Acoustic > Case Studies > Enhancing Online Reservation Experience: A Case Study of RIU Hotels & Resorts

Enhancing Online Reservation Experience: A Case Study of RIU Hotels & Resorts

Technology Category

Cybersecurity & Privacy - Identity & Authentication Management
Cybersecurity & Privacy - Intrusion Detection

Applicable Industries

Marine & Shipping

Applicable Functions

Procurement
Product Research & Development

Use Cases

Behavior & Emotion Tracking
Livestock Monitoring

About The Customer

RIU Hotels & Resorts is a global hospitality chain that operates 100 hotels in 20 countries. In 2020, the company received 2.3 million guests. The company employs over 24,500 employees and is currently the 32nd largest chain in the world. It is the third largest in Spain by revenue and the fourth by the number of rooms. The company is committed to providing a superior experience to its customers, and its primary goal is to improve each step of the purchasing process.

The Challenge

RIU Hotels & Resorts, a global hospitality chain, was facing challenges in providing a seamless online reservation experience to its customers. The company's website was experiencing issues that could potentially lead to customer loss. The primary challenge was to analyze and understand customer behavior to detect new needs that directly favor conversion and a positive user experience. The company also wanted a solution that would enable real-time monitoring of onsite navigation to reduce action times before any anomaly could directly impact the business. The aggressive competition in the hospitality sector made user experience vital, as it directly influenced the emotions of the customer when choosing a hotel or resort. The company aimed to identify the optimal path to reservation to strengthen its relationship with customers. Another goal was to ensure the security of the organization, avoiding possible fraud with negative consequences on the business and the brand.

The Solution

RIU Hotels & Resorts selected Tealeaf, a software-as-a-service (SaaS) solution, to address its challenges. The solution allowed the company to configure events by patterns or specific KPIs to better understand customer behavior, incorporate ad hoc metrics to better measure obstacles, and measure user behavior of events, resulting in segmentations to better understand customer behavior across the platform. The solution enabled the company to analyze and quantify the real impact of the obstacles encountered, which helped in efficient use of resources when prioritizing the initiatives to improve conversion. The solution also helped in detecting anomalies on the website well in advance and reacting quickly. Anomaly detection was used to automatically detect behavior variations and see correlated metrics that enabled RIU to investigate the causes of problems. The solution also supported more agile decision-making in other departments thanks to the ease of exploring data and generating hypotheses.

Operational Impact

The implementation of Tealeaf has led to significant operational improvements for RIU Hotels & Resorts. The company has been able to detect anomalous situations that amounted to 3% of web traffic. As a result of the analysis, new strategies were designed that enabled the company to reduce the number of obstacles by redirecting traffic towards the optimal funnel. The use of Tealeaf has also helped the company to reduce situation analysis efforts by 30% since the platform design is intuitive when looking for behavior patterns. The solution has also helped to reduce response times by more than 50% since before the company had to analyze logs and other records to understand the current situation. The solution has also helped in preventing attacks on the web by spotting a malicious user simulating human behavior and performing thousands of searches per second. The company has also been able to detect cases of fraud, such as unique users who made multiple fraudulent purchases on the web.

Quantitative Benefit