maintaining hotel occupancy in a small resort town after high seasons
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Часть
Maintaining hotel occupancy in a small resort town after high seasons
The Grand Cruise resort-hotel chain
guests per month1500
year founded2012Sergei PavlenkoMarketing director
Family-friendly hotels
Anapa (on the Black Sea)
Period:
Tools used:
July - September 2013
Keep hotel occupancy as high as possible even after peak season
› Search campaigns (Yandex.Direct)› Ad network campaigns (Yandex.Direct)› Yandex.Metrica
Objectives
Why this matters
A year after the Grand Cruise hotel opened in Anapa, their sales analysis showed a sharp decline in occupancy during the last few weeks of peak season.
The weather in Anapa, however, remains favorable until the beginning of October, so they wanted to find a way to keep the hotel full through the end of September.
21.09—27.09
Numberof rooms
Hotel occupancy
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Solution
Step 1 Step 2 Step 3
Maximize traffic to special offers page using automatic bid strategies
Drive users to the special offers page
Create a special offers page
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First step
Create a special offers page
The Grand Cruise announced a 20% discount to customers who placed a deposit on reservations between September 1-30. When users click on Grand Cruise’s ads, they were redirected to a page with information on Promotions and Special Offers.
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grand-kruiz.ru/akcii_i_specpredlojeniya
Second step
Drive users to the special offers page
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Ad texts emphasized that these offers were available for a limited time only. The ads appeared in Yandex Search for queries like "discount hotels Anapa,” "Anapa September,” etc.
yandex.ru yandex.ru/images
Ads also ran on sites in the Yandex Advertising Network and Partner Ad Exchanges (ad networks).
Third step
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The Grand Cruise used the Weekly Budget: Maximum Number of Clicks strategy, which automatically sets bids to attract the maximum clicks possible for your budget and maximum click price.
Bids update every 15 minutes.
direct.yandex.ru
Maximize traffic to special offers page using automatic bid strategies
Results
Results
Grand Cruise’s emphasis on the limited time of the offer had the desired effect: the campaign achieved the number of guests they had hoped for and occupancy reached 78.5% during the end of the season.
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Now we plan to use Yandex.Direct at the beginning and end of every season, to ensure both early bookings in May and late ones in September. Additionally, we will continue to use discounts and bonuses for limited time periods to increase occupancy.
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Sergei PavlenkoMarketing director