Ally Tsang
Executive Assistant Manager, Sales & Marketing at the Royal Park Hotel
About the Royal Park Hotel
The Royal Park Hotel, a sleek property in Hong Kong, welcomes visitors to the city with a blend of comfort, convenience and elegance. Located in the heart of the Shatin area, the property and area are ideal for business and leisure travelers alike.
Background
Royal Park Hotel has always excelled in delivering exceptional guest experiences. While they have been proactive in pushing for direct bookings, they recognize the need to adopt a more assertive strategy to strengthen their direct booking presence in Hong Kong’s highly competitive hospitality market
The solution
In 2023 Royal Park Hotel completed a major renovation, creating an even more modern and comfortable experience for its guests. The hotel team decided this was the perfect time to also focus on attracting more people to their own website, and began working with Triptease. Since then they’ve been able to drive more direct bookings by leveraging Triptease’s comprehensive suite of digital marketing tools for Metasearch, Paid Search, and Display Retargeting campaigns.
“Direct bookings have been on the rise since we partnered with Triptease to manage our digital marketing” -
Ally Tsang
Metasearch
Royal Park Hotel saw metasearch contribute 10% of their direct website revenue, with an impressive 77x Return on Ad Spend (ROAS). This came down to Triptease’s smart metasearch targeting and effective use of data to show sponsored direct booking links to the right guests, at the right time.
Paid Search
Triptease Paid Search drives 24% of the Royal Park Hotel’s direct web revenue - well above the industry average. Previously, the hotel was losing out to OTAs and competitors who were bidding to display ads at the top of the listings, above direct website links, when people searched for the Royal Park. Now, Triptease’s hotel-focused search advertising protects the Royal Park’s brand and drives more bookings to the direct website. All at a huge 87x ROAS.
Retargeting
Before Triptease, guests who left Royal Park’s website without making a booking were often lost to OTAs or competitors. Now Triptease’s automated Display Retargeting tools encourage those people to return by reminding them of what the Royal Park has to offer. Personalized adverts direct potential guests back to book on the hotel website, resulting in an impressive 117x ROAS.
A strong direct booking strategy – that's only getting stronger
Royal Park Hotel shows what hotels are leaving on the table when they don’t make direct booking a key part of their marketing strategy. The results demonstrate that a data-driven, multi-channel approach can significantly enhance a hotel’s digital marketing performance.
Direct booking is vital for our hotel,. as it can enhance guest loyalty and reduce commission costs.
Ally Tsang
And it doesn’t end there – the Royal Park Hotel has recently added Triptease Website Personalization to its suite of tools, a move which will help to ensure that even more guests choose to complete their booking directly with the hotel.
Interested in achieving similar success? Learn more about how Triptease can help your hotel increase direct bookings and maximize revenue.
