Customer spotlight: THE THIEF Hotel
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THE THIEF increased direct conversions and revenue with AI-driven personalization, while saving on promotional costs.
Key Results:
26,000€ savings in promotional spend
30,545€ revenue from low-intent users
40+ bookings influenced
25% conversion uplift
About THE THIEF
Member of Nordic Hotels & Resorts, a collection of luxury lifestyle independent hotels in the Nordics, THE THIEF is a modern hideaway located in the middle of downtown Oslo.
Providing a unique sanctuary for guests, the retreat features artwork from leading international artists, hand-picked designer furniture, global Nordic cuisine, a luxurious spa and cosmopolitan bars.
Dedicated to delivering a unique experience to travelers, the team at THE THIEF is well aware of the importance of connecting with guests from the moment they arrive on their website.
THE THIEF has been collaborating with Lighthouse since 2020 to enhance their online experience. As this collaboration proved to be extremely successful, in January 2023 the brand decided to explore new opportunities to drive incremental bookings at a minimal cost of acquisition.
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Converting low-intent visitors
Challenge
Many website visitors with low booking probability would typically abandon the site without completing a reservation. Broad discounts risked eroding margins by incentivizing users who would have booked anyway.
Solution:
The hotel displayed a Smart Note showcasing a 15% off secret sale to encourage low-intent users to book.
It was only shown to users with a 0 to 40% probability of completing a reservation.
By using a one-click promo code technique, THE THIEF was able to ensure the discount could only be applied to that specific booking and not be shared with any other user.
To measure the effectiveness of the campaign, an A/B test was set up, splitting low-intent users into two groups. Group A was shown the exclusive offer while it remained hidden for Group B. 90% of the traffic was allocated to Group A and 10% to Group B. Users with a mid or high-intent to book were excluded.
Results:
26,000€ savings in promotional spend
The algorithm identified those visitors with a high likelihood to book. As these users don’t need an extra incentive to book, the discount wasn’t offered to them, creating savings in promotional spend.30,545€ revenue from low-intent users
This was the value of the bookings completed using the promo code by users who had a low likelihood of booking.40+ bookings influenced
This was the number of visitors who came back after seeing the offer and completed a booking using the promo code.25% conversion uplift
Uplift in conversion rate for low-intent users seeing the offer (Group A) versus the control group with no offer (Group B).
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Final reflections: AI-driven personalization
By integrating AI-driven segmentation into its digital ecosystem with Lighthouse Direct and conducting an A/B test, THE THIEF validated the power and cost-effectiveness of incorporating this technology on their website.
Rather than applying discounts broadly, the brand reached the right users with the right offer at the right moment. The results confirm that intelligent personalization doesn't just drive bookings, it protects the margin that blanket promotions would otherwise erode.
