How abandoned basket emails are bringing guests back to book 🛒

When a guest starts a booking on our website but leaves before completing it, an abandoned basket email gives us another chance to bring them back. Thanks to development made to our website last year, we’re able to send an abandoned basket to people who don’t complete their booking on our website or app but who are opted in to marketing emails and logged into their easyHotel account.

Over the past few months, we’ve been testing a refreshed email design, alongside the best time to send the first reminder.

The testing showed that sending the first email 60 minutes after a guest leaves their booking performs best, outperforming the 30-minute version.

Since the refreshed email launched at the end of July, 2,778 abandoned basket emails have been sent, with 54% converting into a completed booking and helping generate an additional €42,000 in bookings.

For hotel teams, this means more guests being encouraged back to complete bookings they might otherwise have left behind. It’s a simple example of how improvements to the online booking journey can support occupancy and help drive more business into our hotels.