Excerpted from the HSMAI Best Practices Guide: Innovation, featuring short profiles of select Gold winners in the Innovation category for HSMAI’s Adrian Awards competition, honoring hospitality brands and agencies for creative excellence in advertising, digital marketing, and public relations.
GOAL: The Hotel del Coronado set out to enhance the website experience for guests by customizing their purchase process and ultimately boosting guest survey scores — all to increase the hotel’s website funnel conversion rate to above 2% and drive $1 million+ in incremental revenue over the first three months.
INNOVATION: The hotel redesigned its website to include an interactive 3D property map that showcased not only its accommodations but also its wide array of amenities and services. The redesign also slimmed down the accommodations page and added a room-type filter to help guide customers to the room that fits their needs, and incorporated a new algorithm for dynamic room-type price premiums.
RESULTS: From March to May 2017, the hotel saw a 2.43-percent increase in its website funnel conversion rate and a four-point increase in its sentiment score for rooms on TripAdvisor, where negative comments about room type dropped to almost zero. There was also incremental revenue growth of $2.21 million from the launch of the initiatives in February 2017 through April 2017.
» See the work of all the 2017 Adrian Award winners in the Winners' Gallery