Hotels Funnel at Tutu — From First Touch to Booking

Hotel collections gradually appeared across different parts of Tutu and were built by several teams. This led to inconsistencies and made the collections harder to evolve.

• hotel cards varied visually and didn’t always fit the context of the screen;
• it was difficult to add relevant hotel details and support new use cases;
• every improvement required changes from several product teams, which didn’t always have the capacity.

I initiated the move to a universal hotel card and proposed that our team take ownership of further development of hotel collections.

The card became a shared pattern across 8 scenarios in different parts of Tutu.

In the A/B test, the updated collections brought significantly more users into hotels. At the same time, we saw no significant drop in booking conversion that would prevent us from rolling the changes out.

Promo campaigns and themed hotel collections regularly needed separate landing pages, but the app had no reusable format for them.

I designed a reusable page format, aligned a new visual approach with the design team, and adapted the universal hotel card for this format. Together with the engineering team, we brought the solution to production.

After launch, the marketing team used these landing pages to bring more users into hotels. Instead of a one-off promo screen, we created a reusable pattern that was later adopted by other Tutu verticals.

Search results could contain hundreds or even thousands of hotels. Filters helped, but users still needed to know which parameters to adjust to narrow down their options. Otherwise, they could keep scrolling without getting any closer to choosing a specific hotel.

Instead of asking users to configure a large number of filters themselves, we could ask a few simple questions, narrow the results down to more relevant hotels, and make it easier to choose one.

I worked out how the feature would fit into the existing search flow, defined the quiz structure, and built the experience using our design system components. Together with an editor, I worked on the questions and answer options.

I also prepared a detailed creative brief for the marketing team and supported the production of the assets. Together with a researcher, I tested several visual directions and selected one for launch.

73% of users who started the quiz completed it. Around 11% of those who completed it later made a booking. The high completion rate showed that users were ready to go through this type of flow, but the conversion from quiz completion to booking did not prove that the quiz itself increased the number of bookings.

The A/B test did not confirm an increase in booking conversion. The observed 3.8% uplift was not statistically significant and appeared mostly at a later stage of the funnel, which the quiz did not directly affect. We therefore did not attribute this increase to the quiz.

The quiz was still adapted for all platforms and rolled out to all users for further observation.

By the time users reached a hotel page, they had already chosen a specific hotel but were still deciding where to book it. Hotels was still a relatively new service within Tutu, so the benefits of booking with us were not always clear.

If we clearly showed the benefits of booking on Tutu — available discounts, loyalty points users could spend, and cashback they would earn — more users would continue to checkout and complete a booking because the value of booking through Tutu would be clearer at the point of decision.

Together with the team, we defined several segments where the benefits could be shown differently: first-time bookers, users traveling with children, users coming from other Tutu verticals, and users with existing loyalty points.

I designed the block structure, its placement on the page, and the visual hierarchy. Together with the product and design teams, we explored several variants, and a quick Pathway test helped us choose the one users noticed and interacted with most often.

Our primary metric was conversion from the hotel page to checkout. We also tracked end-to-end booking conversion, and ARPPU to assess the impact on unit economics.

In the second iteration, we adjusted the mechanics: reduced the discount, tightened promo-code targeting, and slightly increased the promo budget. In the retest, booking conversion increased again, with no significant drop in ARPPU.

After that, we rolled the feature out to 100% of app users and adapted it for web. Promo budget spend was monitored separately.