How Classik Hotel Collection built a brand-new direct booking strategy

Switching to Triptease was one of the best decisions for our hotel’s booking strategy. It not only helped us increase direct bookings but also gave us the tools to compete with OTAs more effectively.

Paul Dreykluft

Managing Director, Classik Hotel Collection

About the Classik Hotel Collection

The Classik Hotel Collection is a premier owner-managed hotel group with five characterful hotels in top German destinations. With a focus on providing a warm welcome and a memorable stay, they deliver an exceptional guest experience from check-in to check-out – but up until recently, their direct booking journey wasn’t quite so smooth.

Background

Before partnering with Triptease, the Classik Hotel Collection had invested very little into digital marketing. They struggled to maximize direct bookings, with almost all of their guests booking via OTAs. They also struggled with OTA undercuts.

Most of our guests were booking through OTAs, resulting in high commission fees and reduced profitability. We also found it difficult to compete with price discrepancies shown on OTAs, which led potential guests away from booking directly with us.

– Paul Dreykluft
Managing Director, Classik Hotel Collection

Emerging from the Covid-19 pandemic, the team realized that they would need to invest in digital solutions to ensure price parity and increase direct bookings.

Choosing Triptease for their digital marketing needs

With no prior direct booking strategy in place, the Classik Hotel Collection needed a partner who could provide them with both the tools and strategic insights necessary for growth. Through industry events, research and recommendations, they evaluated Triptease’s offerings and were particularly drawn to Triptease’s tools for price parity monitoring, conversion optimization, and data insights.

They were also drawn to Triptease’s approach to onboarding, which includes dedicated training resources and individualized support.

The onboarding experience was smooth and supportive, and Triptease provided detailed guidance and a personalized setup for our hotel’s specific needs. We were able to see the impact on our direct bookings quickly after launch.

– Paul Dreykluft

The Solution

The Classik Hotel Collection implemented Triptease tools across multiple touch-points in their guest booking journey, transforming their direct booking strategy and seeing considerable improvements.

Winning guests direct with metasearch

The Classik Hotel Collection uses Triptease Metasearch to win low-funnel guests back from OTAs, by bidding intelligently when the Classik Hotel Collection is in parity or cheaper direct. Metasearch now generates 13.6% of their direct website revenue, with an impressive 28.3X ROAS.

Boosting personalization and conversion rates using on-site personalization

The Classik Hotel Collection employs Triptease’s messages tool for on-site personalization, seeing a remarkable 5x increase in conversion rates for guests who received targeted messages throughout their booking journey vs. those who didn’t.

Capturing lost bookings with Triptease Retargeting and Email

Leveraging Triptease’s Retargeting feature, the Classik Hotel Collection is able to reach visitors who had previously interacted with their site. This is especially effective in recapturing the high intent customers who found the direct website through metasearch. They’ve also used Triptease Email campaigns to recover thousands in revenue through abandoned cart messages.

Protecting their brand with Paid Search

The Classik Hotel Collection uses Triptease Paid Search to protect its brand against OTAs, ensuring that they’re top of the search results page when guests are looking to book with them.

The Results

Since partnering with Triptease, the Classik Hotel Collection has experienced a significant transformation in its digital strategy and direct booking performance. By leveraging Triptease’s suite of tools, the Classik Hotel Collection is outperforming industry benchmarks and creating a personalized, guest-centered booking experience. The team is now poised to further optimize their campaigns, gain even more bookings direct, and solidify its standing as a leading choice for guests in Germany and beyond.