How Althoff Hotels Increased Direct Bookings by +13% Using THN Personalization

MARKETING

Althoff Hotels worked with The Hotels Network to personalize the website and booking engine experience across its full portfolio. A one-month A/B test showed a +13% uplift in conversion. This case study explains how targeted on-site messages guided users to book directly.

Why it matters: Increasing direct revenue depends on optimizing every step of the online booking journey. Althoff Hotels used THN’s personalization tools to highlight social proof, surface relevant offers, reassure hesitant users, and adapt content to each visitor’s intent. These improvements helped more visitors complete their booking, delivering measurable results with minimal operational effort.

The Hotels Network’s Personalization platform allows hotels to display relevant content to visitors based on their behavior and profile. Althoff Hotels used tools such as Reviews Summary, Welcome Layers, Exit Intent messages, Inliner content, Price Comparison, and travel-party Smart Notes to support users throughout their decision-making process. By addressing key friction points—confidence, relevance, and value—they were able to increase engagement and drive more direct bookings.

Top 3 Core Objectives: Althoff Hotels wanted to improve the performance of its direct channel by creating a more personalized and persuasive online booking experience. Their goal was to increase engagement, strengthen user confidence, and drive more direct bookings.

Increase Direct Conversions: Althoff Hotels aimed to lift their website and booking engine conversion rates by presenting more relevant content and guiding users more effectively through the booking journey.
Enhance User Confidence: The team wanted to reinforce trust by surfacing guest reviews, direct booking benefits, and transparent price information, helping visitors feel more secure in booking directly.
Personalize User Experience: They sought to tailor on-site messages for different visitor profiles—such as repeat visitors, local guests, and specific travel parties—to make each interaction more relevant and effective.

Innovators Mentioned

Althoff Hotels

The Hotels Network

Sven Allmer

Director E-Commerce & CRM

Althoff Hotels

"The successful test phase convinced us to extend our partnership with THN across our entire portfolio to grow direct bookings. THN’s tools are straightforward, enabling our team to launch campaigns with minimal effort and drive consistent performance."

Sven Allmer

Director E-Commerce & CRM

👍 Director E-Commerce & CRM Sven Allmer said that using THN’s personalization platform increased engagement, boosted conversion rates, and improved overall booking performance.:

"The successful test phase convinced us to extend our partnership with THN across our entire portfolio to grow direct bookings. THN’s tools are straightforward, enabling our team to launch campaigns with minimal effort and drive consistent performance."

⚖️ The selection process: During their research process, Sven Allmer evaluated The Hotels Network's product differentiators, customer support, and holistic value as a strategic partner and ultimately decided that The Hotels Network was the best fit solution:

Director E-Commerce & CRM Sven Allmer said, about their decision: "The collaboration is defined by innovation, reliability, and flexibility, making it a truly enjoyable experience and a game-changer in achieving direct results."

📈 The results: Althoff Hotels achieved a +13% uplift in conversion during a one-month A/B test after applying personalization across the website and booking engine. The results validated the impact of targeted on-site messages and led the group to extend THN’s solution across its entire portfolio.

The A/B test delivered an average +13% improvement in booking engine conversion, backed by 95% statistical significance.
Personalized messages—including reviews, travel-party Smart Notes, geotargeted content, and exit intent—kept users engaged and reduced drop-off at key funnel stages.
Based on the strong performance during the trial, Althoff Hotels expanded the use of THN’s Personalization platform to all properties in its portfolio.

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