When less is more. How Templeton Garden increased online check-in by 50%
At Templeton Garden in London, guest communication is treated with care. Every interaction is considered. Every message is intentional.
So when the goal was to increase online check-in among OTA guests, the challenge was clear. How do we guide behaviour without disrupting the guest experience? Especially when it comes to OTA guests, where the experience is already one step removed from your brand.
What made the biggest difference, however, was not adding more. It was simplifying.
The challenge with OTA communication
Templeton Garden had already done what many hotels aim for - beautifully designed, informative emails that reflect their brand and provide guests with everything they need before arrival.
But when these messages are delivered through OTA channels like Booking.com, the communication changes.
- Formatting breaks.- Buttons don’t render.
- Images turn into symbols.
What was designed to feel seamless instead became difficult to read and navigate for guests. A simple shift in approach. Instead of trying to “fix” the formatting limitations, we leaned into them. We replaced the rich, branded email with something much simpler:
- A short, concise message
- No visual elements
- No buttons
- A clearly written link
While this approach may feel understated in a traditional inbox, within OTA messaging it creates clarity and removes friction.
Aligning value with timing
At the same time, we introduced a small but meaningful incentive. Templeton Garden was already offering OTA guests a 15% discount on a future stay to encourage direct bookings.
Instead of introducing something new, we simply moved this existing benefit into the communication.
Guests were informed that by completing online check-in, they would receive the 15% discount code for their next stay. It didn’t change the offer - just the timing and context. And that made it more visible, more relevant, and more effective.
The result: +50% conversion
This email adjustment led to a 50% increase in online check-in conversion. A meaningful uplift - especially in a segment where communication needs to remain subtle and guest experience comes first.
More than just check-in
Beyond improving operational flow, this change also created additional value. By guiding OTA guests through AeroGuest online check-in, the hotel is able to collect real guest email addresses, instead of relying on OTA-generated ones. This creates new opportunities for:
- Personalised communication
- Ongoing guest relationships
- Increased direct booking potential
A broader reflection
This initiative highlights an important principles:
Effective communication is not only about what you say, but where and how you say it.
Adapting to the environment can be just as impactful as refining the message itself.
2. Small changes can drive real results
This wasn’t a complex project - just a simple adjustment in format and timing. But it solved a real friction point in the guest journey.
