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Conversion Booster: Extreme Personalization

Personalization is a key for Hotel website conversion

Personalization is, probably, the most well-known and, at the same time, toughest to implement, approach to increase your hotel website conversion rate.

We all know Booking.com uses personalization for conversion optimization, however not everybody understands to what extent.

Booking.com not just adding your name to the emails of greeting you on the homepage. It goes way further. It remembers your previous searches and actions and adds it to the page to stimulate more bookings.

Welcomes a registered visitor.

That’s classic! Though even the next line is changing according to the visitor profile.

Examples of three welcoming messages from booking.com, personalized to visitors profile
Remembers your previous searches

Specifically, it remembers destinations the number of guests, hotels guests have checked.

Examples of booking.com website personalizing the first page with name, previous hotel searches, loyalty program offers
Adats copywriting

For instants, copywriting on the filter button on the results page is personalized. Moreover, booking.com shows hotel description (texts) depending on the visitor profile.

Examples of four booking.com buttons personalized depending on the guest profile
Uses the right CTA (click-to-action buttons)

Booking.com not only adapts CTA and adds visitor names. But goes further.

Hotel description is changing depending on the search and the visitor persona.

Interesting detail, to ensure conversion, booking.com doesn’t let the hotel themself to write a hotel description. As a result, copywriting for each hotel is created by booking.com algorithms and updated automatically.

Examples of booking.com copywriting personalized depending on the guest profile and hotel search

Use your personal details while showing the hotels (create “The offer is just for you” sense).

Examples of hotel photo summary by booking.com personalized depending on the guest profile

All these details create the perception of congruence between visitor’s search and the result. In reality, booking.com is not built to find the best match for the visitor, it is built to make hotels appear as a perfect match.

This is a post from the Why booking.com converts so high and what hotels can learn from it?” series. Getting a higher hotel conversion rate with personalization is one approach. Check other posts to find out how to improve your  Hotel Conversion Rate Optimization and Boost direct sales: