Direct bookings for a boutique hotel group

The challenge

The group wanted more guests to book directly across its properties and a better return from its advertising budget. It also wanted to reduce its reliance on online travel agencies and Google Hotel Ads.

My role

I worked as a freelance paid media specialist, covering paid search and Meta advertising. My work included keyword strategy, bidding, budget allocation and creative testing.

What I worked on

Search campaigns focused on bookings

I removed research-led searches with little booking intent and concentrated spend on keywords with stronger revenue potential. I also adjusted brand campaigns to compete with travel agencies appearing in searches for the hotel's own name.

Bidding and budget allocation

I introduced bidding strategies and creative assets focused on revenue, and developed separate campaigns to reach new guests. I moved budget towards the channels and campaigns that brought in customers more efficiently.

Creative testing on Meta

I reviewed creative formats across the properties, audiences and campaign types, then tested static images, carousels, videos and collections.

The results informed how each format was used: collections to show the hotel experience, carousels and static images for promotions, and video to drive traffic. I also refined retargeting and placements around the better-performing creative.

What changed

Direct bookings and return on ad spend increased year on year while total paid media spend fell. Newer properties also saw booking growth.

On Google, the brand's ads appeared in a greater share of searches for its own name. On Meta, reach and engagement increased, with more budget directed towards the creative formats that performed best.

Want more customers to book directly?

I can review where your advertising budget is going and which changes could help you bring in more direct bookings at a sustainable cost.

The Creative Shak

Performance marketing consultancy led by Alessia.

CONTACT

info@thecreativeshak.co.uk
+44 7752 981930

Unit 2, 465c Hornsey Road
London N19 4DR
United Kingdom