Case Study

How Pillows Hotels Boosted Year-Round Revenues With Food And Beverage Bundles

Cristiana Vlaiconi

Hotelchamp · 10月 09, 2023

Pillows Hotels leveraged a strategic F&B bundle, evolving with seasonal updates, to boost direct bookings and highlight their USPs, particularly their luxurious restaurant and scenic surroundings.

Why it matters: The hotel industry has been facing many challenges post-pandemic. Besides staff shortages and increased operating costs, hotels still face increased pressure from online travel agents (OTAs). With ever-increasing commissions eating into your revenue, it’s more important than ever for hoteliers to drive direct bookings to recover.

Through the strategic use of Hotelchamp Convert, Pillows Hotels highlighted their F&B bundle in a non-intrusive, user-friendly manner, guiding potential customers smoothly from attraction to conversion.

Top 3 Core Objectives: Pillows Hotels aimed to spotlight their luxury property and restaurant while also driving direct bookings through an enticing food and beverage (F&B) bundle.

Attract attention: The hotel sought to draw attention to their Pillows Luxury Boutique Hotel and its luxury restaurant, focusing on its multi-course culinary offerings and the picturesque surroundings by the IJssel river.
Drive direct bookings: By offering a strong, exclusive F&B bundle through their website, the goal was to incentivize direct bookings, avoiding OTA commissions and enhancing revenue.
Seasonal relevance: Ensuring the offer remained fresh and relevant, Pillows Hotels intended to periodically update the messaging and imagery to align with the seasons, optimising efforts and time spent on the campaign.

"The strategic implementation of our F&B bundle with the help of Hotelchamp Convert, not only highlighted the unique charm of our hotel but also amplified our direct bookings, and improved conversion rates and the guest experience. On top of that, we were able to make quick seasonal changes, which saved us time."

Chloe Tiggeler

Online Marketing Specialist

👍 Online Marketing Specialist Chloe Tiggeler said that More direct bookings and enhanced guest experience through strategic, seasonal messaging:

"The strategic implementation of our F&B bundle with the help of Hotelchamp Convert, not only highlighted the unique charm of our hotel but also amplified our direct bookings, and improved conversion rates and the guest experience. On top of that, we were able to make quick seasonal changes, which saved us time."

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

Online Marketing Specialist Chloe Tiggeler said, about their decision: "The user-friendly interface and ability to create non-intrusive, yet highly effective messaging is crucial to us. The platform allowed us to seamlessly integrate our brand identity into our website messages, ensuring consistency and effectively communicating our offers directly to our guests, without compromising their browsing experience."

📈 The results: The strategy not only highlighted Pillows Hotels’ USPs but also successfully converted visitors, with each new version of the message performing progressively better.

The Spring offer, which highlighted the luxurious 5-course meal and an overnight stay, garnered a click-through rate of nearly 17% and converted 1.75% of visitors into paying guests, effectively drawing attention to their luxury restaurant and scenic surroundings.
The Summer offer, which transparently displayed a starting price and enhanced the meal to a 7-course dinner, achieved a click rate of nearly 13.3% and converted nearly 2.8% of visitors. This demonstrates that clear pricing and value addition in the bundle effectively incentivized direct bookings.
The Autumn package, which added extra benefits like a glass of bubbles and ferry tickets at a minimal cost to the hotel, converted over 3.8% of visitors after clicking. This shows the impact of seasonally relevant offers and small, thoughtful additions in enhancing the perceived value and converting visitors.