Choice Hotels Boosts Bookings with Google Hotel Ads Bid Solutions

CASE STUDY HIGHLIGHTS

CLIENT

Choice Hotels

NEED

Focus marketing efforts and driving bookings to low occupancy hotels

SOLUTION

Metasearch Management

CHALLENGE

With more than 550,000 rooms around the globe, Choice Hotels International needed to focus its marketing efforts and drive bookings to low occupancy hotels with the help of Google Hotel Ads. The company also wanted to better account for shifts in availability and focus its marketing efforts in areas that matter most.

APPROACH

By utilizing Google’s granular bid levers to increase visibility for low-occupancy hotels, Choice was able to reach travelers that were most likely to book, optimize efficiency, and scale the campaign. Choice Hotels partnered with Koddi to implement an innovative marketing strategy that factored occupancy data in real-time. Koddi’s software processed daily availability data and adjusted bidding strategies in Hotel Ads accordingly.

RESULTS

Properties at lower occupancy rates received more aggressive bids, which led to more traffic and greatly benefited Choice’s value brands: Rodeway and Sleep Inn. By leveraging occupancy data, Choice grew its traffic, bookings, and revenue while improving its return.

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