Hotel Website Cross-Sell Test Beginning April 11
In alignment with Marriott’s strategy of driving direct bookings, we will be launching a series of tests to drive conversion among consumers who visit Hotel Websites but do not complete a booking.
While Hotel Websites are high-trafficked entry points, they can exhibit high abandonment rates. These tests will attempt to recapture this demand versus losing consumers to search engines or other indirect booking channels.
The first cross-sell test will launch on April 11 and will target a subset of brand agnostic guests who display abandonment intent. Upon exiting the Hotel Website, consumers included in this test will be presented with an exit modal, powered by Room Key, which will merchandise the current property prominently as well as showcase alternative properties within the Marriott International portfolio. This is the first initiative in a series of tests that will run in alignment with Marriott’s strategy of driving direct demand. Learnings from this test, as well as details of future tests, will be shared as they become available.
