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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.

Published in: Economy & Finance, Technology
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Extended Stay Usability Case Study

  1. 1. Case Study – Extended Stay Hotels <ul><ul><li>The Result </li></ul></ul><ul><ul><li>Within the first 12 months their online booking revenues increased 10X to over $2,000,000 per month </li></ul></ul><ul><ul><li>Over 2000 e-mail registrants per month; 10% conversion rate from e-mail </li></ul></ul><ul><ul><li>Channel shift to over 30% of reservations coming through website </li></ul></ul><ul><ul><li>The Problem </li></ul></ul><ul><ul><li>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. </li></ul></ul><ul><ul><li>Customer Relationship Management – 3 different customer databases, no integration or single view </li></ul></ul><ul><ul><li>The Solution </li></ul></ul><ul><ul><li>Strategy consulting and a usability study, re-design the overall site, build a centralized customer database. </li></ul></ul><ul><ul><li>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 </li></ul></ul>