maintaining hotel occupancy in a small resort town after high seasons

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Maintaining hotel occupancy in a small resort town after high seasons

The Grand Cruise resort-hotel chain

guests per month1500

year founded2012Sergei PavlenkoMarketing director

Family-friendly hotels

Anapa (on the Black Sea)

Period:

Tools used:

July - September 2013

Keep hotel occupancy as high as possible even after peak season

› Search campaigns (Yandex.Direct)› Ad network campaigns (Yandex.Direct)› Yandex.Metrica

Objectives

Why this matters

A year after the Grand Cruise hotel opened in Anapa, their sales analysis showed a sharp decline in occupancy during the last few weeks of peak season.

The weather in Anapa, however, remains favorable until the beginning of October, so they wanted to find a way to keep the hotel full through the end of September.

21.09—27.09

Numberof rooms

Hotel occupancy

4

Solution

Step 1 Step 2 Step 3

Maximize traffic to special offers page using automatic bid strategies

Drive users to the special offers page

Create a special offers page

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First step

Create a special offers page

The Grand Cruise announced a 20% discount to customers who placed a deposit on reservations between September 1-30. When users click on Grand Cruise’s ads, they were redirected to a page with information on Promotions and Special Offers.

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grand-kruiz.ru/akcii_i_specpredlojeniya

Second step

Drive users to the special offers page

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Ad texts emphasized that these offers were available for a limited time only. The ads appeared in Yandex Search for queries like "discount hotels Anapa,” "Anapa September,” etc.

yandex.ru yandex.ru/images

Ads also ran on sites in the Yandex Advertising Network and Partner Ad Exchanges (ad networks).

Third step

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The Grand Cruise used the Weekly Budget: Maximum Number of Clicks strategy, which automatically sets bids to attract the maximum clicks possible for your budget and maximum click price.

Bids update every 15 minutes.

direct.yandex.ru

Maximize traffic to special offers page using automatic bid strategies

Results

Results

Grand Cruise’s emphasis on the limited time of the offer had the desired effect: the campaign achieved the number of guests they had hoped for and occupancy reached 78.5% during the end of the season.

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Now we plan to use Yandex.Direct at the beginning and end of every season, to ensure both early bookings in May and late ones in September. Additionally, we will continue to use discounts and bonuses for limited time periods to increase occupancy.

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Sergei PavlenkoMarketing director