With their mixture of classic charm and contemporary edge, Primus Hotel Sydney knew that by increasing their visibility they could, in turn, increase their bookings. By collaborating with Expedia Group Media Solutions, they drove awareness across all Expedia Group Brands to generate more room nights for a targeted period. Their investment in TravelAds helped contribute to a 7X increase in property views.
Primus Hotel Sydney is located in Sydney’s iconic central business district. Just steps from Hyde Park, the Queen Victoria Building, and other historic attractions, this Art Deco hotel appeals to both business and leisure guests alike. However, Primus Hotel Sydney faced the challenge of low occupancy between October and January caused by a decline in group business traffic to the area, and new supply in the city.
- Natalia Widdicombe, Director of Sales & Revenue
Primus Hotel Sydney’s carefully crafted sponsored listing ads highlighted the hotel’s key selling points. The ad copy and picture focused on the major differentiators that they knew were selling points for their leisure travel audience: their prime location and their modern amenities such as spacious, updated rooms and their rooftop pool. With scheduled ads, they strategically scheduled the timing of their sponsored listings to target their highest need periods.
In the month prior to activating TravelAds, Primus Hotel Sydney received approximately 4,000 property views (i.e. clicks). Upon activating TravelAds, Primus Hotel Sydney drew in nearly 30,000 property views in a single month. This more than 7X increase in views helped Primus Hotel Sydney achieve their marketing and bookings goals.
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