Challenge
New hotels and short-term lodging options, combined with an evolution in how travelers plan and book, are challenging the travel industry’s occupancy levels and average daily room rate (ADR).
goal
Design, launch and manage a media strategy that drives online bookings while reducing the acquisition cost per room night.
Strategy
The strategy was built on travel trends and feeder markets that index high for visitation to New Orleans, plus, audience segments that exhibit a lifestyle, preference and interests like the hotel’s brand. A media platform that performs well for travel booking was utilized, while analytics and technology were used to accurately track conversions (bookings) and costs.
Results
Through optimization the team performed almost daily on creative messages, placements and ad unit size, the campaign reduced the acquisition costs over 50% from the previous year, achieving a new benchmark for paid display ads.