The Web Marketing Association is proud to present this 2019 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Hotel And Lodging Social Media Campaign
This exclusive luxury resort in Marbella, was going through a slight decrease in performance on their direct website. We suggested a social media campaign: Facebook sponsored ads divided in 2 categories to feed the higher and lower purchase funnel: remarketing and prospecting. We targeted users that visited the website in the last 30 days + prospects based on their geographic location (UK, US and Germany) their interests (tourism in Spain, Marbella,…) and their behavior (Frequent travelers). The placement used in the beginning was only Facebook newsfeed. From July to September we tracked a total production of 29 conversions and a strong ROAS of 13.32 to 1. Furthermore, the property Fan Page and IG profile gained a lot of visibility and benefit from over 20k engagements (likes, shares and comments registered) attributed to this campaign.
However, the activity saw a big drop in October 2018 producing 1 conversion and a very low ROAS of 1.51. With these results we reacted immediately and implemented these changes:
-Became more aggressive in the message strategy and started pushing for an advance purchase discount of 15%.
-Used more appealing lifestyle content combining video and image ads.
-Changed the placement strategy and switched to automatic placements so our presence expanded to IG, Messenger and Audience Network.
This resulted in a remarkable increase in performance with a progressive growth: 5 conversions and 20.27 ROAS in November 2018, 10 conversions and 43.25 ROAS in December 2018, and 17 conversions and 44.85 ROAS in January 2019.
Contributors:
TRAVELCLICK, AN AMADEUS COMPAN
Website: www.travelclick.com
Location: United States
About the Agency:
TravelClick offers innovative, cloud-based and data-driven solutions for hotels around the globe to maximize revenue. TravelClick enables over 25,000 customers to drive better business decisions and know, acquire, convert and retain guests. The Company’s interconnected suite of solutions includes Business Intelligence, Reservations & Booking Engine, Media, Web & Video and Guest Management. As a trusted hotel partner with more than 30 years of industry experience, TravelClick operates in 176 countries, with local experts in 39 countries and 14 offices in New York, Atlanta, Barcelona, Bucharest, Chicago, Dallas, Dubai, Hong Kong, Melbourne, Orlando, Ottawa, Paris, Shanghai and Singapore. The Company also provides its hotel customers with access to a global network of over 600 travel-focused partners. Follow TravelClick on Facebook, Twitter and LinkedIn.