The short answer
A luxury hotel and spa in Old Naples, Florida reported $784,065 in revenue from $51,500 in search, Facebook and display media between Q1 and Q3 2021. That is more than 15 times the investment, against a target of 10x. 98.4% of its 2021 site traffic came from new users, up from 90% in 2020.
Historical campaign results, Q1 to Q3 2021. Revenue return is not profit ROI.
How do you tie hotel media spend to revenue?
The hotel is a renovated boutique property in Old Naples, with a spa, award-winning restaurants and meeting space. It wanted more brand awareness and new audiences, through more precise targeting and a wider media mix.
It also needed tracking that measured results tied directly to revenue, such as return on ad spend. Its revenue target was 10 times the investment.
Before Demand Local
- No tracking of return on ad spend against revenue.
- Too few new visitors finding the hotel online.
- Targeting that wasn't specific enough for the audiences the hotel wanted.
Which channels and audiences did the hotel use?
- 01Mix the channelsSearch, Facebook, desktop and mobile display, and mobile geofencing helped travelers find the hotel when they were nearby or researching the area.
- 02Target the right marketsPrimary markets were Miami, Broward, Palm Beach, Tampa and Orlando, with Illinois, Ohio, New Jersey and New York as secondary markets.
- 03Layer the audienceVacationers, resort visitors, timeshare owners, travel enthusiasts, baby boomers, Gen X and households earning over $150,000, plus lookalike audiences.
What did three quarters of media return?
- $784,065 in reported revenue on $51,500 in media, Q1 through Q3 2021.
- A reported revenue return above 15x, against an original target of 10x.
- 98.4% of 2021 site traffic from new users, up from 90% in 2020.
Questions about this case study
- What results did the luxury hotel and spa get?
- From Q1 through Q3 2021, $51,500 in search, Facebook and display media produced $784,065 in reported revenue, a reported revenue return above 15x against a 10x target. Revenue return is not profit ROI.
- What is a matchback?
- We compare booking or purchase records with ad exposure to identify guests who saw your advertising before they converted. It helps connect media to real business, including eligible conversions without an ad click.
- Can you measure bookings made through hotel partners?
- When the hotel's booking data or tracking is available, we can work to connect it to the campaign. Without that access, we measure the actions we can verify, such as referrals to partner booking sites, and clearly identify what those metrics represent.
