Overview
Guests move through distinct stages before and after they book: considering your hotel against alternatives, converting into a booking, and returning as loyal guests. Triptease Messages lets you show different pop-up and inline messages at each stage, so every visitor sees content that matches where they are.
Hotels using web personalisation this way see a 16% increase in direct bookings, and guests who see personalised messages convert at up to 5x the rate of those who don't.
How the funnel works
Consideration: your hotel is on the guest's shortlist. They're on your website comparing your property, perks, and prices against OTAs and competitors.
Conversion: the guest is ready to book. They're searching dates on your booking engine and deciding whether to complete the booking with you.
Loyalty: building a lasting relationship — starting from the very first visit. You don't need a guest to have stayed before to begin.
A strong starting campaign has one message per stage, each with its own targeting. The examples below should give you some inspiration. Like any you see? You can jump staight into the Template Library and make a small number of tweaks so it's aligned with your brand.
💡 Don't target on a hunch. Check Triptease Guest Insights before you build. Your top visitor countries, busiest searched check-in dates, and booking lead time all point to the audiences worth targeting and the offers that will land.
💡 Granular targeting means lower impressions — watch your click-through rate. The more conditions you add, the fewer guests see your message. That's normal. But if click-through rate is also low, the message isn't landing: adjust the copy or offer, or broaden it to point guests to a key page like offers or rooms.
Give guests a reason to choose you, not just a price
At the consideration stage, guests are comparing your hotel against OTAs and competitors. Highlight what makes your property and direct channel worth choosing: perks, location, experiences, guest reviews.
The first instinct is often a generic discount — that has its place when you need to fill rooms quickly, but it competes on price alone. A perk tied to a real guest interest costs you less, protects your rate, and tends to perform better. Use perks as your default; discount when the situation calls for it.
Not sure what to showcase? Start with what already makes guests choose you: your recent reviews, what your reservations team hears most, and what guests rave about on social media.
Example 1: Property value and convenience
Message type: Pop-up · Where: Homepage · Trigger: Timed · Targeting: None — this suits everyone.
Message type: Inline · Where: Homepage or location page · Trigger: On page view.
Example 2: Interest-targeted perk
Message type: Inline · Where: Homepage and golf page · Guest targeting: Interests — Golf · Trigger: On page view.
Example 3: Dining experience
Message type: Pop-up · Where: Homepage · Guest targeting: Interests — Dining · Trigger: On page view.
Example 4: Spa and wellness perk
Message type: Inline · Where: Homepage or spa page · Guest targeting: Interests — Spa · Trigger: On page view
Two targeting options come up most at this stage:
Guest interests — six options via Triptease Audiences: Events, Dining, Luxury, Spa, Golf, Wellness (hotel must be opted in). Match the interest to a real facility or the message falls flat.
Location — country level only. Use it only when the country genuinely changes the offer. If a benefit suits everyone, show it to everyone.
💡 Match your CTA to the stage. "Book Now" asks a guest to commit. At consideration, most guests are still comparing — use a softer button that invites them to keep exploring ("Explore Rooms", "See the Spa", "View Offers"). Save "Book Now" for conversion.
Read the buying signals, then help guests commit
At the conversion stage, guests are showing buying intent. The page they're on is your clearest signal — match the strength of your message to it:
Rooms, rates, and offers pages: high intent, slightly earlier. Nudge guests toward the booking engine.
Booking engine and checkout: strongest signal. Use price comparison, countdown timers, low-availability notices, and promo codes.
For a sharper read on who's genuinely close to booking, layer on likelihood-to-book targeting through Triptease Audiences — based on behaviour, not just page.
Every conversion message should carry a CTA that moves guests toward booking: into the booking engine, not off to another content page.
Example 1: Exit-intent urgency with a countdown timer
Message type: Pop-up (Countdown Timer block) · Where: Booking engine or rooms and rates pages · Guest targeting: Likelihood to book — Low · Trigger: On exit.
Keep urgency honest. Let timers reflect a real deadline. Invented urgency erodes trust and falls foul of consumer-protection rules in many markets.
Example 2: Price confidence (Price Check)
"You've found the best price at Kaede House, Tokyo. Seen us elsewhere? Booking direct guarantees our best available rate plus exclusive perks." Shown with a live price comparison against OTAs.
Message type: Price Check (Inline & Pop-up) · Where: Booking engine search results · Trigger: Price Comparison (when a rate to compare is detected).
Example 3: No-availability recovery
Message type: Pop-up (Email Capture block) · Where: Booking engine · Trigger: On no-availability result.
Example 4: Targeted promo code
Message type: Pop-up (Promo Code block) · Where: Booking engine or rooms and rates pages · Guest targeting: Likelihood to book — Low · Trigger: Timed or on exit.
Keep urgency honest. Let timers reflect a real deadline. Invented urgency erodes trust and falls foul of consumer-protection rules in many markets.
One message, one job. At the conversion stage, show a single clear message with one CTA. If you're running more than one conversion message on the same page, check they're not stacking or pulling the guest in different directions.
Capture the relationship before the visit ends
Loyalty starts on a guest's first visit — you don't need someone to have stayed before to begin. The most valuable thing a loyalty-stage message can do is capture an email address, so you can keep talking to that guest after they leave. Place email capture messages on specific pages and you automatically group guests by interest — the page they were browsing tells you what they care about.
Example 1: Loyalty programme promotion
Message type: Pop-up · Where: All pages · Placement: Bottom right · Guest targeting: Optional — Location set to your key markets · Trigger: On page view.
By capturing emails on different pages, you turn anonymous visitors into segmented contacts you own — and that's what lets you build genuinely personalised email campaigns once the guest has left your site.
Measure what works, then refine
A funnel campaign is never "done." Check your campaign in the Reporting dashboard and look at four things:
Impression share: are your messages reaching the guests you targeted?
Clicks and click-through rate: are guests engaging once they see a message?
Conversions and bookings: is that engagement turning into direct bookings?
Booking value: is the campaign driving worthwhile revenue, not just clicks?
Give each message a few days before you judge it. Then iterate: if impressions are healthy but click-through rate is low, rework the copy or offer. If clicks are strong but bookings aren't following, check where the CTA lands and whether the offer holds up. Change one thing at a time so you can see what made the difference.