Overview

From the start, the hotel chain was no stranger to attracting tourists from all over the world, as it is a leading name in the hospitality industry in India with multiple hotels across the country. So the focus was to use the marketing dollars thoughtfully and get a better return on the investment while maximizing the number of customers. We successfully achieved that by delivering a 12X return on ad spend, unlocking transformational Growth.

Challenges

Apart from the hyper-competitive nature of the travel industry, the strain from covid-19 led restrictions made market penetration quite challenging.

More importantly, competitive pricing from other hotels meant we had to devise the campaign targeting the right audience who were willing to stay in the hotel for at least two nights.

Result

Oct ‘ 19 – Mar ‘20 to Apr ‘20 – Sep ‘20

• ROAS: 12X

  Delivered quantitative growth in boosting hotel reservations

• CPA: 43%

  Reduced the cost per acquisition for hotel bookings by 43%

• CPC

  Ran cost-effective campaigns by reducing the cost per click

Key Strategies implemented

• Demographics Segregation

  We identified demographics targeting people who were willing to travel frequently. For instance, travelers from Delhi showed immense interest in traveling to places like Manali and Shimla in Himachal Pradesh. Accordingly, we segregated the demographics to devise impactful ads.

• Remarketing

  We identified individuals who visited the hotel’s website and showed interest in making a hotel reservation or abandoned the purchasing journey mid-way. Launching a remarketing campaign for such users, we showed them search as well as display ads across the web.

• Radius Targeting

  We also wanted to target users who were in close proximity to the hotels’ locations. We successfully achieved that radius targeting, showing ads to prospective customers who were near the targeted hotel locations.

• Audience Targeting

  We segmented the audience as per the devices they used, and upon analyzing the data, we discovered that mobile users were more likely to make a reservation. Accordingly, we optimized the campaign and directed the funds toward showing ads to mobile users.