Rope Guests Back in with Reservation Recovery

By: O'Rourke Hospitality Team

You spend a lot of time and money getting users to your site, only to see so very few of them convert. In fact, most hospitality websites only see about a 1% conversion rate.

Think about that for a second.

Out of all the people you got to go to your site, only 1% of them booked! Even more startling is that 90% of people who start a reservation don’t complete it.

There’s clearly an opportunity here to increase conversions by focusing on those users who abandon or don’t complete their booking, and our reservation recovery product does just that.

Reservation recovery is a two-pronged approach. The first involves display retargeting banners, which seeks to keep the property top of mind as the user browses other sites on the web. These display retargeting ads are only shown to those users who have reached a certain step in the booking process, but haven’t yet completed their booking; it’s a very specific audience.

The second approach involves sending emails to users who haven’t finished their booking. As the user fills out his or her email address during the check-out process, we capture it. If that user doesn’t complete his or her booking, then he or she receives an email encouraging him or her to come back and book.

The messaging of the display ads and email varies, but we typically find that some type of promotion or offer works best. You can even test different types of messaging or timeframes for the emails. For instance, you can send one email one hour after user abandonment or 24 hours after user abandonment.

Just to give you a taste of what our reservation recovery product can do, one client who implemented reservation recovery earlier this year has seen the following results:

• 916 emails sent
• 60% email open-rate and 18% click-through rate
• 16 direct bookings through emails
• 12 assisted conversions through emails
• 350 post-impression bookings from display banners

Make the time, effort, and dollars you spend on your campaigns stretch a little further and invest in reservation recovery.

Interested in Digital Marketing?

Contact Us or give us a call at 978.465.5955

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