Lub d is one of the flagship lifestyle brands under Narai Hospitality Group (NHG), designed for experience-driven travelers seeking vibrant social hubs. It sits alongside Marasca — NHG’s newer collection of boutique properties crafted for guests looking for a more elevated and tranquil stay. Together, the two brands span destinations across Thailand, Cambodia, and the Philippines, catering to a broad spectrum of travelers, from digital nomads and backpackers to wellness-focused leisure seekers. Unified by a commitment to authentic storytelling, both brands believe that a strong brand identity and a direct-first booking strategy are essential partners in driving long-term guest loyalty.
When Dionis Kole joined Lub d as Group Director of Content & Digital Marketing in 2023, he brought with him a bold digital vision: to cut out most of Lub d’s marketing partners and to bring its core marketing function fully in-house. That meant reevaluating their relationship with their previous metasearch provider, who also ran their paid media campaigns, and finding a solution better aligned with Lub d’s goals of building an omnichannel marketing strategy.
As Lub d evolved its digital marketing strategy, gaining more control over metasearch became a natural next step. The team was looking for a partner that could offer deeper visibility, better alignment with individual property goals, and tighter integration with their broader omnichannel approach.
Triptease delivered on all fronts — providing transparent insights and the flexibility to optimize campaigns alongside other paid media channels and direct booking initiatives.
“With our previous provider, it was harder to scale or fine-tune campaigns at the hotel level. We wanted more control and agility — and with Triptease, we have that. Now, if we want to shift budgets or target something specific, we can act immediately and strategically.”
Dionis Kole
Dionis and his team didn’t just switch tools. They rethought the way digital marketing functioned at Lub d — integrating Google Tag Manager, aligning paid media channels, and ensuring every marketing dollar worked harder. Triptease fit naturally into this strategy: a metasearch solution that offered automation, transparency, and seamless integration with their booking engine from day one.
Two years later, Triptease has become a core part of the group’s direct booking strategy — powering smarter, more efficient marketing and empowering teams across the organization to work more collaboratively.
“Triptease supports our metasearch efforts, but also enhances our overall direct booking strategy thanks to the insights we get from the platform. It just makes sense — even with all the in-depth analysis it offers, it’s intuitive enough for anyone to understand, regardless of their expertise in digital or metasearch.”
Dionis Kole
Outside of the operational impact that Triptease has had on Lub d Group, there’s also been an impressive improvement in metasearch returns – which keep getting better year on year.
From 2023 to 2024, metasearch revenue nearly doubled (+97.5%), while total spend remained nearly flat. And as of Q1 2025, the group is turning over nearly 50% more revenue.
“Triptease gives us clear visibility into how our budget is being used and the impact it’s delivering. The return on ad spend has been consistently strong, and overall performance has exceeded expectations.”
Dionis Kole
The group’s average ROAS sits at 24.82X, well above the industry average.
Lub d also leverages Triptease’s Price Match on metasearch functionality. Price Match uses precision discounting to address OTA undercuts and boost direct bookings. Combined with the automatic bid optimization of Triptease’s advanced Metasearch bidding engine, it ensures that discounts are only offered when they will actually help to drive conversions.
In one recent 30-day period, the group saw:
Dionis’ experience working on multichannel campaigns has taught him that it can be worth it to spend a little bit extra to get that direct booking.
“Even in cases where the margin might be slightly lower, it’s still far more valuable to secure the booking on our own website — because that unlocks first-party data we can use across other channels.”
Dionis Kole
From onboarding to optimization, Dionis credits the Triptease team as a major player in Lub d’s success.
“Triptease allows us to focus on the things that matter rather than trying to solve bugs or issues. But overall, the team at Triptease has been the key differentiating factor.”
Dionis Kole
Today, Lub d still runs nearly all its digital marketing channels in-house. But for metasearch, Triptease remains its trusted partner.