Dusit chose to test The Hotels Network (THN), due to the comprehensiveness of its product offering. The company’s unique combination of tools enables hotel brands to personalize the website experience for each visitor with the strongest messaging and offer, encouraging them to book direct. One of the features which they exploit most is the ability to change content dynamically based on segmentation rules. Displaying targeted messages and offers based on user geolocation works particularly well for the brand. “Mobile only” offers also generate higher than average conversion rates.

1. How Dusit International
increased hotel website
conversions by more
than 50%
Case Study
Dusit Thani LakeView Cairo

2. www.thehotelsnetwork.com
The Client
For over 65 years, Dusit International has been synonymous
with world-class hospitality, delivered with the iconic touches
of service and artistry of Thailand.
Today, each of the 29 properties of the Dusit brand endeavors
to create a personalized welcome and deliver of an
experience that “enlivens the individual spirit, no matter the
journey”.
The Opportunity
Aligned with their mission to provide guests with a superior
service, the brand is committed to improving the direct
booking experience and strengthening their relationship with
guests. By building a strong loyalty program where Dusit Gold
members are rewarded with special privileges and lower rates,
and by following a direct first strategy where exclusive perks
are offered to those guests who book direct, independently
of how many times they have stayed in that hotel, Dusit has
been able to grow their direct booking channel.
The team, however, believed that their website conversion
rate could still be significantly improved, prompting the
decision to look for a personalization partner to support their
direct first strategy.
“Guests today expect perfection from their
digital experience. Dusit realizes this and so,
in line with our philosophy to exceed guest
expectations, we choose to work with the most
innovative solutions on the market to make sure
we do just that.”
Ratchaya Termsilkanok - Corporate
Director of Revenue Management.

3. www.thehotelsnetwork.com
The Solution
After researching different supplier options, in April 2018, Dusit chose to test The Hotels
Network (THN), due to the comprehensiveness of its product offering. The company’s unique
combination of tools enables hotel brands to personalize the website experience for each visitor
with the strongest messaging and offer, encouraging them to book direct.
A/B Test
For the purpose of the A/B test, the following tools were activated on their website for 9 of their
29 properties:
Reviews Summary featuring the brand’s positive ratings on the main OTAs and review
sites to inspire trust and reassure potential guests.
Smart Notes highlighting unique location features and services each property has to
offer. Different messages were used on the homepage and the booking engine, all
programmed to appear and fade away automatically after a number of seconds.
Price Comparison allowing visitors to compare hotel rates without leaving the Dusit
website and feel confident they are getting the best available rate by booking direct.

4. www.thehotelsnetwork.com
Implementation
Installation of the software is extremely simple, as it just involves adding a line of code to the
hotel website. Working closely with the THN Client Success Specialist, the Corporate Director
of Revenue Management at Dusit validated the campaign proposal and created the campaigns
within the easy-to-use platform, customizing the colors and design in line with the Dusit brand.
To be able to measure the impact of the THN tools on results, an A/B test was set up splitting
the website visitors into two groups. Group A were shown the new messages and tools but they
were hidden for Group B.
Exit Intent Pop-up only displayed when users are about to abandon the website. The
“Save your search” message encourages users to provide their email address to receive
an automated email with the details of their search.
Save Your Search email encouraging visitors to complete their booking. The email
contains all the details of their search making it simple to share with others in their
travel party. There is also link taking them directly to the booking engine so they can
easily resume their previous search and complete their booking.

5. www.thehotelsnetwork.com
Roll-out & Ongoing Optimization
Following the strong A/B test results, Dusit chose to partner with THN and roll out the software.
With the aim of providing a consistent experience throughout Dusit’s brand, the THN tool
is managed centrally by the corporate team. Each property can adapt texts to best suit their
strategy, request changes an any time as well as access the THN platform to view analytics and
reports.
The corporate has a monthly call with their THN Client Success specialist to discuss strategy,
best practices and new test ideas so the brand can continue to launch new campaigns to boost
conversion rates even further.
One of the features which they exploit most is the ability to change content dynamically based
on segmentation rules. Displaying targeted messages and offers based on user geolocation
works particularly well for the brand. “Mobile only” offers also generate higher than average
conversion rates.
To encourage guests to register for their loyalty program, the brand uses an Exit Intent banner
to promote the exclusive benefits for members at the time of booking. This not only boosts
loyalty membership but also generates additional bookings from visitors who would otherwise
have left the website.
A/B Test Results
The A/B test ran from 04/26/2018 to 05/26/2018 across 9
hotels. The results showed that by adding the tools, the
website conversion rate increased by 57.5% on average
across the properties within the test.