Google Analytics 360 boosts website engagement by 30% - Wyndham Vacation Rentals wins with improved user experience
Company Size
1,000+
Region
- America
Country
- United States
Product
- Google Analytics 360
- Google Tag Manager 360
Tech Stack
- Google Analytics
- Google Tag Manager
Implementation Scale
- Enterprise-wide Deployment
Impact Metrics
- Customer Satisfaction
- Revenue Growth
Technology Category
- Analytics & Modeling - Predictive Analytics
- Analytics & Modeling - Real Time Analytics
Applicable Functions
- Business Operation
- Sales & Marketing
Services
- Data Science Services
About The Customer
Wyndham Vacation Rentals is a company that helps families find the ideal professionally managed vacation rental for their travel needs. The company has more than 9,000 North American properties in 19 different locations. Wyndham Vacation Rentals is committed to providing a wide array of property options to its customers, ensuring that they can find the perfect vacation spot that meets their needs. The company is headquartered in Parsippany, New Jersey. Given the seasonal nature of the travel industry, Wyndham Vacation Rentals needs to ensure that all available and relevant properties appear in customers’ property search results to avoid being left with remnant inventory.
The Challenge
Wyndham Vacation Rentals, a company that helps families find the ideal professionally managed vacation rental for their travel needs, faced several challenges. With more than 9,000 North American properties, the company struggled to ensure that all available and relevant properties appeared in customers’ search results. This was crucial to avoid being left with remnant inventory. Additionally, with so many options to choose from, some customers were having difficulty finding the property that best met their needs. Wyndham recognized that the site’s user experience needed improvement. The company also wanted to better understand how seasonality affected vacation search lead time. This insight would help the marketing team better align marketing programs and spend with peaks in consumer demand.
The Solution
To address these challenges, Wyndham turned to Google Analytics 360 and Google Tag Manager 360. The company implemented custom dimensions to capture consumers’ searched date ranges, allowing the team to learn the typical desired length of stay for each rental property. This helped Wyndham adjust backend rules to align with customer preferences, improving customer satisfaction and increasing bookings. Wyndham also implemented custom dimensions for each property attribute and amenity, allowing the company to collect information in Analytics 360 and analyze the data for insights. This helped Wyndham redesign the search results page so properties with the most profitable mix of attributes appeared on the first page. Finally, to make the best possible use of marketing budgets, Wyndham gathered the estimated check-in date from customer searches, then calculated the difference between the check-in date and the date on which customers searched. This helped Wyndham distinguish patterns, predict customer demand, and forecast how marketing budgets should be allocated throughout the year.
Operational Impact
Quantitative Benefit
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