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 HEBS Digital:

Founded in 2001, the firm is headquartered in New York City and has global offices in Las Vegas, Tallinn, Munich, and Auckland. Through its Smart Guest Acquisition Suite, including the smartCMS®, Content Personalization Engine, Smart Data Marketing, and full-service digital consulting and marketing solutions, HEBS Digital helps hoteliers drastically boost direct bookings, lower distribution costs, and increase the lifetime value of guests. Its diverse client portfolio consists of top-tier luxury and boutique hotel chains, independent hotels, resorts and casinos, franchised properties and hotel management companies, convention centers, spas, restaurants, DMO and tourist offices.

Part of NextGuest Technologies, HEBS Digital and Serenata CRM, the most comprehensive Hotel CRM Suite today, are the creators of the hospitality industry’s first Fully-Integrated Guest Engagement & Acquisition Platform.

Contact HEBS Digital’s consultants at 1 (800) 649-5076 (North America), +64 (0) 9 889 8489 (Asia Pacific) or success@hebsdigital.com.

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Editorial Contact:

Garrick Lee
Marketing Manager, HEBS Digital
Phone: (212) 752-9425
Email: garrick@hebsdigital.com