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The Hotels Network partners with Hoteliers.com to help hotels increase direct bookings with the Conversion Booster

The Hotels Network 5 December 2018
The Hotels Network, an innovative technology company who pioneered the concept of Predictive Personalization, has signed a strategic partnership with Hoteliers.com, the leading provider of booking solutions in the Netherlands.With this new alliance, customers of Hoteliers.com can now choose to implement the Conversion Booster, powered by The Hotels Network. This fully customizable tool enables hotel brands to increase their direct bookings by removing any friction from the booking process and improving the user experience. By showing personalized messages and offers to each user as well as inspiring trust by aggregating content such as positive online review scores, website conversion is increased by an average of 32%. In addition, hoteliers are able to launch campaigns with multiple messages and optimize performance using multivariate or A/B testing directly within the tool.To analyze the effectiveness of the Conversion Booster, the Hotels Network recently ran an A/B test with Papagayo Beach Resort Curacao, a client of Hoteliers.com. The results showed that adding the layer of personalization tools to the brand's website increased direct bookings by 55%.Juanjo Rodriguez, CEO of The Hotels Network, commented, "Today, personalization is a clear priority for the CEOs of the world's leading hotel brands, and it should be the case for all hotels. By leveraging our unique targeting system to dynamically display hyper-relevant content, I am confident that Hoteliers.com clients using the Conversion Booster will see their revenue soar."Patrick Brand, Co-founder of Hoteliers.com, added, "We have been very impressed with the ease of implementation of the tool and the immediate positive results seen in the A/B test. We are delighted to include this valuable new service in our product portfolio and look forward to rolling it out with both our new and existing customers."About Hoteliers.comEstablished in 2005, Hoteliers.com is one of the first large travel e-commerce companies in The Netherlands.Hoteliers.com offers a variety of services, such as developing responsive hotel websites and providing booking software and marketing services. Their goal is to help hotels to receive more direct and commission-free bookings, and to ultimately achieve better results.For more information, please visit https://company.hoteliers.com/
Article by Juanjo Rodriguez

Predictive Personalization and How It's Revolutionizing Hospitality

The Hotels Network 5 September 2018
You might ask yourself - isn't that already being done? But the big leap here is that this prediction happens in real time. It's also much more sophisticated, not based on a few simple rules, but on hundreds of variables that interact with each other.The need for Predictive Personalization All hoteliers should be getting excited about predictive personalization because it's set to make our lives so much easier.Predictive is key because first, there are so many travelers and they are all different. Unfortunately, you just can't know what they want using a few rules of thumb and blanket attributes like gender or nationality. Second, you need to anticipate his or her behavior. People are not exactly patient these days and if you need to wait for them to reveal their preferences, they'll be long gone. You need to act fast and fluently to encourage sales.Personalization comes into play because predictive analytics are only powerful if they allow you to change behavior. Data that can't be acted on is useless, it's just a game that gives you an illusion of control. Just as each traveler is unique, through personalization you can ensure that each visitor to your website has a unique experience too.Machine learning trumps guesswork The reality is that no e-commerce or revenue manager can hold in their head the huge number of variables that shape user behavior and how they interact with one another. We need machine learning to automate this process and take it to a new level of accuracy and speed that humans alone cannot achieve.The feedback loop from Predictive Personalization allows the hotelier to adapt their commercial strategy on the fly: optimizing offers, managing stressed inventory, for low/high season etc. It takes the guesswork out of the yield management process, which saves precious time and optimizes results.Discovery vs. offer Personalization is currently a buzzword for all players in the travel scene. Every CEO is thinking about it and every marketer is delving deeper into the topic to find out what the benefits are. The same can be said for AI and machine learning, however, the problem that OTAs and hotels are trying to solve is fundamentally different.An OTA has a discovery problem: which hotels should they put in front of the user, among the hundreds of thousands that it is selling? A hotel, on the other hand, has an offer problem: which combination of room, services and price is the ideal one for each customer?Adding the user to revenue management So far, the offer problem has been tackled using conventional revenue management - finding out the price per room that maximizes revenue for the hotel using demand analytics and shopping competitors' pricing. You'll notice, however, that a key stakeholder is missing from this approach, and that is the traveler. How can you talk about personalization if the price is the same for every user, no matter what his or her preferences are? We need to add the user into the equation and start thinking in terms of "full offer" and not only price. In this way, we can then dynamically change the offer to match each individual user's inclinations.Ultimately, perfect revenue management is personalized pricing. Current methods optimize for the hotel but we need to optimize for the traveler too.Behavior-based personalization is not CRM Let us just be clear about what Predictive Personalization is not.It's not remembering the brand of wine you like or the newspaper you want delivered every morning. This is lazy and feels old because it's not the type of benefit a modern traveler wants. Amenities are out, experiences are in. When is the last time you saw a post on Instagram saying "Amazing stay, they really knew I'm a New York Times reader!" Guests of course do still appreciate the personal touches during their stay, but in today's world we need to be getting personal way before the guest has even booked their visit.The conventional CRM approach does not work in hospitality, except for a few very large mainly business oriented brands. The reason is simple: 90% of clients who visit a hotel never come back. Not because they didn't like the hotel, but because they are not coming back to that destination. In hospitality, current behavior is more important than historic behavior, the present more important than the past. There's no such thing as a business user, boutique user or bargain user. Every one of us is all of them, at different points in time. What you are doing right now, while planning this very specific trip, is what gives us the insights we need to personalize your experience.Another great advantage of a behavior-based approach to personalization is that it complies with the privacy concerns of the modern user. We can offer you something unique without knowing your name or email address.A definition of Predictive Personalization If we are going to summarize it, a business definition could be: finding the amount of money each client is ready to spend, and then delivering the maximum value for that amount.For hoteliers, it means welcoming every user onto your website as you would welcome every traveler into your hotel. Warmly and professionally, and treating each person as an individual. An anonymous user becomes a person once he steps into the lobby.Personalization is about how you seduce the user, guide him or her to trust you, and then convince them that your hotel is the right choice. It's how you show that you care. And that, after all, is the essence of hospitality.
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The Hotels Network launches Oraculo - the world's first predictive algorithm for hotels

The Hotels Network 9 July 2018
The company's data scientists built the algorithm using machine learning techniques, analyzing behavioral patterns based on the data of millions of travellers globally. By predicting visitor behaviour, the product segments users in real-time and identifies the ideal offer for each one, allowing the hotel's website to be automatically customized for each individual user."Just as every booker is different, every non-booker is too," commented The Hotels Network Founder and CEO Juanjo Rodriguez. "Oraculo is able to differentiate between low-intent and high-intent users, so the optimal message and rate can be shown to each visitor, just at the point where they are deciding on their reservation. This results in a hugely positive impact on revenue, with a potential conversion uplift of up to 65% in the low-intent segment who otherwise may not have spent at all."Integrated multivariate testing is key to the success of the product. The Hotels Network platform allows hotels to test any type of message, offer or content, automatically detecting those that work best.Hotels using The Hotels Network existing suite of tools will be offered a free 30-day trial of Oraculo to experience the significant benefits for themselves.
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The Hotels Network forges ahead with new growth, defining latest category in hotel marketing and sales tech

The Hotels Network 5 April 2018
The company, which only launched three years ago, is already profitable and works with 3,000 hotels in over 50 countries, including leading brands such as Iberostar in Europe, Grupo Posadas in America and Minor Group in Asia. It boasts a globe-spanning team of specialists in hospitality, product design and consumer marketing located in Barcelona, San Francisco, Mexico City, and Bangkok. Providing hotels with the technology to increase direct bookings, The Hotels Network offers its clients a unique set of tools to add personalization to hotel websites and booking engines.The current product offering includes a comparator of reviews and prices, a full suite of personalization options, and predictive analytics that successfully help hotels bring back direct sales, increasing website conversions and equipping them with the right software to compete for customers online. The technology has shown proven results, with clients using The Hotels Network tools reporting a significant uplift in conversion rates- some seeing as much as +42% with sizable returns.Investors coming on board and contributing to the funding include Spanish Venture Capital Fund Seaya Ventures, the founders of Europe's largest independent online travel agency eDreams-Odigeo, SeedRocket 4Founders Capital and US Venture firm NFX.The Hotels Network Founder and CEO Juanjo Rodriguez commented, "We are delighted to have secured this funding. The company started as we identified a big gap between the quality of technology used by the large online players and that of hotels themselves, so we wanted to create a product to bridge that gap.This new investment will help us on our mission to define a new category in the hotel tech stack, focused on improving user experience, increasing direct bookings and revenue. With our latest product developments, we are able to assist hotels in more areas - with a strong focus on data and machine learning. We've found the way to transform data into revenue at scale," he continued.At the core of what The Hotels Network does is personalization, offering each hotel a tailored approach represented through all its products and integrations. "Each hotel has its own challenge when it comes to increasing conversions through direct bookings, so we work with our clients on a very personal level to identify the right set of tools to help them," added Rodriguez.With exceptional growth over the last three years, investors have now come on board to take the company to the next phase, recognising the potential of the product to help improve the marketing funnel of any hotel, to win (or win back) customers online.Antonio Gimenez de Cordoba, Partner at Seaya Ventures said, "We were impressed with the team's achievements to date. The Hotels Network is a perfect fit for us - the product is fantastic and the potential for huge growth is inevitable. Just what the hotel industry needed."Javier Perez-Tenessa, from SeedRocket 4Founders Capital, and Founder of eDreams-Odigeo commented, "We have been impressed with Juanjo's performance since THN's inception, especially its model of strong cooperation with hotels which empowers suppliers."Mauricio Prieto, Co-Founder of eDreams-Odigeo joined the company's board after following its evolution over the past two years. He said, "I followed The Hotels Network closely as I believed its approach was unique and would bring extraordinary value to hotel groups and independent hotels around the world. I am thrilled to have joined the board as we grow the company and its product offering."James Currier, Managing Partner at NFX, who has been with The Hotels Network since its inception added, "I met Juanjo in the US three years ago and was instantly captivated by his vision. The hospitality industry badly needs an alternative to the growing power of the major online travel agencies, and The Hotels Network is the best one out there, building network effects within a very fragmented industry."

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