Omni Hotels & Resorts
Arke's optimization model provides lift to conversion rate and revenue.
Customer insights drive optimization recommendations.
Like most hoteliers today, Omni Hotels & Resorts competes for market share against all the major online travel agencies (OTAs) and disruptive lodging brokers. Within Omni’s plans to increase revenue, Omni recognized an opportunity to improve their online booking rate. They partnered with Arke to make this happen.
Arke utilized a “test, learn and iterate” workflow to increase conversion rates and revenue generated from high-value, high-traffic pages. This approach combined strategy, design, development, and analytics in a repeatable pattern to maximize learnings and the frequency of updates.
Arke’s Strategy Team developed a three year road map to prioritize opportunities and to increase booking rates.
Arke’s Delivery Team addressed known infrastructure and performance issues in the shortest production time possible.
Arke created a shared success model based on hitting specific performance goals like increased booking conversions and session traffic.
New experiences provide users a sense of calm.
Arke’s Strategy Team optimized the customer journey to create more cohesive, intuitive experiences to guide the customer through the path-to-purchase. The Experience Design team prioritized these insights and presented recommendations to deliver the largest gains to Omni’s business goals with the least impact to the budget.
Key areas of optimization
- Property Detail Page
- Home Page
- Booking Selection Elements
Prior to the first major release, Arke leveraged customer session insights to improve the user experience and increase the velocity of the deployment lifecycle while reducing process complexity. The days of laborious, time consuming and expensive user testing are over.
Expose customer friction points.
Using session capture platforms we easily identified problematic user sessions, queried those user segments for a more in-depth UX analysis, and quickly made improvements. The increased visibility into the users’ digital experiences enabled us to make continuous improvement and exceed KPIs and milestones.
Test. Learn. Iterate.
This test, learn and iterate strategy has been a key value driver with Omni and is an important addition to our experimentation workflow enabling us to deliver the short-term wins in context of the longer-term strategic roadmap.
By focusing on high value areas first, results have been mind blowing.
13% INCREASE IN BOOKING RATE OVER THE FIRST 6 MONTHS
Phil Yi, Former Vice President of Marketing and Communications, Omni Hotels & Resorts
5 CONSECUTIVE RELEASES EXCEEDING KPIS
SINGLE-DAY, ALL-TIME BOOKING REVENUE RECORD ON OMNIHOTELS.COM
Kevin Carfa Former Corporate Director, Digital Commerce, Omni Hotels & Resorts