Consumers expect to enjoy a unique and singular online journey in today’s digital world full of personalized user experiences, with examples set by companies like Netflix and Spotify. You must ensure that your hotel website delivers just that as a hotelier. If you are looking for some inspiration, here are five proven website personalization techniques to get you started and ensure that your direct bookings will soar.

These powerful hotel website personalization strategies have been implemented successfully by hotel brands using The Hotels Network’s Conversion & Personalization tools to deliver a unique online experience that resonates among visitors and convinces them to book directly.

1. Engaging With Visitors Coming From Instagram

Truth to be told, Instagram has become one of the most effective channels to inspire potential guests and drive them towards the hotel website. So, why not take advantage of it? Whenever visitors coming from Instagram land on your hotel website, be sure to provide them with a personalized website experience to nudge them towards a direct reservation.

A warm welcome message with a time-limited discount exclusive for users coming from Instagram has proven to work particularly well. Test it out on your website, and remember, don’t limit yourself! This concept can be applied to any of your social media channels and online campaigns you have up and running.

2. Recognizing and Rewarding Repeat Visitors

Guests tend to visit a hotel website several times before booking their stay. With this in mind, it’s crucial to provide a different online experience for each visit to successfully offer guests what they are looking for.

The first visit is usually for discovery, so to catch the attention of potential guests, you should communicate your hotel’s unique selling points – perhaps your close proximity to local attractions or an on-site spa. And for returning visitors, offer them something special to encourage them to book directly. What’s more, by adding a countdown clock into this offer you can create a sense of urgency and guide users further down the booking funnel.

3. Targeting your Website Communication Based on User Profile

The information stored in a hotel’s member database is precious – it doesn’t only provide information about the person’s demographics, but often their tastes and interests too. By adapting your website messaging based on that information, you can take your hotel booking experience to the next level, boosting your direct reservations significantly.

Imagine a visitor arriving on your website, logging in, and seeing an exclusive deal reserved for members only. Not only does it provide that exciting sense of exclusivity, but encourages them to book at your property to take advantage of these perks they wouldn’t have access to otherwise. Highly tempting!

4. Upselling by Promoting Exclusive Packages for Specific Stays

This is a fantastic opportunity to increase your average booking value! Guests today expect more than just a hotel stay; they want to have meaningful experiences at the property. So why not offer them that?

Tailor exclusive packages that include some of your most unique hotel offerings and make them relevant to specific booking dates, length of stay, and even the number of travelers. By limiting the display of the message to when the search matches the established offer targeted, you will ensure that you are showing the right offer to the right visitor at the right time.

5. Leveraging Predictive Personalization

The concept of leveraging technology to improve the user experience and increase hotel revenue simultaneously is called Predictive Personalization. It’s a two-step process, where machine learning techniques are applied to understand user behavior. The website experience is then personalized automatically by presenting the best content and offers for that individual depending on their intent to complete a reservation. 

By using this approach, the most relevant offer is displayed dynamically based on each user’s likelihood to book, or not. Say goodbye to unnecessary discounts for high-intent users and start seeing higher conversation rates for those low-intent users in need of an extra nudge to be won over by your property.