Situation
New York City is an extremely competitive and saturated hotel market in which our luxury hotel client needed to stand out to guests, past and potential. To inspire them to consider a trip to NYC and ultimately book accommodations with our client, TravelDesk used an audience targeting strategy leveraging the client’s loyalty program CRM data and The Trade Desk’s UID2 identity solution to reach custom audiences modeled on past hotel guests.
Action
We targeted tailored look-alike audiences with relevant interests to past guests, including foodies, luxury travelers, theatergoers and more, to reach the right consumers at the right time. Through a universal pixel, we pinpointed audiences in
real time and segmented them even more to reach those who had visited the booking page or who had gotten to the “Add to cart” stage in the purchase journey. To these audiences, messaging focused on driving them to take action.
The Results
Through our blending of The TradeDesk’s UID2 and the client’s CRM data with our programmatic strategy, the look-alike audiences for this campaign delivered a significant increase in reach and impressive lift in the conversion rate – and substantially exceeded all goals. While we aimed for a tenfold return on ad spend (ROAS), the campaign resulted in a 12 times ROAS and a cost per booking of $190 (20% below goal). With over 200 bookings during the campaign, we succeeded in reaching our audience and setting our client apart from the competition.
12x
ROAS
20%
Below Cost per Booking Goal
200+