US: Triptease has unveiled a major rebrand to reflect the company’s evolution from on-site conversion solution to full-funnel direct booking channel.
Beyond conversion optimisation, Triptease’s new Guest Intelligence Platform identifies a hotel’s most valuable guests then works across the entire customer journey – from acquisition to conversion – to make sure they book directly at the hotel.
Ian Macleod, marketing director at Triptease, said: “We firmly believe that no hotel should pay more than a fair price for their own guest. For a long time, hotels have suffered the effects of OTAs building an enormous data advantage over this industry. We’re here to help hotels compete on the same terms. Our evolved brand reflects our proposition to hoteliers: Whether you are focused on acquisition, conversion or both, we will support you to achieve your direct booking goals with an unrivalled product offering alongside expert coaching, content and community.”
A cornerstone of the new proposition, Triptease’s traffic acquisition solution – launched in beta in October 2018 – joins parity management, price comparison, tailored messaging and live chat on the Triptease Platform. Unique to Triptease, the solution is driven by a Guest Value Index that applies onsite intelligence to offsite acquisition.
Chief product officer Alasdair Snow explained: “Your acquisition and conversion strategies have to work in tandem if you’re going to compete for guests with OTAs. With our conversion software sitting across thousands of hotel websites, we’ve been able to spend years tracking and learning about online guest behaviour. With our latest launch, we’re uniquely positioned to bring this behavioural data to bear on offsite activity in order to attract and convert a hotel’s highest-value guests.”
Triptease’s joined-up solution is already paying dividends for hotels. The average cost of sale for a booking acquired through the acquisition platform is under 8% – less than half the cost of the average OTA commission of 15-20%.
Triptease aims to deliver over 10% of hotel website revenue at under 10% cost of sale.
Charlie Osmond, founder and chief Tease, said: “We’re very excited about what we’re bringing hotels with our new offering. Triptease expanded rapidly from its very inception, and one consequence of that was that our brand was having to communicate a lot of different messages at once. With this rebrand, we’ve pulled back to our foundations and simplified our message to reflect our new product offering: a straightforward approach that joins together acquisition and conversion.”
Visually, the rebrand includes a pared-back colour scheme of black and white with accents of copper and violet for data visualisation and emphasis. Triptease’s coaching expertise has also been brought to the fore with a page dedicated to their Direct Booking Coaching programme, whilst the industry-leading blog has been transformed into a content hub providing access to webinars, subscription series, videos and reports.