Best Western® Hotels & Resorts personalizes the travel experience
Best Western Hotels & Resorts (“Best Western”) is an award-winning global family of hotels that accommodates all types of travelers in over 100 countries. We spoke to Kat Israel, Associate Program Manager of Optimization on how Hitwise helps Best Western identify, understand and target various key consumers to retain their loyalty.
Best Western strives to serve the needs of their audience, but without knowing the demographics of their website visitors or the digital behavior of those who have stayed in their hotels, this was a major challenge. Kat Israel explains, “It’s extremely important for us to know specifically who our customers are, how they behave and what they’re looking for. Not only that, but to know that same information about our competitors.”
Hitwise provides an unparalleled view of Best Western’s audience, by uncovering the consumer segments who most frequently visit bestwestern.com, book travel through the website, and sign up for their rewards program, Best Western Rewards®. Targeting these individual groups with personalized touches helps Kat’s Optimization team retain customers. Kat explains, “Hitwise has definitely helped a lot of things we’re currently working on around personalization in our programs and our website.”
Best Western has also utilized Hitwise data to better understand the travel planning journey. The Strategic Planning team focuses on “upstream” and “downstream” activity, to identify what industries and websites key audiences visit before and after bestwestern.com. They also use Hitwise for competitive intelligence, to benchmark where Best Western’s brand websites rank against the competition.
Having dedicated client support has enabled Best Western to better understand the audience insights derived from the tool. Without hands-on support, Best Western would have struggled to mine data that was most relevant to them from the wealth of insights available. “We’ve had incredible ongoing Hitwise client support right from the beginning,” Kat commented. “Hitwise helped us build audience segments and reports that were specific to our needs. Having such strong client support enabled us to understand the data clearly and easily, and without a doubt has helped in our day-to-day roles. Some of our other vendors could take a lesson from what Hitwise provides.”
Hitwise is now an integral part of Best Western’s strategic campaign planning and optimization. Kat comments, “The Hitwise insights we get about our consumers and our competitors’ consumers has enabled us to set up a lot of A/B testing on our site, which helps us determine how to personalize the experience for our different target audiences.”
Since they started using Hitwise, Best Western is able to go deeper than basic contact information. Kat explains, “Hitwise helps us completely understand who our consumers are. The tool really allows us to dig into the nitty gritty of the demographics behind our audience, both online visitors and those who have stayed with us.” Kat concludes, “Using Hitwise, we’ve been able to learn so much about our various consumers, how we can personalize the travel experience for them and retain customer loyalty.”
Hitwise Insights enables Best Western to: