15 new ways to increase direct bookings: The best of Triptease product innovation 2021
Last year hoteliers were busier than ever before – and so were the Product Team at Triptease. If you didn’t have time to learn about every new feature and development we launched, this is your chance to catch up!
Triptease Paid Search: Your new high-impact traffic acquisition channel
In case you missed it – we launched a whole new traffic acquisition channel.
Paid Search is a huge opportunity for hotels to drive direct bookings – but with bigger budgets at their disposal, OTAs continue to capture the majority of this traffic. On top of that, Search is becoming more complex than ever. With 100s of levers to optimize, keeping up with OTAs requires constant account management, and a level of sophistication that no business could ever achieve manually.
The good news is that Triptease Paid Search saves you all that time and effort with automated ‘always on’ optimization. With Triptease you can:
Want to know more about Paid Search? Read about why Triptease launched this new acquisition channel, or download your free hotelier’s guide to Search.
Track rate undercutting and analyze demand with Parity and Insights
Hoteliers can now configure which OTAs appear on Price Check and in the Parity Monitoring Dashboard, all from within the Triptease Platform. That means you no longer need to contact the Triptease Customer Success team in order to change your OTA setup and can monitor your parity faster and more easily than ever before.
We’ve also added a new section to your Insights homepage: a heatmap calendar that helps you to spot trends in your search and booking volumes. This update to our demand tracking should help you spot even more opportunities for making the most of the travel recovery.
Parity Boost gets you to #1 in Google Hotel Ads when it matters
When you have great parity, Parity Boost ensures you can win the top slots in metasearch auctions. Appear to guests where it matters most, when you have the best price.
Using Google’s stay-date bidding lever (a beta feature released in 2021) Triptease can exclusively offer a powerful new optimization parameter. No other metasearch provider has access to Parity Boost and early data shows that hotels can see a 35% boost in conversions from meta when Parity Boost is used.
Make sure customers convert on your website with new Targeted Messages functionality
If you’re spending money bringing customers to your website via advertising but not optimizing your downstream conversion strategy, you’re leaving money on the table. That’s why in 2021 we put a renewed focus on the Targeted Message product, launching a range of new message types and targeting options – including the ability to target audiences with a high search but low conversion rate. This means you can give customers the kind of personalized experience on your website that will ensure they convert.
Photo: Triptease
Customers can now copy discount codes with one click
Capture names as well as emails with Email Capture Messages
Create a Countdown Message to promote limited time offers
Looking for website messaging inspiration for the sales season and beyond? Download your free guide to seasonal sales messaging for real life examples from high performing hotels, and get your website ready for more direct bookings in 2022!
A mobile-first approach to product development
Since the start of the pandemic we’ve seen that one of the most profound changes in customer behaviour has been the increased preference for mobile bookings. Triptease product development continues to focus on improving the customer experience across both desktop and mobile, ensuring that hoteliers can continue to analyze and improve this high-value channel.
A new look for Triptease Retargeting
New variants of the virus have resulted in unanticipated travel restrictions and booking behaviour that’s harder to predict. That means it’s more important than ever that you stay front of mind for customers who are interested in your hotel but who have not yet booked.
To help hotels capture more of those bookings Triptease Retargeting Ads got a complete redesign, giving increased prominence to your call-to-action, dynamic nightly price and cancellation policy. We also created clearer mobile designs for smaller sized ads, as well as adding the ability for hoteliers to upload multiple images to their Retargeting Ads to give them a fresh new look whenever you need.
There’s also new functionality in the Triptease Platform that allows you to see how your display ads appear to guests at different stages of their guest journey with just a click.
Your feedback builds the Triptease product
Thanks to all our partner hotels around the world for your feedback, recommendations and product requests in 2021. We hope you’re as thrilled as we are about the direction of Triptease product development – there’s lots more exciting updates to come! As ever, if you have questions or suggestions for the team just send us a message – and maybe next year your product request will become a reality too.