About The Inn at Christmas Place
Nestled in the heart of Pigeon Forge, Tennessee, The Inn at Christmas Place is more than a hotel: it’s a year-round holiday destination that brings families together to celebrate. While its unique concept is a major draw, the property doesn’t take its success for granted. Since opening in 2007, The Inn has remained focused on building its brand—prioritizing direct bookings and minimizing reliance on OTAs.
That made Triptease tools a perfect fit for its marketing strategy. The Inn at Christmas Place uses Triptease for metasearch, retargeting, and paid search, ensuring its direct website stands out against OTAs throughout the whole customer booking journey. We spoke with Assistant General Manager Victoria Jones to learn more about how Triptease supports her and her team.
Using Metasearch to underscore a consistent direct price advantage
A cornerstone of The Inn at Christmas Place’s direct booking success is its consistent pricing strategy, designed to steer guests away from OTAs and toward the hotel’s website.
“We’ve always marked up our OTA rates, usually by the amount we’d pay in commission. If a guest is comparing options, our direct rate is always cheaper.”
Victoria Jones, Assistant General Manager
This strategy, combined with careful OTA inventory control, including removing availability on peak dates in December and July, has helped the property maintain a remarkable 90%+ direct booking share in a competitive market.
Triptease Metasearch helps highlight this pricing advantage on platforms like Google Hotel Ads, giving price-sensitive travelers a clear reason to book direct.
“Everyone’s price-shopping. Showing up on metasearch with a lower rate helps us capture those bookings before they click away.”
Victoria Jones, Assistant General Manager.
And it’s working. In Q2 2025, The Inn at Christmas Place’s metasearch channel achieved an impressive 38x ROAS.
Making the most of website visitors with Triptease Retargeting
Before partnering with Triptease, The Inn at Christmas Place had never invested in retargeting—something Victoria knew was a missed opportunity. Since launching the channel with Triptease, the results have been consistently strong.
In Q2 2025, the Inn saw:
- 45x ROAS from retargeting
- Nearly 90 bookings recovered from competitors or OTAs
Triptease’s dynamic personalization feature—which allows guests to be retargeted with prices for the exact dates they previously searched—aligns perfectly with the Inn’s focus on price optimization.
Winning back branded traffic with Triptease Paid Search
The Inn at Christmas Place has a memorable name that clearly reflects the guest experience. It tends to perform well in organic search, and with nearly 50% of guests returning, many people searching for its name are repeat visitors. For Victoria, that means Paid Search isn’t just about visibility—it’s about protecting the brand from OTAs.
“I know we have to invest in paid search so other people aren’t outbidding us on our keywords, and to stay in that number one spot.”
Victoria Jones, Assistant General Manager
The investment is paying off. In Q2 2025, Paid Search delivered:
- 38x ROAS
- 13% of the Inn’s direct website revenue
Why Triptease?
The Inn at Christmas Place chooses Triptease for several key reasons, including:
- All-in-one platform: Victoria values being able to run paid search, retargeting, and metasearch from a single place.
- Reporting capabilities: Triptease offers clear, effective reporting tools that make performance easy to track.
- Flexible pricing models: The team previously ran paid search on a cost-per-acquisition model. Victoria appreciated the option to move to a license model, which has proven more cost-effective.
A partnership that runs smoothly in the right direction
One of the most valued aspects of working with Triptease? Peace of mind.
“I have to remind myself to go back and monitor it sometimes because I know that it's running so smoothly, and we just don't have issues.”
Victoria Jones, Assistant General Manager
But most importantly, Triptease is aligned with the Inn’s core mission:
“We do everything we can to drive direct bookings, and we really appreciate Triptease’s partnership in helping us do that.”
Victoria Jones, Assistant General Manager
