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What powered the 44% surge in their bookings?

44% More Bookings: Dorsia’s Data-Driven Strategy

Industry: Travel and Hospitality

Use case: booking rates, user experience

Prope x Dorsia
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BEFORE

  • Users were abandoning the booking funnel before completion.
  • High Churn Rates due to poor onboarding and impersonal communication.
  • Limited data analysis tools hindered effective segmentation and targeting marking lack of personalization and data insights
  • Increased conversion rate: 44% more new users booked, facilitated by streamlined onboarding.
  • Higher revenue generation: Revenue from new users rose 53%, driven by optimized touchpoints.
  • Improved key metrics: Week-over-week bookings and custom requests increased significantly, along with GMV growth.
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AFTER

Table of Contents

Contact Sales Team

Dorsia, a premium reservation platform, helps users access exclusive bookings at top-tier restaurants. While attracting significant interest, the platform struggled to guide new users efficiently from onboarding to their first booking. Dorsia needed a data-driven Customer Lifecycle Management strategy that aligned with the user journey, increased retention, and maximized revenue.

Dorsia faced challenges in acquiring and retaining users. The platform lacked a personalized onboarding process to engage new users effectively. Targeted communication aligned with individual preferences was also missing. Data-driven marketing was hindered by a lack of actionable insights, preventing effective segmentation and targeted campaigns. This led to a suboptimal conversion funnel, resulting in drop-offs before users completed bookings and ultimately lost revenue.

Propensity-Based Marketing Strategy for Restaurant Bookings - User Engagement and Conversion Funnel, Timely Messaging, Email Marketing

The Challenge

The lack of a retention-focused customer journey impacted key areas of Dorsia’s business operations:

  • Revenue Generation: Ineffective onboarding and conversion strategies resulted in lower booking rates.

  • User Retention: Without personalized messaging, users lost interest, leading to higher churn among new customers.

  • Missed Growth Opportunities: Inability to leverage behavioral insights limited campaign effectiveness and performance optimization.

  • Brand Perception: A suboptimal experience from the start caused new users to disengage quickly, negatively affecting brand perception and long-term loyalty.

Additionally, the previous system lacked efficient tools to analyze customer behavior across marketing lifecycle stages. This meant Dorsia could not engage users at crucial touchpoints, further impacting retention rates and revenue.

The Solution

To solve these challenges, our team implemented a phased Customer Lifecycle Management strategy that mapped every stage of the user journey—from onboarding to first bookings.

  • User Behavior Analysis

We analyzed patterns from new users to understand drop-off points and booking behaviors.
Identified key metrics, such as custom requests and weekly bookings, to monitor.

  • Multi-Channel Communication Strategy

We used push notifications and email campaigns to retain users across critical points in their journey. WhatsApp notifications were later introduced for high-engagement segments, building trust.

  • Personalized Onboarding Flow

We designed distinct flows for users onboarding in the first week:

  • Admitted Users: Users approved but not yet active on the platform.
  • Guest Membership Users: New users provided with limited guest access.
  • This flow included tutorials, personalized tips, and nudges, easing users into bookings.
  • Conversion Funnel Optimization

Custom campaigns were tailored to drive bookings by reducing friction at each marketing lifecycle stage.

We also incorporated user feedback to optimize communication and messaging continuously.

Impact of Propel on Restaurant Booking Conversion Rates - Before and After Comparison

Conclusion

Dorsia’s revamped user engagement strategy, focused on Customer Lifecycle Management, yielded impressive results. By personalizing communications and optimizing touchpoints, we helped Dorsia achieve a 44% increase in conversion rates, a 53% boost in revenue from new users, and a 75% surge in custom requests. 

Our data-driven approach, addressing all stages of the marketing lifecycle, demonstrates the power of a well-structured strategy in enhancing retention, engagement, and revenue. By aligning marketing efforts with user behavior, Dorsia has achieved smoother journeys, better conversions, and improved retention. Continuous optimization will ensure sustained growth and loyalty.

Explore Success with

  • Travel & Hospitality

Propel specializes in customer lifecycle marketing, helping consumer brands boost retention & reduce churn with tailored strategies and our AI-augmented platform, AURA.

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