Insights from Avvio
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According to Sales Cycle, 81% of online travel bookings are abandoned, with 13% saying it’s because the booking process is too long and complicated, even after selecting rooms and dates. But why would a potential guest secure rooms, dates, rates and perhaps even add-ons, only to abandon at the last moment?
According to the survey:
53% of visitors abandon their booking when shown the total price.
26% of bookers drop off when asked for personal details.
The remaining 21% give up when asked for their payment details.
There are real reasons behind their abandonment, just as there are real reasons why a shopper chooses to make that last move and book. In this article, I’m going to let you in on a few simple ways to minimise the motivation to abandon, so you can improve your direct booking revenue.
After months of behind-the-scenes work I’m delighted to officially announce Avvio’s latest innovation – Allora; the world’s first booking engine that’s powered by Artificial Intelligence (AI).
Allora has been a journey of well over 18 months for the team here at Avvio and it has been in many ways, our most ambitious project since we launched our first booking engine back in 2001. Allora, which translates to ‘come on’ or ‘let’s go’ from its Italian heritage, was born out of a desire to be constantly innovating and moving the industry forward by making the latest technology more widely available, and of course to continue growing your direct channel.
Great National Hotels and Resorts caters to every type of guest with their mix of hotels across Ireland and the UK. From leading wedding venues like the Midlands Park Hotel in Ireland’s County Laois, to beautiful beach getaways like The Great National Grand Hotel Swansea in Wales, guests can find their escape.
With 35 properties across the UK and 23 in Ireland, it would be almost impossible to manage such a portfolio without the right software. So Great National Hotels (GNH) partnered with Avvio, Europe’s leading booking engine and digital agency for hotels, in 2010 to improve efficiency and direct bookings at the same time.
With a 30% rise in direct revenue year-to-date, the Diamond Coast Hotel in Ireland feels anything but sheepish.
The four-star hotel lies in the picturesque seaside village of Enniscrone and comprises of 95 spacious and stylish rooms that overlook Ireland’s Wild Atlantic Way. Diamond Coast broke away from their previous hotel group to become independent in March 2016. They partnered with Avvio, Europe’s leading booking engine, to build a digital presence of their own, rather than relying on the group.
Avvio is thrilled to be showcasing the latest in direct booking technology at Hotel Tech Live - the event for the innovations transforming the hospitality industry.
Bringing together technology suppliers, visionaries and innovators from across the globe, the show on 26-27 September at ExCeL London encompasses two full days of seminars, education sessions, lively panel discussions and networking opportunities.
As we're launching the world’s first artificial intelligence (AI) booking engine next month, it's only fitting that our experts will be sharing knowledge through two different panel sessions and an engaging exhibitor stand.
Frank Reeves, Avvio’s Co-founder and CEO, will join a lively panel on Customer Experience on the first day of the event. He will come together with industry experts to discuss how hotels can entice the next generation customer through immersive online interactions.
Frank explains, “As digitalisation grows, consumers increasingly crave the human touch in online interactions. Guests now expect relevant, personalised experiences when booking a hotel room and it’s our responsibility to deliver this to them. I’ll be talking about how hoteliers can provide a seamless and immersive user experience to their guests on their website and across their digital channels relatively simply. This can drive direct bookings, while building stronger and longer lasting connections between hotel and guest.”
Later that day, Avvio’s Product Specialist and AI expert, Samira Raj, will come together with Alex Shashou from ALICE amongst others, to debate guest personalisation and loyalty through technology.
Samira says, “On average, loyal customers are worth ten times as much as their first purchase, according to CTS. So it’s no wonder why companies like Marriott and Disney are investing in advanced customer loyalty schemes to keep their guests coming back. Accommodation providers can use AI to constantly improve the experience they deliver to guests both on and offline. Learning from tranches of guest data that grow with every interaction, hotels can understand clearly what each guest wants and adapt the service they provide in real time to build a stronger connection with guests and keep them coming back.”
Avvio’s direct booking experts will be available throughout the entire event book your session by emailing email@example.com or just along to stand 6096. Discover for yourself how your hotel can optimise your direct channels and digital strategy to enhance your guests’ experience.
Not attending Hotel Tech Live? To learn more about how Avvio can help improve your direct booking revenue and digital marketing strategies, get in touch at www.avvio.com.