Puterea Metasearch în marketingul călătoriilor

TravelBoom, o agenție de marketing digital bazată pe date pentru hoteluri, stațiuni și companii de închiriere de vacanță, a lansat un nou studiu de caz privind metacăutarea după campanii de succes cu InTown Suites și Brittain Resorts & Hotels. Cu o prezență pe platforme precum Google Hotel Ads, TripAdvisor și Kayak, hotelurile pot genera mai multe rezervări directe prin metacăutare și pot provoca poziția agențiilor de turism online (OTA). În studiul de caz, TravelBoom arată că hotelurile pot domina pagina cu rezultate ale motorului de căutare (SERP) printr-o campanie de metacăutare bazată pe inteligență artificială, combinată cu o campanie de plată-pe-clic bine gestionată. În plus, campania de metacăutare poate genera randamente cu peste 200% mai mari ale cheltuielilor publicitare.

Each client in the study had previously had metasearch campaigns that were limited by high management costs, poor bidding strategies, and inefficient management tools, all of which led to increased OTA bookings and poor direct booking performance. TravelBoom’s paid media specialists developed a new strategy using AI-based platforms to drive direct bookings for clients through metasearch. Over the first several months of the campaign, all clients saw record performance and reduced reliance on OTAs.

Hotel metasearch engines such as Google Hotel Ads, Microsoft Hotel Ads, Kayak, and TripAdvisor are fundamental tools for finding new guests and driving direct bookings. TravelBoom has partnered with metasearch engines to offer a rate strategy and incentives that encourage direct bookings. The agency integrated an AI-based bidding component to improve performance and allow new participation opportunities. TravelBoom then utilized a new bidding strategy to create individually optimized client campaigns. The campaigns include:

●      Smarter bidding strategies targeting customers in the shopping process

●      AI-based campaign management to find hidden opportunities

●      Transparent and fair pricing to reduce management costs

●      Improved reporting for more insight to ensure marketing decisions based on data

●      Fluid budget allocation to maximize return on advertising spend with metasearch

●      Reduced management costs based on automated strategies

InTown Suites generated a 246% increase in its Google Hotel Ads campaign within two months of implementing TravelBoom’s strategy. TravelBoom produced a 3,657% return on the overall metasearch advertising spend. Brittain Resorts & Hotels was able to generate a 2,024% average return on advertising spend in Google Hotel Ads and a 1,439% return in Microsoft Hotel Ads. In addition, guests who booked through Google Hotel Ads had a significantly lower cancellation rate, which helped to improve close-in occupancy and increase the revenue per available room (RevPAR).

“Hotel rates via metasearch are often the very first opportunity to convert potential guests,” said Pete DiMaio, COO of TravelBoom. “By attracting travelers throughout the booking process, an optimized metasearch campaign can boast a ROAS that competes with the best-performing PPC ads, email, and other top-performing marketing efforts.”