• The initiative arises from the idea of creating a 3D digital model of the hotel where, in addition to being able to choose their room once the guest has booked their stay through any channel, they can directly book the selected room through the Iberostar website.

• My Room Suite increases conversion since 14% of guests, those who use this service, generate 19% of bookings with room selection on the 3D map.

• This innovative system improves sales and the guest experience in real time by optimizing operational processes and advanced integrations.

Iberostar Hotels & Resorts launches My Room Suite, an initiative that first started in 2010 with a clear goal of improving the experience of guests in the room selection and booking process. This sophisticated service introduces 3D maps that are available in the main hotels in Europe and the Americas. The maps provide details about the rooms through 360° images and highlight the attractions of each hotel to provide a new model in terms of personalization and comfort with an immersive experience. The new online booking system offers a product that responds to guest queries in real time and generates automatic allocations in the hotel’s PMS. In short, it is a back-office tool that allows each hotel to adjust the allocation capacity room by room to use its resources efficiently and boost sales.

A groundbreaking initiative

The initiative arose from the Majorcan hotel chain’s need to offer its guests an enriched experience that also sought to resolve a long-standing request, especially from returning guests, to be able to book their preferred room. Iberostar decided to create a 3D digital model of the hotel from which guests could choose the room once they had made the booking. In view of the experience accumulated over several years, the service covers three key phases in the guest’s journey from the first visit to Iberostar.com until arriving at the hotel: Explore My Room, where guests can explore the details of the hotel from each hotel’s specific page, Book My Room, where guests select and confirm the booking of their ideal room, and Select My Room to select the room before arrival. Once purchased, this also facilitates the purchase of a superior room.

14% of guests access the hotel map

The impact of this new service has been significant: 14% of guests choose to access the hotel map, with the map being a secondary access point in the first step of the online booking process. The interactive map experience has improved conversion as 19% of bookings have been made through Book My Room. Bookings made through Book My Room also present a +10% higher average bill, with a longer length of stay (LOS) and a slight increase in the average daily rate (ADR). This suggests that map use is more frequent in more complex bookings and among regular guests. The general conversion of hotels with Book My Room is +15% higher, compared to hotels that do not offer this service, confirming the improvement this service represents.

The success of this tool lies in the guest experience and their satisfaction. This new automated system guarantees the ideal room for each guest, improving the quality of their stay and fostering loyalty to our own sales channel. The NPS resulting from the surveys carried out on the booking process shows an improvement of +3 points in guests who used Book My Room

Ignacio Ochoa

Global Director of E-Commerce & Online Marketing at Iberostar Hotels & Resorts

Iberostar Hotels & Resorts thus strengthens a track record of success focused on continually improving the guest experience and on innovation in both marketing processes and the solutions that support it.