Pegasus Solution has launched its Web Analytics service, which enables hoteliers to achieve optimal bookings through an analysis of online consumer activity.Through a relationship with DDSA Partners, the Web Analytics service will offer hoteliers the unprecedented ability to understand online consumers and track online revenue from its originating source through the reservation conversion process.
As online travel booking revenue is estimated to reach $70 billion in 2006, according to Jupiter Research, hoteliers must ensure Web sites and online marketing investments are on target. With the new Web Analytics service, hotel marketing and Internet managers can now get the information they need to improve site conversion and segment their most valuable customers for repeat business.
The service operates by analyzing Web activity, integrated with revenue data directly from the NetBooker® Internet booking engine, to show hotels exactly where and from whom their revenue is coming. Mike Kistner, Pegasus Solutions chief operating officer and president of Reservation and Distribution Services, said the new service enables hoteliers to leverage the company’s innovative technology for a competitive advantage.
“The majority of bookings for most hotels are made through their own Web sites,” Kistner said. “These hotels need to ensure they’re attracting the right traffic and giving visitors exactly what they’re looking for to prevent customers from abandoning the booking process either by ‘bouncing’ sites or dropping out.”
Kistner added that even though 66 percent of consumers have abandoned purchases while visiting a hotel Web site, Jupiter Research has shown 71 percent of sites do not analyze customer drop-out rates—a crucial metric in evaluating site performance. “Without understanding where you’re losing customers in the shopping and booking process, you can’t be completely accountable for every dollar of your online marketing spend. A hotel marketer requires business metrics, such as those provided with Pegasus’ new service, to determine if online marketing is translating into growth and profitability for hotels.”
Pegasus’ Web Analytics service is now available with the company’s popular NetBooker booking engine. Three different packages are offered based on hoteliers’ needs, and each delivers reports that can be generated on a monthly or daily basis.
Available reports include measurements such as revenue by geography, revenue by product, revenue by referring Web sites or search engines, revenue by campaign, revenue by DMA, conversion with entry and exit points, conversions by visit depth, new versus repeat buyers and reservations by confirmation number.