Conversion secrets from Airbnb (part II)
How to bring users back into the booking flow
Comes from part I
In the hospitality world, most travelers don't book on their first visit.
But lost traffic isn’t lost forever — the second chance is where conversions (and profits) are won.
Top hotel marketers don't just hope users return — they build smart systems to understand guest behavior, personalize the follow-up, and automate the perfect comeback.
Ask yourself two strategic questions:
What can we say to re-spark intent?
How can we reach users at exactly the right moment and place?
💬 What to say to bounced users
The best re-engagement messaging does three things:
Here’s a proven messaging playbook:
✅ 1. Gentle remider
Softly nudge them back into the booking journey:
“You started booking your stay with us — would you like to complete it?”
✅ 2. Highlight a positive change
New urgency or opportunity:
“Your preferred room is now available — but selling fast.”
“Prices for your dates have dropped! Book today.”
✅ 3. Add context, remove friction
Surface hidden benefits:
“Enjoy free cancellation and complimentary breakfast when you book direct.”
“Need airport pickup? It’s included when you complete your booking.”
If you're using a CRM (like Salesforce, HubSpot, or specialized hospitality CRMs like Revinate or Cendyn), you have a huge advantage: you can customize your re-engagement messages based on each guest’s profile and behavior.
Because think about it — if your users aren’t the same, neither should your messages.
Tailor your follow-ups like this:
Frequent business travelers? Emphasize loyalty points, flexible check-in, and work-friendly amenities.
Couples on romantic getaways? Highlight spa packages, ocean views, and exclusive dining experiences.
Family travelers? Offer deals on family suites, babysitting services, and kid-friendly activities.
The more specific and relevant your messaging, the higher your re-engagement and booking rates will be.
📣 How to reach bounced users
Getting your message delivered is just as critical as crafting it.
Hotels today should use a multi-channel approach:
✅ 1. Email & push notifications
Smart cart abandonment emails are table stakes. Build an automated 3-stage sequence:
Hour 1: Soft reminder — "Still interested in your stay with us?"
Day 1: Add an incentive — "Special offer for bookings made today!"
Day 3: Create urgency — "Your dates are filling up fast — secure your stay now."
Enhance with:
Dynamic content: Insert the exact room they browsed.
Countdown timers: Real-time urgency.
Personalized subject lines: ("Ana, your Ocean Suite awaits!")
Push notifications (through your app or browser) can also provide gentle nudges for mobile users.
✅ 2. Retargeting ads (Programmatic + Dynamic Creative)
Go beyond simple remarketing — use programmatic advertising to retarget visitors with dynamic ads:
Serve personalized ads showing the exact room type they browsed.
Use dynamic pricing to highlight price drops.
Show urgency messages ("Only 2 rooms left for your dates!") updated in real-time.
“Stop interrupting what travelers are interested in and BECOME what they’re interested in.”
In retargeting, your ads shouldn’t feel like a disruption. They should feel like a natural next step toward the experience your guest already wants — the stay they were dreaming about, now made easier, closer, and more irresistible.
Platforms to use:
Facebook/Instagram Dynamic Ads for Travel
Google Hotel Ads
Programmatic display DV360
Integrate your CRM with your ad platform (via Customer Match, custom audiences) to segment visitors and match mesages to past behavior.
📲 Have you ever wondered how companies retarget you on social media after you visit their website?
1. Create a Meta Business Account
Go to business.facebook.com
Connect your Facebook page + Instagram account.
2. Install the Meta Pixel on Your Website
In Business Manager → Events Manager → Create Pixel.
Add the Pixel code to your website (use Google Tag Manager or your CMS).
Verify it’s working with the Meta Pixel Helper Chrome extension.
3. Build a Custom Audience
In Business Manager → Audiences → Create Audience → Custom Audience → Website Traffic.
Target people who visited your site in the last X days.
4. Create Your Retargeting Ad
Go to Ads Manager → Create Camaign.
Choose “Conversions” or “Sales” objective.
Target your Website Custom Audience.
Set placements to Instagram (and Facebook if you want).
5. Launch and Monitor
Use ads that show the rooms they browsed or special offers.
Optimize based on clicks and bookings.
✅ 3. SMS, WhatsApp, or personal calls (for high-value guests)
Luxury travelers, event planners, or long-stay guests deserve more than just an email.
Consider concierge-style outreach:
A personalized SMS offering assistance.
A WhatsApp message confirming availability and perks.
A friendly call from the reservations team ("Hi Ana, I saw you were booking our Presidential Suite. Can I assist you personally?").
This approach works exceptionally well in segments like:
Luxury stays
Wedding/event bookings
Corporate bookings
Suscribe for part III:
How behavioral science can supercharge your Hotel’s conversion rates
“Guests choose your hotel for what they expect — comfort, service, amenities. But they rave about what they didn’t expect — the surprise touches, the small delights. Winning today means delivering both flawlessly: the expected (hard) and the unexpected (even harder!).”
Pedro Calvo
🏨 Interesting reads
The art of standing out: Differentiation in the Hotel industry
Special thanks to Pedro Calvo, Marketing Director at Paraty Tech, for contributing to this article. 👏
Inside China’s Hotel Loyalty Growth Engine
Chinese hotels have turned loyalty programs into powerful engines for direct bookings and customer retention. Major domestic chains like Huazhu (H World Group), Jin Jiang International, and BTG Homeinns have built memberships in the hundreds of millions, while independent hotels leverage Chinese tech ecosystems to drive engagement. These programs go far…
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