A future-proof approach

Over the past two years, THN has invested in extensive research and development to create a cutting-edge platform that relies on AI models instead of cookies. With the imminent phase-out of third-party cookies, this forward-thinking approach eliminates the reliance on traditional tracking methods and allows hoteliers to confidently implement personalized marketing strategies without compromising on regulatory compliance.

Enhanced targeting

The upgraded platform provides hotel marketers with a more effective approach to connect with visitors through personalized online experiences. The enhancement of targeting and segmentation translates into a seamless direct channel user experience and increased conversion rates.

Pioneering AI

With a commitment to safety and user identification, THN’s machine learning models stand out by significantly reducing collisions and ensuring identity consistency across a vast user base of 150 million yearly visitors, particularly on mobile devices. The technology further enhances THN’s Predictive Personalization platform, equipping hoteliers with improved segmentation and more impactful engagement strategies.

VP of Data Science at The Hotels Network, Albert Pujol, emphasized the cutting-edge nature of this development, “At THN, we have pushed the boundaries of machine learning by leveraging our unique advantage of having access to billions of web page visits across our network.” He added, “This has enabled us to develop an innovative AI architecture that has learned to reconstruct the navigation paths of website visitors in real-time with unprecedented accuracy, without relying on cookies and ensuring user privacy at all times.”

This innovative technology will be seamlessly deployed to all existing THN customers, allowing current users to immediately benefit from these advancements without disrupting their ongoing operations. As THN continues to lead the way in delivering cutting-edge solutions, it sets a new standard that redefines the landscape of online user experience in the hospitality industry.

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How does Predictive Audiences work?

Based on the observation of hundreds of millions of users across THN’s extensive network of 19,000+ hotels, this technology uses machine learning techniques to find patterns in real-time based on hundreds of variables. Subsequently, it makes predictions on user behavior by considering factors such as past and present user behavior, THN interactions, and external data, offering hoteliers a comprehensive understanding of user engagement.

Predictive Audiences streamlines the process for hoteliers by automatically analyzing and understanding user behavior, thereby creating high-value audience segments from the overall web traffic. These audiences are then used to target users, optimize bidding, and drive higher conversion rates. Importantly, this is achieved without increasing ad spend, as it allows hotels to adjust campaign bidding for guests more likely to convert or with higher spending.

The top-performing algorithms for the optimization of retargeting campaigns are:

• Purchase Intent: This algorithm empowers hotel marketers to target users based on their probability of booking a room on the hotel’s website.

• High Spend: The algorithm detects the likelihood of a user opting for higher or lower rates on the hotel’s website, indicating which room category a user is likely to book.

The audience segments can be combined with other behavioral targeting rules based on user interactions with the hotel website, such as stay dates searched or URL variables. Utilizing Predictive Audiences in this way will benefit hoteliers by ultimately boosting ROAS (Return on Ad Spend), lowering CPA (Cost Per Acquisition), and driving higher conversion rates.

“Having achieved considerable success with our initial Predictive Personalization platform, we are excited to broaden its capabilities and the value we provide to hoteliers for their direct channel strategies,” said Juanjo Rodriguez, Founder of The Hotels Network. “With the plug and play implementation of Predictive Audiences, seamlessly connecting to the hotel brand’s Google Analytics account, hoteliers can effortlessly launch retargeting campaigns that immediately and significantly enhance their direct channel performance.

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 latest innovation, BenchDirect, is the first benchmarking product for the direct channel, providing hotels with never-before-seen competitive data that completely changes the rules of the game.

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Annually, HotelTechReport.com serves as the trusted resource for 2.5 million individuals in the hotel industry, guiding them in making informed decisions about technology selection. The HotelTechAwards distinguish the best hotel software across diverse categories, evaluating them based on customer feedback and essential proprietary indicators such as integration compatibility, partner network strength, and customer support quality.

Hotel Tech Report CEO, Jordan Hollander, explained, “The ranking process is simple, transparent, and unbiased – judging is based on time tested ranking factors developed specifically for the industry. Only verified hoteliers with hands-on experience using each product are allowed to participate in the voting process. This means that The Hotels Network’s users decided the #1 Direct Booking Tool.”

Trusted by over 19,000 hotels around the world, The Hotels Network’s Personalization Platform empowers hoteliers to craft tailored messages and offers for each website visitor, resulting in heightened conversion rates. Additionally, client hotels can effectively manage price parity by allowing visitors to compare rates with OTAs and metasearch engines directly on the hotel’s website, activating a price match tool if rates are lower elsewhere.

Examining THN’s reviews, its users highly appreciate the outstanding support and customer service, combined with the tool’s user-friendly design, extensive functionalities and continuous development. One client emphasized, “What I like most is the personal service THN provides to our company, how they are always available, and the communication and follow up to our requirements.” Another reviewer highlighted, “The tools provided are exceptionally practical and intuitive. They have proven to be key allies in increasing direct sales, providing our team with the necessary tools to optimize the online customer experience and maximize results.”

THN Founder, Juanjo Rodriguez, commented, “At THN, everything we do is aimed at elevating our clients’ business, and so receiving these awards for the second consecutive year, evaluated by our clients themselves, is a great honor. This recognition affirms our steadfast dedication to providing hoteliers with powerful solutions to enhance their direct channel growth, coupled with unparalleled service to ensure their goals are met. It’s fantastic to see that our commitment to delivering exceptional value is making a tangible impact in the industry.”

The HotelTechAwards are often referred to as “the Grammys of Hotel Tech” and the winning technology providers have been selected from more than 200 of the top products around the world. The HotelTechAwards are the industry’s only data-driven awards platform with the recipients determined by authentic product reviews from a global community of verified hotel technology users across more than 120 countries.

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How will hotel marketers benefit from templates?

• Time-saving solution: With THN’s vast template library, hoteliers can now launch new website campaigns in seconds. Cross-filtering options allow for selecting the perfect template based on goal, message type and season, streamlining marketing efforts.

• Easily tailored to fit branding: In just a few clicks, templates can be customized to ensure each message displayed on the hotel website aligns seamlessly with overall brand identity.

• High-converting messages: THN’s User Experience (UX) experts and Client Success team collaborated to create templates that resonate with any desired target audience based on proven client message success. These templates leverage their extensive data and expertise to boost user engagement and conversions.

• Fresh inspiration every week: The collection currently features over 100 expertly designed templates, with a continuous expansion plan that introduces new additions to the library on a weekly basis.

The templates are available in all THN-supported languages, guaranteeing effective communication with potential guests across the globe. THN is dedicated to empowering hoteliers even more by introducing additional filters soon, enabling the selection of templates based on tone of voice, audience segmentation, holidays, and ancillary services to further optimize clients’ direct channel strategies.

VP of Marketing, Fiona Gillen, commented, “In an era where personalized online experiences are paramount in attracting guests, templates empower hoteliers to seamlessly tailor their website communication to boost direct bookings, These cleverly designed templates go beyond mere convenience; they offer a transformative solution for resource-constrained hoteliers, looking to improve productivity while elevating their marketing initiatives through personalization.”

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The launch of SafeDirect comes at an opportune moment, as travelers are showing growing interest in insurance. Insurance-related searches surged by 76% in 2022, while insured travelers doubled in number. By covering guests’ medical expenses throughout the hotel stay, SafeDirect brings peace of mind while positioning hotels as the preferred choice for travelers seeking a seamless and worry-free experience.

How does SafeDirect work?

• Hoteliers can sit back and relax. THN manages the entire process, from setting up website communications and providing local language assistance to policy and claims management.

• Visitors on the hotel’s website are shown personalized messages throughout the booking funnel highlighting the exclusive benefit of complimentary travel assistance insurance and enticing them to book directly.

• Upon booking completion, guests receive an automated email confirmation containing everything they need to know about their travel assistance insurance.

• SafeDirect’s coverage is worldwide and includes medical and dental expenses, repatriation, and extended stays as needed.

• Hotel brands benefit from minimal per-guest fees for coverage, yielding a substantial uplift in direct conversion rates and a high ROI.

Through A/B tests conducted with a variety of hotel brands, SafeDirect has already demonstrated impressive results, elevating conversion rates and revenue for THN’s clients. The impact was observed across all traveler segments, particularly families and international travelers, who experienced conversion growth of up to 20%. With the platform, hoteliers have complete control over segmentation and the ability to select which guests are eligible for insurance, enabling brands to optimize their direct channel strategy.

The Hotels Network Founder, Juanjo Rodriguez, commented on THN’s newest release, “By leveraging comprehensive traveler data from our global network of over 19,000 hotels, we have gained a deep understanding of website user behavior and the most effective ways of communicating perks to maximize direct revenue. That’s why we have developed SafeDirect, an entirely innovative offering that didn’t exist before, providing hotel brands with a unique advantage that transforms their direct channel performance.

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Through this collaboration, the technology brands will provide broader optimization options that ensure potential guests enjoy a more streamlined user experience resulting in higher conversions. In addition to fighting price disparities on the hotel website, THN’s innovative technology uses machine learning techniques to predict user behavior and effortlessly personalize campaigns for each and every user. Combined with DerbySoft’s quality traffic acquisition, client hotels will see an instant boost to their direct bookings as well as their loyalty program performance.

A recent metasearch study conducted by THN and DerbySoft with a mutual client hotel aimed to analyze the impact of personalizing the user experience on website conversion rates. The results of the A/B test showed that by driving qualified metasearch traffic to the website using Derbysoft, and combining it with an optimized user experience using THN’s tools, direct conversions increased by +65% on average.

“The study reinforces the importance of personalizing the online booking journey to engage travelers and maximize revenue for hotels,” said Juanjo Rodriguez, Founder and CEO of THN. “By partnering with DerbySoft, we are able to leverage our combined expertise to provide clients with a uniquely comprehensive solution that will make a real difference to their direct channel growth.”

“We are delighted to partner with The Hotels Network to offer our mutual hotels the ability to further enhance their price integrity and personalisation across digital marketing channels to get the best out of this ever-changing digital landscape,” added Charles BeeBee, Global Head of Marketing & Sales for Marketing Services by DerbySoft. “Strengthening hotels’ value proposition across metasearch or digital media channels through such a partnership program will only boost our quest to ensure our mutual hotel partners succeed.”

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Created specifically for hotels, SEMcheck uses big data techniques to monitor thousands of searches globally. The tool automatically detects any entity who is bidding on your hotel brand name or other relevant keywords, enabling users to monitor keyword search results in real time. One of the key differentiators of SEMcheck is that it not only provides details of competitor ads such as ad copy and average CPC but critically, a screenshot of the actual search results.

The feedback from hoteliers already using the tool has been extremely positive, with many citing how it helps their teams save time while enabling them to check live search results from anywhere in the world for a particular target audience. Users also highly appreciate the ability to see at a glance how their performance compares in the interactive dashboard.

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