Not just cruising along: How Holland America boosted their business

Erica Eyring, Director, North America
June 9, 2016
Share

Holland America was looking to grow business on their site as well as within our OTA portfolio. Of course we all know that creating sustainable, long-term growth doesn’t happen overnight. Just like a good cruise, it’s a journey.

To set off on that journey and build a comprehensive approach, we teamed up with Holland America’s agency partner and created a media plan that would supplement the strategies we’d put to work on our U.S. Expedia and Travelocity sites. In order to increase their exposure and extend their reach we built an integrated media plan including social, display and email marketing.

We found that Holland America’s organic search results on our sites in key markets didn’t necessarily place them on the first page, and so sponsored listings provided crucial exposure to lift their placement. The premium placement in search results boosted their visibility with target audiences.

Holland_America_Sponsored_Listing.jpg

The Holland America offer was also integrated into a cruise-themed week on social media channels as well as themed merchandise emails.   

Holland_America_Cruise_Week_Social.png

As a result of the multifaceted campaign, their business on Expedia.com increased 60% year-over-year.

Even more impressive, the combined strategies positively impacted direct bookings on Holland America, achieving 12 times their return-on-advertising-spend (ROAS) from the previous quarter.

By charting a clear path with a combination of tactics, Holland America successfully increased their business on our sites and their own.

Want to see how other marketers approached their advertising challenges? Check out other success stories here.   

Want Updates?

Picture of Erica Eyring, Director, North America
Erica Eyring
Director, North America
Erica Eyring brings more than 15 years of online advertising industry experience to her role as a director of North America for Expedia Group Media Solutions, where she focuses on strategic digital media campaigns for travel and non-travel brands. Erica has worked with notable brands such as American Airlines, Hilton, South African Tourism Board, Starwood, Estée Lauder Companies, L'Occitane en Provence and more. Erica previously served as a senior manager on air and international development accounts at Expedia Group. She also spent nearly five years at Yahoo! Inc. where she worked on e-commerce, shopping, jewelry and beauty categories, and pioneered Flash advertising and homepage takeovers on the site. Erica currently lives in Seattle with her family.
Read More Posts by Erica