Customer spotlight: Penta Hotels
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By asking guests directly on its own website, Penta Hotels generated 3x more survey responses than the same campaign sent by email.
Key Results:
608 form submissions in just two weeks, giving Penta Hotels direct insight into what guests actually want from a package.
3x more responses from the on-site form than from the same campaign sent by email — a clear signal about when to ask for feedback.
A stronger direct-booking incentive, with a €5 discount automatically applied to the guest's cart the moment they completed the survey.
About Penta Hotels
Penta Hotels is a contemporary hotel brand with over 20 locations across Europe and Asia, offering a modern, relaxed setting for leisure and business travelers alike. Known for its distinctive interior design and guest-first approach, the brand has built its reputation on innovation and standout experiences, both online and off.
That same commitment to guest experience led the Penta Hotels team to a simple question: what packages should they actually be offering on their direct website? Rather than guess, they decided to ask the people best placed to answer: their own guests.
The goals were clear: identify the packages most likely to incentivize direct bookings, and turn that insight into more direct bookings from website visitors.
Turning website visitors into a research channel
Through its longstanding partnership with The Hotels Network (THN), now part of Lighthouse Direct, Penta Hotels used Form Builder to run the survey directly on its own channels. The team built a customized on-site form listing the different package components guests might want, from food and drink add-ons to city-attraction bundles, and let visitors select the options that appealed to them most.
The form appeared both on the Penta Hotels corporate website and on individual hotel landing pages, with a €5 credit toward a future booking offered as a thank-you for completing it. That incentive was applied automatically to the guest's shopping cart as soon as the form was submitted, giving Penta Hotels a direct line between feedback and future revenue. Responses flowed straight to the Penta Hotels team, giving them a real-time read on which packages and offers would most influence a visitor's decision to book direct. The same message was also sent by email through the Penta Hotels newsletter, giving the team a natural way to compare on-site and email performance side by side.
"Crafting unforgettable guest experiences is one of our core missions at Penta, so it made total sense for us to reach out to our guests directly to see how we can improve our offerings."
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What two weeks on-site revealed
The form ran for two weeks. In that time, it collected 608 submissions from online visitors, three times the volume generated by the same form sent via email. Beyond the response volume, the campaign gave Penta Hotels a concrete answer to a question that's easy to guess at and hard to prove: the best moment to ask visitors for feedback is while they're already on the website, not after they've left it.
"The Form Builder was the perfect tool to execute this campaign directly, and the response rate surpassed our expectations. We were able to learn vital customer behavior in that the ideal moment to ask our visitors for feedback is while they’re already on the website"
Conclusion
By putting the question directly to website visitors, and pairing it with a modest, well-timed incentive, Penta Hotels turned a simple on-site form into both a research tool and a direct-booking driver. The campaign gave the team a data-backed view of which packages to prioritize, while the €5 incentive gave visitors an immediate reason to complete a booking of their own.
