Hospitality · 2017 to 2023
Winning direct bookings back from the OTAs
Six years of turning a hotel website into a strong selling channel: direct web bookings from 4% to 13%, CPA down 75%, revenue from web and email up 19% year on year.
- Client
- Emirates - Premier Inn Hotels
- Years
- 2017 to 2023
- Role
- Head of Performance Marketing and E-Commerce
- Sector
- Hospitality
web bookings, up from 4%
lower cost per acquisition
more revenue year on year
The challenge
Online travel agencies were taking 15 to 20% commission on bookings, and bidding on the hotel's own brand name to do it. Every booking they won was margin the business never saw.
What we did
- 01
Own the brand search
Branded search ads outranked the OTAs, proven in Auction Insights, while campaigns on competitive terms like 'hotels in Dubai' brought in new guests. Bidding against OTAs cut CPA by 53% in 2021 and 2022.
- 02
Give guests a reason to book direct
Member rates, early check-in and late check-out, shown clearly on the website and in every ad. The booking engine was rebuilt and the purchase funnel simplified.
- 03
Test everything
Four website and landing page designs in six years, each validated with heatmaps and A/B tests. Conversion rose from 1.5% to 6%.
- 04
Remember every guest
GDPR-compliant double opt-in, pre-arrival and post-departure journeys synced with ads, and loyalty offers. The database grew 300% in six years with a 29% open rate.
The outcome
Web bookings rose from 4% to 13% of the total, CPA fell 75%, and web and email revenue grew 19% year on year, worth double-digit millions of dirhams.
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LinkedIn recommendations
Ahmed is very knowledgeable in the field of Digital Marketing, and great at sharing his learning with the wider team. As my manager, he has been a great coach and my understanding of Digital Marketing has developed significantly - both technically and how to challenge results. I look forward to continuing to work with Ahmed in the future!
Rebecca Morgan-RansomReported to Shaker at Premier Inn