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Case Study

High-Opportunity Hotel Social Marketing Strategy Yields Outsize ROAS for Hotel Contessa

Some hotel marketing strategies are just worth pursuing. When visitors make it to your website, they are a natural high-opportunity audience for subsequent marketing. Hotel Contessa, a luxury property situated on San Antonio’s iconic riverwalk, presented the ideal scenario for converting on people who know exactly what makes staying there an unforgettable experience. Our social retargeting campaigns, paired with audience analytics, over-delivered in a short amount of time.

High-Opportunity Hotel Social Marketing Strategy Yields Outsize ROAS for Hotel Contessa
49 Bookings
$41,000 Revenue
30 to 1 ROAS

The Background

Hotel Contessa’s all-suite luxury experience wraps guests in San Antonio’s vibrant history and culture, featuring a rooftop spa and destination dining. With all these amenities, Hotel Contessa seeks a discerning guest prepared to indulge in all they have to offer.

The Challenge

The hotel team was keen to ensure that their marketing campaigns run as efficiently as possible, investing most resources in the segment of people seeking hotels in San Antonio who are most likely to convert and book for their bespoke destination. Our account and digital team crafted a plan to optimize audiences based on on-site performance.

The Solution

O’Rourke launched integrated digital campaigns that began with Hotel Contessa’s existing customer profile. Whenever we launch such efforts, we begin with the audiences who came closest to booking — website visitors. By creating a retargeting pixel on the website, we were able to launch Meta ads on Facebook and Instagram encouraging them to return and book. In addition, website analytics integration and other targeting parameters helped Meta go after similar people, and use machine learning to refine targeting over time.

The Campaign Structure:

  • Meta retargeting ads served ads to website visitors
  • Lookalike targeting sought out additional people with the same browsing behavior as the above website visitors
  • Booking engine integrations fed the Meta platform data about the type of people who ultimately book, enabling the campaign to fine-tune over time using machine learning
  • Geo-targeting enabled further efficiency by focusing on the top-10 states that drive Hotel Contessa’s business

The results speak for themselves: $41,000 in revenue at a 30 to 1 return on ad spend.

How We Made It Happen

Outcomes like these reflect the value of marketing partners who understand how to find a hotel’s ideal customer and target them for advertising, rather than selecting a few audience categories and hoping for the best. If you’re concerned that your marketing lacks this efficient focus, give us a call.

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