Product Updates: September 2018

If you're a Triptease customer you'll know that you can see the full list of everything our product team is getting up to by clicking on the Updates tab in the Triptease Platform. But we always like to share the highlights on the blog too because we're nice like that...

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Create targeted messages straight from your Insights
Targeting improvements: Booking date range
Conversion rate data based on lead time of searches
Targeting improvements: New vs returning visitors
Targeting improvements: US state
Targeting improvements: Referral URL
Targeting improvements: Check-in day of the week
Targeting improvements: URL contains
Clarification of guest questions in Front Desk
Searcher conversion rate benchmarking

Create targeted messages straight from your Insights

Product: Insights - Date: Friday 28th September

The Triptease Platform is designed so that all our products work seamlessly together. As we add more data to the Insights Dashboard, you’ll begin to see more ways to take that information and use it elsewhere in the platform.

You’ll now notice that when you hover over the different rows in the Performance by visitor country data table, a button will appear that allows you to click straight through and create a Message Porter message that targets that specific country. The audience targeting specifications will have been pre-populated for you, saving you time.

Here’s a close up of how this looks in the platform:

Screenshot of Performance by visitor country insights with a 'Target this country' button visible on the 'China' data row
This means that as soon as you spot a high-value audience you can create a message to target them instantly. We’ll be adding more quick and simple ways to act on the data insights in the platform soon. If there’s anything specific you’d be interested in seeing then please get in touch and let us know!

Targeting improvements: Booking date range

Product: Message Porter - Date: Monday 24th September

Almost all the hotels we work with offer advanced booking discounts based on a day range from the check-in date. For example, rather than offering a 5% discount to guests booking exactly seven days in advance of their check-in date, they might instead offer that same discount to anyone booking between seven to fourteen days ahead of their check-in.

While you’ve previously been able to target guests booking at least ‘XX’ days ahead of their check-in date, you were not able to specify time range that they could be booking within. But now you can. Just select the Between targeting option when setting up Advance booking audience targeting, and specify the day range that you’d like to target.

Screenshot of the Message Builder Audience targeting page with booking date targeting selected and displaying the 'Between' option
What’s really exciting is that, when you combine this targeting functionality with the Conversion rate based on lead time of search data in the Insights Dashboard, you’ll be able to show specific offers to customers who are searching in a high conversion rate day range. You can find out more about that newly-released data insight here.

Conversion rate data based on lead time of searches

Product: Insights - Date: Friday 21st September

Early and last minute bookers have different characteristics and convert differently. The more you can understand the differences between them, the better chance you’ll have of being able to target them with effective messaging.

To help you do that, we recently released conversion rate based on lead time of search data into the Insights Dashboard. This means you’ll be able to see which groups of customers are more likely to convert, based on how far ahead of their check-in date they are searching.

We’ve divided the search ranges into six groups based on industry standard lead times, and you can use the bar chart to get a quick view of which range is getting the most searches and the highest conversion rate. You can use this information to decide which advanced and last minute booking windows are the most valuable to you, and therefore which ones you should be targeting with special offers.

Here’s how it looks:

Screenshot of the Triptease Insights Dashboard displaying conversion rate based on lead time of search data
As ever - we’d love to know how you’re using this data to better target your guests, and what you’d like to see next. Get in touch for a chat!

Targeting improvements: New vs returning visitors

Product: Message Porter - Date: Friday 21st September

Returning website visitors generally convert at a high level. In fact, they are often responsible for significant proportion of revenue. So we’ve made it possible for you to welcome back your returning visitors and treat them differently to brand new visitors.

Screenshot of the Triptease Message Builder displaying targeting by new vs returning visitor
One thing to note is that new vs returning targeting is only available on Nudge Messages. That’s because it would be a slightly strange experience to show a returning visitor a Full-screen Message just as they are about to leave your website again. You’re welcoming them back, so it’s much more logical to show them a Nudge Message, which can appear just as they arrive back on your website.

Showing potential guests the right kind of message at exactly the right point in their journey is so important in driving conversions. We’re really looking forward to seeing how you’ll be using this new feature to do that.

Targeting improvements: US state

Product: Message Porter - Date: Thursday 20th September

Our partner hotels in the US have been particularly keen to target guests by state. We’ve now improved our location-based targeting to include a state targeting option.

You’ll now see that the Location targeting option in the Audience section of the Message Builder offers a choice of either Country or State, with a drop down menu for both. This means you can now offer state based discounts, for tax reasons or just to entice guests from a neighbouring state for a little impromptu holiday….

Screenshot of the Triptease Message Builder displaying targeting by US state
We’d love to hear about what kinds of state-based targeting your trying and how it’s working out for you. Let us know what you get up to!

Targeting improvements: Referral URL

Product: Message Porter - Date: Wednesday 19th September

Referral targeting allows you to show a particular message to a visitor based on which website they came to your website from.

Whether they found you on Google, Tripadvisor, or another website, you can greet each visitor with a unique targeted message based on where they came from. Just head to the Message Builder and select Referral website in the Audience section, then enter the URL of the referral website you would like to target visitors from.

Screenshot of the Triptease Message Builder displaying targeting by referral website
We’d love to hear what you think of all the recent improvements to Message Porter targeting. Get in touch and let us know if you have feedback or suggestions!

Targeting improvements: Check-in day of the week

Product: Message Porter - Date: Tuesday 18th September

You asked for it, so we built it - target by check-in day of the week is now available in the Message Builder.

When you’re in the Audience section of the Message Builder, just select your check-in date range as you ordinarily would using the calendar. Once your dates are selected you’ll then see a new section appear which allows you to specify arrival on Any day or Specific days. If you select Specific days you’ll then be able to click and unclick the days of the week to select or deselect them.

Screenshot of the Triptease Message Builder displaying targeting by check in day of the week
So, if you have persistent low occupancy days that you’d like to encourage guests to arrive on, you can now show them targeted offers to entice them to book.

Targeting improvements: URL contains

Product: Message Porter - Date: Monday 17th September

We’ve made a bunch of improvements to our URL targeting functionality so that it works even better for you. We’re pleased to announce that you can now target using just URL contains, rather than having to input the exact website URL you want to target.

Screenshot of the Triptease Message Builder displaying targeting by URL contains

This means that if you wanted to target, for example, all hotel restaurant menu pages with the same direct booking dinner offer, you’d just need to add a word that all the relevant URLs contain (probably ‘menu’ in this instance!)

Your offer would then appear on each of those pages, without you needing to go and grab the URL for each specific page.

Clarification of guest questions in Front Desk

Product: Front Desk - Date: Friday 14th September

Sometimes guests ask more complex, or strangely phrased, questions that AutoAgent has low confidence in being able to answer correctly. On those occasions it will trigger the email capture response instead of trying to answer the question.

We wanted to give AutoAgent more of a chance to help that guest in the moment, rather than a member of staff having to come back to them later. From now on if a guest asks a question and AutoAgent is less than 60% confident in its answer, the guest will be sent a list of suggestions so they can help to clarify what they meant.

For example, if a guest asked the question ‘do you have a spa? If we have four adults, is the Hadiprana Villa our only option?’ then AutoAgent will now ask for clarification and offer some clickable suggestions based on the content of the original question.

Here’s how a typical clarification exchange might look:

Screenshot of a Front Desk chat displaying guest clarification questions
The guest can click either Book spa or Room capacity to clarify what they would like to know about, and AutoAgent will respond with the relevant answer, or they can choose to Leave email instead. This should mean even more guests getting the response they were looking for instantly, and will free up staff to deal with only the most complex questions.

Searcher conversion rate benchmarking

Product: Insights - Date: Thursday 6th September

We’re very excited to announce we’ve taken the first step towards providing quick access benchmarking data in the Triptease Insights Dashboard. You can now compare your searcher conversion rate with all the other hotels using Triptease whenever you log into the platform.

Here’s how it looks

Screenshot of the Triptease platform displaying Insight Dashboard scrolled down to view benchmarking data

This means you can now instantly get a sense of how well your hotel is performing in comparison to other hotels, take action to improve if needed, and monitor the changes to your relative performance over time.

This is just the start of the benchmarking data that we’ll be adding to the platform in the coming weeks so expect to hear more from us soon. But we’d also like to hear from you. You’ll notice in the dashboard there’s a link for you to let us know what benchmarking data you’d like to see next. Click the link to let us know your opinion and help shape the benchmarking product we build for you.

About The Author

Holly is a Lead Product Marketing Manager at Triptease.

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