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Case study: Impact of chatbots on hotel website conversion

Key conversion and ROI metrics of hotel chatbots

Chatbots are increasingly popular on e-commerce platforms, including hotel websites. This is because they provide immediate answers to customers’ requests and drive online conversion. But by how much, exactly? 

Answering this question on the impact of chatbots on hotel website conversion is easy. This is, of course, thanks to Google Analytics. Also, to the tracking code we added on all the reservation requests that Quicktext chatbot sends to booking engines. 

Hotel Tilsitt, a 3* hotel in Paris, ran an extensive test of Quicktext from May to October, 2019. 

During the test period, it was observed that:

  • 30% of all conversations were room reservation requests
  • 8% of all conversations generated a confirmed reservation

A chatbot’s ability to provide relevant answers and engage customers in a conversation increases retention and conversion. Quicktext’s performance on the Tilsitt hotel is in line with the results we have observed on most of our partner properties.

These statistics exclude the follow-ups and group requests that were handled by the chatbot and followed up by a hotel sales agent. No matter how good a chatbot is, not all customers are ready to buy instantly. Therefore, a follow-up based on the customer data gathered by the chatbot can prove very profitable. In fact, from January to May 2019 Hotel Six Paris tested following up with one single email, all the reservation requests that originated from their chatbot but were not immediately converted and managed a conversion rate of 25%. 

These results of the Six Hotel Paris are representative of the conversion rate that can be achieved, thanks to a sales follow up process. (Practical guide on sales follow up

The key takeaway from these case studies is that chatbots, directly and indirectly, affect hotel direct sales. By putting Quicktext chatbot on your website, you can expect a 10% increase in your hotel online direct sales.

If you’d like to discuss more about the impact of chatbots on hotel website conversion, or have questions about AI in hospitality, please visit our website or contact Benjamin Devisme.