Thomas Cook - Sponsored Hotel Listings

Hypothesis - Will sponsored hotels be off-putting to customers? Sponsored hotel listings could allow Thomas Cook to create additional profit and the Hotelier would gain a positive ROI for their investment. Which of the 2 different designs is most effective to create price scale?

Design One

Sponsored hotel listings on search result page.

Design Two

Sponsored hotel listings on search result page.


Overall conversion did not suffer so users are not put off by sponsered hotels, however, sponsored hotel listings did not see higher engagment over non-sponsored listings. It maybe possible to make revenue from this, but as we cannot guarantee users will buy the sponsored hotel, Thomas Cook should price the positioning accordingly.