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Lindos Hotels

How the use of Travel Campaigns led to RoAS > 1700%

STRATEGY

Lindos Hotels is a luxury Brand, one of the leaders in the hotel industry, which has under its umbrella 5 5* Resorts, located in the southern part of Rhodes, offering top quality holiday experiences to thousands of travellers for many decades. Staffed by the best professionals in their field, Lindos Hotels offer a luxurious holiday experience, creating unforgettable moments for their guests. Given that all Lindos Hotels are located in Rhodes, our main focus was to undertake detailed audience mapping so that each hotel could target a specific area, reducing overlap and increasing media efficiency.

Based on our segmentation, we created content so that each hotel, through its website, can position itself in UPSs and services that make it stand out. Complementing our media campaigns, we implemented SEO Tactics to move bookings from tour operators and partner platforms to our website.

Campaign Objectives:

  • RoAS > 12
  • > +80% YoY in website contribution to bookings
  • > 70% occupancy by the end of May

INNOVATION

The innovation of the campaign was based on the use of dedicated performance products for hotels in META & Google, but also on the effective segmentation and positioning of each hotel.

Google

At the start of our campaign in November, we started with a Google Analytics 4 setup, imported all GA4 Conversions and Audiences into Google Ads and adjusted our bids accordingly. At the same time, we enabled Enhanced Conversions Measurement combined with Data Driven Attribution, based on Google’s best practices.

Then, in order to minimize the overlap between the group’s hotels we did a keyword mapping and divided the targeting areas of the vertical. Finally, we created Search Campaigns with broad keywords and bidding strategy Target Roas, with primary conversions those we had imported from GA4.

In addition, to further enhance our client’s mid and bottom funnel, we also used Google’s new product Performance Max for Travel, which in an automated way, targets users who are actively googling for hotels like our client’s.

Finally, to boost bookings even more, since there were early bird offers and the performance max campaign does not automatically show prices, we also used Google’s Hotel Campaigns.

META

For META in cooperation with the third party app that exists on our sites for booking management we created CAPI for all hotels. We then ran Advantage+ Campaigns as well as Traffic Campaigns with Dynamic Creative.
Still, we tested for the Early Bird period and META Ads for Travel, using hotel catalogue.

Tik Tok

Finally, Tik Tok could not be missing from our plan, where we ran Reach Ads, using the platform’s advanced segmentation tool to find audiences with high or medium income, and interests around Luxury hotels.

RESULTS

The results of the campaign were excellent, as already by mid-May the hotel occupancy rate reached an average of 80%.

Specifically,

RoAS
Lindos Village: 8.44
Lindos Imperial: 32.7
Lindos Royal: 11.24
Lindos Grand: 19.4
Gennadi Grand: 13.21

Total RoAS: 17.4

Performance Max for Travel CPA
Lindos Village: €1.54
Lindos Imperial: €0.74
Lindos Royal: €1.44
Lindos Grand: €1.31
Gennadi Grand: €1.43

Finally, in addition to our plan, the SEO tactics and Conversion Rate Optimization that we implemented in all 5 hotels, resulted in a +180% YoY increase in our website contribution in our total bookings, compared to other platforms and tour operators.