Bourbon Hotels & Resorts, a highly established South American chain, reached historic records of sales through their website after a remodeling project and upon the delivery of new features such as web checkin and applications to offer discounts, conducted by ilegra, a business and IT solutions company. In nine months of activity, the platform has reached a fivefold increase in the amount of bookings made through the website, that only at the beginning of the year had already counted with more than 325 thousand hits.
The project began in March 2014, with ilegra’s advisory role in planning all the actions before the software, which involved in loco institutional research and application of interviews with employees, study of references, Blue Sky and competition trends, besides a workshop of co-creation between ilegra and collaborators of Bourbon. Even before the software, with the inputs of the previous steps, a concept of digital experience was created for Bourbon, that goes beyond the site alone. After approval, ilegra’s development started the software implementation. Ever since the design and the development of the application up to its storage and management in the cloud, with availability and scalability, all the stages were conducted by ilegra. ilegra’s end-to-end participation in the solution goes all the way from the idea to the storage in the cloud. During the platform’s first month of use, the network’s revenue tripled compared to the previous month and in February 2015, a new record on the sales history was achieved by the website. The figures were not disclosed.
The portal’s renovation project counted with the inclusion of tools to facilitate access by the user, such as the drastic reduction of the number of clicks for scheduling and registration, in addition to the new installment option, which allows you to pay online booking in up to five installments without interest in the Bourbon resorts and in two installments in regular hotels.
According to the Bourbon Chain Director of Marketing, Adriana Cardoso, the functionality is available in all Bourbon units in Brazil and Latin America, and it is valid also for bookings made via travel agencies and tour operators.
Another new feature added to the site was the discount offering. With that, until December 31, 2015 travel agents accredited by the Bourbon Chain that make bookingsbookings through the Web site will have 50% discount on 14 Brazil, Argentina and Paraguay enterprises – except Bourbon Convention Ibirapuera, which offers to the very same audience a fixed rate of BRL 233.00 for a single room and BRL 247.00 in a double room. The goal is to encourage agents to visit the site and the units so that they can guide customers more appropriately later, highlights the Chain’s Sales Director, Jeferson Munhoz.
During a previous campaign, it was offered 20% discount on reservations made through www.bourbon.com.br until June 3, 2015, valid for 11 of the 14 projects in Brazil and Latin America.
Bourbon’s Web Check-in feature, also developed by ilegra, streamlined the admission of guests in the 14 enterprises of the Chain in Brazil, Argentina and Paraguay, decreasing the waiting time on admission of guest groups, avoiding the accumulation of people in lobbies and receptions.
“Our guests can make their chech-in a lot faster in hotels and resorts of the chain after their shifts. Our focus is to improve customer service”, says Tiago Dutra, Bourbon Chain IT Director. “The Web site is one of our main sale channels and receives ongoing investments to enhance the tools available to our guests, following global trends in eCommerce”, concludes Adriana Cardoso.