This hotel brand was able to measure awareness and capture a 17% lift in intent to purchase.
This Global Hotel brand saw business travelers as a valuable segment of consumers in the travel market place and wanted to increase awareness and grow market share within this segment. Wanting to understand what messaging resonated and drove booking consideration for business travelers would help Gobal Hotel brand evaluate their acquisition strategy.
The Global Hotel brand worked with Expedia Media Solutions to develop a campaign that included creative targeted with messaging for the business traveler including highlighting specific amenities their properties offered. The campaign featuring display media across several placements on Expedia.com including homepage core offer, search results pages, launch tabs and more.
In order to evaluate consideration for business travelers, Expedia Media Solutions worked with Vizu to conduct a brand survey. Vizu, a division of Nielsen Company, enables advertisers to measure and optimize brand campaigns. This Vizu brand survey measured awareness of intent to book with this Global Hotel brand in the future as well as how the specific creative messaging impacted intent to purchase. It consisted of text-only banner ads with questions around intent and awareness of the Four Points brand, which were presented to a measured control group and exposed group.
The campaign resulted in positive growth in terms of bookings as well as increased lift in awareness and intent to book. The Vizu study asked participants how likely they would be to book business travel at this Global Hotel brand’s property in the next 3 months.
Respondents who saw the ads showed a 17.3% increase in the “Definitely will intent to book” category, which surpassed the benchmark of 10%.
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