Dallas’s Hotel Crescent Court is one of its city’s landmark properties, offering its unmistakably Texan brand of hospitality in the trendy Uptown neighborhood. Last year, we shared our success story relaunching the hotel’s website following a major renovation and achieving significant growth in revenue and bookings. With that success, we turned our attention to maintaining momentum through advertising campaigns that continued to draw in guests.
Hotel Crescent Court was designed to impress and built from a record-breaking quantity of limestone, and 10 types of marble imported from Spain and Italy. A recent $33 million renovation upgraded the property and added amenities, ensuring that it remains a sought-after destination. Following this successful re-opening, O’Rourke’s hotel marketing specialists took over the property’s display ad campaigns, which target and attract key audiences.
Display ad platforms target specified audiences, placing ads on millions of websites, wherever they browse. The live campaigns generated traffic and a positive ROAS, but we knew we could do better. Fueled by the new renovation and updated amenities, our team needed to find travelers with high intent and likelihood of booking, and present them with compelling reasons to act.
O’Rourke designers knew that guests have varied motivations for booking. And, without eye-catching design, most users scroll past ads with only minor recognition. We created sets of dynamic animated ads that feature a range of offers and highlights from the Hotel Crescent Court experience. We refreshed these ads often, optimizing toward top performers and ensuring that target users saw relevant, engaging creative. The strategy worked, quadrupling revenue earned from Display campaigns over the course of August–December vs. the same period prior. Not only this, but we achieved these improvements with a modest reduction in ad spend, as the increased engagement allowed algorithms to target more relevant users and avoid wasted spend on users who were less likely to book.
Today, Hotel Crescent Court enjoys continually refreshed campaigns that highlight seasonal offerings and entice key users to book, all driving to a website optimized toward booking. This virtuous cycle keeps more revenue with the hotel, rather than OTAs. If your hotel has untapped capacity or loses too much booking revenue to third parties, reach us today. Our team can discuss campaign strategies that help you own more bookings with creative that puts your best qualities forward.
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