Customer segmentation is one of most critical things you have to do in your revenue management practice. This segmentation is based on which offer a person has booked. Breaking down the business in segments allows us to focus and drive the performance of that segment.
Booking.com did this really early. Based on what you browse on the website the content changes
TripAdvisor introduced “just for you” rankings. This is now the default way they show listings. You have to deliberately click on Rankings tab to see how the hotels are ranked without personalization.
Hotel Tonight has Geo rates and based on the location it asks for hotels to provide discount. As the user maybe close to the hotel.
We are giving everyone a 30 day free trial if you want to take it for a spin.
Adrift Hotel in Long Beach, Washington, USA used Geo Targeting to segment their web audience and only target Washington, Oregon & British Columbia residents with an offer. In 2.5 weeks it generated $6,000 in revenue.
When thinking about direct bookings it is critical to think about which channel the bookings are made on and how friction can be reduced from this booking channel. The better context you create for your web visitor the more conversion you will get.
Have you tried to geo targeting or another contextual targeting tool?