SOURCE: ScanAlert

November 14, 2006 07:15 ET

HACKER SAFE Certification Boosts Online Bookings for Omni Hotels

NAPA, CA -- (MARKET WIRE) -- November 14, 2006 -- Omni Hotels' use of HACKER SAFE certification is paying off with increased online reservations for its portfolio of luxury hotels and resorts. According to Omni Hotels, significant testing of the certification mark on has resulted in as much as a 9% increase in converting site visitors to guests making reservations during peak periods of the company's business cycle.

After observing its widespread adoption by B2C retail sites to address concerns about the safety of online commerce, Omni Hotels subscribed to ScanAlert's website security service in the summer of 2006.

"We are very pleased that we can provide this level of comfort to our guests knowing that their information is well safeguarded," said Kerry Kennedy, Director of E-Commerce for Omni Hotels. "We saw immediately that HACKER SAFE would be a good visual support mechanism to demonstrate that the company's website was secure and that our guests could be comfortable providing the necessary information."

Before Omni was able to use the certification mark, the website had to meet ScanAlert's HACKER SAFE standard. While Omni decided where to place the certification mark, Omni's IT staff collaborated with ScanAlert's technical support team to remediate a few minor security issues uncovered by the initial HACKER SAFE security audit. Once completed, ScanAlert was able to certify the site to the HACKER SAFE standard and serve the certification mark image on Omni's "Rates and Reservations" page. The HACKER SAFE certification mark appears throughout the booking process -- from the "availability" search function to the booking confirmation page. Omni then conducted A/B split tests to analyze the image's affect on site conversion. Site visitors were divided in half, with only one group seeing the image. Omni tracked and compared the conversion rates of both groups.

"While our initial test showed results of 5.41% increase in bookings, prolonged tests have shown as much as a 9% increase," Kennedy added. "We are thrilled with the results and look forward to continued momentum."

By providing an important level of comfort for luxury hotel travelers booking online, HACKER SAFE certification has delivered an important ROI for Omni's online marketing budget. The next phase is to add the certification mark to emails and test response rates on the many regional and seasonal campaigns.

About HACKER SAFE Certification

HACKER SAFE is the world's most widely used ecommerce security system. Using its patent pending technology, ScanAlert conducts daily security audits to certify clients to the HACKER SAFE standard. Websites meeting the standard can then promote their certified security to site visitors by placing the HACKER SAFE certification trustmark on their sites. As long as the standard is met, ScanAlert continues to serve a date-stamped image from its network to the site. With worries about security of online shopping continuing to plague ecommerce, brands that use HACKER SAFE certification to build the trust that builds their online businesses include over half of the Internet Retailer Top 500.

About Omni Hotels

Omni Hotels creates compelling, memorable guest experiences by tempting the senses in innovative ways, surrounding them with a balanced blend of scents, sounds, sights, textures and tastes. Omni Hotels offers luxury accommodations at 40 hotels and resorts in leading business gateways and leisure destinations across North America. Guests can locate hotels and book accommodations by visiting or by calling 1-800-THE-OMNI.

About ScanAlert, Inc.

Headquartered in Napa, CA, ScanAlert is the world's website security certification authority, protecting over 75,000 websites through the HACKER SAFE certification program. Brands that use HACKER SAFE to build the trust that builds their business include more than half of the 500 largest online retailers. For more information, please visit

Contact Information

  • Omni Hotels Contact:

    Caryn Kboudi
    Vice President, Corporate Communications
    Email Contact

    ScanAlert Contact:

    Nigel Ravenhill
    Dir of Marketing Communications
    Tel: 707-224-7656 X111
    pr at