Luxury hotels grow direct revenue in one basket

  1. Product

The Shopify for hotels increases direct booking revenue by over 40%

Luxury hotels have experienced up to 40% increase in direct revenue as a result of implementing the hospitality industry’s first unified ecommerce platform.

Developed and powered by leading hotel technology business Journey, the revolutionary platform has been deployed across 30 leading luxury hotel websites including Seaham Hall, Grantley Hall, Callow Hall Hotel – Wildhive, and The Elms. A further 57 luxury hotels and resorts worldwide are scheduled to benefit from our ecommerce platform's unified shopping experience by the end of Q3 2022.

Our ecommerce platform's groundbreaking technology revolutionises ecommerce for the hospitality sector, enabling hotels to sell their wide variety of products and services in one seamless guest transaction, improving the customer experience and driving direct revenue. The ecommerce platform caters for the consumer growth in ‘on-demand’ and ‘personalised’ services, with guests able to customise their own stay by booking rooms, spa, dining and retail products in a single shopping basket.

On average, Journey's hotel clients have experienced a 25% reduction in inbound calls, saving under-resourced operational teams time on administrative tasks. The platform also doubled conversion rates, and facilitated the first multi-product online bookings, accounting for 30% of online orders.

Seaham Hall increased transaction volume by 38% with its average order up by over 58%. Ross Grieve, Managing Director said: “[Booking online] was not a seamless experience for the customer as customers could not book a number of different aspects of their stay. With Journey's ecommerce platform, we are able to target our guests to encourage them to book direct and increase their spend online. It’s completely revolutionised our online business at Seaham Hall.

Amanda Jennings, Spa Manager of Seaham Hall said: “We had been trying for years to get the spa online, on a platform that works for both the business and the guest. Journey's ecommerce platform has taken a huge amount of pressure off a very busy operation, both internally in back of house and also front of house… It’s elevated the guest journey to the next level.

The Elms in Worcestershire increased room revenue 108% YoY, with 34% of all bookings benefitting from multi-product orders. “Since launching, we’ve improved our online conversion and increased our average order value. Over a third of our orders are now multi-product, driving our direct revenue. Journey's ecommerce platform has been a game changer for us,” said Mark Bevan, Managing Director, The Elms.

Journey CEO, Simon Bullingham said, “Guest experience starts on the screen of a device, not at the gates of a property. Aspiring hotels have recognised this and have come to us to revolutionise their online point-of-sale to drive their conversion. Consumers demand choice, flexibility and services that value their time. We developed the ecommerce platform with guest expectations at its heart, working with live inventory basket functionality and one single check-out.

In an industry besieged with staff shortages, high guest expectations and an always-on consumer, hotels need to provide an exceptional online guest experience. By thinking holistically as a retailer and utilising the platform, hotels are able to surface more products and provide guests with an intuitive digital journey, encouraging the purchase of more products and higher valued experiences.

Our ecommerce platform integrates with leading booking engines and software systems including Synxis, RoomLynx, Guestline, ResDiary, and our EMS, with further integrations planned to handle bookings and orders for all business units.

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Simon Kaye

Product Strategy Director

Simon’s experience stretches back more than 30 years, and after spending more than a decade working with luxury hotels and resorts, it’s safe to say he’s something of an expert. In his spare time, Simon enjoys slow food, fast cars, and being outside.

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