To combat the hotel’s need periods, the campaign targeted those with travel intent to New York City during Q4 2015 and Q1 2016.

As a result, the hotel saw improvements over the course of the three-month flight including an incremental 214 bookings, mostly during a critical need period.

Lotte New York Palace Dynamic Rate Marketing Banner Campaign

Travel Ad Network DRM Campaign Generates 5464% Return

In Q4 2015, the Lotte New York Palace worked with HeBS Digital to run a Travel Ad Network DRM campaign to increase direct hotel bookings, drive website traffic, and steal market share away from OTA’s (online travel agencies). Dynamic Rate Marketing (DRM) is a direct response advertising format which allows hoteliers to display real-time hotel inventory availability and pricing in marketing initiatives.

To combat the hotel’s need periods, the campaign targeted those with travel intent to New York City during Q4 2015 and Q1 2016. 

About The Client

A historic, luxury New York City hotel with over 700 guestrooms and suites.

Business Needs

Approach & Target Audience:

The Work

  • Dynamic Rate Banner Ads
  • Targeting People Flying to NYC in Q4 and Q1
  • Targeting Affluent Travelers

Results

  • 5,464%

    Return-On-Ad-Spend

  • 1.8%

    Cost-of-Sale

  • 214

    Conversions

​Having the ability to target in-market travelers has been very successful. For this campaign, we utilized past learnings from existing customer data and launched an intent data-focused targeting strategy to dramatically increase conversions and direct bookings. We are thrilled to see such strong results from this Smart Data Marketing strategy for such a forward-thinking partner like Lotte New York Palace.

Jennifer Alberts, Account Supervisor at HeBS Digital