How Ventureo deploys a data-driven open innovation solution to boost direct hotel revenues

Competition in the hotel industry is increasingly intense.
Online booking platforms (OTAs) are capturing a significant share of value, acquisition costs are rising, and hoteliers are constantly having to arbitrate between visibility, profitability and customer service quality.

Today, a significant proportion of hotel bookings still go through OTAs, which generally charge commissions of between 15 % and 25 % of the booking amount. In Europe, they can account for up to 70 % of online distribution, leaving a more limited share to direct channels.
Developing direct revenues is therefore a major strategic challenge, both economically and in terms of relationships.

At Ventureo, we support hotels and hotel groups in adopting data-driven solutions derived from open innovation, combining artificial intelligence, automated algorithms and intelligent data exploitation, with a clear objective: to generate concrete, measurable results.

This case study is a very concrete illustration.

AI & hospitality: why the direct channel has become strategic

In the hotel business, traffic isn't always the main problem.
The real challenge often lies elsewhere:

• convert an already interested visitor,
  
• personalize the experience without complicating the site,
  
• increase the value of a stay without degrading the customer experience.
  

Hotels have a lot of data, but few solutions that can really be exploited by their business teams.
This is where data-driven and algorithmic approaches, sometimes combined with artificial intelligence depending on the use case, become decisive.

Customer context : Astotel, a group of 17 hotels with a common home page

The customer supported by Ventureo is Astotel, a hotel group with 17 establishments, all linked to a common home page, the central entry point for traffic and reservations.

The objectives were clearly identified:

• increase direct income,
  
• improve conversion,
  
• while maintaining a smooth, premium experience.
  

There were no plans to redesign the site or change the booking engine.
The aim was to optimize the existing situation in a pragmatic and measurable way.

Ventureo's role: data-driven innovation for the hotel business

At Ventureo, our role is not to push tools, but to make the link between business issues and the right technological solutions.

In this project :

• Ventureo met with Userguest at a trade show.
  
• The solution was already well known in our ecosystem, with Userguest counting among its investors the fund in which Ventureo's CEO worked before launching Ventureo.
  
• This in-depth knowledge of the solution, its positioning and its teams facilitated exchanges and accelerated implementation.
  

Ventureo also played a key role as operational advisor:

• selecting the right types of notification,
  
• trade-off between urgency, social proof and reassurance,
  
• adapting messages to hotel DNA,
  
• consistent with the expected customer experience.

Data-driven solutions for the hotel industry: how Userguest works

Userguest is a solution dedicated to the hotel industry, based on automated, intelligent algorithms that analyze behavioral data.

These can be used to trigger relevant notifications based on the browsing context and precise rules.

These algorithms can be used to :

• use real-time navigation data,
  
• identify signals of intention or hesitation,
  
• display contextual and personalized messages according to defined rules.
  

Notifications can, for example, reassure an undecided visitor, highlight a real rarity or offer personalized recommendations based on the path taken.
Automated algorithms act invisibly but structurally, without disrupting the user experience.

Here are some examples of notifications implemented by our customer: 

Data-driven personalization of the customer experience

Personalization has become standard in many sectors.
In the hotel industry, it is often limited by technical or organizational constraints.

In this particular case, personalization is based on algorithmic and data-driven mechanisms, enabling messages to be adapted according to browsing behavior and context.

This approach enables :

• no site overload,
  
• no heavy IT dependency,
  
• simple management for business teams.
  

The customer experience becomes smoother, more relevant and better aligned with visitors' preferences.

A/B testing: a clear, measurable methodology

To measure the real impact of the solution, a A/B test was carried out on :

• the 17 hotels of the group,
  
• their home page commune.
  

Same traffic, same structure, same initial experience.
The only variable tested : whether or not to activate Userguest notifications.

This approach guarantees reliable, straightforward results.

2-month results: improved customer experience and revenues

All 17 hotels

• +1,6 % of clicks to the booking engine
  
• +1,02 % reservations
  
• +2,2 % income
  

In the’hotel industry, these figures are far from anecdotal

Focus home page: where the decision is made.

On the common home page, the results are even more significant :

• +3,67 % reservations
  
• +11,09 % income
  
• +5,63 % of clicks to the booking engine
  

For a group that generates €1 million in revenue per month on its site, this represents more than 100,000 in additional income each month, obtained without any major transformation. And because they're direct revenues, they offer a much higher margin.

Improve traffic quality with algorithms

One key lesson emerges from this project: intelligent, data-driven automation doesn't just increase volume, it improves quality.

In visitors exposed to notifications :

• the average basket increased by 17.7 %,
  
• ADR rose by 6.9 1TP3Q,
  
• average length of stay increased by 13.8 %,
  
• the reservation window is extended by 13.4 %.
  

Visitors make decisions earlier and with higher value.

Automating customer service without dehumanizing it

Contrary to popular belief, intelligent, data-driven automation does not degrade customer service.

Well-integrated, it allows :

• automate certain repetitive actions,
  
• free up team time,
  
• reinforce the coherence of the experience,
  
• to better respect customer preferences.
  

In this case, the solution acts as an automated sales assistant, discreet and seamlessly integrated into the sales process.

What this case says about Ventureo's role

This project illustrates Ventureo's mission:

• understand the specific challenges of the hotel industry,
  
• identify the right data and AI use cases,
  
• select truly appropriate solutions,
  
• support implementation,
  
• measure the real business impact.
  

Innovation in the hotel industry does not rely solely on artificial intelligence in the strict sense of the term, but on the proper use of data, algorithms and automation, integrated coherently into existing customer journeys.

Conclusion: pragmatic innovation for the hotel industry

In a sector as competitive as the hospitality industry, every conversion point counts.

Data-driven approaches, when properly framed and integrated, can personalize the customer experience, intelligently automate, improve operations and generate measurable growth.

At Ventureo, we help hoteliers move from intention to impact, orchestrating innovation and the right solutions to drive their performance.