Booking Engine Insights Report
Our Booking Engine Insights report collates specific data from your booking engine to provide more in-depth customer insight enabling us to provide a wide range of recommendations and proactive strategies.
While Google Analytics allows hotels to gain insight into website visitor behaviour, often essential booking engine data is overlooked.
Setting up the necessary tracking allows for the creation of new custom audiences for targeting in Google Ads and social channels. For example, matching specific criteria, we are able to create booker profiles such as couples and families, and targeted stay types such as weekends, Sunday nights and/or weekday stays.
Common uses of the report include:
- Identifying specific booking trends
- Discovering sections of the website that contribute to bookings to potentially expand those sections and further improve conversion rates
- Identifying the best times for Offers or Promos by flagging conversion rate highs and lows, e.g. for a particular length of stay or future month
- Creating specific audiences to target on Google and Facebook, such as customers searching for specific dates like Christmas, Valentine’s day, etc.
How far in advance do my guests look to book their stay?
The Booking Window section of the report shows how many days or weeks in advance guests search for their stay which is especially important to keep track of search trends. This section of the report allows you to identify if specific audience search types require further analysis.
What types of users are looking to stay at my hotel?
The Booker Type section gives insight to the type of booker that is looking to stay at the hotel.
Other than retargeting insight, the report can highlight potentials gaps on your website. Taking the example of families, it could be that an incentive for a family booking is missing from your website. A tailored offer, a page on family activities or a page describing how your hotel is family-friendly could then be considered.
How is the report setup and will it work with my booking engine?
The report uses Google Analytics and Google Tag Manager to collect data from your website and booking engine. No personally identifiable information is collected so it’s fully GDPR compliant. We have already successfully integrated our report with SynXis, Avvio, AZDS, TravelClick and Witbooking.
Discuss your reporting requirements
We'd be delighted to discuss your reporting requirements and how our Booking Engine Insights Report could help add another layer of insight to your hotel marketing strategy.