Hospitality Case Study
Brandnamic
Intelligent Messaging for Luxury Hotels: AI-Powered A/B Testing at Brandnamic
Intelligent Messaging for Luxury Hotels: AI-Powered A/B Testing at Brandnamic
Brandnamic optimizes the digital presence of luxury hotels and resorts as a digital agency specializing in the hospitality industry. In addition to digital consulting and software solutions, Brandnamic also advises on marketing, particularly website optimization.
In the luxury segment, the web presence plays a crucial role. Through targeted customer communication and emotionally compelling web presences, hotels can strategically position themselves in the competitive landscape. However, Brandnamic’s clients face various challenges:
High Competition: Travelers compare dozens of options before booking.
OTA Dominance: Platforms like Booking.com capture attention through aggressive retargeting.
Seasonal Fluctuations: Communication requirements change dramatically between ski season, summer hiking, and wellness periods.
International Audience: Guests come from diverse countries with different preferences.
Visually-Driven Decisions: Travelers need to “feel” the experience before committing.
Brandnamic has always focused on innovative solutions. Particularly in the area of creative work, generative AI is gaining increasing importance. This focus ultimately led the company to pagent as a tool for automated A/B testing and personalization, which helps Brandnamic tailor the user experience to the needs of website visitors through new approaches and thus increase bookings for their clients.
Brandnamic decided to optimize the offers page of one of their clients in the luxury wellness vacation segment using pagent. The AI automatically creates content variations based on traffic source, browsing behavior, and engagement patterns, continuously learning which messages achieve the highest conversion for each target audience segment. Ultimately, a central goal behind every content strategy is the optimization of conversions: ideally in the form of contact inquiries to the hotel or direct room bookings through the website.
“Our clients operate in a highly competitive market environment. Our main mission is to help them gain a competitive advantage.”
Hannes Kinigadner
Fundamental advantage of using generative AI in A/B testing: The time from conception and test execution to the optimized live website is significantly shorter than with a traditional process.
In addition to intelligent automation of test settings (strategy, goal, personas), pagent can be adapted to individual needs. At Brandnamic, the existing strategic goals for the client were adopted. For Brandnamic, the value of pagent lay in generating optimization suggestions based on the existing target strategy, testing them automatically, and then implementing the personalized live versions.
Brandnamic decided to implement the optimization in their test based on the following strategy:
“Adopt an adventurous yet comforting tone to appeal to active couples seeking both excitement and comfort in their vacation. Position the product as a culinary exploration, framing dining experiences as a journey through regional and international flavors that complement an active lifestyle. Highlight the deeper motivation of culinary delight and discovery, tapping into the persona’s interest in gourmet experiences by offering a satisfying culinary journey that fulfills both curiosity and taste.”
The evaluation and optimization of website variations in the A/B test was conducted with regard to functional, emotional, and value-based aspects:
Functional Aspects Culinary Discovery Present the gastronomic experiences as a journey through regional and international flavor worlds: a gourmet adventure that complements the active lifestyle of the target persona.
Emotional Aspects Adventurous yet Comforting Use an energetic yet soothing tone to appeal to active couples seeking both excitement and comfort in their vacation.
Value Proposition Culinary Delight and Discovery Tap into the persona’s interest in gourmet experiences by offering a culinary journey that both sparks curiosity and promises taste experiences.
After the 2-week test period, encouraging results were achieved: The new website variation reached a conversion rate of 11.65%, representing an uplift of over 80%. In subsequent tests, bookings are now being optimized through automated A/B testing using programmatic goals, with the aim of increasing the booking rate. As part of the client’s international orientation, Brandnamic is running three tests in different languages in parallel to create targeted messaging with a focus on the winter season.
Many of our clients are already interested in how we as an agency integrate AI into our processes. We are pleased to be able to show them the benefits and opportunities for their own digital presence with examples like this.
Hannes Kinigadner