• Travel Inn (as it was called then) were focused on the traditional ways of booking a room using call centres and they needed help to establish a future online strategy Objectives


  • Improve profit per room booking
  • Redevelop the existing website to make it easier to book online


  • Introduced a number of technical solutions to the main website: − New global and sub-navigation − Easy Book including. an availability check − Improved search functionality − Re-designed booking form − Consist action buttons
  • Took the 6 London Travel Inns to show how online can drive bookings, creating a microsite with local content and book now buttons feeding into the main hotel booking engine
  • Analysed search habits to identifying business and leisure traveller strategy
  • Purchased and tested over 100 search terms
  • Identified partner sites and tested one with banners
  • URL added to offline communication/specific web related POS produced


  • Booking a room via the main site was reduced from 12 to 4 clicks
  • 33% of visitors booked during their first visit with 71% repeat visits
  • 2,391 bookings via the microsite over the test period with an estimated booking conversion of 21.3%
  • Booking cost halved compared to traditional methods
  • ROI was 800%


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