By using the bid boosters within the TravelAds tool and crafting the right message, Sydney Hotel CBD was able to appear in the search results of their ideal audiences and thereby capture more valuable, longer-stay travelers.
Primus Hotel Sydney also saw positive results. In the month prior to activating TravelAds, Primus Hotel Sydney received approximately 4,000 property views (i.e. clicks). Upon activating TravelAds, they drew in nearly 30,000 property views in a single month. These numbers amount to an increase of property views of more than 7X. Subsequently, they received hundreds of incremental bookings during this first campaign - achieving both their revenue and bookings goals.
But don't take my word for it. Natalia Widdicombe, Director of Sales and Revenue at Primus Hotel Sydney had this to say: "TravelAds provides our property a cost effective way to reach our target audience without sacrificing on room revenue. Expert advice ensures investment is utilized at its best, with weekly calls to review and adjust campaign."
One of the biggest opportunities that we see both marketing managers and revenue managers missing is the ‘always on’ strategy. We see users turning their TravelAds on and off seasonally or only using TravelAds when demand is low. My TravelAds colleague and expert, Celine Wickerhoff, advises that TravelAds advertisers default to leaving their ads 'on' rather than toggling them on and off. "What we want our partners to understand," she explains, "is that their ads won't show if they don't have inventory. Moreover, targeting your need periods proactively and aiming to get your business on the books earlier, will extend your booking window and allow hotels to yield their rates up. So, they should let them run and they will see great results throughout the year, because travel shoppers sometimes search in unpredictable ways. We should not waste that demand. Hotel partners sometimes get trapped in the mindset of TravelAds being a 'quick twitch' tool but it's so much more than that."