Customer spotlight: Althoff Hotels

Key Results:

• The implementation of Lighthouse Marketing led to a 13% average uplift in conversion rates

• Users who utilized the "Saved Search" feature—allowing them to email results and book later—showed a 28% higher Average Booking Value (ABV) compared to the general website average

• The trial results reached a 95% statistical significance, confirming that the performance improvements were directly tied to these new strategies

About Althoff Hotels

Althoff Hotels is one of Europe’s most refined communities of visionary hoteliers and discerning travelers. With a deep commitment to excellence and a spirit fueled by passion, the group unites Althoff Collection, AMERON Collection, and URBAN LOFT, spanning four countries across Europe.

Every property is carefully selected, personally overseen, and designed to embody individuality, craftsmanship, and exceptional guest experience. From fairy-tale castles nestled in the German countryside to chic city escapes and serene lakeside retreats in Switzerland, each stay promises character, comfort, and a true sense of place.

Since June 2024, Althoff Hotels has partnered with Lighthouse to enhance the online experience across their direct channels. Known for refined, personalized hospitality, the team aimed to reflect this excellence from the very first guest interaction through the website.

The goal was to boost direct bookings by creating a more engaging digital journey. Althoff Hotels ran a one-month A/B test with Lighthouse to compare strategies, gaining valuable insights to optimize performance in real time.

The results were so positive that the brand decided to continue rolling out their direct channel strategy with Lighthouse Marketing strengthening connections with website visitors and driving measurable impact.

The trial results

Challenge:

Althoff Hotels wanted to translate their reputation for refined, personalized hospitality into a superior digital experience that would drive direct bookings. They needed a data-driven approach to engage website visitors and optimize the online journey in real-time.

Solution:

The team ran a one-month A/B test using Lighhouse's direct channel personalization to compare performance and optimize campaign elements in real-time.

Results:

+13% average uplift in conversion rate.

Highlighting guest ratings

Challenge

Sven needed to strengthen visitor engagement and build confidence early in the digital journey to influence booking behavior.

Solution:

Displayed a summary of guest ratings from top platforms (like TripAdvisor and Booking.com) directly on the site, inviting users to share their travel intentions (e.g., romantic escape or family holiday) for a more tailored experience.

Results:

Increased user confidence and improved conversion rates.

Targeting returning visitors

Challenge:

Potential guests who had already visited the site needed a specific reason to return and complete their booking directly rather than through an OTA.

Solution:

Implemented personalized Welcome Layers for repeat visitors that highlighted property-specific priorities, such as 10% Early Bird deals, stay-longer packages, or special offers for couples.

Results:

Encouraged returning users to book directly, increasing the likelihood of conversion and direct revenue

Re-engaging visitors leaving the site

Challenge:

Visitors frequently left the website before entering the booking funnel, often to compare prices elsewhere or because they weren't fully convinced of the property's unique value.

Solution:

Launched Exit Intent campaigns on the homepage and booking engine that triggered just as a user was about to leave, highlighting unique selling points like location and spa experiences, or reinforcing direct booking perks.

Results:

Brought users back into the booking journey instead of letting them leave.

Geolocation targeting

Challenge:

The brand needed to deliver location-specific content that resonated with various guest profiles without cluttering the user interface.

Solution:

Used "Inliners" to embed native, targeted messaging based on the visitor’s geographic location, such as promoting local dining events in Hamburg or seasonal getaways.

Results:

Increased engagement by speaking directly to visitors' interests based on their specific location.

Building trust in room pricing

Challenge:

Pricing doubts often lead travelers to leave hotel websites to check OTA prices, increasing dependence on third parties.

Solution:

Integrated a real-time Price Comparison tool that showcased Althoff’s direct rates alongside OTAs while highlighting exclusive direct booking perks like flexible rebooking and the best price guarantee.

Results:

Reduced dependence on third parties and drove more direct bookings by removing pricing uncertainty.

Capturing long-term interest

Challenge:

Many users browse and compare but aren't ready to book immediately, leading to lost potential revenue if they don't return to the site.

Solution:

Applied a "Saved Search" feature within Price Comparison and Exit Messages, allowing users to email their search results to themselves and complete the reservation later.

Results:

+28% higher Average Booking Value (ABV) from users who saved their search compared to the general website average

Final reflections: Innovation, simplicity, and results

Lighthouse direct channel personalization sits at the center of Althoff Hotels’ direct channel strategy, bringing consistency and a clear structure to their digital portfolio. Instead of following a fixed model, the team applies it as a flexible set of tools, adjusting campaigns based on each property’s specific priorities and guest segments.

That data-driven foundation shapes how Sven and his team engage website visitors, allowing them to optimize the user journey with confidence. They rely on the platform to deliver relevant, personalized experiences that turn browsing interest into direct revenue.