Customer spotlight: Stella Hotels

Stella Hotels has a rich tradition of hospitality, passed down through generations. But in an era where most hotel websites treat every visitor the same, regardless of their intent, origin or browsing behavior, heritage alone doesn't convert.

The properties pulling ahead on direct bookings are those using AI-powered tools to predict visitor behavior and serve the right message at the right moment, transforming a generic website experience into a personalized one that drives guests to book direct.

Stella Hotels has done exactly that. With stunning resorts on the Greek islands of Crete and Santorini, the collection has channeled its same commitment to guest care into a direct channel strategy that's outperforming traditional distribution channels.

We spoke with the team about how they've made it work, from the first interaction on their website through to the end of a guest's stay.

Thanks for taking the time to talk with us! Could you tell us a bit about the concept behind Stella Hotels?

Stella Hotels is all about delivering an unforgettable luxury experience on the Greek islands of Crete and Santorini. The collection emphasizes a deep commitment to hospitality, rooted in tradition, offering a variety of exquisite properties designed for different types of travelers—from family getaways to romantic escapes. Each resort is designed to be more than just a place to stay; it aims to leave guests feeling refreshed and inspired, with its attention to detail, breathtaking settings, and exceptional service.

That sounds wonderful! What made you decide to partner with Lighthouse for your direct channel strategy?

The main reason we chose to partner with Lighthouse was their state-of-the-art platform, which significantly enhance our online productivity. This partnership allows us to optimize our direct channel strategy, ensuring a seamless and personalized booking experience for our guests while maximizing our reach and efficiency online.

It's clear that Stella Hotels places great importance on the website user journey. What tactics have you found most effective in driving online reservations?

Absolutely. We're heavily invested in our "online image," focusing on strengthening our social media presence, developing our loyalty program, and, most importantly, forming strategic partnerships like the one with Lighthouse. These efforts have set us apart from our competitors and have been instrumental in driving online reservations, as they create a more cohesive and engaging experience for our guests.

Stella Hotels is ahead of the curve by using AI-powered targeting to predict the behavior of website visitors. Can you tell us more about how using machine learning has impacted your results?

For us, Lighthouse's predictive AI has been a game-changer, significantly boosting the conversion rate of our website by effectively targeting potential guests who are hesitant to make a reservation.

Since integrating this tool, we've seen a noticeable increase in direct reservations through our website, surpassing traditional channels like OTAs. It has allowed us to engage with hesitant visitors at the right moment, providing personalized content that encourages them to book directly, strengthening our overall direct booking strategy.

That's great to hear! Which campaigns have been most effective in engaging your website visitors?

The low-intent targeting campaign has been the standout performer for us. It has significantly improved our conversion rate by turning more casual website visitors into booked guests, making it one of the most effective strategies we've implemented.

Based on your success with website messaging, what advice would you give other hoteliers looking to improve their direct channel performance?

Without a doubt, leveraging a platform like Lighthouse is a powerful way to boost online sales. Over time, we're confident that its impact will become evident to even the most skeptical hoteliers. Investing in this kind of technology can make a significant difference in enhancing direct channel performance and elevating the guest experience on your hotel's website.

The results Stella Hotels have achieved reflect what's possible when a genuine commitment to guest experience is backed by technology that actually understands how guests make booking decisions.

With Lighthouse Direct, they've been able to identify hesitant visitors and engage them with the right message before they leave, building a direct channel that consistently performs on its own terms.