Increase Direct Bookings with Tailored Hotel Marketing Strategy

I created and managed the campaign from start to finish

Project goal Hotels struggle in the fight against the big Online Tourist Agencies like Booking.com, Hotels.com and so on since they charge the hotels around 20% from their earnings on the platform.The objective was to compete against the OTAs within the search results and capture a higher percentage of direct bookings.

Solution I created 3 different campaigns for this hotel to target the potential customers at different stages of the purchase funnel. Defined ideal customer personas and targeted those audiences with these campaigns.

1.) To inspire with the amazing location and services provided by this luxury hotel, video was used on Youtube to inspire and lure potential customers to the offer landing page.

2.) At the location level, where people are still researching for hotels in a certain area with search ads.

3.) Branded keywords selection which targeted people who already researched the hotel, but we wanted them to book direct as opposed through the OTAs. This was done through careful management of search ads and Metasearch advertising platforms.As a result, with this carefully executed campaign, we had a minimal spend while absolutely maximising the return on advertising spend which was around 100x.