Table of Content
268% Increase in ROAS for a Leading Hospitality Group
A leading international hospitality group partnered with IBEX to improve advertising performance, increase direct bookings, and reduce dependency on Online Travel Agencies (OTAs).
Through a full-funnel performance marketing strategy combining Meta Ads, Google Ads, audience targeting, retargeting, and conversion-focused campaign optimization, IBEX successfully improved ROAS and conversion performance within a short period of time.
+268%
Increase in ROAS within 3 Months
+208%
Increase in Conversions Within 3 Months
Full-funnel
Hospitality Performance Marketing Strategy
About The Client
The client is a leading hospitality group operating hotels and lifestyle hospitality brands across Thailand and international markets.
The partnership focused on improving digital advertising performance, increasing direct bookings, strengthening traveler engagement, and reducing reliance on third-party booking platforms.
Services Delivered
- Hotel Meta Ads
- Hotel Google Ads
- Hospitality Performance Marketing
- Full-Funnel Strategy
- Audience Targeting
- Retargeting Campaigns
- Conversion Optimization
- Campaign Scaling
- Creative Strategy
- Data Analysis & Reporting
The Challenge
The hospitality group needed to improve advertising efficiency while increasing direct bookings and reducing OTA dependency in a highly competitive travel market.
The client was looking for a performance marketing partner capable of scaling campaigns efficiently while maintaining strong ROAS and conversion performance.
Key challenges included:
- Reducing dependency on Online Travel Agencies (OTAs)
- Increasing direct bookings through owned digital channels
- Improving ROAS performance
- Increasing conversion volume efficiently
- Strengthening brand awareness among travelers
- Re-engaging previous guests and loyal customers
- Improving campaign structure and audience targeting
- Scaling media spend efficiently
The Strategy
IBEX developed a full-funnel hospitality performance marketing strategy focused on improving direct booking performance, maximizing ROAS, and increasing conversions across digital advertising channels.
The strategy combined audience segmentation, conversion optimization, creative testing, retargeting, and campaign scaling across Meta Ads and Google Ads.
Full-Funnel Hospitality Performance Marketing
The strategy targeted travelers across multiple stages of the customer journey, from awareness to conversion.
This included:
- Awareness campaigns
- Destination-focused campaigns
- Direct booking campaigns
- Retargeting campaigns
- Loyalty-focused campaigns
- Seasonal and promotional campaigns
The campaign structure was designed to keep the hospitality brands top-of-mind while improving booking intent and conversion performance.
Data & Performance Audit
Historical campaign performance and digital setup were analyzed to identify:
- Audience opportunities
- Conversion bottlenecks
- Budget inefficiencies
- High-performing traveler segments
- Campaign scaling opportunities
This allowed campaigns to be rebuilt around the best-performing audiences and booking behaviors.
Direct Booking Strategy
A major focus of the strategy was encouraging travelers to book directly through the hotel’s own digital platforms rather than third-party OTAs. This included:
- Direct booking-focused messaging
- Conversion-driven campaign structures
- Promotional campaigns
- Retargeting website visitors
- Loyalty and repeat guest campaigns
Audience & Creative Optimization
Audience targeting, creatives, messaging, placements, and bidding strategies were continuously tested and optimized.
The objective was to improve ROAS while increasing conversion volume efficiently across Meta Ads and Google Ads. This included:
- Traveler audience segmentation
- Seasonal messaging
- Destination-focused creatives
- Promotional offers
- Creative format testing
- Placement optimization
Retargeting & Conversion Optimization
Stronger retargeting and conversion optimization strategies were implemented to maximize booking intent from engaged audiences. This included:
- Website retargeting
- Booking abandonment audiences
- Previous guest audiences
- Engaged social media audiences
- Dynamic remarketing campaigns
Execution
The execution phase focused on continuous optimization, testing, and scaling based on real-time campaign performance data. IBEX worked closely with the hospitality group to:
- Monitor campaign efficiency daily
- Scale high-performing campaigns
- Improve conversion rates
- Optimize audience quality
- Improve booking intent targeting
- Refine creative performance
- Adjust bidding strategies based on seasonality and traveler demand
Campaigns were continuously optimized to support both short-term performance and long-term hospitality marketing goals.
The Results
Within the first few months, the hospitality group achieved significant improvements across advertising efficiency and conversion performance.
ROAS Improvement
- +268% increase in Return on Ad Spend (ROAS)
- Improved advertising efficiency across digital campaigns
- Stronger alignment between campaign spend and booking performance
Conversion Growth
- 208% increase in conversion within 3 months
- Improved direct booking performance
- Higher conversion effeciency from paid media campaigns
Key Takeaways
This case study demonstrates how a structured hospitality performance marketing strategy can help hotel groups improve ROAS, increase direct bookings, and reduce OTA dependency.
For hospitality brands, sustainable digital growth comes from balancing:
- Advertising efficiency
- Traveler engagement
- Conversion optimization
- Direct booking strategy
- Audience quality
- Continuous campaign optimization
