Case Study

The Colony Hotel Watches Metasearch Out-Perform Google PPC by 294% in Second Half of 2020

The Colony Hotel Watches Metasearch Out-Perform Google PPC by 294% in Second Half of 2020

The Background

The Colony Hotel is an iconic resort just minutes from the ocean in Palm Beach, Florida. A historic destination that opened in 1947, The Colony Hotel is known for its bold, pink exterior and unique style. Guests can easily transport to the oceanfront or Worth Avenue, which boasts some of the world’s best restaurants and stores.

The Challenge

Pay-per-click (PPC) advertising has historically out-paced metasearch, but that’s no longer the case. Beginning with the COVID-19 pandemic and through 2020, The Colony Hotel, like many hotels around the United States, saw traditional methods such as Google PPC begin to suffer. With a drop in PPC conversions and direct bookings, The Colony Hotel needed another solution.

The Solution

One of the fastest-growing hospitality marketing tools since the start of 2020 has been metasearch. As the landscape has shifted due to the pandemic, travelers have changed how they go about researching and booking their accommodations. Metasearch marketing, which pulls in your hotel property, rates, and inventory on metasearch engines like Google, TripAdvisor or Kayak, is delivering 2-3 times higher return on ad spend (ROAS) compared to PPC by listing properties alongside online travel agencies (OTAs) and booking site competitors.

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