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Conversion Booster: Extreme Personalization

This is a post from the “Why booking.com converts so well and what hotels can learn from it?” series. You can start reading with the first post or explore Conversion Boosters separately.

Talk personally with the guest

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.
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  • Remembers your previous searches (destination; the number of guests; hotels)
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  • Copywriting on the filter button at the results page is personalized. Textes are shown depending on the visitor profile.
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  • 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 don’t let the hotel themself to write a hotel description. Copywriting for each hotel is created by booking.com and updated automatically.

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

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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.