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Extended Stay Usability Case Study
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Extended Stay Usability Case Study

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Within the first 12 months of ESH's redesign online booking revenues increased 10X to over $2,000,000 per month. …

Within the first 12 months of ESH's redesign online booking revenues increased 10X to over $2,000,000 per month.

Published in Economy & Finance , Technology
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Transcript

  • 1. Case Study – Extended Stay Hotels
      • The Result
      • Within the first 12 months their online booking revenues increased 10X to over $2,000,000 per month
      • Over 2000 e-mail registrants per month; 10% conversion rate from e-mail
      • Channel shift to over 30% of reservations coming through website
      • The Problem
      • Loss of online bookings - Cumbersome online reservation system, losing a lot of bookings due to frustrated customers dropping off the site before completing a reservation request.
      • Customer Relationship Management – 3 different customer databases, no integration or single view
      • The Solution
      • Strategy consulting and a usability study, re-design the overall site, build a centralized customer database.
      • Create a highly user friendly site, that was scalable and robust, and would allow customers to quickly reserve rooms. Centralized data repository to more easily report and target market to their customers