This US destination increased length of stay, booking window, room nights and more during their slow season.
When the Fort Worth CVB chose to advertise on Expedia for the first time, it was with the goal of increasing room night production during the summer months—typically some of the slowest times of the year. They also hoped to increase awareness and increase share over competitive destinations by introducing their unmistakable mix of preserved Western heritage & unrivaled artistic offerings to a national audience.
The two-month long late summer campaign placed banner ads on the property pages and Hotel results tab on Expedia and Hotels.com. A high-energy, custom landing page showed viewers why everything’s bigger in Texas and more fun in Fort Worth, and the entire ad campaign targeted travel shoppers searching for all Texas destinations, from origin points both in Texas and Oklahoma.
The banner ads, homepage core offer and custom landing page helped the Fort Worth CVB see a significant increase in their year-over-year statistics—31% increase in room nights, and a 35% increase in gross bookings. The average length of stay for the campaign’s participating hotels rose by nearly 6.75%, while competing hotels actually saw a decline of -2.05%. Overall revenue for participating hotels increased 45.96%.
Stellar results achieved by their first ad campaign with Expedia helped the Fort Worth CVB surpass its goals. The campaign’s moderate budget proves that Expedia Media Solutions’ low cost of entry can help travel organizations drive a strong return on their ad spend.
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