How Parkhotel Adler Achieved a 20% Conversion Rate on Guests they Almost Lost

This post was originally submitted by The Hotels Network

REVENUE MANAGEMENT

How Parkhotel Adler Achieved a 20% Conversion Rate on Guests they Almost Lost

Parkhotel Adler, a luxury hotel located in the heart of the German Black Forest, experienced one of the best problems any hotelier can face over the last Christmas season: 100% hotel occupancy, yet a lot of additional demand from potential guests who would like to stay at the hotel.

Why it matters: The hotel team quickly identified that due to no availability showing in the hotel’s booking engine for search dates over Christmas, many visitors would leave the website disappointed without coming back. Parkhotel Adler needed a solution to capture potential guest information to communicate with and convert their website visitors for future dates.

Thanks to their partnership with The Hotels Network (THN), Parkhotel Adler found an easy and effective solution: Form Builder.

Top 3 Core Objectives: The hotel team was looking for an effective way to elevate the online guest experience and engage with visitors before abandoning the website due to the lack of availability.

Identify guests: Parkhotel Adler created a customized website form to capture visitor information, displayed on the hotel’s booking engine and targeted only to visitors searching for dates when the hotel is sold out.
Capture their contact information: Form requests were sent straight to the reservation team, capturing a significant part of the demand of guests that would otherwise have to find an alternative for their Christmas stay.
Generate future bookings: The reservation team contacted potential guests to keep them informed on availability updates, e.g. based on cancellations, or to help them with organizing a stay for different dates in the future.

Innovators Mentioned

Parkhotel Adler

Lighthouse

Daniel Bank

Reservierungsleiter

Parkhotel Adler

"We wanted to target a certain type of guest, and THN’s Form Builder tool allowed us to do just that. Taking advantage of the flexible targeting options, we are now able to keep the conversation going with those visitors abandoning our website to ensure they end up staying at our hotel."

Daniel Bank

Reservierungsleiter

👍 Reservierungsleiter Daniel Bank said that identifying guests who were searching sold out dates and capturing their information for future bookings was key to winning potentially lost reservations:

"We wanted to target a certain type of guest, and THN’s Form Builder tool allowed us to do just that. Taking advantage of the flexible targeting options, we are now able to keep the conversation going with those visitors abandoning our website to ensure they end up staying at our hotel."

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

Reservierungsleiter Daniel Bank said, about their decision: "For us it is always important that processes are simple - not only on the booking side but also on the processing side. This is why we chose THN, their solution is simple and efficient for both the guest and the hotel."

📈 The results: The form was launched in December 2021. In just 4 months, 12.529 EUR of incremental revenue was generated from the additional bookings (see results below). Thanks to the positive results during Christmas, the hotel team decided to keep the form live all year round.

87 leads were captured from visitors who did not find availability for their desired stay dates.
42 personalized offers were sent by the reservation team to those potential guests.
15 confirmed bookings were generated.