January 10, 2019

Case Study: A Pair of London Hotels Received 44% More Revenue on Display Banners by Using Room Imagery vs. Using Lifestyle Imagery

What’s the problem?

An international, multi-property lifestyle hotel brand was looking to boost awareness and revenue for two of its London properties through the use of display ads. Because consumers are served over 5,000 ads in their day to day lives, it’s imperative for hotels to create ads that resonate with audiences in order to receive clicks and ultimately, bookings.

 

What’s the end goal?

The goal was to drive revenue and occupancy, generate brand awareness, reach new users, and generate cross sales on the hotel websites. The hotel brand was also interested in discovering what types of imagery their audience responded to better and what would encourage more bookings.

 

How did we solve it?

In order to reach the goals, HEBS Digital strategically leveraged the targeting available through TripAdvisor Display Advertising and placed two sets of HTML 5 banners into rotation to promote both hotels. Four of the banners included a lifestyle photo in the final frame, while the other four banners had a room photo. The 4-month campaign utilized split share of voice to avoid cannibalization of marketing spend and custom targeting in order to reach the most qualified users.

 

The Proof:

 

The overall campaign garnered 8X ROI. However, considering the performance of lifestyle banners compared to room banners, the ROI could have been that much greater if the creative focused more heavily on the rooms. The lifestyle banners attributed to 28% of the total revenue while the room banners attributed to 72% of the total revenue.

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About NextGuest Digital:

NextGuest Digital uses the latest in digital marketing technology to assist hotel brands in crafting their digital presence. Through the agency’s smartCMS®, Content Personalization Engine, Smart Data Marketing, and other innovative initiatives, hoteliers see a drastic boost in direct bookings, as well as lower distribution costs and an increase the lifetime value of guests. NextGuest Digital is part of NextGuest, an all-encompassing partner that helps hoteliers acquire, engage, and retain their next guest. Based in New York City, the company is comprised of NextGuest Digital, CRM, Labs, and Consulting.

www.nextguestdigital.com | (800) 649-5076 | hello@nextguest.com

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Editorial Contact:

Garrick Lee
Brand Marketing Manager
Phone: (212) 752-9425
Email: garrick@nextguest.com