The Jay San Francisco is infused with California art and cuisine, making it a destination in its own right. But in this competitive market, Google search results can be crowded. We crafted a campaign and budgeting strategy to ensure that the hotel earned a higher share of revenue from people seeking luxury stays in the Bay Area by keeping its own website at the top of the rankings.
A sophisticated destination in a desirable location, The Jay Hotel has poured its energies into creating a unique, lively guest experience suffused with bespoke art, architecture, cuisine, and design. However, when guests search Google for hotels in competitive, high-priced markets like San Francisco, the bidding begins as a range of hotels and Online Travel Agencies (OTAs) fight for this lucrative opportunity. The marketers’ job: protect our position.
The Jay Hotel wanted to fend off competitors who might try to outmaneuver them in Google results, as well as keep OTAs from scooping a slice of their booking revenue. O’Rourke got to work on a Google Hotel Ads campaign designed to ensure that the people seeking to stay at The Jay could quickly and smoothly book. At the same time, we sought to position this distinctive brand and appeal to more travelers.
The Jay Hotel’s exceptional guest experience begins at their website. With intriguing motion and video elements, it does the heavy lifting of selling the experience, with prominent calls-to-action that enable fast, smooth room booking. O’Rourke deployed and optimized a Google Hotel Ads campaign designed to keep their site at the top of search results and protect against predatory bids. This yielded an incredible $90,000 in revenue, a 33:1 return on ad spend (ROAS), as The Jay capitalized on more direct website traffic, and the resulting higher share of booking revenue.
Our solutions included:
Today, The Jay Hotel’s website and related sites occupy the top 4 results in Google’s search results for key brand terms. Critically, one of those results is Google’s own booking functionality, which sends traffic straight to The Jay’s booking engine.
Since launch, 108 direct bookings have been attributed to these efforts.
Wish you had more activity on your own carefully designed website? Interested in deploying these strategies for your hotel? Talk to the experts at O’Rourke about ways we can drive more direct revenue for you.
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