Comfortable and convenient stay across Ireland and UK
The Clayton Hotels Group offers a collection of 19 four-star hotels in 12 cities across Ireland and the UK. Being part of the Dalata Hotel Group, Clayton hotels are the perfect choice for either leisure and corporate guests looking for comfort, convenience, great location, friendly staff and various facilities.
The group was facing the challenge of getting more direct bookings and online revenue on their brand website. The marketing team was investing a considerable effort in marketing campaigns, however there was still low conversion rate and direct bookings. Their main goal was to increase direct revenue and encourage visitors to choose their brand website as their first and favourite option for their next booking.
In 2015, the group began a new strategy: launching a new booking engine that could provide a benefit for the guests when booking directly on their brand website. After understanding their customer base, hotel identity and special requirements, we proposed a simpler and more effective booking engine completely customised to Clayton’s branding. We designed a booking journey where visitors can smoothly complete their purchase and be connected to the hotel’s brand identity throughout the pages.
Always looking for new strategies to increase direct bookings, in 2017 we introduced a new feature to Clayton Hotels booking engine: a loyalty program. The idea was to offer discounts on the room rates to visitors booking directly on their website. First introduced to Clayton Hotels, this functionality was further incorporated in all Dalata Hotel Group helping them to decrease dependency on OTAs and better convert website visitors into guests.
After 12 successful months, the results were so impressive that we started working with all of Dalata Hotels brands – Maldron Hotels, The Gibson Hotel and The Ballsbridge Hotel. There was also a successful unision between our software and the hotels’ OWS Opera system. The hotel groups increased conversion rates and direct bookings on their brand websites.
Our Reporting dashboard is integrated with Google Analytics API's, merging search analytics data with Hotel Revenue data. The dashboard is purpose built for Hoteliers to understand the ROI on each of their Marketing channels.
Our online loyalty program tracks and rewards customers with points when they book direct. This tool offers a real incentive to remain loyal to your brand.