In hospitality, small changes can have a big impact from boosting bookings to increasing repeat visits. Here are our tips for how to maximise the usage of the A/B test Test & Learn feature:
Start with a clear guest-focused goal
Before launching a test, decide what action you want guests to take.
Common hospitality goals include:
Increasing reservations.
Driving midweek visits.
Promoting seasonal menus or events.
Encouraging repeat bookings.
A single, clear goal keeps results easy to measure and act on.
Test one element at a time
To understand what really influenced guest behaviour, change just one element per test.
Here are some great hospitality, friendly elements to test:
Subject lines.
Call to action wording.
Offer messaging, highlighting value vs experience.
Subject line testing
Subject lines are often the biggest driver of opens, yet the easiest place to start with.
Example:
Version A: “Spring dining is here 🌼”
Version B: “Join us this spring..book your table now”
This helps you understand whether guests respond better to seasonal themes or direct booking prompts.
CTA testing to drive bookings
CTA wording plays a crucial role in turning interest into action. Example:
Version A: “Find out more”
Version B: “Book a table”
Clear, action-led CTAs often perform better in hospitality campaigns, especially for time-sensitive offers.
Test offer messaging
Guests may respond differently to value-led or experience-led messaging. Example:
Version A: “Enjoy 20% off your next visit”
Version B: “Treat yourself to a special dining experience”
Testing helps you learn what resonates most with your audience.
Learn, refine, repeat
A/B testing works best when it becomes part of your regular campaign process. Apply winning variations to future communications and continue refining your approach based on guest behaviour, not assumptions.
Pro tip
If you’re new to A/B testing, start with one campaign and one simple test. Over time, these insights add up and help you create more engaging, more effective guest communications.