The Web Marketing Association is proud to present this 2020 Internet Advertising Competition Award for
Outstanding Achievement in Internet Advertising.
Best Hotel And Lodging Online Ad
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.
Results:
o44% increase in ROAS
o44% increase in click-through rate
o29% decrease in average cost per click
o16% increase in conversion rate
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.