Maison FL increased direct bookings by 18% with digital advertising
THE CHALLENGE
Maison FL has chosen to work with Cendyn to:
- Ensure that Internet users can easily find the hotel’s website on search engines
- Attract more potential travelers to the hotel’s website
- Recover more direct market share and sell more rooms on the hotel’s website
- Benefit from expert follow-up and support in managing advertising campaigns
THE SOLUTION
After determining the client’s campaign objectives and key success indicators, our traffic management teams drew up an acquisition strategy that corresponded to the hotel’s business challenges.
To build the hotel’s acquisition strategy, we defined a list of the most relevant keywords and estimated keyword search volumes according to the hotel’s target markets. We then drafted attractive ads to attract the target audience and increase the volume of qualified traffic to the website.
To maintain 100% visibility with a high ROI strategy, our team recommended a monthly budget to the hotel’s management. The budget is determined according to the number of search terms and search volumes.
To provide greater transparency on the results of our campaigns, monthly performance reports are sent to the customer.
Cendyn has been supporting our digital acquisition strategy for many years. Our Google Ads and Bing Ads campaigns are powerful levers that enable us to achieve great results quickly and reach our direct booking targets. Their expertise enables us to sell more rooms via our website with an acquisition cost of less than 2%.
THE RESULTS
Thanks to professional, targeted support in the management of advertising campaigns, the Maison FL website benefits from constant digital visibility and succeeds in standing out from online travel agencies (OTAs).
Maison FL has attracted more travelers to its website. The implementation of Google Ads campaigns enabled the hotel to increase its direct sales by 18%.
In addition to optimizing advertising investments, the hotel also succeeded in maximizing profits thanks to a low distribution cost of 1.78%.
Comparison of January-May 2022 vs January-May 2023 and results for 2023:
This case study was completed before the Cendyn acquisition of WIHP but Maison FL can now benefit from the suite of Cendyn products.
Maison FL
About
Maison FL is a 64-room, 4-star hotel located near the Eiffel Tower. The hotel is an Art Deco building, entirely restored by architect François Champsaur. The establishment offers an original vision of the great 4-star hotels, with a typically Art Deco modernized touch.
