Beyond Generic Offers: How Orascom Hotels Management Personalized Summer Campaigns for Increased Bookings

Orascom Hotels Management (OHM) is a leading hospitality company specializing in luxury resort destinations throughout the Middle East and Europe. The company focuses on creating memorable vacation experiences through properties that blend modern amenities with Egypt’s rich cultural heritage and stunning natural landscapes.

With a strong focus on optimizing the booking experience for their flagship destination, El Gouna, they turned to VWO to personalize the digital experience for their website visitors.

Challenges and opportunities 

The team at OHM noticed they were getting a high number of returning visitors to their El Gouna website, but these visitors had surprisingly low conversion rates. They were aware that this represented a significant missed opportunity since these people had already shown interest in the properties at El Gouna.

It became clear that returning visitors needed personalized experiences rather than generic messaging. They recognized the need to customize hotel search results and promote an offer for each visitor when they returned to the website. This would help visitors finish their bookings by tailoring everything to their specific needs and preferences.

They relied on VWO Personalize to create targeted experiences for their returning visitor segments.

Target audience: All the users who had a previous booking engine action on the El Gouna website.

Segmentation strategy: OHM created 13 personalized experiences with a 40% discount summer offer, based on properties previously searched by returning visitors. Similar experiences were created in the German language, too.

1. Original experience

2. Property name: Club Paradisio
Message: “Welcome back! Complete your booking at Club Paradisio now!”

3. Property name: Sultan Bey

Message: “Welcome back! Don’t forget to finalize your reservation at Sultan Bey!”

Likewise, OHM created personalized experiences for other properties using pop-up banners that featured welcome back messages and encouraged visitors to complete reservations for properties they had previously explored with a discount offer.

Campaign results & learning

Key discoveries:  This four-month-long personalization initiative delivered a positive business impact and led to growth in both booking volume and total revenue. The results confirmed that re-engaging returning visitors with tailored offers for their abandoned searches improves conversions within this high-intent audience.

Hypotheses validated:

• Returning visitors needed experiences that were customized based on their previous search and browsing behavior rather than generic messaging.
• Creating personalized experiences and promoting offers on the abandoned purchase would help visitors finish their bookings.

Primary KPI achievement:

• 60.75% uplift in conversion rate
• $352,377 (EGP 17,393,183) in revenue 
• 42% of total revenue 
• 873 bookings