PH hotels are a collection of 23 truly individual hotels and conference and event venues across the UK and Europe; from city centre Victorian grandeur to country estates to modern purpose-built conference and training venues.
Truly inspirational spaces located just where you need them to be and with the transport links to get you there. Though gloriously eclectic, there are three things that mark each as quintessentially PH hotels: the quality, the service and the attention to every last detail.
We tasked by PH hotels to develop a bespoke online booking engine to remove its reliance on a 3rd party online reservation tool which charged a commission on each booking, and an imbalance between OTAs (online travel agents) and direct bookings.
The challenge was to develop a logical and seamless customer journey that would improve performance throughout the conversion funnel leading to increased conversion, transactions and revenue thereby reducing commissions paid to third party booking engines.
The booking engine also needed to be quick and efficient while promoting the full product range across all hotels. A direct integration with Micro’s Opera PMS (property management system) would serve live availability, rates, promotions and images within seconds, improving the quality of information and the user experience.
The project also needed to embrace the increase demand from mobile user to transact and book while on the move. A fully adaptive mobile site was therefore crucial.
It required an agile approach to development ensuring we created a simple, easy to use and intuitive hotel room booking process across all devices. The aim was that this platform would be functionally rich whilst delivering an engaging customer experience. The site was also designed with the front-end and offline collateral in mind to ensure brand consistency across all channels.
Integrating into the Opera Web Service platform, the booking engine provided a suite of functionality that directly integrated into the group’s core Opera Property Management System, Servebase PC-EFT (for online payment acceptance and authorisation) and the Immediacy Content Management System to create the complete online booking experience.
Through integration with Google Analytics and other third party tracking PH hotels provides detailed analysis of the conversion funnel across all websites. Pre-defined advanced segments ensure that marketing intelligence can be produced for each hotel, referral channel and campaign.
In terms of success, the booking engine launch has been exceptional. Across all KPI’s the project has exceeded all goals and objectives with transactions up 121%, conversion up 38%, revenue up 123%.
It now plays a critical role in the online customer journey for PH hotels and is now a vital part of the businesses ongoing multi-channel success.
*YOY stats are collated using Google Analytics based on January April 2013 v January April 2014.