Avvio, which launched Allora – one of the first hotel booking engine powered by machine learning – two years ago this month, is announcing its first insights to the market which will provide hotel businesses with practical advice in designing and implementing digital marketing strategies.
Since October 2017 Allora has profiled 56 million unique guests and gained insight from running over 600,000 AI-based trials which has subsequently led to the adoption of almost 2,000 active learned improvements to benefit hotels in attracting more direct guest bookings.
One of the key learnings shows that ‘mobile first’, which has become a universally accepted assumption into the way consumers search and book hotel rooms, is not a universal truth.
This is markedly shown in US guest behavior where 82% of website bookings for four-star hotels in London are made from a desktop device. There has been little change in the past two years and mobile device bookings are still not seeing growth.
However, the same cannot be said when looking at booking patterns of European guests with UK and Irish consumers following the recognized consumer trend for mobile first.
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