Industry News

Pestana Hotel Group Sees a 61% Conversion Uplift with The Hotels Network’s Personalization Tools

The Hotels Network (THN), a full-stack growth platform for hotels, is expanding their partnership with Pestana Hotel Group, the largest multinational group of Portuguese origin in the tourism industry. This expanded collaboration will further enhance Pestana Hotel Group’s direct channel strategies, leveraging THN’s advanced suite of personalization and conversion tools.

Pestana Hotel Group initially partnered with THN in April 2022 to enhance the online user journey and boost conversion for 50 of their properties. This partnership has been instrumental in personalizing the hotel website experience for each visitor, utilizing THN’s extensive set of targeting options and customizable messaging formats to drive bookings and revenue.

Building on the success of the initial partnership, Pestana Hotel Group and THN have now signed an expanded collaboration agreement that includes an additional 38 properties. 

To measure the impact of THN’s tools on Pestana Hotels Group’s conversion rates, an A/B test was conducted across several properties over the course of one month. A variety of strategies were tested, including Exit Messages showcasing exclusive discounts, Smart Notes promoting on-site restaurants and spas, and more. The results were impressive, with the average uplift in conversion of the four properties running campaigns reaching 61%. The four properties also experienced an average boost of 40% in revenue when website visitors were shown the direct channel campaigns. 

These impressive results underscore the effectiveness of THN’s suite of conversion-boosting tools in enhancing the direct booking performance of Pestana Hotel Group. The A/B test not only revealed a boost in direct channel conversion and revenue, but also demonstrated how THN’s tools helped the brand to grow their newsletter sign-ups, expand their database and future-proof their marketing strategies by capturing valuable first-party data.

“Our collaboration with The Hotels Network has been pivotal in enhancing our direct channel performance. The personalized experiences we provide to our website visitors have distinguished our properties and have been instrumental in increasing our direct bookings”, said Ricardo Teixeira Rodrigues, Head of Ecommerce & Digital Marketing at Pestana Hotel Group. “The excellent service and support from the THN team have made this a true partnership, and we are excited to expand this collaboration to additional properties to further advance personalization for our brand.”

About The Hotels Network

The Hotels Network is an innovative technology company working with over 20,000 hotels around the globe. Boasting an international team of specialists with deep expertise in hospitality, product design and consumer marketing, the company offers clients a full-stack growth platform to power their direct channel. By leveraging a series of integrated tools and analytics, hotel brands can attract, engage and convert guests throughout the user journey.

In addition to price comparison, reviews summary and a full suite of personalization options, THN’s Predictive Personalization product harnesses machine learning techniques to predict user behavior and then automatically personalizes both the message and the offer for each user. The company’s benchmarking product, BenchDirect, is the first of its kind for the direct channel, providing hotels with never-before-seen competitive data. 

THN is proud to have been recognized for the company’s product innovations, rapid growth, and unique workplace culture for the second year in a row, most recently named the Best Direct Booking Tool for 2024 in the prestigious HotelTechAwards.

About Pestana

With more than five decades of success, the Group manages more than 100 hotels in Portugal and abroad, where it provides 3.5 million guests a year with ‘The Time of Your Life’.

In hotels, its main business, it operates four brands: Pestana Hotels & Resorts, Pestana Collection Hotels, Pestana Pousadas de Portugal and Pestana CR7 Lifestyle Hotels. Present in 16 countries, it has more than 12,500 rooms available in Europe, Africa and America, making it the largest multinational hotel group of Portuguese origin. With the aim of offering complete and more attractive products, the Group also operates in other business areas: hotels, tourist real estate, time sharing, golf, casinos and industry.

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