Going Digital to Increase Bookings: Shenandoah Makes a Mark on Houston

Steve Voisinet, Manager, TravelAds
September 22, 2016
Share

The Shenandoah Convention and Visitors Bureau (CVB) reached out to Expedia Media Solutions in an effort to attract conference and hotel bookings that traditionally go to Shenandoah’s larger neighbor, Houston. Despite a variety of excellent hotels and meeting venues in Shenandoah, most individuals who stay in the area had little knowledge of the city. This limited brand awareness resulted in fewer stays than the CVB, and local hotels, desired.

As previous marketing strategies had consisted primarily of print media, the Shenandoah CVB hoped that a partnership with Expedia Media Solutions would expedite the bureau’s transition into digital marketing. The objective of the campaign was to test a digital approach to raise awareness of the city and increase hotel bookings through a trackable and analytics-driven strategy.

Expedia Media Solutions partnered with the Shenandoah CVB and hotel supply team to increase exposure of Shenandoah’s hotels through sponsored listings and premium hotel placements across Expedia, Hotels.com, Hotwire, Travelocity, AirAsiaGo, and Wotif. By featuring Shenandoah properties within search results, Shenandoah hotels, and the city as a whole, gained increased visibility.

Shenandoah_campaign.png

Over the one-month campaign, Shenandoah listings received over 80,000 additional impressions and a 14:1return on investment on ad spend – with a substantial increase in hotel bookings and awareness of Shenandoah as a destination for both business and leisure travelers.

See how we have helped other DMO partners reach their marketing objectives here. 

Want Updates?

Picture of Steve Voisinet, Manager, TravelAds
Steve Voisinet
Manager, TravelAds
Steve Voisinet leads the global TravelAds sales organization for Expedia Group Media Solutions. He has been with Expedia & their media division since 2009. Prior to Expedia, Steve spent 8 years in the financial services industry where he held various leadership roles in sales & operations for companies such as Capital One Financial & Citigroup.
Read More Posts by Steve