SALES & MARKETING and then taking action where it will have the biggest impact .
“ For example , with restrictions on international travel during COVID , the domestic market became even more important than before . Using THN ’ s benchmarking tool , our hotel clients were able to see how good they were at converting domestic traffic throughout each stage of the booking funnel compared to the market . If they were underperforming in terms of bounce rate , we helped the hotels activate personalized messages on their homepage targeting local visitors . By highlighting exclusive benefits for locals , hotels were able to better engage visitors and tempt them to make a booking . It ’ s all about showing the right message to the right person at the right time .
Personalization is not a trend – it ’ s the new reality .
WHEN IT COMES TO OPTIMIZATION TACTICS TO DRIVE REVENUE , I ’ VE SEEN EXTREMELY STRONG RESULTS FROM ENCOURAGING HOTELS TO ADOPT A TWO-STEP APPROACH . FIRSTLY , USING BENCHMARKING INSIGHTS TO IDENTIFY WHERE THE OPPORTUNITIES LIE AND THEN TAKING ACTION WHERE IT WILL HAVE THE BIGGEST IMPACT .
– MERCEDES BLANCO , THE HOTELS NETWORK
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