{"id":1236,"date":"2019-08-15T09:00:47","date_gmt":"2019-08-15T09:00:47","guid":{"rendered":"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/?p=1236"},"modified":"2020-10-14T07:37:55","modified_gmt":"2020-10-14T07:37:55","slug":"boost-direct-hotel-bookings-booking-abandonment-emails","status":"publish","type":"post","link":"https:\/\/www.cartstack.com\/blog\/boost-direct-hotel-bookings-booking-abandonment-emails\/","title":{"rendered":"Booking Abandonment Emails \u2013 The Answer to Indirect Hotel Bookings"},"content":{"rendered":"<p><span style=\"font-weight: 400;\">The travel industry is experiencing exponential growth, with online sales at the heart of the boom. But, with <\/span><a href=\"https:\/\/www.trekksoft.com\/en\/blog\/65-travel-tourism-statistics-for-2019\"><span style=\"font-weight: 400;\">marketplace bookings increasing by 184%<\/span><\/a><span style=\"font-weight: 400;\"> over the past year, and direct bookings being struck by an <\/span><a href=\"https:\/\/blog.salecycle.com\/featured\/10-fascinating-stats-cart-abandonment\/\"><span style=\"font-weight: 400;\">81.3% abandonment rate<\/span><\/a><span style=\"font-weight: 400;\">, the question is: who\u2019s benefiting from this growth? Follow us as we take a look at why indirect hotel bookings are limiting your hotel\u2019s potential, and how to drive more direct hotel bookings with booking abandonment emails.&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Problem with Indirect Hotel Bookings<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">The internet has revolutionized the way we book and sell travel &#8211; with online travel agents (OTAs) and marketplaces, in particular, exposing hotels and locations to a broader audience than ever before. But while these indirect hotel bookings can increase your customer numbers, they come at the unfortunate expense of:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Profits<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Holiday marketplaces and OTAs charge a hefty commission on all bookings made through them &#8211; directly eating away at your profit margin.&nbsp;<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Brand exposure<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Customers booking through OTAs or marketplaces are exposed to and build trust with, the branding and customer journey of the marketplace &#8211; not yours.&nbsp;<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Relationship<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Finally, travellers who book your hotel indirectly, form a direct relationship with the OTA, who can then use loyalty schemes and email marketing to encourage repeat custom through them instead of directly through you.&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">The Answer to Indirect Hotel Bookings<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">But OTAs and marketplaces have large budgets, huge branding, and industry dominance &#8211; how do you drive traffic away from their website and onto yours? Luckily, it\u2019s not a case of attracting customers to your website &#8211; your hottest leads are already there. The answer to driving more direct hotel bookings is recovering those hot leads who have been lost through:<\/span><\/p>\n<ul>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Browse abandonment<\/strong> &#8211; customers leaving your website before creating a booking inquiry. They might be simply checking out your photographs, reading your reviews, or looking for information they can\u2019t find on the OTA\u2019s website.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Booking abandonment<\/strong> &#8211; customers leaving your website after starting a reservation but before completing it. They might be conducting a price comparison, turned off by the total cost, or distracted by the reality that is the oven timer going off.<\/span><\/span><\/li>\n<li style=\"font-weight: 400;\"><span style=\"font-weight: 400;\"><strong>Buying<\/strong> &#8211; customers who have previously stayed with you, but make their future reservations with you indirectly.&nbsp;<\/span><\/li>\n<\/ul>\n<p><span style=\"font-weight: 400;\">However, knowing which leads to recapture is only part of the solution; you need to know how to recapture booking leads efficiently, effectively, and cheaply &#8211; and this is where emails shine.&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">How to Drive More Direct Sales with Booking Abandonment Emails<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">Booking abandonment emails have the power to recover anywhere between 10-20% of lost bookings and browse abandonment emails can boost sales by a further 3-7%. But driving direct hotel bookings require more thought and attention than simply sending an email. A successful reservation abandonment email campaign requires:<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Speed<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">Speed is of the essence when it comes to reservation abandonment: send an email too soon, and your customer is still busy researching the best Disney fast pass to buy &#8211; send an email too late, and your customer has already booked elsewhere and packed their mouse ears. At CartStack, our extensive research shows that emails sent within 20 minutes of abandonment are three times more likely to be opened. Add to this, a cycle of follow-up emails, and you\u2019ll stay at the top of the booker\u2019s mind while they carry out their research.&nbsp;<\/span><\/p>\n<p><span style=\"font-weight: 400;\">If that doesn\u2019t work, don\u2019t sweat it.&nbsp; <\/span><a href=\"https:\/\/www.tripadvisor.co.uk\/TripAdvisorInsights\/wp-content\/uploads\/2018\/03\/comScore-worldwide-Path-to-Purchase-2017.pdf\"><span style=\"font-weight: 400;\">80% of travellers take longer than four weeks to complete their holiday booking<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; some people just need time. Plug the leads from your reservation abandonment software directly into your CRM or marketing software using Zapier, and you can continue pushing your brand until they\u2019re ready to book.&nbsp;<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Content<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">But what are you going to say to bring back your hottest lead in those crucial twenty minutes? The content of your reservation abandonment email is your tool to impress, entice, and remind customers why they should book directly with you &#8211; and this requires:<\/span><\/p>\n<h4>Personalization<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"img_responsive alignnone wp-image-1238\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/Clock_CartStack_Booking_Abandonment_Email_Graphic-02.png\" alt=\"booking_abandonment_email_example\" width=\"600\" height=\"606\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Clock_CartStack_Booking_Abandonment_Email_Graphic-02.png 929w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Clock_CartStack_Booking_Abandonment_Email_Graphic-02-297x300.png 297w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Clock_CartStack_Booking_Abandonment_Email_Graphic-02-768x775.png 768w\" sizes=\"(max-width: 600px) 100vw, 600px\" \/><\/p>\n<p><span style=\"font-weight: 400;\">It takes an average of <\/span><a href=\"https:\/\/www.tripadvisor.co.uk\/TripAdvisorInsights\/wp-content\/uploads\/2018\/03\/comScore-worldwide-Path-to-Purchase-2017.pdf\"><b>191.4 minutes<\/b><\/a><span style=\"font-weight: 400;\"> to research a hotel booking &#8211; that\u2019s more than three hours of different hotel websites, names, booking engines, rooms, and destinations to remember. Personalizing your reservation abandonment email grabs attention (\u201cHey Sarah!\u201d), reminds customers what they were looking at (\u201cremember this luxury villa in Tuscany?\u201d), and provides an easy way to pick up where they left off (\u201cIt\u2019s still available &#8211; click here to confirm your stay.\u201d)<\/span><\/p>\n<h4>Visual<\/h4>\n<p><span style=\"font-weight: 400;\">A photograph speaks louder than words &#8211; especially when it\u2019s of an infinity pool overlooking a sunset ocean. Images of your hotel and surroundings are <\/span><a href=\"https:\/\/www.tripadvisor.com\/TripAdvisorInsights\/w613\"><span style=\"font-weight: 400;\">one of the biggest hotel booking triggers<\/span><\/a><span style=\"font-weight: 400;\"> and should be included in your email to allow the subconscious to take control of the mouse and book the holiday of a lifetime.&nbsp;<\/span><\/p>\n<h4>Compelling<\/h4>\n<p><span style=\"font-weight: 400;\">A photograph of an infinity pool is great but what about the white sand, warm ocean, smouldering heat, and ice cold pina colada waiting for you at the bar? <\/span><a href=\"https:\/\/www.fastcompany.com\/3031419\/why-our-brains-crave-storytelling-in-marketing\"><span style=\"font-weight: 400;\">The human brain craves storytelling<\/span><\/a><span style=\"font-weight: 400;\"> and you have the perfect story to tell &#8211; use it in your email content to arouse emotions and compel booking.&nbsp;<\/span><\/p>\n<h4>Mobile-friendly<\/h4>\n<p><a href=\"https:\/\/www.traveltripper.com\/blog\/important-mobile-booking-stats-for-hotels-in-2018\/\"><span style=\"font-weight: 400;\">Over one-third of travellers make hotel bookings on their mobile<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; making mobile-friendly emails (and websites) crucial.&nbsp;<\/span><\/p>\n<h3><span style=\"font-weight: 400;\">Persuasion<\/span><\/h3>\n<p><span style=\"font-weight: 400;\">You\u2019re in their inbox, you\u2019ve spoken directly to their emotions, but they\u2019re still not budging. What else can your emails do to get someone to book directly with your website?<\/span><\/p>\n<h4>Discounts and offers<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1241 size-full\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/Booking_Abandonment_Example_2-01-01.png\" alt=\"booking_abandonment_email_example_cartstack_cart_abandonment\" width=\"566\" height=\"567\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Booking_Abandonment_Example_2-01-01.png 566w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Booking_Abandonment_Example_2-01-01-150x150.png 150w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Booking_Abandonment_Example_2-01-01-300x300.png 300w\" sizes=\"(max-width: 566px) 100vw, 566px\" \/><\/p>\n<p><a href=\"https:\/\/blog.salecycle.com\/stats\/booking-abandonment-why-people-abandon-their-booking\/\"><span style=\"font-weight: 400;\">37% of people abandon hotel booking<\/span><\/a><span style=\"font-weight: 400;\"> because of the cost. It\u2019s that simple, and it\u2019s a big reason why OTAs and marketplaces are so popular. Overcome this hurdle by including discounts and offers in your retargeting emails. Not only does money off sweeten the deal, but it also introduces an element of <\/span><a href=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/price-anchoring-loss-aversion-ecommerce-marketing\/\"><span style=\"font-weight: 400;\">loss aversion<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; making people want to use the coupon before they miss out.&nbsp;<\/span><\/p>\n<h4>Social proof<\/h4>\n<p><img loading=\"lazy\" decoding=\"async\" class=\"alignnone wp-image-1240 size-full\" src=\"https:\/\/web_staging_fern.staging.cartstack.com\/blog\/wp-content\/uploads\/Booking_Abandonment_Example_1-01.png\" alt=\"booking_abandonment_email_example_Cartstack_cart_abandonment\" width=\"566\" height=\"635\" srcset=\"https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Booking_Abandonment_Example_1-01.png 566w, https:\/\/cartstack-blog.s3.amazonaws.com\/uploads\/Booking_Abandonment_Example_1-01-267x300.png 267w\" sizes=\"(max-width: 566px) 100vw, 566px\" \/><\/p>\n<p><a href=\"https:\/\/www.brightlocal.com\/research\/local-consumer-review-survey\/\"><span style=\"font-weight: 400;\">Consumers read an average of ten reviews before trusting a business<\/span><\/a><span style=\"font-weight: 400;\">, making social proof a powerful tool to include in your email. Not only do they provide reinforcement that their money will be well spent with you, but they also arouse the fear of missing out (FOMO) and prevent customers from being distracted by looking elsewhere for reviews.<\/span><\/p>\n<h4>A call to action<\/h4>\n<p><span style=\"font-weight: 400;\">It sounds obvious, but many forget to include a clear, bold, and eye-catching CTA in their emails. Sometimes it\u2019s the simple things that work best. <\/span><a href=\"https:\/\/www.cartstack.com\/hotel-reservation-recovery\/\"><span style=\"font-weight: 400;\">Do it, now<\/span><\/a><span style=\"font-weight: 400;\">.&nbsp;<\/span><\/p>\n<h2><span style=\"font-weight: 400;\">Driving More Direct Hotel Bookings &#8211; Final Thoughts<\/span><\/h2>\n<p><span style=\"font-weight: 400;\">When<\/span> <a href=\"https:\/\/blog.salecycle.com\/stats\/booking-abandonment-why-people-abandon-their-booking\/\"><b>87% of lost customers would consider returning to their booking<\/b><\/a><span style=\"font-weight: 400;\"> (33% within the same day), a reservation abandonment email campaign is a no-brainer. You\u2019ve spent time, money, and effort attracting customers to your website in the first place &#8211; don\u2019t let OTAs and marketplaces relish in your hard work. Capture leads, send emails, and split test the results using reservation abandonment software and start benefiting from direct bookings (<\/span><a href=\"https:\/\/www.triptease.com\/assets\/pdf\/Direct_Bookers_and_Ancillary_Revenue.pdf\"><span style=\"font-weight: 400;\">who incidentally spend more<\/span><\/a><span style=\"font-weight: 400;\"> &#8211; bonus!)<\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>The travel industry is experiencing exponential growth, with online sales at the heart of the boom. But, with marketplace bookings increasing by 184% over the past year, and direct bookings being struck by an 81.3% abandonment rate, the question is: who\u2019s benefiting from this growth? Follow us as we take a look at why indirect [&hellip;]<\/p>\n","protected":false},"author":1,"featured_media":1678,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[30],"tags":[31,34,33,32,37,36,35],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v22.1 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>Booking Abandonment Emails \u2013 The Answer to Indirect Hotel Bookings<\/title>\n<meta name=\"description\" content=\"In this article, we discuss how our customers drive more direct hotel bookings with automated booking abandonment email campaigns.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.cartstack.com\/blog\/boost-direct-hotel-bookings-booking-abandonment-emails\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" 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