Reservation Conversion Optimization Package

Phone: 212.752.8186 E-mail: sales@hebsdigital.com Address: 1601 Broadway, 11th Floor, New York, NY 10019

What is the Reservation Conversion Optimization Package? Conversion rates on hotel websites are typically 2 – 3%. Approximately only 1/3 of website visitors initiate a room booking and only 5% of those complete the booking. This leaves the vast majority of website visitors unexposed to the hotel rates and special offers. Even in the case that the visitor has decided to stay at the property, he or she may not feel compelled to complete the booking at that time or even via the hotel website. The Reservation Conversion Optimization Package provides hoteliers with all the tools they need to recover abandoned bookings and steer web-site visitors to complete a booking on the hotel website.

The package includes a suite of products, designed to work together to bring customers back to the reservation process:

• Reservation Email Retargeting

• Reservation Abandonment Program (RAP)

• Smart Rate Promos

• Reservation Reminder

What is Included?

Professional Package Includes:

• Client Communications + Project Management• Customization of up to 2 RAP banner design

mockups• Customization of 2 emailer design mockups

(Email retargeting, Email reminder)• Quarterly updates to the creative- emailers &

banners• Smart Rate Promos on mobile & desktop• Limited number of impressions (emailers, ban-

ners)• Conversion Tracking• Monthly Reporting

Premium Package Includes:

• Client Communications + Project Management• Customization of up to 4 RAP banner design

mockups• Customization of 2 emailer design mockups

(Email retargeting, Email reminder)• Monthly updates to the creative - emailers &

banners• Smart Rate Promos on mobile & desktop• Unlimited number of impressions (emailers,

banners)• Conversion Tracking• Monthly Reporting

Reservation Conversion Optimization Package

Phone: 212.752.8186 E-mail: sales@hebsdigital.com Address: 1601 Broadway, 11th Floor, New York, NY 10019

Reservation Email RetargetingWhen a website visitor abandons the reservation process, Email Retargeting invites and incentivizes the potential guest to come back and complete the reservation. The prospective guest receives a well-designed branded email, which includes a customized marketing message, a one-on-one promotion or booking incentive, and deep link back to the abandoned reservation page (if the booking engine supports this functionality). Email retargeting dramatically increases the likelihood that a website visitor will complete their abandoned reservation. The email will be delivered at a pre-selected time frame, which could be within 5 minutes, 30 minutes or 2 hours of abandonment.

Example of a branded Reservation Email

Deep link back into the reservation details of this potential guest

Personalized name from ‘name capture’ feature

How does the Reservation Conversion Optimization Package Work? Each product in the package is designed to entice and encourage potential customers to complete the booking.

Client: Mid-Size Luxury Hotel BrandTime Frame: 4 Months in 2013Results:

• Roomnights: 1714• Bookings: 857• Revenue: $738,710

Case Study:

Reservation Conversion Optimization Package

Phone: 212.752.8186 E-mail: sales@hebsdigital.com Address: 1601 Broadway, 11th Floor, New York, NY 10019

Reservation Abandonment Program (RAP)A point-of-sale, well-designed marketing message is served to website visitors who abandon the reservation process and exit the website and the reservation process. This message is served only when someone initiates a booking and clicks on the “Search Availability/Rates” button. Upon exiting the reservation page, prospective bookers are served a well-designed branded marketing promotional banner, which includes a customized marketing message with a booking incentive or a one-on-one promotion. To ensure this strategy only targets first-time “abandoners,” the RAP banner is only served the first time a website visitor initiates a booking.

Client: Luxury Hotel in NYCTime Frame: 30 Days (June 2013)Results:

• Roomnights: 251• Bookings: 96• Revenue: $83,627• ROAS: 7272%

Case Study:

Reservation Conversion Optimization Package

Phone: 212.752.8186 E-mail: sales@hebsdigital.com Address: 1601 Broadway, 11th Floor, New York, NY 10019

Smart Rate PromosDynamic rate promotion on the mobile and desktop website featuring real-time availability and price promotional banners or tiles, based on business rules such as “Tonight’s Rate is…” on the mobile site or “This Weekend’s Rate is…” on the desktop web-site. With 75% of online travel website consumers indicating price as a primary purchase reason, the Smart Rate Promos create a “shortcut” to the booking process by displaying real-time rates as a prominent promo tile on the hotel website. Case in point: Smart Rate Promos double mobile website bookings for our clients!

Mobile Website: Show ‘Tonight’s Rate’ (85% of mobile website reservations are for the same or following night)

Desktop: Show a rate within typical or seasonal booking windows, e.g. this weekend, or 2 weeks out.

Client: Independent Hotel in NYC Time Frame: 4.5 MonthsResults:

DESKTOP (PROMOTING THIS WEEKEND’S RATE)

Click-Throughs: 5161Bookings: 122Room Nights: 285Revenue: $108,635ROI: 33,326%

MOBILE (PROMOTING TONIGHT’S RATE)

Click-Throughs: 6,232Bookings: 25Room Nights: 52Revenue: $20,806ROI: 6,302%

Case Study:

Reservation Conversion Optimization Package

Phone: 212.752.8186 E-mail: sales@hebsdigital.com Address: 1601 Broadway, 11th Floor, New York, NY 10019

Reservation ReminderVisitors in the dream stage of travel planning set a date for a reminder emailer to be delivered to them. The poten-tial booker is sent a well-designed branded reminder emailer, featuring a booking link back to the hotel website, and can feature a special rate or incentive to encourage them to book via the hotel website.

Remind me to book: Guests can ask the hotel website to send them a reminder within a certain number of days.