Synxis' Guest Connect improves look-to-book ratio
Published: 13 Jun 2008
Hoteliers switching to the recently launched Guest Connect booking engine are reporting increases in both the volume of bookings and conversion rates from visitors to their websites, according to SynXis.
Citing an example, the Sabre company shared that Remington Hotels recently launched a new website at its Inn at Key West property and implemented Guest Connect shortly after. By comparing before and after statistics, they found that the Guest Connect booking engine produced over 250% more bookings than the old booking engine when compared on a weekly basis. This increase resulted in more than $45,000 in incremental revenue each week for the 100-room property.
"We spend a great deal of time and money making sure our websites are optimized properly for the search engines. But it is just as critical that when visitors find your website that they have a simple booking tool that converts them from a 'looker' to a 'booker' or you are leaving money on the table," said Brad Nelson, Brand Revenue Manager for Remington Hotels. "The results we've seen in just a short time with Guest Connect prove this to be true."
Nelson added: "We are also in the process of implementing other customized features like dynamic packaging and promotional pricing which will also help contribute to an increase in bookings and revenues."
According to a recent Forrester study, the online travel industry's largest "performance gap" is a customer's expectation of usability versus what the online experience actually delivers. SynXis' approach to developing Guest Connect was to tackle this problem head on through providing the right balance of functionality and usability.
Scott Alvis, President and General Manager of SynXis, said that the feedback they get from hoteliers who are seeing these type of quick results from Guest Connect is the elimination of the hassle factor -- both for setting up customisable sales paths and for tracking ROI, which then can be used to provide near real-time feedback to adjust the sales paths as consumer trends adapt.
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