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Selling Room Nights

Driving hotel bookings for a global hotel chain across India through SEM

Overview:

Accor was a relatively new entrant in the 5-star business and leisure hotel category in India. They had recently launched the brands of Novotel, Pullman, Fairmont, Ibis, and Angsana. Accor Hotels wanted to drive cost-effective hotel bookings with two proposed KPIs

  • Number of Room Night Booking

  • Cost per Booking

The Challenge:

In the highly competitive Indian hospitality and travel market where the price was the only differentiation, it was imperative to reach the right audience at the right moment to drive market share. Accor was also not a known brand in India which meant it was tougher to convince customers to buy into them.

The Approach:

We always knew that the consumer journey within the hospitality and travel category always started with the search for the right property at the right price. Our approach was focussed on harnessing the intent around the category so that we could latch on to the customer at the very first opportunity within the purchasing process and reinforce our messaging through the funnel thereby converting them at the

The Solution:

First and foremost, our performance team proposed deeper KPIs that tied in with the business goals, which was "return on Investment" and "revenue generated". Our goal was to make the Accor Hotel Brand top-of-mind for potential travelers and increase traffic and conversions to Accor Hotel Sites. We activated Google keyword search with a focus on driving maximum ROI after identifying the right search terms including brand (Accor Hotels) and generic (hotels in Goa etc.) Our real-time optimization of messaging, keyword coverage and budgets ensured we were always in sync with consumer sentiment and competition strategies on search.

Results:

30:1 ROI delivered for Accor Hotels India
Over 22,000 room night bookings delivered online