The Web Marketing Association is proud to present this 2020 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Hotel And Lodging Social Media Campaign
Starhotels, Italian hotel chain of 29 luxury hotels was looking for an effective way to retarget website visitors with highly engaging adverts customized to different social placements.
The challenge for TravelClick was to create an eye-catching creative, adapted to different placements and multiple devices, reinforcing the social media presence of the chain for the high-qualified audience of website visitors.
TravelClick suggested a customization of the Social ad across different formats (Carousel, Single Image and Story) through a Remarketing strategy, reaching those users that had visited the hotels’ website in the previous 30 days and showing the ads, based on the user’s language settings, in Italian and English. Final goal was to offer the user a reminder about the hotels’ latest offers and features, keeping them continuously up-to-date.
To reach this goal, the Social creatives have been refreshed at regular intervals to offer the most up-to-date and relevant content to the user. Furthermore, additional campaigns adjustments have been put in place to show the best creative for the best placement. (Carousel, Single Image or Story)
The hotel-chain started with the Social Remarketing Solution in April 2019, with an initial ROAS of 22 to 1 which increased by 50% in less than 1 year, reaching a value of 33 to 1 in January 2020. Moreover, the property Facebook Page and Instagram profile gained a lot of visibility and benefit from over 4,715 engagements (reactions, shares and comments registered) + 9,530 clicks attributed to this campaign.
Overall the Web production increased by 10% in bookings and 19% in revenue YoY (Timeframe: May 2019-Dec 2019 vs previous year).
Contributors:
TRAVELCLICK, AN AMADEUS COMPANY
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.