The Hotel Brussels is a 420-room luxury independent hotel in Belgium regularly praised for its impeccable service, elegantly appointed rooms and vibrant atmosphere. Keeping up with online travel agencies in Brussels’ increasingly competitive hotel market is no easy task. While online traLuxury vel agencies are an important part of the distribution mix, they often result in lower profitability and ultimately lower loyalty impact than direct brand.com campaigns.
In order to drive more direct bookings for the hotel, we decided to create a solution that would allow the campaign to display best available rates in the search ads in order to create higher interest and more engagement from the customers and potentially generate more conversions (bookings). We implemented Dynamic Rate Ads, a new product enhancement for iHotelier customers that dynamically populates paid search, display and social media advertisements with live rate data pulled directly from iHotelier.
In the four months since it implemented Dynamic Rate Ads, The Hotel Brussels has increased revenue and qualified traffic to its website while simultaneously decreasing the cost of advertising and acquisition compared to ads that don't use this feature. The incremental revenue helped the hotel reduce its reliance on online travel agencies. Highlighting the live rate in paid media considerably improves the buying journey for potential guests and results in more effective digital advertising campaigns.
o44% increase in ROAS
o44% increase in click-through rate
o29% decrease in average cost per click
o16% increase in conversion rate
TRAVELCLICK, AN AMADEUS COMPANY
Location: United States
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