Smarter travel ads drive 200% surge in direct bookings
With the right targeting, TTEC helped a hotel brand increase its return while reducing acquisition costs
Smarter travel ads drive 200% surge in direct bookings
With the right targeting, TTEC helped a hotel brand increase its return while reducing acquisition costs
Proof, not promises:
- Increased sales / leads / revenue
The Challenge
A hotel company sought to modernize its digital ad strategy by moving beyond traditional search and display campaigns. Operating in a highly competitive hospitality market, it faced the dual challenge of scaling online reservations while improving cost efficiency.
The company’s existing approach wasn't delivering the performance it needed, and leaders recognized the opportunity to maximize the impact of their ad spend through a more sophisticated, travel-focused solution.
Our Solution
TTEC implemented Performance Max for Travel Goals (PMTG) ads, which leveraged Google's travel-specific automation to unlock new growth potential. This strategic shift centered on two key pillars:
PMTG integration: We launched property-led campaigns designed to capture high-intent travelers across all Google surfaces — from search and display to YouTube, Gmail, and Discover. This omnichannel approach ensured the company appeared at every critical touchpoint in the traveler's decision-making journey.
Targeting guidance: We streamlined audience signals and optimized creative assets to better align with the modern traveler's path to purchase. By feeding the algorithm with refined signals and travel-specific messaging, we enabled the platform to identify and engage the most valuable potential guests at scale.
The travel-centric approach allowed us to tap into Google's advanced machine learning capabilities specifically built for the hospitality industry, delivering superior performance compared to generic campaign types.
Results
We drove significant results by transitioning to PMTG ads, and established it as the company’s most efficient driver for direct bookings.
The company saw its return on ad spend (ROAS) jump by 180%, its conversion rate and ad click-through rate each grow by 200%, and its cost per acquisition decrease by 25%.
This massive boost in both engagement and efficiency positioned the company to scale its digital presence profitably, proving that a travel-focused strategy powered by advanced automation can transform performance in competitive markets.