging user experience throughout their shopping experience, users trust on the brand and are more willing to purchase a room.
Addittionaly, the booking engine was design and built to best match The Europe's branding, and all pages of the booking journey reflect the look and feel of their website. The system is unique and customised to the hotel's customer base and product offering.
Consequently, the hotel has been seeing an increase in conversion rate and direct booking revenue.
Below we show you the most relevant features included in the new booking engine that have proven to encourage more visitors to book direct:
1) Hotel content
The hotel's content is integrated within the booking engine. Across all pages, users can click to check the hotel's location, gallery, information, features, and, most importantly, guest ratings, which has been proved as one of the key factors that influence travelers to book hotel rooms.
2) Room images
Images of the rooms are essential to help visitors select their preferred accommodation and have an idea of what to expect in their stay. In this new booking engine, we keep The Europe's target customer in mind to show high quality and attractive pictures of the rooms.
3) No Availability calendar
A monthly calendar was embedded into the booking engine to help users know the dates that are not available in the month.
4) Alternative Property Search
To simplify the users' search, an alternative property search within the hotels of the Killarney Hotel Group is displayed in case there is no availability at The Europe's website.
5) Free Cancelation
The Free Cancelation feature is emphasized within the booking details to let guests know that they can cancel their reservation up to 48h in advance of arrival without penalty. This makes them feel more relaxed if they need to make any changes in the future.
6) Better use of adds-on
The additional services are displayed in a simpler and clearer way so users have a better idea of what the hotel is offering, and are more inclined to upgrade their stay.
7) Streamline Payment Page
In the final step of the booking journey, the layout is clean and simple with fewer guest information to help users conclude their booking with ease.